We are in the middle of 2025, and this is hardly breaking news: you’ve probably read countless articles or heard your Gen Z friend or colleague trade that bottle of beer or wine for a glass of matcha coffee, kombucha, or some herbal adaptogenic fizz. The message is loud and clear—Gen Z is drinking less. The reasons? The obvious playbook: mental health, liver health, premium experiences and more control. And, of course, the industry is paying close attention.
What once simmered quietly as a niche subculture, the sober-curious movement has become a bold, visible, and profitable force redefining our drinking culture. For many of us outside the Gen Z fold, a flute of Champagne or a dirty martini was once the social glue at any gathering– to blend in, break the ice, or just feel part of the crowd. But today, it’s not unusual to see a twenty-something at a party confidently ordering a zero-proof Negroni, sipping an adaptogen-laced soda, or bypassing the wine list altogether.
Let’s not kid ourselves—we loved the ritual of the clink. But Gen Z? They still want fun. So the real question now isn’t why they’re drinking less. It’s how they’re still having a damn good time without it and changing the game. And that’s exactly what brands, restaurants, and lifestyle spaces are tuning into—crafting moments that let you slow down, savour, and still feel elevated.
The new cool is sober
I just realised I was bored of being hungover, and I wanted to be present. I still go out. I just ask for butterfly-pea kombucha now, not wine.
According to data from NielsenIQ, the non-alcoholic beverage industry is expanding at a rate of 30% annually, with global sales projected to cross $1 billion by 2025. Globally, the trend is picking up at a serious pace. Interest in the sober-curious movement among Gen Z jumped by 53% from 2023 to 2024, according to a recent NCSolutions analysis.
“Today, people want to drink better and not just more. Mindful drinking is less about restriction and more about intention. It’s driven by flavour, wellness, and the desire for a good experience without the side effects. Consumers are reading labels, asking about ingredients, and gravitating toward clean, crafted, and purposeful drinks,” reasons Vaishali Mehta, Co-Founder, Swa Artisanal Syrups, which crafts preservative-free juices and syrups.
Gen Z, and some of us millennials, grew up with health tracking apps, mental health discourse, and a front-row seat to the darker side of binge culture. The ‘why’ isn’t just about wellness—though that’s a big part of it. A swelling number of consumers are looking to moderate their drinking without compromising on taste, quality, or experience.
“I just realised I was bored of being hungover, and I wanted to be present. I still go out. I just ask for butterfly-pea kombucha now, not wine,” says 25-year-old Saanvi, a graphic designer in Mumbai. Perhaps the biggest myth around this movement is that sober equals serious. But, how about fun being redesigned as more vibrant, more conscious and more curated? The ritual of drinking—the glassware, the pour, the clink—it’s all still there. What’s gone is the expectation that you must be tipsy to belong.
Think adaptogenic fizz, botanical mocktails, and beverages that flirt with wellness. The category is no longer confined to sugary or bland club sodas. Bella Hadid co-founded Kin Euphorics, a sparkling blend of adaptogens and nootropics that promise better sleep and calmer minds. Blake Lively, who famously doesn’t drink alcohol, launched Betty Buzz, a range of sophisticated mixers sans liquor. De Soi, co-founded by Katy Perry, is all about sparkling apéritif in dusky designer bottles and flavour profiles like Golden Hour (citrus, hops, and maca), Purple Lune (blackberry, rose, and ashwagandha) and more.
Indian consumers have also become noticeably more curious, informed, and adventurous about what they’re drinking. Homegrown gems like Bartisans offer bar-quality mixers without the bar crawl aftermath, and Sepoy & Co., whose tonics and botanical sodas are slowly edging out the gin in G&Ts. “Our syrups are the foundation of great drinks with real fruits, herbs, and spices sourced locally—from apples in Kashmir to tea leaves from Assam and coffee from Chikmagalur. With at least 40% fruit pulp, these fruit-forward syrups bring authentic flavour to zero-proof cocktails,” adds Ms. Mehta of Swa Artisanal Syrups.
So, what’s replacing the buzz?
Gen Z wants their drinks to look good, taste better, and do something (preferably good for their skin, sleep, or serotonin). The rise of sober parties, booze-free pop-ups, and nightlife that’s sparkling – with zero proof – is evident.
In sun-drenched destinations like Bali, for instance, the tropical climate naturally lends itself to lighter, more refreshing sips that can be enjoyed all day without the sluggish aftermath.
High-end bars and restaurants are no longer treating non-drinkers as afterthoughts. “Bars in India now give these spirit-free creations the same level of attention, creativity, and ingredient integrity as any classic or signature serve. From using ingredients like kombucha, tea infusions, and artisanal syrups to mimicking complex flavour profiles of classic cocktails, there’s real innovation happening. Bars like Sidecar in Delhi are leading the charge with dedicated zero-proof menus like their Temperance Menu, featuring complex, spirit-free creations using ingredients like smoked tea and spice tinctures,” highlights Vikram Achanta, Co-Founder of 30BestBarsIndia and India Bartender Week.
