Punjab Number 1 in what? How proud are you as a lazy, alcoholic, uneducated Punjabi while India shines!
http://www.tribuneindia.com/2007/20070501/punjab1.htm#3
Punjab a key market for scotch whisky
Ruchika M. Khanna Tribune News Service
Chandigarh, April 30The Punjabi taste for finer blends in liquor has led to a 50 per cent rise in liquor sales in the state. Though sales across various categories of liquor have increased manifold in the past one year, increase in sale of scotch whisky has led many premium liquor manufacturers from Scotland to now launch their brands in India.
Loch Lomand Distillers, a leading scotch distiller from Scotland, will be launching scotch whisky in Punjab, in association with Goa-based Vasco Da Gama Distilleries next month. Pawan Aggarwal, director, Vasco Da Gama Distilleries, informed TNS that with the country having annual sale of 300,000 cases of scotch whisky, there was a huge market for growth.
“Punjab, which has the second largest per capita consumption of liquor, is a key market for us. With two brands - King Bruce and William Mac Donald - we hope to sell 2000 cases of Scotch whisky a month in the state and 500 cases a month in Chandigarh,” he said.
With the government promising to reduce the cut in the custom duty on scotch whisky, their sale is bound to increase manifold in the coming year. The custom duty on scotch is proposed to be reduced from the present 350 per cent (on bottled scotch) and 170 per cent on bulk scotrch. This will drastically reduce the price of Scotch and make many consumers of Indian Made Foreign Liquor (IMFL) and regular whisky, upgrade themselves to Scotch whisky.
Sunil Mehdiratta, secretary-general, International Spirits and Wines Association of India, informed TNS that it was difficult to determine the number of duty-free scotch whisky sales in the country. “But in the past one year, sale of scotch (including scotch bottled in India and duty paid scotch) has gone up from 7000 cases to 9000 cases, showing a 140 per cent rise. With the government allowing an increase in amount of scotch that an individual can carry from abroad and allowing the hotels to spend 5 per cent of foreign exchange earnings to buy imported scotch, the sales have gone up substantially,” he added.
Though no separate figures for sale of scotch in Punjab are readily available, trade pundits say that the state is a premium market because of the high paying capacity and social custom of living it up. In the past one year, sale of IMFL in Punjab has gone up by 49 per cent from 32.26 lakh cases in 2005-06 to 48.15 lakh cases in 2006-07. The sale of liquor in prestige whisky segment has gone up by 89 per cent in the past year (from 7.33 lakh cases in 2005-06, to 13.87 lakh cases in 2006-07), while that of regular whisky has shown a remarkable increase in liquor sales (from 29.33 lakh cases to 44.25 lakh cases).
It may be noted that Punjab boasts of the second highest per capita consumption of liquor (at 22.6 proof litres per person per year). The revenue collection from liquor in the past 10 years has increased from Rs 1143.51 crore in 1997 to over Rs 1600 crore in 2006-07.