Alcohol is old-fashioned: Why corporate circles are going dry

The polar ice caps are melting. Donald Trump’s tariff tantrums are whipsawing the markets. It might look as if the world collectively needs a drink, but the reality is far more sobering—alcohol has become old-fashioned. In corporate and startup circles, where liquor was a binding agent after hours and the single malts you chose telegraphed more than your taste, there is a growing group that is declining a drink.

Parminder Singh, cofounder and CEO of Kampd, a Singapore-headquartered communities platform, says he was surprised when he saw corporate chiefs from India rebuffing the bar. “Those who were once enthusiastic connoisseurs of fine wines and premium single malts are pushing their glasses aside. When they do indulge, many are employing a curious social sleight of hand—nursing a single, heavily diluted drink all evening, creating the appearance of participation,” he says.

Alcohol has not exited the scene. It still remains a staple in social gatherings, but an increasing number of young professionals, founders and even corporate veterans are leaning into moderation or temporary abstinence. And the shift is fuelling a sober economy centred on alcohol-free social experiences and zero-proof beverages. Kombucha socials, pickleball mixers and run clubs are replacing late-night parties, reflecting a broader focus on wellness, productivity and alternative forms of socialising.



NOT HOLDING THE DRINK
Ayesha Bedi, 27, founder of Uphill, a running goods brand to be launched this year, says moderation in alcohol consumption and even abstention for a considerable period have gripped many in her circle in Bengaluru, Mumbai and Delhi. “More people are choosing to leave bars early on weekends so that they can wake up for a morning run or a spin class. It’s not just about fitness.

It’s about showing up for something meaningful. We are seeing a rise in what I call the new 5%—people who eat clean, don’t smoke, prioritise wellness and are learning to have fun without alcohol.” Nitin Sharma, partner at early-stage investor Antler, who is based in Bengaluru, agrees.

Instead of boasting about the number of drinks downed, he says, “It’s now more common to flaunt metrics that quantify fitness. Alcohol is often there, but the amount consumed is far more moderate than it used to be.” Whoopclad wrists and Ultrahuman’s fitness-tracking rings are now common sights in Bengaluru’s startup circles.

The trend is playing out globally and is pronounced in India. IWSR, which provides data on the beverages industry, has noted a shift in the global beverage consumption habits—its Bevtrac 2024 Wave 2 report says moderation has become more ingrained over the past 12 months. The trend is visible across age groups, regions and demographics, underlining moderation as a mainstream cultural phenomenon rather than a trend limited to younger consumers. In India, where Bevtrac surveyed more affluent drinkers across 10 major cities, 71% drinkers reported that they have temporarily paused alcohol consumption. India topped the list of 15 countries on temporary abstinence.

A VIBE SHIFT
In Bengaluru—an early adopter of all things trendy—there is a noticeable move beyond traditional forms of socialising. “There is a definite vibe shift in the startup world,” says a founding partner at an early-stage fund. “It’s a mix of elimination of alcohol—kombucha parties—and moderation—think wine-and-cheese soirees.” He says, requesting anonymity, that he himself has stopped drinking at work events: “Drinking is only fun as a social activity, and it’s pointless to be in the minority of drinkers at a gathering.”

Delhi-based Anmol Maini, founding partner at the early-stage VC fund Untitled Ventures, got tired of the usual networking routine and decided to shake things up. “We did an event with the VC firm Lightspeed in Bengaluru, inviting a bunch of founders and folks from the ecosystem. We gave out a bunch of pre-loaded cards and spent the evening playing arcade games at Dave & Buster’s and just having fun,” says the 28-year-old. “People were way more relaxed, less on edge—it really changed the vibe.

Once the ice was broken through the activity, people felt more at ease and many grabbed a drink later in the evening. But by then, drinking wasn’t a social crutch.” He says unlike in Bengaluru, there has not been a change in the drinking habits of people in his social circles in Mumbai and Delhi.

Neha Reddy, a Bangalurean who is an associate at the VC fund Antler, says alcohol is not necessary to fuel an evening. “I went to a community event at a workout studio—we did a one-hour session and then danced to a live DJ there. It had all the energy of a night out without the alcohol and, honestly, it felt refreshing,” she says.

