Alcohol at ₹99: Andhra Pradesh’s New Liquor Policy Aims to Reshape Consumption Patterns

In a major policy shift, the Andhra Pradesh government has unveiled its 2025 Liquor Policy, introducing alcoholic beverages starting at ₹99 per bottle for select economy brands. The move seeks to strike a balance between revenue generation and public welfare, while addressing issues like illicit liquor trade and smuggling from neighbouring states.

Under the new framework, the government has directed the AP State Beverages Corporation Limited (APSBCL) to rationalize retail prices and ensure affordability within regulated limits. Officials believe this policy will help reduce illegal alcohol circulation, boost excise revenue, and maintain strict control over the distribution network.

The policy also emphasizes responsible consumption, with enhanced enforcement against unauthorized outlets and awareness campaigns highlighting the risks of excessive drinking. Simultaneously, the government continues to promote de-addiction and rehabilitation initiatives, particularly targeting rural and low-income areas.

While the reduction to ₹99 has sparked debate—supporters cite its practicality in curbing black-market activity, whereas critics warn of health and social implications—the policy reflects Andhra Pradesh’s attempt to balance regulation, public health, and economic realities.

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