Overview
- A viral clip that surfaced Monday showed flavoured vodka being poured over ice rolls and handed out outside a liquor shop in Sector‑9 market, prompting public outrage and media attention.
- Police registered an FIR under Section 61(2) of the Bharatiya Nyaya Sanhita and provisions of the Punjab Excise Act and arrested liquor‑shop owner Rajesh Sachdeva in connection with the event.
- The UT Excise and Taxation Department issued a show‑cause notice to the licence holder and warned of penalties and possible suspension or cancellation under the Punjab Liquor Licence Rules and the Excise Policy 2026‑27.
- Investigators are scanning CCTV and probing the roles of shop staff, a private contract operator and the vodka manufacturer named in reports as involved in organising or supplying the promotional activity.
- The case highlights how viral social media content triggers enforcement under rules that bar off‑premises distribution and all forms of liquor promotion, and it raises questions about oversight of vendor contractors and brand promotions.