Noida residents shattered all drinking records
Noida welcomed the New Year 2026 with great fanfare. As the evening of December 31st progressed, the celebratory mood in the city intensified, and so did the flow of liquor. The latest figures released by the Excise Department have shocked everyone. According to the report, on December 31st, 2025, people in Noida consumed liquor and beer worth approximately ₹17 crore in just one night. This figure is the highest in the last three years, indicating that the city’s residents left no stone unturned in celebrating and spending. The long queues at liquor shops have filled the administration’s coffers with revenue.
3-year record broken, huge jump in revenue
This new year has proven to be a bumper year for the Excise Department in terms of revenue. Liquor sales on December 31, 2025, have broken all previous records. Comparing the figures, revenue has increased by 22 percent compared to last year’s farewell night, 2024. While sales on December 31, 2023, were worth ₹11 crore, this figure increased to ₹14 crore in 2024. However, this year’s record sales of ₹17 crore prove that inflation or any other factor hasn’t dampened public enthusiasm. In terms of quantity, approximately 4 lakh liters of liquor were consumed in the city.
Whiskey or beer? What was the top choice?
An interesting trend has been observed in the sales data. Country liquor remained the most sought-after in the city, dominating total sales, with approximately 1.75 lakh litres of country liquor purchased. This was followed by beer and IMFL. It is generally believed that beer consumption decreases in winter, but the people of Noida proved this notion wrong. Beer sales saw the fastest year-on-year growth. On December 31st, approximately 1.2 lakh litres of beer were sold, a significant increase compared to the previous year (82,000 litres). Sales of Indian Made Foreign Liquor (IMFL) also remained around 1.2 lakh litres.
People took advantage of the discount
The massive sales were driven not only by public enthusiasm but also by the laxity provided by the administration. As per the Uttar Pradesh government’s decision, liquor shops’ opening hours were extended by one hour in view of the New Year celebrations. This additional one hour played a significant role in increasing sales figures. According to District Excise Officer Subodh Kumar, this surge in sales was not only seen on December 31st, but also during the Christmas period. On December 25th, the city saw sales worth approximately ₹14 crore.
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