In recent years, a significant global shift has occurred in consumer behaviour towards alcohol consumption. The once-dominant narrative of ritual drinking is gradually being replaced by a growing interest in healthier, more mindful lifestyles. “Post-Covid, the focus towards healthier alternatives of consumption has translated to consumers reducing their intake of alcohol, leading to the sober curious movement, a crucial belief that is becoming more mindful of one’s relationship with alcohol,” says Vikram Achanta, co-founder of 30BestBarsIndia and founder and CEO of Tulleeho.

With the growing sober curious movement, the market for non-alcoholic beverages has experienced a remarkable surge. Commenting on the growing popularity of non-alcoholic beverages, Achanta shares, “The IWSR 2024 reports that of all spirit categories evaluated, no-alcohol spirits were the ones that recorded the most impressive gains in the past year. For instance, the global no-alcohol beer volumes were up by 6 per cent, and still and sparkling wine grew by 7 per cent. Overall, no-alcohol spirits saw double-digit growth with a 15 per cent volume surge. This is a huge indicator of the global change in perception towards alcohol alternatives in drinking culture.”

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