That’s just one day (US$8.5 million!) and not all outlet sales figures are out. Alcohol in Kerala is sold through Kerala State Beverages Corporation (Bevco) and Kerala State Co-operatives Consumers’ Federation Limited (the apex body of the consumer Co-operatives in the state), popularly know as ConsumerFed.
The chart below is from 2010 but it shows the preference of Kerala residents for Rum. On average, a Kerala resident (that’s everyone above the age of 15) consumers 11.1 litres of a year. In 2010, over 8.65 million litres of rum was consumed per month, followed by brandy (6.18 million litres), beer (5.63 million litres), vodka (0.6 million litres), whiskey (0.1 million litres) followed my wine and gin, relatively too small to mention actual numbers.
Here is an Asianet report of sales this year. People seem to be choosing to buy at modernised outlets than stand it line. This year the Vytlya Bevco store alone sold close to $100,000 worth of beverages on Onam day.