THIRUVANANTHAPURAM: With an aim to revive the toddy sector, something it has been focusing on for years and even promised in its manifesto for the 2021 assembly elections, the LDF government will soon float ‘Kerala Toddy’, the state’s own traditional brand of toddy.
The new liquor policy approved by the cabinet on Wednesday envisages the revival of the toddy sector by easing restrictions on production and devising new marketing strategies.
Other highlights of the policy are to allow bars in industrial parks, facilitate domestic production of liquor and start 250 retail liquor outlets.
Apart, restaurants in tourist destinations will be allowed to serve beer and wine during tourist season.
The modalities of giving the licence will be worked out in consultation with the Tourism department. Announcing the new policy, Excise Minister M B Rajesh said toddy will be promoted as a ‘traditional drink’ and be branded as ‘Kerala Toddy.’
“Toddy shops will be revamped as food joints where tourists can savour pure toddy and native dishes. A common design will be introduced for all shops,” Rajesh said.
Hotels having three-star classification or above and resorts in tourism destinations will be allowed to tap toddy from palm trees planted on their premises. However, the serving of the alcoholic beverage will be limited to guests only.
Government to increase bar licence fees by Rs 5L
On the production side, the government will facilitate coconut plantations for toddy tapping. At present, the toddy supply per palm tree is limited to 2.5 litres. “As the yield has increased, the government will raise the ceiling. Excess toddy goes to waste now,” Rajesh said. The upper ceiling is a precautionary measure against adulteration. Kudumbashree units will be allowed to make value-added products from the excess toddy. A track-and-trace system will be introduced for inter-district transportation of toddy.
The proposal to promote IMFL and beer production aims to create more job opportunities and tap the export market, Rajesh said. Brand registration fees and export fees will be slashed to support new entrants. Domestic production of Extra Neutral Alcohol, the raw material for IMFL, will be encouraged. A law will be enacted to allow the production of low-alcohol drinks from fruits and other farm produce, except cereals.
The government will also take steps to renew the classification of hotels. Bar licence fees will be increased from Rs 30 lakh to Rs 35 lakh. Licence fees for clubs of seamen will be upped from Rs 50,000 to Rs 2 lakh. QR codes will be introduced on bottles sold by Kerala State Beverages Corporation. Production will be enhanced at Bevco’s Travancore Sugars and Chemicals Ltd where ‘Jawan’ brand rum is made.
VIMUKTHI to be enhanced
Vimukthi, the excise’s anti-narcotics drive, will be enhanced with the support of education and sports departments, the library council, residents’ associations and cultural bodies. Vimukthi’s model panchayats will be announced. Studies on reasons for addiction among youth will be held.
250 new retail liquor outlets
About 250 new retail liquor outlets will be opened with the government’s new Excise Policy. At present, the state has 309 outlets against a sanctioned strength of 559.”Only 309 of 559 outlets are functional now. The rest were closed down for different reasons. The new policy proposes to reopen them,” Excise Minister M B Rajesh said. The outlets would come under Bevco and Consumerfed.
Bevco sales up
Bevco’s CMD Yogesh Gupta denied reports in a section of media that liquor sales at Bevco outlets saw a dip. “Sales saw a 2.4% increase until July 24 when compared with last year. 69.92 lakh cases of IMFL were sold this year while it was 67.83 lakh in 2022. The YoY increase in turnover was Rs 340 crore,” he said. Additional Chief Secretary (Taxes and Excise) A Jayathilak and Excise Commissioner Mahipal Yadav were present.