Model liquor shops focus on elite clients

Model liquor shops focus on elite clients

Four such shops have opened in the city

These are drinking places for the elite clients of the city and flaunt imported brands which otherwise are not seen commonly at the liquor vends. And these are called model shops — a new concept of excise and taxation department to promote consumption of alcohol in Punjab. So far,about four such model shops have been opened at various places in Ludhiana and a first draught beer pub has come up on Pakhowal road with an aim to attract youngsters.

As an inaugural offer,the model shop on Pakhowal road is offering 20% discount on eatables. If youngsters come and celebrate their birthday parties,a further discount will be given.

Harmanjot Singh,from this model shop-cum-pub,said,“This is the first draught beer pub in Punjab,though a few model shops have already come up. We aim to attract the client who feels uncomfortable in the other drinking places with shabby environment. Apart from the youngsters,women are also our clients who were otherwise not going to drinking places already opened in Ludhiana.”

Most of the high-end brands can be seen in such shops. To attract the cash-rish Ludhiana residents,King George costing Rs 55,000 is available in this shop while the other brands are Johny Walker costing Rs 17,000,Platinum label Rs 8,000,black label,single malt,various varieties of Vodka and much more.


In draught beer,upto 3 litres could be served at one time,said Singh. The pub-cum-shop has been opened by the Chadha group.

Apart from the model shop on Pakhowal road,model shops with high-end brands have been opened on Metro Road,Sarabha Nagar and at Cheema Chowk.

In the current excise policy,the state government had given an offer to the contractors that after each liquor unit (about 15 liquor vends),they can open one model shop without paying extra fee to encourage liquor consumption in Punjab.