Abstract: The lure of lucre from liquor has proven to be irresistible. Drinking and drink continues to be an integral part of the social elixir which can connect people and drive them apart. It can serve as a social lubricant, can provide entertainment, can facilitate relaxation, can provide pharmacological pleasure and can enhance the flavors of food. Alcohol is intimately intertwined in every aspect of all cultures and not to be underestimated is the important role it has served in enhancing the enjoyment and quality of life. The various cultures have regarded alcohol as the representation of happiness and the embodiment of auspiciousness, a source of inspiration, for hospitality and an antidote for fatigue since prehistoric times. For centuries, alcohol has played a significant role in religion, medicine, culture and always been an indispensable, integral element of all celebrations. Even today, birthdays, marriages, anniversaries, parties, holidays, business event or informal party, worship and religious events or any other occasion are typically celebrated with alcohol as a focal point, and moderate alcohol consumption is credited with reducing stress, producing euphoria and even enhancing certain cognitive performance. As a beverage it can facilitate relaxation process, increase the pleasure of eating, and enhance the enjoyment and quality of life. While alcoholic beverages are mainly associated with mood and behavior changes, health benefits have also been recognized. On the other hand, alcohol is regarded as one of the “four vices” or disasters.
Title: “The Liquor Market in Assam and Its Future Prospects”
Author: Bijaya Kumar Nayak
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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