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To get rid of their inventory before the new excise law takes effect on April 1, liquor stores in Noida are running sales and promotions.
Excise officials claim that liquor stores in Noida usually sell 10,000 beer bottles, 30,000 foreign liquor bottles, and 40,000 country liquor bottles each day, bringing in between Rs 3 and Rs 4 crore in income. (AP/File)
If you’re in Noida and planning a liquor run, now might be the perfect time to stock up. With Uttar Pradesh’s updated excise law set to roll out on April 1, liquor stores across the National Capital Region (NCR) are slashing prices and offering tempting deals to clear their shelves. The state has revamped the liquor license renewal system, moving from the previous six-year model to an electronic lottery. This shake-up opens the door for new players to enter the market. Additionally, the government is introducing ‘composite shops’ — combining beer and Indian Made Foreign Liquor (IMFL) sales under one roof — effectively merging many standalone stores.
With the deadline looming, shop owners are scrambling to sell off their remaining stock before March 31 to avoid having unsold liquor seized by excise officials. The result? Massive discounts, price cuts, and “buy one, get one free” deals.
For instance, a liquor store in Noida’s Sector 18 is running a whisky BOGO offer, while another in Sector 93 is focusing on discounted beer sales. Others are opting for straightforward price reductions to attract customers and avoid losses.
If you’re looking to grab a bargain, now’s your chance — but you’ll need to act fast before the rules change and the sales dry up.
Excise officials claim that liquor stores in Noida usually sell 10,000 beer bottles, 30,000 foreign liquor bottles, and 40,000 country liquor bottles each day, bringing in between Rs 3 and Rs 4 crore in income. Sales are expected to increase by 30–40 per cent this week due to the current discounts.
Following heavy discounts and schemes like one or two bottles free with every purchase, liquor stores in Noida experienced a massive surge in business.
नोएडा में दारू की एक बोतल पर एक फ्री… अब बेवड़ा संघ दुकानों पर टूट पड़ा है. pic.twitter.com/4JnX9INtyI— बलिया वाले 2.0 (@balliawalebaba) March 25, 2025
Videos from liquor stores in Noida’s Sector 18 showed large lines outside several shops. In their haste to get their hands on the discounted inventory, shoppers were observed jostling and even stacking bottles.
As per reports, there are now 501 liquor stores in Noida instead of 535 under the new policy. This comprises one bhang shop, 27 model shops, 239 composite liquor shops, and 234 country liquor shops. District excise officer Sanjay Singh, however, reports that no clearance sales or discounts were reported in Ghaziabad, where 463 liquor stores were distributed via the e-lottery.
