Picture this: You’re at a buzzing bar, laughing with friends, but instead of a cocktail, you’re sipping a beautifully crafted zero-proof drink. Why trade a shot for a mocktail? Bikash Parik, founder of SoBar, Bengaluru’s first sober bar, explains, “We want people to try these beverages for the experience and fun of it, not because drinking is bad.”
A change can be seen, where non-alcoholic spirits are showing that you don’t need alcohol to raise a toast—or have a good time. “Millennials and Gen-Z are leading the charge with trends like Dry Dating and their curiosity about sober living,” adds Ruchi Nagrecha, founder of non-alcoholic cocktail brand Sobriety Sips.
This new buzz in India’s nightlife sounds just like the hum of cocktail shakers but without the alcohol. “People don’t necessarily need alcohol to socialise—they want to enjoy the experience, hold a drink in hand, and feel included in the moment,” says Vansh Pahuja, founder of non-alcoholic drink brand Sober.
With wellness at the forefront, a cultural shift is being ushered, as refreshing as the drinks themselves. “Post-COVID, people are more conscious of what they consume. We’re here to make mindful drinking accessible and stress-free by providing diverse, high-quality options,” elaborates Nagrecha.
Yes, India has always had a complicated relationship with alcohol, tied to celebrations, socialising, and sometimes social expectations. However, a rising population of millennials and Gen Zers are choosing a sober nightlife, not for abstinence but for balance. “There’s a growing audience of people taking a break from alcohol for health reasons and those who want a low-calorie, mindful alternative that still tastes great,” explains Pahuja. This new mindful mindset isn’t about demonising alcohol but recognising its role in our lives.
“About 40% of any group tends to include non-drinkers,” shares Nagrecha. The non-alcoholic beverage industry is riding high on this wave. Indian brands are redefining the drinking experience, offering innovative non-alcoholic spirits and mixers crafted for the Indian palate. These brands use ingredients inspired by Ayurveda, with low-calorie, high-quality ingredients that mimic spirits’ complexity and flavour profiles. Think botanical gins that rival their boozy counterparts, smoky faux whiskeys, and toasty, spice-laden rums designed to pair beautifully with your favourite dessert.
One standout is the Pandan Club in Chennai, where 0% ABV is an integral part of their bar programme, earning them the ‘Best Non-Alcoholic Cocktail Menu’ from 30BestBars in 2023. “Our ‘Zero Fake’ program offers flavours to shine without alcohol. We’re proud of every creation, from our 0 Stout with pandan and coconut to our 0 Americano, which captures the bittersweet essence of Italian cocktails,” says co-founder Manoj Padmanaban.
From glamorous bars in Mumbai to low-key lounges in Bengaluru, zero-proof cocktails have found their rightful spot on menus. And the beauty is that it isn’t just about what’s in your glass—it captures the vibe that comes with it.
I experienced this first hand at Burma Burma, Mumbai. As someone exploring the sober-curious lifestyle, I was ready to stick to my usual Diet Coke. But the bartender surprised me with a Zero-Proof G&T featuring Yuzu bitters and Juniper berries. I didn’t miss the alcohol one bit—if anything, the dining experience was even more enjoyable.
Drinkers and non-drinkers alike are seeking experiences that aren’t driven solely by alcohol. At SoBar, sober-friendly parties are taking flight, with events like Saturday morning mixers and Monday evening wind-downs. “The day you realise you don’t need external highs, you’ll feel healthier, calmer, and more in control. Even in social settings, I enjoy myself just as much without drinking,” expounds Akrutika Khetan, a fashion merchandiser from Mumbai.
But while the rise of mindful drinking is elevating, choosing not to drink also attracts a heavy dose of scepticism—or worse, unsolicited advice. “The only awkward part is when someone insists, ‘Come on, just one drink!’” laughs Parth Dixit, a screenwriter from Mumbai. “I just smile and say, ‘I don’t feel like it.’”
The sober-curious movement has opened the doors for a fresh kind of socialising—one that prioritises connection, creativity, and health over intoxication. The idea is not to quit cold turkey but to create a mindful space for choice. “Just start by saying no when you don’t feel like drinking and see how you feel,” Dixit advises.
The movement isn’t a trend; it’s a judgement-free shift in how we experience alcohol. Nights out now come with bold flavours, no regrets and hangover-free mornings.
