India's Gen Z Consumers Transforming Alcohol Trends
India’s newest round of drinkers is rewriting the rules of the world’s biggest bar
The Economic Times
Image: The Economic Times
India's youngest legal-age drinkers are not reducing alcohol consumption but are redefining it through premium choices and mindful drinking. With 30 million new consumers entering the market annually, the country leads in whisky consumption, with Pernod Ricard India holding over 50% market share in premium whisky.
- 01Gen Z in India is not drinking less but is opting for higher-quality alcohol.
- 02India has 30 million new legal-age drinkers each year, driving market growth.
- 03Premium and above segments of alcohol grew 8% in volume and value in the first half of 2025.
- 04The rise of cocktails and experimental drinks reflects changing consumer preferences.
- 05Brands must adapt to a younger audience that values individuality and storytelling.
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India's alcohol market is witnessing a transformation, particularly among Gen Z consumers who are not abandoning alcohol but are shifting towards premium and mindful consumption. Debasree Dasgupta, Chief Marketing Officer of Pernod Ricard India, highlights that the country is home to the world's largest whisky market, with the company commanding over 50% of the premium segment. Each year, around 30 million new legal-age drinkers enter the market, contributing to a growth rate of 7% in total beverage alcohol consumption, according to IWSR data. Unlike trends in the US and Europe, where younger consumers are reducing their alcohol intake, Indian Gen Z is embracing a more intentional drinking culture, opting for cocktails and premium brands. This evolution is evident in the rising popularity of unique flavors and social drinking occasions. Dasgupta emphasizes that success for brands now lies in storytelling and cultural relevance, as young consumers seek distinction and individuality in their choices.
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The shift towards premium alcohol consumption means that brands will need to cater to a more discerning consumer base, which could lead to higher prices for premium products. This trend may also influence social drinking habits, making casual gatherings more focused on quality experiences.
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