Kerala Onam festivities have once again led to a sharp increase in liquor sales and ₹771.29 crore of alcohol sales across the state during the eight days leading up to Uthradam.
This is evidence for the high festive season demand for alcohol across the state through outlets operated by Kerala State Beverages Corporation (BEVCO) and Consumerfed.
According to the most recent figures, liquor sales during the corresponding eight days last year were at ₹694.96 crore.
This means sales have increased by around ₹76.33 crore this year, a clear indication of the spending explosion in the Onam season.
Uthradam Records ₹126.31 Crore in Sales
Uthradam, the day before Thiruvonam and the festival's biggest shopping day, experienced a particularly strong demand.
Liquor worth ₹126.31 crore was sold on the day, the figures indicated. Consumerfed outlets were responsible for roughly ₹20.36 crore in sales on Uthradam.
But despite the excellent performance during the eight days of operation, Uthradam’s sales were actually lower than last year.
In 2025, liquor sales on Uthradam were around ₹137.64 crore. This year’s figure would mean a decline of more than ₹11 crore on that day.
But the overall seasonal numbers were still higher because of strong sales on other days. BEVCO outlets had already had good sales earlier in the Onam. Between August 18 and 20, BEVCO had sales of ₹232.99 crore compared to ₹209.89 crore in the same period last year.
Heavy Rush at Liquor Outlets
Sales were booming as people gathered around BEVCO and Consumerfed outlets in Kerala to watch for festival activities. The increase also underscores the fundamental role liquor sales play in Kerala’s festive-season retail activity.
But there is no official information yet on which particular outlet recorded the highest sales in this year’s eight-day period.
Kerala’s Onam economy typically sees increased consumer activity across several sectors, from food and clothing to travel and entertainment. The liquor sales figures add another dimension to the scale of spending associated with the festival.
With ₹771.29 crore of liquor sold before the big Thiruvonam celebration, this year’s Onam season has already seen a major increase over last year’s comparable period.
The numbers will also be of interest not only because of their size but because they illustrate just how rapidly consumer spending can rise during major festivals.
