Popular beer brands returned to Delhi liquor shop shelves this summer after excise department enforcement curbed aggressive push marketing of lesser-known labels, vendors reported.
Inspectors penalized outlets that hid established brands behind mandatory display quotas favoring newer entrants tied to recent licensing reforms.
Consumers said familiar lagers and ales were again visible at eye level, restoring choice after months of complaints about artificial monopolies.
Industry sources attributed the shift to stricter audits of distributor incentives and point-of-sale branding contracts.
Excise officials cautioned that compliance checks will continue through the peak season to prevent covert rebate schemes from resurfacing.
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Sources:
https://indianexpress.com/article/cities/delhi/delhi-beer-brands-comeback-excise-brand-push-liquor-shops-10737655/