Overview
- Uttar Pradesh's new excise policy for 2025-26 introduces an e-lottery system for liquor licences, replacing 80% of licence holders and reducing the number of shops in key areas like Noida.
- Liquor vendors in Noida are offering 'Buy 1, Get 1' deals and other discounts to clear stock before the policy's April 1 implementation, resulting in a surge of consumer activity.
- The excise department has prohibited promotional advertising of discounts and instructed officials to remove banners and posters outside liquor shops.
- The policy aims to generate ₹64,000 crore in revenue, supported by initiatives such as composite liquor shops and guided tours of breweries and wineries to boost tourism.
- A record 3,65,268 applications for liquor licences have been submitted under the e-lottery system, generating ₹1,987.19 crore in processing fees so far.