The Indian beverage industry has been undergoing a massive shift for some time now. You must have seen the surge of low-alcohol drinks and cocktails in the market already. While the previous generations looked at drinking as a binary choice (either you drink or you don’t), Gen Zs are actually rewriting it all. From breweries to rooftop bars, low-alcohol and no-alcohol cocktails are now becoming the right and coolest order options. But what is the reason? Why is Gen Z in India switching to these alternative drinks? Let's understand.
There are various reasons behind India’s Gen Z shifting its choices and preferences:
For the new generation, ‘Health Is Wealth’ is not just a mere statement; it's a lifestyle choice. They are very well aware of the long-term negative effects of alcohol on their health and well-being. With the explosion of the gym culture and fitness influencers, alcohol is seen as an “empty calorie” that clearly hinders muscle gain. They tend to associate alcohol with low productivity, anxiety, and health problems. Hence, they are moving away from it.
Till Gen Zs walked in, socializing in India clearly meant bottoms up! But now there is a shift in socializing, which talks about mindful drinking or mindful consumption. This shift helps the young Indians to stay present in the moment instead of being intoxicated. They are not quitting entirely on alcohol but are moderating their consumption. There have been many concepts introduced by them, like Sober October or Dry January, which help one understand that they don’t need alcohol to have a good time.
In many households and cultures in India, drinking is still seen as taboo, and hence, low-alcohol or no-alcohol drinks stand as a middle ground between culture and choice. Non-drinkers don’t feel left out or excluded from the party with such drinks and cocktails. There are many brands that have introduced non-alcoholic or low-alcohol beverages without missing out on the premium feel, which makes it feel aspirational and not a compromise.
Gen Zs were never interested in traditional cocktails as they found them very sugary. They seem to be more interested in botanical, bitter, and complex flavors, everything with a non-alcoholic or low-alcoholic twist. The introduction of zero-proof spirits has elevated the mixology in India with different flavors, distilled botanicals, kombucha, and shrubs. Latest data from Bevtrac also mentioned that Gen Z is changing the way they interact with alcohol.
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The new generation prioritizes the beauty and visual appeal of the drink and its flavors more than anything else. They want their drinks to be Instagrammable with unique textures, colors, and thoughtful presentation so that they can garner more attention.
As a digitally savvy generation, Gen Z’s choices are also highly influenced by the shifting global trends. They have seen the global success of NOLO or No and low brands, which led to a surge in demand in India. This demand led the way for the Indian local startups to challenge the global giants by catering to India’s local tastes and preferences. For example: brands like Sober, Svami, and Coolberg.
The main thought behind Gen Z shifting to No and Low alcohol brands is that their goal is not to quit drinking forever. They just wish to choose how much or how little alcohol actually fits their body and lifestyle. By catering to this set of consumers, the Indian hospitality industry is actually selling a lifestyle that offers longevity and clarity.
