All registered brands will be given a chance to sell the product
In Andhra Pradesh, a new liquor policy has been implemented by abolishing the old liquor. After the implementation of the new liquor policy, now premium brand liquor will also be available at the shops of the state. After the implementation of the new liquor policy in the state from October 16, now premium international whiskey brands of many big and premium liquor companies including Diageo have started appearing in the shops. Keeping in mind the new liquor policy, a new ‘computer-based model’ will determine the brands sent to retail outlets, an official said. This model will collect data related to market demand and supplies will be made accordingly.
All registered brands will be given a chance to sell the product
The official said, “This will be decided on the basis of demand and supply.” Apart from Diageo, brands of many well-known manufacturers including Perno Ricard and William Grant & Sons, which were mostly not available during 2019-2024, will also be available in stores now. The brand which sells more will be purchased more, the official said. However, every registered liquor brand will be given a chance to sell its products.
Initially, the brand got permission to supply 10,000 cases.
After abolishing the old liquor policy, N. The Chandrababu Naidu-led National Democratic Alliance (NDA) government has implemented a new liquor policy. Elaborating on the model, the official said that initially the liquor brand will be allowed to supply 10,000 cases in the market, after which the market-driven model will be implemented. Based on liquor sales in the last three months, brands will be allowed to sell 150 percent of that quantity.
Allegations were leveled against YSRCP government
The official said that with the implementation of the new liquor policy, all domestic and international liquor brands have started coming to Andhra Pradesh. The old YSRCP government in the state had faced allegations of unavailability of popular liquor brands and their high cost. Excise Minister K. Ravindra said that between 2019 and 2024, customers were ‘deprived’ of the option to choose brands of their choice and were ‘forced’ to buy the only brands available.
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