The total liquor sales in Gautam Budh Nagar, consisting of Noida and Greater Noida, reported a whopping sale of Rs 14 crore on the New Year's eve, December 31st, 2024. The amount marked similar amounts of total liquor sales throughout the whole state of Uttarakhand on the same day as well, which depicts the high demand for liquor during the New Year celebrations.

On December 31, 2024, the district clocked sales at 1.17 lakh liters of English liquor, 1.40 lakh liters of country liquor, and 82,000 liters of beer. Despite the cold weather, the demand for liquor has ensured that the district will have clocked Rs 14 crore, the highest amount in sales to date. Compared to the previous year's sales of Rs 11 crore from liquor sales for New Year's Eve 2023, it shows that more people are enthused about the celebration now.

The Excise Department, in particular, ensured the events went off with a bang, issuing 125 temporary liquor party licenses. And that helped collect an impressive Rs 13.75 lakh in revenue. Though country liquor sold more in terms of volume, the department pointed out that the sale of English liquor had brought in a greater percentage to the kitty.

Liquor shops were allowed to open an extra hour to accommodate the crowds of revelers. New Year's Eve in Noida and Greater Noida saw packed venues and large gatherings, especially at the high-end hotels and bars where alcohol consumption was at its peak.

Sales compared to other regions

Interestingly, liquor sales in Uttarakhand on the same day reached Rs 14.26 crore, a figure very close to that of Gautam Budh Nagar. The state government’s move to allow restaurants and hotels to remain open 24 hours for New Year celebrations, along with permitting bars to operate until 2 AM, greatly contributed to the rise in sales.

Liquor sales didn't seem to slow down and continued to run high, where sales even breached the Rs 2 crore mark on January 1, 2025. This is enough to indicate the importance of liquor sales during festival seasons and also how New Year events have become major revenue drivers in the region.