CHENNAI: The Tamil Nadu State Marketing Corporation Limited , popular known by its acronym Tasmac , which runs the usually dirty and dingy but money-spinning chain of liquor outlets in Tamil Nadu, is hoping to win over the socio-economic cream of drinkers by rolling out swankier outlets in malls across the state.The move, targeted at the moneyed customers with top brands, comes with the promise of more money for the state. With Tasmac's revenues of over Rs 21,600 crore in 2012-13, an increase of nearly 20% over the previous year, liquor sales contributed to well more than a fourth of the state's tax revenues.The decision was a no-brainer after a recent trial with an 'elite' retail outlet, at Alsa Mall in the Egmore area, turned out to be a huge winner for the corporation, said a senior Tasmac official, who wished anonymity. So, by this month-end, Tasmac's high-end retail outlets could be up and running in three more malls in the city –– Phoenix, Ramee and Spencer's.Three more outlets in malls will come up next year. The plan is this: presence is all malls or in high streets of Chennai and other cities. The official pointed out that about 70 lakh people, less than 10% of the population, consume liquor at Tasmac's nearly 7,000 outlets everyday. Expansion in this segment is seen at just 2-3 %. So, there was reason to look beyond just this.The elite outlets, on the other hand, are seen as places where people with high disposable income as also women can buy from. Also, these are places where foreign liquor can be sold. With over 40 lakh cases, Tamil Nadu is already India's largest liquor market. The accent on highend customers is in line with where the market is heading."People's purchasing power is increasing, so they are migrating to bigger brands," said Ennette Fernandes, AVP, FMCG , PhillipCapital (India) Private Limited. Till date, foreign liquor was sold through select outlets of Tasmac, without much success though. It, however, found favour in the grey market.Pubs and bars, of course, sold it but they don't have the take-home option. How is the offering different from regular Tasmac shops? In the regular ones, the highest-selling fare is ordinary liquor, priced at Rs 70. In an elite outlet, the minimum billing itself will be Rs 500.A few things are being done to ensure that the outlets are in fact swanky. Interiors are being done up for about Rs 70 lakh. There are also plans to have items such as snacks, water, liquor glasses and beverages.