Puducherry Cracks Down on Valentine’s Beer Offer
Excise officials issue notice over “free beer with wine” promotion
- Valentine’s promotional alcohol scheme flagged as rule violation
- Offer included free beer with purchase of wine bottles
- Show-cause notice to be issued to licensee
- Fine of up to ₹1 lakh may be imposed
GG News Bureau
Puducherry, 10th Feb: Excise authorities in Puducherry have acted against a Valentine’s Day promotional campaign that offered free beer with the purchase of wine, calling it a violation of the Puducherry Excise Rules, 1970.
Officials said a show-cause notice would be issued to the licensee, who also operates a bar along with the retail outlet. A penalty of up to ₹1 lakh could be imposed if violations are confirmed.
The action followed an inspection after the licensee publicly discussed the promotional schemes in a television interview and on social media. According to officials, two offers were advertised: one providing a free beer can with the purchase of a specific small wine bottle, and another offering four free beer cans with the purchase of a large wine bottle of the same brand.
Excise authorities said the promotions appeared to encourage the consumption of a mixture of wine and beer, which they consider a direct violation of rules that prohibit the promotion of alcohol consumption.
However, during the inspection, officials reported that no promotional posters, banners, or display boards related to the offers were found inside the outlet.
Revenue official Rajesh Khanna said strict action would follow. “Any promotion of the consumption of alcohol is a violation. We would initiate a show-cause notice and impose a fine,” he said. When asked about the possible penalty, he added that a maximum of ₹1 lakh could be levied under the rules.
The crackdown comes amid heightened vigilance ahead of Valentine’s Day, a period when themed promotions and special offers are common in the hospitality and retail sectors. Officials said outlets would be monitored closely to ensure compliance with excise regulations and to curb promotional tactics that may encourage excessive alcohol consumption.
