Mid-day Explains | The sober curious movement is here to stay

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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While many may consider the sober curious trend in its nascent stage in India, a wide range of zero per cent ABV (alcohol by volume) beverages are available in the country today. Sober curious consumers can indulge in non-alcoholic beer, wine, gin, rum, and even India's favourite whiskey without the hangovers.

Who is becoming sober curious?

Gen Z: The sober curious generation
Although alcohol has long been a cornerstone of social interactions, global research suggests that Gen Z is drinking less alcohol than its predecessors. This generational shift in preferences can be attributed to increased awareness of mental and physical health concerns, economic factors, social media influence, and changing social norms in the post-pandemic era. Vikram Ku, head of World Class India and HNI Advocacy, Diageo India, shares, "Younger consumers, particularly millennials and Gen Z, are increasingly prioritising their health and seeking out low-sugar, natural, and functional beverages. This growing demographic presents a prime opportunity for brands to innovate and offer healthier, more enticing non-alcoholic options that cater to this health-first mindset."

Urban households
Although Gen Z is driving the mindful consumption trend, people around the globe are reconsidering their relationship with alcohol in pursuit of a healthier lifestyle. Research suggests that people are not abstaining from alcohol entirely but are instead choosing to alternate between alcoholic and non-alcoholic beverages to reduce their overall alcohol consumption, which suggests that being sober curious is for everyone.

Vansh Pahuja, the founder of Sober, India's first non-alcoholic spirit, tells us how many ‘dads' are hopping on the sober curious train: "Our target demographic primarily includes urban households that have a daily drinking ritual but are interested in healthier alternatives. The reasons behind alternating may vary: owing to health concerns or encouragement from loved ones. We envision these individuals starting with an alcoholic drink and then transitioning to non-alcoholic options instead of abstaining completely."

Appeal across ages
Launched in 2020, Sober's product line has expanded impressively from gin to rum, whiskey, and flavoured gin. He goes on to share, "While gin is the most versatile being used in bars for cocktails, whiskey is our highest seller. Our non-alcoholic rum and pink gin have gained popularity, with bakeries using rum in their desserts and pink gin proving to be a sought-after gift among women."

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Enabling inclusive social spaces
Be it birthdays or promotions, celebrations always come with a side of indulgence, which often includes drinking. Low and no alcoholic beverages offer an opportunity for everyone to partake in social engagements without feeling left out. Pahuja recounts, "We went to a bar to celebrate, and one of my friends who happened to be pregnant had to toast with a lemonade. That incident was one of many and highlighted the need for more accessible non-alcoholic alternatives."

He further states how non-alcoholic beverages are an ideal alternative without compromising on experience: "The goal was to replicate the ritual of drinking without the alcohol. Whether you're driving, exercising, dieting, parenting, waking up early, abstaining for religious reasons, or planning to quit drinking altogether, Sober is designed for those who value the social aspect of drinking rather than the effects of alcohol." In keeping with his commitment to fostering inclusive spaces, Pahuja has recently opened Somewhere Nowhere, a speakeasy in New Delhi. Designed to welcome those seeking to reduce or eliminate alcohol consumption, the establishment offers a dedicated non-alcoholic menu.

Rakshay Dhariwal, founder and managing director of Pass Code Hospitality, elaborates on the need for inclusive social spaces that cater to diverse preferences. "At its core, a bar is a social space, and creating an inclusive environment where everyone feels catered to will be crucial in adapting to changing consumer preferences. Offering a well-curated selection of non-alcoholic cocktails is becoming just as essential as having a strong traditional cocktail menu. For the sober-curious, while alcohol may not be the focus, they still seek the full bar experience, which includes expertly crafted beverages, well-paired bites, and an inviting ambience. Bars must also think of delivering an experience that rivals any alcoholic option, ensuring there is something for everyone."

Elevated expectations
Consumers' expectations for non-alcoholic beverages have evolved substantially, particularly when it comes to taste, quality, and variety. "Today, the demand is for beverages that offer a sensory experience similar to alcohol. This is particularly true for consumers of non-alcoholic beverages who are not just seeking something ‘healthy' but are keen to retain the complex flavours and sensations that alcohol provides. Areport by IWSR states that 58 per cent of consumers in the ‘noor low alcohol' category expect their drinks to closely replicate the flavour profile of alcoholic versions. Brands are now innovating with botanical blends, fermentation techniques, and advanced flavour engineering to meet this growing need, ensuring that non-alcoholic options are just as satisfying in taste," shares Ku.

The term ‘non-alcoholic cocktail' has rapidly gained popularity as a replacement for the age-old mocktail. The name isn't the only upgrade on the menu though; discerning consumers are demanding more than ever. "Today's consumers have higher expectations from their drinking experiences, beyond the ordinary selection of beverages - they are searching for high-quality ingredients, fresh flavours, and the right amount of spectacle in their drinks, each crafted with a purpose or story. Synthetic and sugary syrup-based mocktails no longer make the cut as non-alcoholic alternatives. Technique focus will be key to creating well-balanced, complex flavoured drinks, which bars are consciously upgrading to," explains Achanta.

