The News Minute | September 12, 2014 | 1.20 pm ISTSellers of palm wine or toddy, as it is called colloquially, are hoping that the beverage becomes the new favourite of the Malayali alcoholics. The Kerala state government has decided to introduce prohibition in the state and the process has already begun by not renewing bar licenses. Though the case filed by the bar owners against the new policy is in the Kerala High Court and is set to be heard soon, toddy shop owners have begun to capitalize on the liquour ban. Toddy is an alcoholic beverage that is made from the sap of coconut trees. It is cheaper than liquour and remains outside the purview of prohibition. Toddy shops, generally, were seen as sub-standard when compared to bars. Now that the bars may shut down, people are forgetting prejudices. Toddy shops in the state are mushrooming, reports Malayalam news channel People TV. Toddy shop owners have begun modernizing the shops. From concrete flooring, they are moving to tiles. Wooden benches are being replaced with cushioned chairs. Some are even thinking of making their shops air conditioned. Anticipating higher demand, the price of toddy has been increased by Rs. 4 per litre making the drink Rs. 50 per litre.Sales in the toddy shops have also increased in the past few days, says the report. Perhaps, people are in an attempt to get accustomed to the new drink.