New excise policy: big discount in Liquor, sell below MRPs

Delhi New excise policy: With the implementation of the new liquor policy in the national capital, many vends are offering a heavy discount (around 30-40%) on Indian as well as imported brands. Most retailers have slashed the rates lower than neighbouring cities-Gurugram and Noida. The liquor vends are adopting competitive pricing which was not allowed in the previous excise regime. 

Some of the retailers in the national capital are offering foreign brands cheaper than Gurugram. According to the daily, a few Delhi liquor stores are selling the bottle of Chivas Regal (12 years) for Rs 1,890 whereas, in Gurugram, the same brand is being sold at Rs 2,150 with a discount of Rs 150 per bottle on purchase of three bottles.

The MRP of Chivas Regal is Rs 2,920 in Delhi. Whisky Theka, operated by JSN Infratech LLP, is selling Jack Daniels for Rs 1,885 against an MRP of Rs 2,730. Premium brand such as Glenlivet (18 years old batch reserve) (7000 ml) is being sold for Rs 5,115 way below the MRP of Rs 7,415. Absolut Vodka is getting sold for Rs 995 instead of the MRP of Rs 1,520.

The retailers are also offering heavy discounts on wines in the national capital. For instance, a bottle of Jacob’s Creek is being offered to customers for Rs 795 instead of Rs 1,180. Mateus Rose is available for Rs 1,230 in place of its MRP of Rs 1,700, and Chateau Puygueraud is priced at Rs 4,980 against Rs 7,220 MRP. Companies such as Alco Mart and Nova Garments, which have at least 27 stores across Delhi are offering a 35% discount on their stock.

In these stores, the cost of Johnnie Walker Black Label is being offered for Rs 1,935 against Rs 2,980; Jack Daniel’s for Rs 1,775, Bombay Sapphire Gin for Rs 1,330, Absolut Vodka for Rs 985, Ballentine’s Finest for Rs 970, and Jagermeister for Rs 2,060, respectively. Delhi’s new excise policy was implemented last year in November.

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According to the media, a total of 552 liquor shops, out of the 849 permitted vends have been opened in the national capital till January 28. Under the new excise policy, the liquor business in the city was completely handed over to private players wherein they can open 849 spacious and swanky vends in 32 zones having an area of at least 500 square metres.