The ever-increasing sales figures of alcohol at the outlets run by the monopoly government agencies attest to an evolving social trend, a disturbing one too, in Keralam.

The turnout at the liquor outlets ahead of Onam reflects Keralites’ changing behaviour when it comes to celebrations. Alcohol appears to have evolved as an inevitable ingredient for all celebrations.

The Kerala State Beverages Corporation (Bevco) has been stocking up well ahead of the peak of the festival. The agency sold liquor to the tune of ₹970.74 crore during the previous Onam season, compared to the ₹842.07 crore the year before. This time, it expects the figures to touch a new high.

The corporation, which supplies liquor through its 289 outlets across the State, is expecting the sales to go up across price sectors and common categories.

Bar owners, meanwhile, expect normal sales during the Onam season, though they also ensure some extra stock. “We may find more customers during holidays when Bevco outlets remain shut,” said Ajith C. Nair, general secretary, Federation of Kerala Hotels Association.

Anti-liquor campaign

Anti-liquor activists, meanwhile, continue to be worried about the growing penchant for alcohol in society.

“Not only during Onam, but during all festivals we have been seeing a hike in liquor consumption. For years, we have been campaigning against it, but it seems to have had little impact,” rued James Muttickal, former general secretary, Kerala Madya Nirodhana Samiti. Mr. James said the anti-alcohol forums in the State had not launched any special campaign this Onam. The forums stand firm on their demand to shut liquor outlets which had mushroomed across the State, he said.

Police, excise step up drives

Meanwhile, the police and the Excise departments have stepped up their campaign against trafficking of drugs and illicit liquor.

Special drives against drunk driving will also be stepped up, say officials.

The Excise department has started a special Onam drive since August 1. “The drive focusses on curbing brewing and sales of illicit liquor especially since all major hooch tragedies in the State have taken place during Onam season,” said A.T. Jobby, Assistant Excise Commissioner (Enforcement), Ernakulam.

The officer said illegal brewing still prevails in several hilly regions in the State. The department has also strengthened surveillance around toddy parlours in the State, as there is a high chance of adulteration of the natural drink during the peak sales season.