UP relaxes revenue target norms for beer retailers

The Uttar Pradesh cabinet has made a decision to relax the monthly revenue generation target of beer retailers in the state, which came as a major relief to beer retailers in UP. This decision will benefit approximately 5700 beer retailers in the state.

Liquor traders in UP had made many requests to the Excise Minister of the state and other government authorities for a relaxation in their revenue target, which they were supposed to generate for the state every month.

The department presented a suggestion to the government to change the rules and allow beer merchants relaxation until 31st December as long as they lift the assigned stock.

The state-wide demand for beer decreased during the fiscal year 2023-2024 due to a number of causes. Lower demand for beer in UP was the outcome, nevertheless, due to the weather, rising prices for popular beer brands, and the 59-day ‘shrawan’.