Millennials and Gen Z are reshaping India’s drinking culture with premium choices, mindful habits, and creative cocktails. Discover the trends driving change.
1. A Youth-Driven Growth Engine
India's drinking landscape is evolving, powered by its massive youth population. With a median age of just 29.1 in 2023, India boasts over 331 million millennials and 383 million Gen Z individuals—a demographic poised to fuel alcohol market growth for years to come.
Between 2010 and 2017, per capita alcohol consumption rose from approximately 4.3 to 5.9 liters—an increase of 38%.
2. The Rise of Premium, Artisanal Drinking Experiences
Millennial and Gen Z consumers are increasingly inclined toward quality over quantity. This shift has catalyzed a boom in craft breweries, artisanal spirits, and premiumisation of alcohol. The sales of premium spirits priced above ₹1,000 for 750 ml surged by 48% in FY 2022–23.
Local brands and distillers are weaving in Indian flavors—like saffron, mango, and regional spices—creating a taste that resonates with local identity and modern palates alike.
3. Mindful Drinking & the Sober-Curious Movement
Wellness culture is reshaping Indian drinking habits. Whether due to health concerns, fitness priorities, or digital social norms that de-emphasize alcohol, many younger Indians drink less or not at all.
Marking this shift, zero-proof spirits—like non-alcoholic gins, rums, and vodkas—are gaining traction, tapped into by homegrown brands such as Sober, Sobriety Sips, and Catwalk Botanics.
Moreover, low-alcohol and no-alcohol beers—like Budweiser 0.0 and Heineken 0.0—are growing in popularity among millennials and Gen Z, driven by increasing health consciousness.
4. A Shift in Gen Z Drinking Habits
While Gen Z initially embraced sobriety, recent data shows their alcohol consumption is ramping up:
♦ In India, the share of Gen Z legal-age respondents who drank alcohol in the past six months rose from 66% in March 2023 to 73% in March 2025. Globally, this is the biggest increase across generations.
♦ Globally, Gen Z's role in beverage alcohol moderation is notable—drinking less overall, opting for low-volume or no-alcohol alternatives, and selectively sipping on premium offerings.
5. Cocktail Culture & Premium Occasions
Cocktails are no longer just drinks—they're experiences. Consumers, particularly millennials and Gen Z, crave creative, sensory-rich drinks that tell a story.
The Bacardi report shows a growing appetite for bold flavors—fruity (66%), sweet (53%), and spicy (50%) cocktails—with many willing to pay more for authenticity, natural ingredients, and craftsmanship.
Additionally, cocktail culture isn’t about spectacle but about discovery—it’s about knowing and appreciating mixology in environments where flavor and creativity collide.
6. Regulatory Forces & the Liquor Industry’s Response
India’s regulatory environment shapes how the booze business evolves. Stricter rules on surrogate advertising and sponsorships are expected to tighten marketing strategies by liquor giants like Carlsberg, Diageo, and Pernod Ricard.
Nonetheless, large beverage players are pivoting—with more emphasis on ready-to-drink (RTD) cocktails, low/no alcohol products, and premium offerings—to engage younger, quality-conscious drinkers.
Quick Trend Overview
| Trend | What’s Changing in India |
|---|---|
| Demographics | Young, growing consumer base of millennials & Gen Z |
| Premiumisation | Shift to craft, premium, and artisanal drinks |
| Mindful Drinking | Rise of sober curiosity, zero-proof and low-alcohol drinks |
| Evolving Gen Z | Increasing consumption but with moderation and selectivity |
| Cocktail Culture | Creative, experience-driven cocktails gaining popularity |
| Regulation | Cracking down on indirect promotion, industry adapting |
Final Thoughts
Indian millennials—and increasingly Gen Z—are forging a drinking culture that’s authentic, mindful, and sensory-rich. Far from the bygone image of the “boozy Indian youth,” today’s young drinker is discerning, wellness-conscious, and keen to explore unique experiences. Whether through zero-proof spirits, craft cocktails, or premium sips, they’re redefining what—and how—they drink.
Apply Now
