As polar ice sheets melt and global markets reel under Donald Trump’s tariff tantrums, one might assume the world needs a stiff drink. But the reality is quite “sober” — alcohol is losing its charm, especially among India’s corporate elite. A silent yet strong movement is emerging where more professionals are choosing to say ‘no’ to alcohol, reflecting a broader cultural and lifestyle shift.
In corporate and startup circles where once a glass of single malt was a marker of sophistication, a new tribe is redefining the social norm — one that skips the drink altogether. A co-founder of a Singapore-based company expressed surprise at seeing top Indian corporate leaders stepping away from the bar. Many who once indulged in premium wines and whiskeys now either abstain or opt for extremely light drinks, just enough to participate socially without fully engaging.
Though alcohol hasn’t disappeared from social events, young professionals, founders, and senior executives are increasingly leaning towards moderation or temporary sobriety. This shift is giving rise to the “sober economy” — where zero-proof drinks and alcohol-free social experiences are becoming the new norm. Late-night parties are gradually being replaced by kombucha socials, pickleball mixers, and run clubs — all focused-on wellness, productivity, and meaningful connections. In cities like Bengaluru, Mumbai, and Delhi, sobriety is becoming mainstream in corporate circles.
What’s Driving the Change?
Even those who abstain from alcohol are now avoiding sugary or high-calorie drinks. This growing demand has encouraged the rise of several startups catering to the health-conscious, sober consumer.
However, giving up alcohol isn’t always an easy transition. Many initially report feelings of isolation. Despite the increasing availability of non-alcoholic options, social pressure — especially on Gen Z — remains strong.
To navigate this, “pretend drinks” have emerged. In Delhi, for instance, the “Dhokha Cola” is gaining popularity — a cola designed to resemble a rum-and-coke. It allows individuals to blend in socially without compromising on their personal goals.
Interestingly, saying ‘no’ is now seen as cool. Some believe that in the future, drinking alcohol could become as socially unacceptable as smoking is today.
This movement is not just about health; it’s also about a quest for new and enriching experiences. From pickleball to coffee raves and social workouts, people are turning to offbeat alternatives. It’s less about quitting alcohol and more about finding better, more fulfilling options.
It’s about the creativity of the experience — not what’s in your glass. Gen Z is especially drawn to unique and unconventional experiences, challenging the traditional idea of socializing over drinks.
Major alcohol companies are also adapting to this changing mindset. Several have launched sober or non-alcoholic brands. Hollywood actor Tom Holland, for instance, recently introduced a non-alcoholic beer brand called “Béro”, giving a celebrity boost to the sober movement.
The sober revolution is here, and it’s not just about abstinence — it’s about redefining how we connect, celebrate, and unwind.
