Chandigarh, May 26 (IANS) The “innovative” attempt to promote a liquor brand among connoisseurs in Chandigarh has caught the attention of the local administration, which has registered a police case against the owners of a liquor shop in the upscale Sector 9 market.

The liquor vend came into the limelight this week by organising a free “langar” of liquor-dipped ice cones among passers-by.

The promotional event, dubbed “sharab ka baraf ka gola” and “daaru ka langar”, was aimed at promoting a newly launched liquor brand.

It has gone viral on social media, with many slamming it for openly serving liquor at a public place.

Police have registered an FIR against vend owner Rajesh Sachdeva under provisions of the Punjab Excise Act, 1914, and Section 61(2) of the Bharatiya Nyaya Sanhita (BNS).

Taking cognisance of the matter, Deputy Commissioner Nishant Kumar Yadav on Tuesday called a meeting of liquor licence holders to review compliance with the Excise Policy and address violations by the vendors observed on social media platforms.

At the meeting, the Deputy Commissioner-cum-Excise Commissioner took serious cognisance of a video circulated on social media in which a liquor vendor was found serving liquor free of cost under the guise of brand promotion.

He informed them that a first information report (FIR) had already been registered against the offender, and strict action was being initiated.

The Deputy Commissioner categorically said that violation of any provision of the Excise Policy would not be tolerated under any circumstances.

A stern warning was issued to all licensees that the Excise Department would not hesitate to cancel the licence of any violator and might also blacklist such offenders from participating in future allotment and licensing processes.

An official statement quoting the Deputy Commissioner said he directed all licensees to strictly adhere to the prescribed minimum sale price of liquor.

Any deviation from the notified pricing structure shall invite stringent penal action under the relevant provisions of the Excise Policy.

It was also informed at the meeting that the Excise Department has introduced a real-time stock updation system to ensure effective monitoring and greater transparency.

–IANS

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