CHENNAI: With sale during Christmas having gone for a toss, Tasmac is pinning hope on New Year’s eve to rake in some festive revenue. The state-owned liquor marketing corporation is expecting to hit sales of Rs 600 crore for the New Year, which makes for an extended weekend.
According to official sources, sale on Christmas day was 50% of what was expected. While Tasmac looked to sell 2.25 lakh cases of IMFL (Indian made foreign liquor) on December 25, hardly half of it was sold. Against this backdrop, the hopes on New Year eve sale is up. “In total, sales over the four days could net an income of Rs 600 crore. Most of the sale is expected on December 31,” a Tasmac source said. Outlets have stocked up.
Though bars attached to star hotels are also receiving inquiries to reserve tables, restriction to wind up liquor sale by 10pm on December 31 has discouraged many from having a night out. Tasmac will be losing substantial income as the state government has banned celebrations in restaurants, hotels, clubs and resorts in view of Covid-19. This leaves people buying liquor only for private, house parties. While this could push retail sale across Tasmac counters, it will impact overall liquor demand.
T Nataarajan, South India Hotels and Restaurants Association (SIHRA) honorary secretary and CEO of GRT Hotels and Resorts, said inquiries for reservations are steady. “Government SOP allows only 50% occupancy in bars and we’ve informed our guests that liquor will not be served after 10pm on the eve.”
Sudip Sengupta, vice-president (operations), Green Park Hotels, said there were not many takers for offers on unlimited liquor due to the restrictions. “People reserving tables prefer to order alcohol to the table instead,” he said. In the past, liquor used to be served till the wee hours by licence holders on New Year’s day, he added.