Track and Trace Holograms on Liquor Bottles

Liquor-BottlesHyderabad: The Tag and trace system, which could put a check on the sale of non-duty paid liquor, so that it can increase revenue for the government, the decision to affix the track and trace holograms on liquor bottles was taken in 2012 but has faced resistance from dealers.

“Though we have installed the computers and other equipment as per the order to them. And the liquor bottle only shows up a code number instead of its origin of production and other details” said D.Venkateswar, president of the twin cities wine dealers association

Rajeshwar Rao said “We have asked for compensation for 20 paisa per bottle, which is the cost of fixing the hologram”. The matter is in court and decision goes in favour of the manufactures, and a pay of Rs 5 crore for the 50 lakh cases of liquor manufactured in TS since july 1, 2014.

“Present liquor production capacity of distillers in the state is 25 lakh cases and the present demand is over 18 lakh cases. After the state’s bifurcation, the liquor demand has dipped by 2 lakh cases. The sales would be further hit in the next two years as distilleries in AP would start operating. With a 10 per cent annual growth, the existing capacity of the distilleries will suffice for 10 years,” said M. Rajeshwar Rao of the association of Liquor and Beer suppliers.

And the new distilleries might bring in additional revenue, but would affect the survival of the existing companies with increased competition, said Niranjan.

Medaram Jathara

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