The Generational Shift: How Gen Z is Rewriting the Alcohol Market
For decades, the Indian alcohol market felt pretty locked down. You had the usual stuff. Beer was beer, whisky was the standard, and loyalty ran straight down the family line. That was the old script.
But now, Gen Z is rewriting the whole thing.
Today’s young drinkers are approaching alcohol totally differently. It’s not just about drinking for the sake of it anymore. It’s about the whole vibe around it. Where you drink, what you consume, how it fits into your whole life—that matters just as much as what’s in the glass.
This is causing a quiet but real shakeup across the whole alco-bev scene in India. It’s opening up space for everything from Korean soju and craft beers to small-batch spirits and all sorts of immersive drinking spots.
The Experience Factor
The big change is that alcohol isn’t the main event anymore for this generation. It’s just one piece of the larger experience.
Prem Dewan, Chairman and Managing Director at Devans Modern Breweries Ltd., puts it plainly: “Drinking is very much about experience for the young generation.”
This shift means younger consumers are ditching the familiar labels. They’re willing to try things that fit their tastes, their social identity, their lifestyle goals.
As Dewan points out, this evolution is creating room for brands that feel more relaxed, more current, culturally relevant. It’s pushing the popularity of newer formats and modern spirits.
Soju’s Unexpected Ascent
Soju is a perfect example of this move.
It was almost invisible to many Indian drinkers. Now, it’s rapidly gaining traction among younger people. This rise isn't just about changing palates. It’s about the massive pull of global pop culture. K-dramas, K-pop, and Korean food have introduced soju organically into the lifestyles of these consumers.
Jaspreet Singh, Founder and CEO of Penguin Overseas, sees this clearly.
“Soju fits right into this evolving space,” Singh said. “It’s approachable, adaptable, and light enough for longer social settings, but it still has enough character to keep people interested.”
It’s the accessibility too. Domestic manufacturing has helped make this category feel more mainstream and affordable. It’s moved past just niche city crowds.
Better, Not More
There’s a big misunderstanding out there, though. People assume young people are just drinking less. That’s not the story.
Arvind Bajaj, Founder of Conan Beer, says the reality is much more complex. “Instead of drinking more, they’re choosing to drink better.”
This generation is way more informed, experimental, and value-conscious than anyone before them. They prioritize flavor, quality, and the overall experience over just quantity. That’s why craft beers and premium spirits are suddenly getting serious momentum, especially in the cities.
They are drawn to discovery.
This change forces brands to seriously rethink how they talk to people. Traditional ads just don’t cut it anymore. Gen Z demands authenticity. Transparency. Real engagement.
He believes this generation is making drinking way more about flavor, social influence, and experience.
“What’s changing is the intent behind the consumption,” he noted. “It’s less about how much you drink, and way more about the whole experience—the flavor profile, the setting, the packaging, and if the brand actually connects with their culture.”
This explains why spaces like brewpubs and community events are exploding. People aren't just looking for alcohol anymore. They want immersive environments.
Ultimately, this generational reset in the alcohol industry is making the whole category feel more human. It’s moving away from old notions of status or strict tradition.
Written by Gree News Team — Senior Editorial Board
Gree News Team covers international news and global affairs at Gree News. Our collective of senior editors is dedicated to providing independent, accurate, and responsible journalism for a global audience.
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