How the 'sober Gen Z' trend is actually boosting alcohol sales
While Generation Z is consuming less alcohol overall, liquor brands are seeing gains as these younger consumers gravitate toward premium, flavored, and unique beverage options. The Indian alcohol sector has outperformed 20 other major international markets, with the high-end category showing particularly strong growth. According to industry analysts, Gen Z is prioritizing quality over quantity; they are being more selective and willing to spend extra on specialized drinks instead of increasing how often they drink.
by shortkt.com✓