Liquor sales in West Bengal surged during Durga Puja 2026, despite restrictions on alcohol sales on Ashtami, traditionally observed as a dry day. East Midnapore emerged as the leading district for liquor sales, with total sales reportedly reaching around ₹52.71 crore between Panchami and Dashami.
According to figures attributed to the district excise department, liquor sales during this year’s Durga Puja period rose sharply compared with the previous year. In 2025, sales reportedly stood at approximately ₹33 crore. This year’s figure represents an increase of nearly ₹19.71 crore, highlighting a significant rise in alcohol purchases during the festive season.
Local traders believe sales could have crossed ₹60 crore if liquor shops had remained open on Ashtami. The figures also point to increased demand for foreign liquor, country-made spirits and beer during the celebrations.
East Midnapore Tops Durga Puja Liquor Sales
East Midnapore recorded the highest liquor sales during the reported Durga Puja period. The district’s popularity as a tourist destination may have contributed to the increase.
Places such as Digha and Mandarmani attract large numbers of visitors throughout the year, particularly during major holidays and festivals. Durga Puja brings additional tourists to these coastal destinations, increasing demand for restaurants, hotels and other hospitality services.
The arrival of more visitors during the festive period is believed to have contributed to the rise in liquor sales. However, the available figures do not precisely establish how much of the increase came from tourism versus purchases by local residents.
Liquor Sales Rise From ₹33 Crore to ₹52.71 Crore
The reported figures show a substantial increase in liquor sales compared with Durga Puja 2025.
In 2025, sales during the festival reportedly amounted to ₹33 crore. In 2026, the total climbed to approximately ₹52.71 crore.
That represents an increase of around ₹19.71 crore, or nearly 60 per cent, compared with the previous year’s reported figure.
Traders say the total could have been even higher if sales had not been suspended on Ashtami. According to their estimates, the overall figure might have exceeded ₹60 crore if shops had operated throughout the festival.
However, the ₹60 crore figure is an estimate from traders rather than a confirmed sales total.
Foreign Liquor Sales See a Significant Jump
Foreign liquor recorded one of the largest increases during this year’s Durga Puja celebrations.
According to the supplied figures, sales of foreign liquor rose from 228,000 litres in 2025 to 313,000 litres in 2026.
This represents an increase of 85,000 litres, showing stronger demand for this category during the festival.
The rise suggests that consumers purchased considerably more foreign liquor than they did during the previous year’s celebrations. The available data, however, does not explain whether the increase resulted from higher tourist numbers, changing consumer preferences or other factors.
Country-Made Liquor Sales Also Increase
Country-made liquor sales also climbed during the festive period.
In 2025, reported sales reached approximately 330,000 litres. This year, the figure increased to 460,000 litres.
That amounts to an additional 130,000 litres compared with the previous year.
The increase indicates that demand rose across multiple categories of alcoholic beverages. Rather than being limited to foreign liquor, the growth extended to country-made spirits as well.
These figures offer a broader picture of alcohol purchases during the festival, although they do not reveal the number of individual consumers or the average amount purchased per customer.
Beer Sales Record Moderate Growth
Beer sales also increased during Durga Puja, although the rise was smaller than the reported increases in foreign and country-made liquor.
The supplied figures show that beer sales reached 310,000 litres during Durga Puja 2025. In 2026, sales rose to 324,000 litres.
This represents an increase of 14,000 litres, or approximately 4.5 per cent.
The figures suggest that beer demand grew at a more modest pace compared with the other reported categories.
Taken together, the sales data indicate that the overall increase was driven primarily by stronger demand for foreign liquor and country-made spirits.
How Digha and Mandarmani May Have Influenced Sales
East Midnapore is home to some of West Bengal’s best-known coastal tourist destinations, including Digha and Mandarmani.
These locations attract holidaymakers seeking beaches, hotels, seafood restaurants and short breaks from busy cities. During Durga Puja, visitor numbers can rise as families and groups of friends travel during their holidays.
The resulting increase in tourism may help explain why East Midnapore recorded such strong liquor sales.
Hotels, restaurants, and other businesses serving tourists may experience higher demand during peak periods. More visitors can also increase purchases at licensed retail outlets.
Nevertheless, tourism should be viewed as a possible contributing factor rather than the sole explanation. More detailed information on tourist arrivals, outlet-level sales, and local consumption would be needed to determine the exact reasons for the increase.
Why Liquor Sales Increased Despite the Ashtami Dry Day
One of the most notable details in the reported figures is that liquor sales increased even though Ashtami was observed as a dry day.
A dry day generally means that licensed liquor shops cannot sell alcohol during the designated period, subject to the applicable rules and exemptions.
Traders believe the closure reduced the potential total sales during the festival. They argue that keeping shops open on Ashtami might have pushed the final figure beyond ₹60 crore.
However, this remains an estimate. Actual sales would depend on consumer demand, opening hours, stock availability and other market conditions.
The reported figures underline the importance of the festive season for the local liquor trade, particularly in districts that attract large numbers of tourists.
What the Durga Puja Liquor Sales Figures Reveal
The reported increase from ₹33 crore in 2025 to ₹52.71 crore in 2026 highlights a sharp rise in liquor sales during the Durga Puja period in East Midnapore.
Foreign liquor and country-made spirits recorded particularly strong growth, while beer sales increased more modestly. The district’s tourism industry, including popular destinations such as Digha and Mandarmani, may have contributed to the higher demand.
At the same time, the reported totals and category figures should be interpreted carefully. They describe sales during the specified festive period and do not, by themselves, establish the reasons behind the increase or prove that the same trend occurred across every district in West Bengal.
The key takeaway is that East Midnapore reportedly recorded around ₹52.71 crore in liquor sales during Durga Puja 2026, despite the Ashtami dry day. The figures point to a strong festive trading period, with tourism and increased demand among the possible factors behind the rise.
