Very soon, you would be able to walk into a United Breweries showroom and order any brand of liquor the company makes.
The Delhi excise department has decided to give out special licence to various liquor manufacturing companies to open their ‘company showroom’ and sell all its brands
from under one roof. The companies will be able to sell all its all brands of beer, whisky, vodka and other spirits manufactured at its different breweries from one shop.
Senior excise department officials said this would give liquor manufacturing companies a chance to promote their known brands, which are otherwise not popular with consumers.
United Breweries, Radico Khaitan, Chateau Indage, Globus Spirits, Johnnie Walker and Diageo are few of several well-known liquor companies that manufacture various brands of different hard liquor and lighter spirits.
According to guidelines prepared by the excise department, the companies having at least five or more brands on sale in the Capital will be able to open exclusive outlets.
Each company would be able to open just one outlet in the city. The fee for the special licence, named L-52D, has been fixed at Rs 10 lakh. The companies will have to deposit an additional Rs 10 lakh as security amount with the excise department.
“The guidelines and other terms and conditions are ready and will be notified in a couple of days. We will start giving licences soon,” Delhi excise minister Ashok Kumar Walia said.