Luxury hotels are increasingly investing in premium non-alcoholic offerings, recognising that the demand is both real and rising. Even during vacations—traditionally associated with indulgence—discerning travellers are seeking inclusive, elevated experiences where opting out of alcohol doesn’t mean opting out of the moment. In sun-drenched destinations like Bali, for instance, the tropical climate naturally lends itself to lighter, more refreshing sips that can be enjoyed all day without the sluggish aftermath.
A great zero-proof cocktail should surprise and delight through texture, temperature, and the way flavours unfold sip by sip.
“We’ve seen a clear rise in demand for non-alcoholic and low-ABV options, driven by lifestyle shifts and climate. Many of our guests are becoming more health-conscious and are looking to enjoy social experiences without the aftereffects of alcohol,” notes Simone Merchese, Head Mixologist of Rock Bar, AYANA Bali. “Traditionally, we have seen strong interest in non-alcoholic options from our local and Asian guests. More recently, however, this has extended to Western and Australian travellers as well, particularly those visiting with family or who prioritise wellness while on holiday.”
Even for renowned global wellness resorts like Chiva Som Hua Hin, the increase in the demand for non-alcoholic and low-ABV beverages is notable. “Our non-alcoholic beverage creations are thoughtfully curated using fresh, organic ingredients, functional botanicals, herbal elixirs, and adaptogens with elegant presentation. A perfect example is our signature Chairman Shake — a nourishing blend of banana, cacao, protein powder, almond butter, and almonds,” shares Chanyapak Suwankantha, the EAM and Wellness Director.
Today’s premium alcohol-free offerings are crafted with the same precision and storytelling as fine spirits. Take, for instance, zero-proof cocktails that are crafted as carefully as traditional cocktails. “A great zero-proof cocktail should surprise and delight through texture, temperature, and the way flavours unfold sip by sip. From the glassware to the garnish, the whole experience should say, ‘this is worth savouring’. And most importantly, it should taste real. If I’m drinking a zero-proof mango cocktail, I want to taste mango or jamun—not a synthetic version,” explains Ms. Mehta.
Moreover, there are many surprising ingredients or formats gaining traction in the zero-proof world. “There’s a rising interest in savoury, spiced, and botanical flavours—think jackfruit, kokum, cumin—ingredients that feel both exciting and deeply rooted in the Indian palate. That naturally sweet-sour-tangy balance is hitting home,” she adds. Earlier, non-alcoholic drinks were often sugary, watered-down versions of classics.
Even formats are evolving—think clarified juices, foams, and fat washes—techniques once reserved for boozy drinks are now used in alcohol-free creations. “It’s exciting to see how bars like Practically Sobar (Bangalore) embrace these with the same creative element, especially as consumer expectations for complexity and experience continue to rise,” shares Mr. Achanta. The rise is so clear that 30BestBarsIndia introduced a Best Non-Alcoholic Cocktail Menu award as early as 2023. “Pandan Club had swept the debut award, and Bandra Born won it in 2024. Bars like Muro in Bangalore and The Bombay Canteen in Mumbai are standout examples—they create zero-proof menus that are thoughtful, bold, and rooted in great storytelling,” he notes.
Making it fun (without FOMO)
This cultural shift isn’t just happening at the bar or restaurants with zero-proof menus. Coffee is another space buzzing with possibility, and India’s café culture is on the rise with coffee raves. These DJ-led parties, often held in the morning or early evening, flip the script on traditional clubbing: no alcohol and no artificial highs. Mokai in Mumbai, FES Café in Gurugram, and Corridor Seven Coffee Roasters in Nagpur had already hosted such rave parties.
“We’re collaborating with top cafés to craft zero-proof cocktails that merge coffee with mixology—like alcohol-free espresso martinis or zero-proof rum or whisky cocktails with bold coffee notes,” adds Ms. Mehta. These curated no-booze experiences are thriving. Even private members’ clubs are leaning in—offering guided non-alcoholic tastings and pairing dinners hosted by award-winning chefs. Globally, the shift is even more pronounced. In New York, sober raves are packed. The Cut reports that there are packed sober sauna raves with guests moving from dance floors to infrared saunas and cold plunges, fuelled only by herbal tonics and natural endorphins.
In cities like London and New York, alcohol-free bottle shops like Boisson and Minus Moonshine look more like concept stores than health aisles.
This isn’t lost on the liquor giants either. Diageo has a majority stake in the non-alcoholic spirits brand, Seedlip. Even Heineken produces a non-alcoholic beer called Heineken 0.0. Moët Hennessy launched Chandon Garden Spritz with a low-ABV focus. Retailers are catching up, too. In cities like London and New York, alcohol-free bottle shops like Boisson and Minus Moonshine look more like concept stores than health aisles. Think curated playlists, polished terrazzo counters, and bottle labels that beg to be Instagrammed. Gen Z is fueling their social lives with adrenaline and high-energy, wellness-forward gatherings.
For those who still love the occasional dram, there’s space. For those seeking alternatives, there’s never been a more delicious time to explore. And for the luxury industry, this shift is a thrilling new chapter.
