Where’s the Party Tonight?

By Prabhakar Rao

Spirits are high this December 31 with liquor sales in the city shooting by a neat 25 to 30 per cent over the last three days. Retailers, buoyed by the impressive demand even for high-end liquor, expect the sales to improve drastically today. Fuelling the demand for spirits at retail outlets is the ‘recession’ special new year party venue— homes. Its home, sweet home for a number of revellers who have ditched their high-end pubs to welcome 2009 in the cosy confines of their flats. Steep cover charges, security apprehensions and recessionary pressures have convinced people to revisit the idea of house parties.

“We have decided to have a house party for two reasons. One, due to the present scenario people are a little apprehensive of crowded places and feel it is better to celebrate a quieter new year with people you are close to. Also a number of my friends have gathered together after a long time and everyone wanted a place to go and a house party seemed to be logical,’’ says Ranodeep Sen, a young HR professional who is arranging a close-knit gathering of about 15 to 20 people.

These ‘domestic’ party planners are now stacking their small bars with a range of alcohol choices — from white spirits such as vodka and white rum to the real drinker’s delight such as scotch and whiskey. Beer would flow like water, they promise.

With people stacking premium brands, according to retailers, these ‘big heart’ parties may appear extravagant but they actually make economic sense. “Even if my booze budget touches Rs 5,000 and another Rs 2,000 for food, I can still manage to throw a decent bash for a group of 20. But going for events would mean a couple shelling out a minimum of Rs 2,000,’’ says Rajat Parashar, who is holding a party for his friends at his place in Marredpally.

Some house parties have also roped in caterers as against ordering food from a restaurant. With a per plate estimate of Rs 155, the in-house party does seem like a sane bet.

“Besides, in house parties it is only your friends with whom you party so one doesn’t need to bother about pesky crowds,’’ says Pradeep Chowdary, a college student adding that house parties have the benefits of fewer restrictions and go on for a longer time. Another crucial factor driving people home to celebrate is the traffic police crack down on drunken driving on December 31.

Liquor retailers are already calculating their profit. Rohit Ahuja, proprietor Rajshell Wines has calculated a 25 to 30 per cent spurt in sales over the last three days. “So far the sales have been very good and we expect it to pick up on Wednesday,’’ he says. Vikram Mansingh owner of the oldest wine shop in the city confirms that people have been buying large quantities of premium brand liquor over the last few days. “People hosting parties and entertaining friends buy alcohol in bulk with a minimum being six bottles,’’ points out another dealer, who notes that white spirits and wines are doing exceptionally well this year.

However, D Venkateshwar Rao, general secretary, AP State Wine Dealers Association believes that the sales could have been better and are so far only average this year. “Sales should pick up on December 31,’’ he says.