Kerala high on Onam's perpetual happy hour

IN HIGH SPIRITS: In the last one week alone, Kerala consumed liquor worth Rs 143 crore.

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Thiruvananthapuram: Kerala is called God's Own Country but it’s gradually becoming notorious for being alcohol's own land too.

During Onam celebrations, alcohol sales in the state hit an all-time high. In the last one week alone, Kerala consumed liquor worth a staggering Rs 143 crore. The figure does not include the sale of liquor through private bars.

Chalakudy in Ernakulam recorded the highest sales followed by Kollam and Trivandrum districts.

“During our childhood we were told that no matter what, we should do everything to prepare the Onam sadhya. But nowadays we feel that we must drink during Onam, even if we need to borrow money for it,” says Prashanth, a festival reveller.

Festivals see a sharp surge in profit across private bars and state government-owned beverage shops.

While rum is the favourite drink, whisky and gin are least preferred. But why does the Malayalee drink so much?

“Malayalees are increasingly becoming alcoholic. This is because the average Malayalee mind has become vulnerable to all kinds of temptations, whether it’s money or alcohol,” explains K S David, a psychologist from Cochin.

The glass is half full for the government too. Liquor sales beat tourism industry to bring the largest revenue to the state. But not everyone is pleased with the perpetual happy hour.

“It adversely affects the families. The budget of the house goes into turmoil because of the unrestricted intake of alcohol. A huge share of the money earned by the men goes to the bars,” says Binu Reddy, a housewife.

Kerala might have been pushed down to the second spot when it comes to literacy, but when it comes to drinking, there are, perhaps, not many to compete with the average Malayalee who thinks every celebration is an excuse to drink.