Uttar Pradesh Liquor Vendors Rush to Clear Stock Ahead of New Excise Policy

With the 2025-26 excise policy set to take effect on April 1, liquor stores in Noida and other areas are offering steep discounts, while the government enforces advertising restrictions and processes record licence applications.

• 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.

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