Andhra Pradesh: Excise director launches ‘Know What You Drink’ campaign; verify liquor via app; crackdown on fake bottles

VIJAYAWADA: The Andhra Pradesh Prohibition and Excise Department has launched a public awareness campaign titled “Know What You Drink” to help consumers verify the authenticity of liquor purchased from licensed outlets. The campaign was formally launched by the Director of Prohibition and Excise, Chamakuri Sridhar. As part of the initiative, Sridhar unveiled and affixed awareness posters at a retail liquor shop in Veterinary Colony, Vijayawada (NTR District). The posters guide customers on how to confirm whether a liquor bottle is genuine using the AP Excise Suraksha mobile app.Through the app, consumers can scan the QR code printed on the bottle cap to verify authenticity. The app instantly displays a message confirming whether the bottle is an “authentic product”. It also provides details such as the batch number, manufacturing date, and maximum retail price (MRP). The director clarified that the app currently supports only Indian Made Foreign Liquor (IMFL) and does not apply to beer products.Sridhar, along with the Deputy Commissioner of Vijayawada, visited the AP State Beverages Corporation Limited (APSBCL) depot at Nidamanur to review stock management and operational procedures. The depot manager briefed the director on the indenting and supply system. Sridhar also interacted with suppliers, heard their concerns, and issued on-the-spot instructions to address pending issues.The excise director directed that “Know What You Drink” awareness posters be prominently displayed at all licensed retail liquor outlets across the state. The initiative aims to ensure transparency, promote responsible consumption, and help consumers make informed and safe choices while purchasing liquor.“We will not allow a single bottle of spurious or illicit liquor to be traded anywhere in the state. We will not hesitate to launch a crackdown against those trying to sell spurious liquor,” Sridhar warned. He asked deputy commissioners and assistant commissioners of the department to remain vigilant, as Chief Minister Chandrababu Naidu is firm on rooting out spurious liquor from the state. He instructed officials to ensure that all retailers scan every bottle before selling the stock, to avoid the sale of illicit liquor even by mistake. He also urged customers to check the authenticity of the stock they purchase using the app.