Maybe I'm getting too old, but I can remember the times when Damania and Co started flying domestic in India around 1994 and of course offered (free) booze as an incentive to book them instead of AI/IC.

Horrid. The amount of liquor consumed my middle class 'gentlemen' on my CCU-BOM hops was worse than that what I observed on DXB/DOH-BOM (workers returning home after 6 months in the desert without any alcohol). Not only that, the behaviour of pax deteriorated rapidly inflight. I certainly understand why the DGCA banned the consumption of alcohol shortly after that.