Srinagar: Liquor consumption is witnessing a notable rise in Kashmir, marking a shift in the Valley’s social landscape where alcohol use was once largely confined to non-locals and tourists. Bar employees say beer has become the most popular choice among visitors, though some customers also opt for hard liquor.
“Most of the visitors ask for beer. A section of people go for whiskey or rum, but beer clearly tops the list,” said an employee at a Srinagar-based bar, adding that the trend has steadily grown over the past few years.
Traditionally, alcohol use in Kashmir was limited and largely restricted due to religious and cultural sensitivities. However, shopkeepers and bar operators claim that changing lifestyles, exposure to outside cultures, and growing tourism have all contributed to a gradual rise in consumption.
Observers link the development to a mix of factors including urbanisation, increased disposable income, and evolving social attitudes among the youth. “The Valley is going through cultural changes. Global media exposure and frequent travel have had a strong impact. Young people today are less hesitant about experimenting with things that were once taboo,” said a sociologist based in Srinagar.
Bars and licensed liquor shops in the Valley, although few in number, have reported a consistent increase in sales. Officials monitoring excise revenue also confirm that collections from liquor sales have shown an upward trend in recent years. According to figures shared by the Excise Department earlier, government earnings from alcohol sales in Jammu and Kashmir have crossed significant milestones, reflecting rising demand.
Locals hold mixed views on the matter. While some argue that the trend indicates erosion of traditional values, others see it as part of inevitable social change. “It is not just about liquor, it is about how society is opening up. People are experimenting with fashion, food, and lifestyle choices, and alcohol is just one dimension of that change,” said a shop owner in Lal Chowk adding that he is true Indian. [KNT]
