Kerala High Court Issues Notice On PIL Challenging BEVCO's Liquor Branding Contest

The division bench comprising Chief Justice Soumen Sen and Justice Syam Kumar V M, issued the notice to the respondents and directed them to file a counter affidavit in the matter.

The plea alleges that the contest violates statutory prohibitions on liquor advertising and undermines the State's constitutional obligation to protect public health.

The impugned contest offeres a cash prize of ₹10,000 for selected entries suggesting a name and logo for a new Indian Made Foreign Liquor (IMFL) brandy to be manufactured by Malabar Distilleries Ltd., a state-owned enterprise. The announcement was widely published across national and regional newspapers, television channels, and social media platforms.

The petitioner submits that the contest amounts to indirect or surrogate advertising of liquor, which is prohibited under the Kerala Abkari Act, 1077, the Cable Television Networks Rules, 1994, and the Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022 issued under the Consumer Protection Act, 2019.

The petition also invokes Article 47 of the Constitution, which directs the State to endeavour to bring about prohibition of intoxicating drinks and improve public health. The petitioner contends that by normalizing and glorifying alcohol and its consumption, the campaign undermines public health objectives and violates the constitutional mandate.

The petitioner has sought a writ of mandamus directing the immediate withdrawal and cancellation of the contest and a writ of prohibition restraining the respondents from engaging in any form of direct or indirect liquor promotion. A declaration has also been sought that the contest is void and unconstitutional.

An interim prayer has been made seeking a stay on all further proceedings related to the contest pending disposal of the PIL.

Case Title: M M Sanjeev Kumar v State of Kerala and Ors and connected matter

Case No: WP(PIL) 2/ 2026 and WP(PIL) 7/ 2026