noida liquor revenues have hit a new high in the twin cities of noida and ghaziabad this financial year while noida clocked sales worth rs 16527 crore in 202223 up from rs 13464 crore the previous year ghaziabads revenue from liquor trade went up from rs 1474 crore in 202122 to rs 1577 crore the next yearin noida the department registered sales of 19 crore litres of countrymade liquor 12 crore bottles 750ml of imfl and 43 crore bottles of beer this financial yearofficials said revenue had been growing in recent years according to data available with the excise department noida earned rs 545 crore in 201718 rs 786 crore in 201819 rs 1019 crore the next year rs 13464 crore in 202122 and rs 1652 crore in 202223 advt similarly ghaziabad registered earnings of rs 714 crore in 201718 rs 890 crore in 201819 rs 1059 crore in 202021 rs 1474 crore in 202122 and rs 1577 crore in 202223officials told toi that changes in the liquor policy of neighbouring delhi had impacted the sales in the ncr citiesin august last year the delhi government rolled back its oneplusone offer on liquor the policy introduced in november 2021 allowed shops in delhi to give heavy discounts on imfl a move that affected sales in ncr where liquor was costlierbeing close to delhi customers from noida and ghaziabad chose to buy liquor from the capital as ups revenue was hit police teams were deployed at the borders to check if people were transporting more liquor than permittedthe first quarter of 202223 was hardly a good phase for noida in terms of revenuewe conducted drives at the delhiup borders to check for illegal transportation of liquor which had started to affect sales across ncr it was only when the delhi government rolled back its policy that sales here started to increase said rb singh the district excise officer in noidaashok yadav a liquor trader in sector 74 agreed with singh had the delhi government not tweaked the policy we would have run huge losses despite the increase in sales there is a shortage of some costly brands like glenfiddich smirnoff gold label and so on the excise department should ensure proper supply and match the demand he added advt asked about the demandsupply mismatch an excise department official said there was some issue with the registration of a few brands but that was fixed in december last year we have now been ensuring a steady supply of all brands in the cityevery year the up government sets ambitious targets for liquor sales in each district this year noida was set a target of rs 1828 crore the district managed to reach 90 of the target clocking sales worth rs 1652 croreapart from 548 outlets around 100 registered pubs and restaurants serving liquor feed the excise departments revenue as of now there are five microbreweries in the citywe have received three more applications for microbreweries they will be issued licences to operate