The Andhra Pradesh Prohibition and Excise Department has launched a statewide awareness initiative titled “Know What You Drink” to help consumers verify the authenticity of liquor purchased from licensed outlets. The campaign was formally inaugurated by Director of Prohibition and Excise, Chamakuri Sridhar, who unveiled awareness posters at a retail liquor shop in Veterinary Colony, Vijayawada (NTR District).
This initiative is part of the government’s commitment to ensure transparency, promote responsible consumption, and eliminate the circulation of spurious or illicit liquor in the state.
How the Campaign Works: AP Excise Suraksha Mobile App
As part of the campaign, consumers are encouraged to use the AP Excise Suraksha mobile app to verify the authenticity of liquor bottles. Customers can scan the QR code printed on the bottle cap, and the app instantly confirms whether the product is genuine. The app also provides additional details such as the batch number, manufacturing date, and maximum retail price (MRP).
The Director clarified that the app currently supports Indian Made Foreign Liquor (IMFL) only and does not cover beer products. The campaign aims to empower consumers to make safe and informed purchasing decisions while fostering responsible alcohol consumption in Andhra Pradesh.
Official Inspection and Engagement with Suppliers
Following the launch, Director Chamakuri Sridhar, accompanied by the Deputy Commissioner of Vijayawada, visited the AP State Beverages Corporation Limited (APSBCL) depot at Nidamanur to review stock management and operational procedures.
During the visit, the depot manager briefed the director on the indenting and supply system, while Sridhar also interacted with suppliers to address their concerns and issued instructions to resolve pending issues on the spot. The director emphasized the importance of vigilance among officials to prevent illicit trade and ensure compliance at every stage.
Statewide Rollout of Awareness Posters
Under the campaign, “Know What You Drink” posters are being prominently displayed at all licensed retail liquor outlets across Andhra Pradesh. Director Sridhar stressed that the initiative is designed to prevent the sale of spurious liquor and warned that strict action would be taken against anyone attempting to trade illicit alcohol.
He instructed that all retailers scan every bottle before selling, ensuring no illicit liquor enters the market even by mistake. Additionally, consumers are urged to check the authenticity of each bottle they purchase using the AP Excise Suraksha app.
Commitment to Public Safety and Responsible Consumption
“This campaign is part of our continued effort to protect consumers and maintain high standards in the liquor trade. We will not allow a single bottle of spurious or illicit liquor to circulate in Andhra Pradesh,” said Director Sridhar.
The campaign reflects the Andhra Pradesh government’s strong stance, backed by Chief Minister Chandrababu Naidu, on curbing spurious liquor, promoting public safety, and raising awareness among both consumers and vendors. By leveraging technology and proactive inspection measures, the state aims to make liquor sales transparent, accountable, and safe for all residents.