Bars are catching up
Achanta poses, "Consumers appreciate cocktail culture in all its glory, and experimentation with low and no ABV cocktails is gaining prominence. An intriguing development is the increased creativity that the zero ABV movement has brought about, with bartenders and mixologists doubling down on their in-house efforts to concoct newness in their menus, allowing further experimentation with distillates as key ingredients."

Renowned mixologist and co-founder of Pandan Club, Manoj Padmanaban, created the zero ABV program, which won the ‘Best Non-Alcoholic Cocktail Menu' at 30BestBarsIndia in 2023. He believes that patrons are seeking refined offerings, "The movement aligns with the rise in mindful consumption, where consumers seek sophisticated alternatives that provide the same sensory pleasure as alcoholic beverages. This shift is reshaping the hospitality industry, making it essential to offer elevated non-alcoholic experiences. Our zero ABV philosophy is rooted in simplicity and craftsmanship. It's essential not to approach non-alcoholic drinks as just a 'cocktail without alcohol.' Removing alcohol from a drink designed around it will never achieve 100 per cent of the intended taste. Instead, we craft these beverages from scratch, using complementary ingredients that enhance flavours."

When asked how his approach differs when crafting non-alcoholic beverages, the mixologist reveals, "Every drink on our menu has a purpose, and we work with local, zero-ABV ingredients such as coconut water, sugarcane juice, and fresh herbs. We cater to a wide range of preferences, from fizzy drinkers to those who prefer no ice, and even children. Our approach involves building complex flavour profiles using spices, roots, and a balance of sweet and savoury ingredients like gula melaka, tomatoes, and coriander seeds. This approach makes each drink feel like a complete experience rather than an adaptation."

PCO, India's first speakeasy bar, recently debuted its no-holds-barred ‘The Forbidden' cocktail menu. Each concoction has a surprising ‘forbidden' ingredient, be it chawanprash or hash oil. Their two zero-ABV offerings contain ketchup and Porcini hydrosol. "The new menu is designed to push boundaries, and this adventurous concept is reflected not only in our cocktails but in the entire bar experience. Over the past twelve years, we've observed that the reasons for choosing a no-ABV cocktail vary - whether it's for health, personal preference, or a conscious lifestyle decision. But at the heart of it all is the desire to enjoy the same level of craftsmanship and care, regardless of whether the drink contains alcohol," says Dhariwal, founder and MD of parent company Pass Code Hospitality.

Given the eclectic ingredients, does he believe that patrons opting for non-alcoholic drinks are more open to experimentation? "What's truly exciting is the shift we're seeing in how people approach their drinking choices. Patrons are no longer limiting themselves to a particular type of spirit, and if a non-alcoholic cocktail catches their eye, they're just as likely to explore it. We even see people alternating between alcoholic and non-alcoholic cocktails to pace themselves well. The unique ingredients in our no-ABV cocktails were created with one thing in mind - the zero-abv cocktail has to be as enticing, interesting, and flavourful as its alcoholic counterparts. Anyone who spots ketchup or mushrooms on the menu is intrigued. It's this curiosity and openness to new flavours that make alcohol-free mixology a space full of exciting possibilities."

The road ahead
Industry giants have taken cognisance of the changing consumer preferences in India and have strategically diversified their offerings. Achanta points out, "It is interesting to note how bars and beverage entities, including the likes of beverage giants such as Pernod Ricard and Diageo, are investing heavily into these categories to tap into the next boom in consumer taste."

While Pernod Ricard India launched two non-alcoholic varietals of leading Australian wine brand Jacob's Creek, Diageo's Indian subsidiary United Spirits picked up a minority stake in Sober. "The recent investment from Diageo serves as a significant validation of our brand and the market potential for non-alcoholic spirits. This investment allows us to expand our offline distribution and take our Indian-origin non-alcoholic spirits to a global audience," shares Pahuja.

For the sober curious movement to expand beyond tier-1 urban households, the industry must also expand its reach beyond online channels and into more accessible locations. Ku explains, "E-commerce platforms and quick-commerce applications have made it easier to experiment with new non-alcoholic brands at home. However, there remains a gap in availability in out-of-home settings, such as restaurants and bars. Consumers expect to find these beverages in more public spaces, beyond retail or online stores, driving demand for greater variety and better distribution in out-of-home locations."

While accessibility continues to be a significant obstacle for Indian consumers, Ku suggests that the growing appeal of ‘third spaces' presents a unique opportunity for non-alcoholic beverages to gain traction. "The rise of the ‘third space' - settings beyond home and work, such as cafes, and social clubs - offers a new frontier for non-alcoholic drinks to thrive. In these spaces, consumers are more likely to experiment with new beverages. These venues offer an excellent platform for non-alcoholic beverages to be positioned as exciting, sophisticated, and socially inclusive alternatives to alcohol," he concludes.