Hyderabad: Telangana is bracing for another festive liquor boom, with excise officials expecting sales to cross ₹1,000 crore during the Dasara season, mirroring the surge witnessed in recent years as consumers stock up ahead of the celebrations.To meet the anticipated demand, the department has directed depots and retail outlets to maintain adequate stocks of both Indian-made foreign liquor (IMFL) and beer across the state.
The scale of festive demand was on full display last year. In the four days leading up to Dasara, from Sept 28 to Oct 1, 2025, liquor outlets lifted stocks worth more than ₹1,000 crore from govt depots. The rush intensified ahead of Gandhi Jayanti on Oct 2, when liquor shops remained closed.Stock lifting touched a peak of ₹320 crore on Oct 1, while outlets procured liquor worth ₹301 crore on Sept 30. Together, the two days accounted for ₹621 crore worth of stock movement, underscoring the sharp spike in festive demand.The trend was also reflected in overall sales. Telangana recorded liquor sales worth ₹3,048 crore in Sept 2025, marking a 7% increase over ₹2,838 crore in Sept 2024. Between Sept 29 and Oct 1 last year, liquor worth ₹697.2 crore was sold or supplied through the distribution network.Excise officials say Dasara traditionally triggers higher consumption as families come together, and thousands of people return to their native towns and villages for the festival. Demand for both beer and IMFL typically rises during this period.Festival sales data from previous years highlight the significance of Dasara for the state’s liquor trade. Liquor sales stood at ₹1,057 crore during the nine-day Dasara festivities in 2023. The figure rose to around ₹1,100 crore during the 10-day festival period in 2024.With festive buying expected to gather momentum over the next few days, the excise department is preparing for another high-revenue Dasara season.
