Chandigarh: The Excise and Taxation Department in Chandigarh has imposed a penalty of ₹7 lakh on a retail liquor license holder after an investigation into a promotional event where vodka was allegedly served on ice balls outside a liquor outlet in Sector 9.
Officials said the action followed an inquiry into an incident that took place in May, when videos surfaced online showing people being offered ice balls topped with a flavoured vodka product near a liquor shop. The clips quickly gained traction on social media, drawing widespread attention and prompting regulatory scrutiny.
According to officials, the penalty was imposed by the Excise Collector after issuing a show-cause notice to the license holder and providing an opportunity to present its response. The action was taken against the holder of an L-2/L-14A retail liquor licence operating in Sector 9’s inner market.
The incident also led to the registration of a police case and the issuance of multiple notices by authorities. Senior officials subsequently convened a special meeting to review enforcement measures and ensure compliance with excise regulations across the city.
Authorities said the promotional activity was examined for potential violations of licensing conditions and excise rules. Following the inquiry, the department decided to impose the financial penalty as part of its enforcement action.
Officials reiterated that strict monitoring of liquor-related promotional activities will continue and warned that violations of excise regulations could invite further action.
