Kochi: Liquor majors are joining hands with event management companies to make luxury marriages a blast. Faced with adverse market conditions post the state curbs on liquor sales and distribution, the companies are eyeing private luxury functions as a good hunting ground to make up the lost revenue. The the companies are eyeing private luxury functions as a good hunting ground to make up the lost revenue.
The companies have started off by giving major discounts to bulk party orders. The luxury market has started sitting up and taking notice of the glamorous potential of premium liquor at the functions. In a recent ‘mehendi function’ at Thiruvananthapuram, a premium liquor cocktail was served by special mixers deputed by the company. The drink was toasted in the name of the bride and groom.
In a recent public statement, the head of a prominent foreign liquor company had said that they are turning their focus to customised parties including marriages. The practice of setting up a small bar is quite common in metros like Delhi, Hyderabad and Bengaluru where the average budget for liquor during marriages has shot up to Rs 10 lakhs. The amount still hovers around Rs 3 lakhs in Kerala.
The application for single day liquor permits sanctioned by the Excise department by the name, FL-6, has also gone up drastically. Such permits given to meetings, conferences, marriages and other social gatherings, permits serving liquor for a single day in a fixed quantity.
Two hundred permits were given in the last ten months in Kochi alone. In the month of April alone, 43 such permits were given across the state. Records show that the number of such permits have been shooting up every year. The permit costs Rs. 50, 500 for a single day and entails similar restrictions as in other liquor sales procedures.