By News18,Swati Chaturvedi

Copyright news18

India’s drinking culture is evolving rapidly, led by a new generation of consumers who are rewriting the rules. Gen Z is drinking less but making more thoughtful choices. For them, alcohol is about experiences, not just consumption.
Premiumisation is at the heart of this shift. It is no longer only about price but about products with distinctive design and the ability to elevate social occasions. According to industry data, the premium spirits segment grew by 48% in FY 2022–23, while premium beers are outpacing mass-market lagers.
“Gen Z is making more considered choices when it comes to what they drink. At Simba, we see this shift in the response to our bold beers like Wit and Stout, which have been recognised both in India and internationally at the International Beer Awards. Building on this trend, we introduced ZigZag Vodka with flavour-led variants designed for India’s growing cocktail culture, making premium experiences more accessible,” says Ishwaraj Singh Bhatia, Co-founder and COO, Simba Beer and ZigZag Vodka.
He adds, “This generation wants more than just a great product. They connect with brands that tell stories, spark conversations, and reflect their values. Whether it is a bold beer or a flavourful vodka, it has to feel like a part of their lifestyle. To resonate with the audience, a brand needs to create its own identity and cultural IP that stands out and builds a community. For Simba, that’s Simba Uproar, an initiative that celebrates creativity and the bold spirit of our consumers.”
“In recent years, we have seen a clear shift in the alco-bev sector as young consumers influence the market with their preference for design-led, experience-driven brands. With close to 100 million adults entering the legal drinking age bracket, flavoured, low-alcohol, or low-calorie beers are emerging as strong entry points. At Medusa, our beers have a mid-ABV content of about 4.5 percent, offering the right balance between strength and taste. We are embracing this shift with a focus on quality and innovation that appeal to these new-age drinkers,” says Avneet Singh, Founder and CEO, Medusa Beverages.
As millions of young adults enter the market, brands are being pushed to think beyond just beverages. Gen Z’s demand for taste, design, and authentic experiences is shaping the future of India’s alco-bev industry, one where flavour and culture take precedence over volume, and drinking becomes part of a lifestyle rather than just an occasion.