A week after the Kerala High Court ordered a temporary halt to the competition announced by the Kerala State Beverages Corporation (Bevco), Excise Commissioner MR Ajithkumar filed a counter-affidavit in the court stating that the competition does not contravene the provisions of the Kerala Abkari Act.
Bevco invited people to suggest a name and logo for a new brandy brand to be produced at a distillery in Palakkad. In a counter-affidavit, he states that the manufacturing firm is yet to be licensed. Moreover, the Kerala Abkari Act provides punishment for illegal advertisement only if any advertisement called for the use of any liquor or intoxicating drug. Criminal liability arises only if any act falls within the components defined by law.
The claim that this is a proxy advertisement or indirect promotion of a liquor brand also has no legal basis as the brand does not exist now. The law does not prohibit preparatory actions regarding a future product. The plea must be dismissed as it is without merit, Mr. Ajithkumar said in his affidavit.
Published – 16 Feb 2026 20:55 IST