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New Delhi: After the implementation of the new liquor policy, the unavailability of liquor in several restaurants, bars and cafes has resulted in around 20% to 40% losses. Brand-specific consumers are now moving to Gurgaon or Noida to enjoy their favorite beverages. The Sunday Guardian visited some popular restaurants and cafes to understand the current situation. Cafe Tonino in Connaught Place is popular among youngsters. The Italian cafe is facing a loss of around 25% to 30% due to unavailability of beer and wine. About 50% to 60% of beer brands are currently unavailable, including Erdinger, Hoegaarden, and Budweiser. Only one case of Kingfisher Ultra is currently available. Similarly, non-availability of regular liquor also caused damage. A staff member, without naming a specific wine brand, told this paper, “Regular wine that costs around Rs 1,000-1,500 is not even available; So our popular cocktail, the Martini Rosso, is currently unavailable.” Similarly, other Scotch whiskey brands such as Chivas Regal 12 Year Old Blended Scotch Whisky, Glenfiddich 12 Year and Glenfiddich 18 Year Old Single Malt Scotch Whisky, and Jack Daniel’s Old No 7 are also unavailable. “We have a huge inventory; these are peak seasons, if we don’t get the brands in time, we will face huge losses,” a staff member told the paper on condition of anonymity.
Another Italian restaurant, Diggin, is experiencing a 25% loss in business. unavailability of tequilas like Don Angel, Viva Mojo; Greater than gin, sparkling wine has resulted in consumer losses. Similarly, beer brands like Kingfisher, Heineken and Budweiser are again unavailable. Again, an official told this paper on condition of anonymity, “Many brands are unavailable. Just a few days ago, the teacher (whisky) was available.” He declined to comment further on the number of brands currently unavailable.
Known for its eclectic cuisine and contemporary ambience, Lord of the Drinks offers the best food service in India. Unfortunately, the contemporary menu of drinks is suffering a loss of around 30% to 40%. The official told this paper on condition of anonymity, “We have suffered a huge loss due to the unavailability of the brand. Brand-specific consumers, including the youth, are frustrated by not getting their preferred beverages. In the end, we lose customers.” It’s been the same for the last two-and-a-half months. Brands like Camino (tequila), Smirnoff, Gray Goose (vodka), Black Label and beer brands like Budweiser, Heineken, Hoegaarden are again unavailable. “Currently, Kingfisher Ultra is slow. Coming slowly,” a staff member told this paper. Jane, an official at the Chinese restaurant, declined to comment on the unavailability of liquor, but hinted at the unavailability of some brands without mentioning specific names and details.
The Confederation of Indian Alcoholic Beverage Companies (CIABC) has pointed out several problems arising out of the old excise policy such as excessive license fees for Indian products (50 times more than imported products), payment of old costs fixed 20 years ago, dated pricing. rules and many other such operational issues. CIABC Director General Vinod Giri told this paper, “Delhi is facing a shortage of premium alcoholic brands which will be more and more stuck in the peak season for drinks. This is due to various reasons arising from various factors. Go back to the old excise policy mid-year. Well-known brands of many companies are yet to re-register in Delhi Some are withheld from the government due to lack of approval, and some companies voluntarily as they find the demand to pay a full-year brand registration fee even though only half a year remains unreasonable and commercially unviable.”
He further added, “Frequent changes in policy have a destabilizing effect as the industry, above all, wants a stable regulatory framework. The outstanding issues of what to do with the remaining stock during the change in excise policy are yet to be resolved almost a year later affecting the confidence of suppliers. At the consumer end, the expansion of the retail footprint has slowed and bar and license licenses are said to be taking time to process. We understand that the excise authorities, despite best efforts, are trying to manage many issues at the same time without proper prioritization.”
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