India Gen Z reshapes alcohol consumption trends

Gen Z in India is reshaping alcohol consumption patterns, moving toward a more open, ingredient-led, and experience-driven culture within urban hospitality circuits. Research from IWSR indicates that 74 per cent of legal-drinking-age Gen Z consumers across 15 markets consume alcohol, with India showing some of the strongest participation gains.

Unlike previous generations, such as millennials who often faced social taboos regarding alcohol, Gen Z treats drinking as an expression of individual taste similar to food or music. Consumption is increasingly centered on tasting notes, specific bartender expertise, and social context, making the practice less about defying social conventions and more about personal preference and social occasion.