This is how the people of Noida celebrated the New Year.
The new year 2026 was welcomed in a very ‘strong’ manner in Noida. As the evening of 31 December approached, the celebratory atmosphere in the city deepened and with it the process of jam spilling also intensified. The latest figures released by the Excise Department have shocked everyone. According to the report, on December 31, 2025, people in Noida consumed liquor and beer worth about Rs 17 crore in just one night. This figure is the highest in the last three years, which shows that the people of the city left no stone unturned in celebrating and spending. The long queues at liquor shops have filled the administration’s coffers with revenue.
3 year record broken, huge jump in revenue
This new year has proved to be a bumper year for the Excise Department in terms of earnings. The sale of liquor on December 31, 2025 has broken all previous records. If we compare the figures, this time a direct increase of 22 percent has been recorded in the revenue as compared to last year i.e. the farewell night of 2024. While the sales on December 31 of 2023 were Rs 11 crore, in 2024 this figure increased to Rs 14 crore. But this time the record sales of Rs 17 crore have proved that inflation or any other factor did not affect the enthusiasm of the people. If we look at the quantity, about 4 lakh liters of liquor has been consumed in the city.
Whiskey or beer? What was people’s first choice?
An interesting trend has been seen in the sales figures. The highest demand in the city was for ‘country liquor’. Its dominance in total sales continued and people bought about 1.75 lakh liters of country liquor. After this came Beer and English Liquor (IMFL). It is generally believed that beer consumption is less in winter, but the people of Noida proved this notion wrong. Beer sales saw the fastest growth on an annual basis. On December 31, about 1.2 lakh liters of beer was sold, which is much more than last year (82,000 litres). At the same time, the sale of Indian Made Foreign Liquor (IMFL) was also around 1.2 lakh litres.
People took advantage of the discount
Not only the enthusiasm of the people but also the relaxation given by the administration was a major reason behind such huge sales. According to the decision of the Uttar Pradesh government, in view of the New Year celebrations, the opening time of liquor shops was extended by one hour. This extra delay of one hour played an important role in increasing the sales figures. According to District Excise Officer Subodh Kumar, this surge in sales was being seen not only on December 31, but since Christmas time itself. Even on December 25, sales worth about Rs 14 crore were made in the city.
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