Cheers to good health!

ANGAD SETHI (NAME changed on request), a 27-year-old MNC executive based in Gurugram, swears by his drinks and the social experiences that he partakes in every now and then.

- KUNAL DOLEY

At the same time, he's mindful of the negative health consequences of alcohol and doesn't want to wake up feeling groggy every time he tipples. This holds true especially for Diwali and the festive season when the number of parties and social events grows manifold.

But, truth be told, he doesn't worry much. He grabs a Heineken 0.0 or a Coolberg from the bar counter whenever he goes to a party. If he's in the mood for something 'stronger,' he chooses a Sober 'whiskey.' Such nonalcoholic beverages provide him a healthier, guilt-free alternative to traditional liquor, and allow him to participate in social drinking without the unwanted side effects.

Sethi is not alone. A growing number of people, particularly young adults, are choosing to drink less alcohol, and even abstain, leading to a rise of the 'no-lo' (no alcohol, low alcohol) category in the alco-bev market.

And the figures speak for themselves. Across the top global markets, 61 million people were recruited into the 'no-alcohol' category between 2022 and 2024, and 38 million into 'low-alcohol', according to a study conducted by IWSR, a global authority on beverage alcohol data and intelligence.

"Consumers are drinking responsibly and occasionally. There's a shift towards moderate and mindful drinking-low sugar, low calories, low ABV. It is 'cooler' to be seen at a morning marathon than a nightclub," says Vansh Pahuja, founder of nonalcoholic spirit brand Sober.

Leading this 'healthy' alcohol trend is also an array of low-alcohol and no-alcohol beers, as consumers, particularly youngsters, drive a dramatic shift in the market. "Nonalcoholic beer allows people to enjoy the occasion, the flavour, and the sociability of beer, minus the alcohol, making it both a smart and social choice," offers Vikram Bahl, chief marketing officer of United Breweries, India's largest beermaker and producer of the Heineken 0.0 premium nonalcoholic beer.