This shift, she says, is driven by both health consciousness and a craving for novelty. “People are tracking sleep, recovery, fitness and also looking for something different. From pickleball VC mixers to coffee raves and social workouts, people are gravitating toward fun, offbeat alternatives. It’s not about quitting alcohol, it’s about better options,” she says. “Like any trend, there’s definitely some hype in the beginning, with top voices and power users evangelising it. But a baseline group will stick with it even if the noise fades. What’s exciting is that people are open to exploring experiences beyond bars and restaurants.”

Among Gen Z, the trend is driven by novelty, says Atharva Kharbade. The 24-yearold is hosting “sober raves” under his company Conchord, which curates music events, in Bengaluru. He is inviting up-andcoming DJs to play sets at cafes. He says the key to keeping people engaged lies in the creativity of the experience, not what’s in their glass. “It’s about vibe and stimulation. Gen Z isn’t rejecting alcohol; they are craving experiences that feel eccentric.”

There is a growing demand for curated outings that blend wellness, adventure and community. Arjun Gandhi, VP at Nexus Venture Partners, which is an investor in Ultrahuman and travel platform Headout, says many startups are tapping into the intersection of entertainment and well-being. “From a scalability standpoint, we think there’s a big opportunity to leverage AI to curate experiences such as activities, events and getaways based on personal preferences. People get bored of doing the same thing every weekend. If a startup can leverage technology to recommend and curate experiences both within and outside the city, that’s a compelling value proposition.”

SOBER COMPANY
Leading alcohol companies have taken note of the shift toward mindful drinking. Diageo India, a subsidiary of global giant Diageo Plc, is responding with moves that align with changing consumer preferences. “We have always championed the idea of drink better, not more, with a focus on premiumisation across our portfolio. Our investment in V9 Beverages—the makers of Sober, India’s first distilled non-alcoholic spirit—reflects our commitment to offering choices for sober-curious consumers,” says Ruchira Jaitly, chief marketing officer, Diageo India.

Globally, Diageo is doubling down on this trend. Its North American division has acquired Ritual Zero Proof, a leading US brand of non-alcoholic spirits. Meanwhile, celebrities like actor Tom Holland have added momentum to the sober movement by not only speaking openly about sobriety but also launching brands like Bero, a nonalcoholic beer.

Startups in India are also creating products to support these changing habits. “Someone who’s choosing to abstain— whether for wellness or any other reason— does not want to add unnecessary calories to their drink,” says Vansh Pahuja, founder of Sober, which makes non-alcoholic gin, whiskey and rum. The brand started out selling direct-to-consumer, which still makes up about 90% of its business, but now it is expanding into hospitality and food service industry and quick commerce, “with strong traction in cities like Mumbai, Delhi and Bengaluru”. “What started as a question— Will anyone buy this?—has turned into a genuine shift in how people socialise and unwind,” he says. The brand plans to launch a signature cocktail programme to further elevate the sober experience.

That doesn’t mean the shift is always seamless. “When I first stopped drinking, there was definitely a waif phase,” says Ayesha Bedi. “Everyone had a drink in hand, and I felt a little out of place. Now, I just blast music through my AirPods in the Uber on the way to a party—it puts me in the right headspace. Once you find your rhythm, the pressure fades.”

It is not easy for everyone. A recent study by Heineken and Charles Spence, a psychology professor of the University of Oxford, based on a survey of over 11,800 adults across five countries, found that even as no- and low-alcohol choices gain ground, social judgment lingers. The decision to abstain, even temporarily, can invite subtle scrutiny. Gen Z, it says, experiences the highest levels of societal expectations around alcohol consumption, with more than one in three reporting to have felt pressure to drink alcohol in some social situations.

No wonder the pretend drink has made an entrance. The old nimbu soda on ice is flaunted as gin and tonic. “In Delhi, people hold a Dhoka Cola—plain cola passed off as rum and coke. It’s a clever way to blend in without compromising your goals,” says Bedi. Singh, while not abstaining completely, says he approaches alcohol with awareness. “Back in college in India, everyone drank, mostly due to peer pressure. Now, it’s kind of cool that someone can just say no.” Singh says the social perception of alcohol may shift even further. “I wouldn’t be surprised if, shift even further. “I wouldn’t be surprised if, one day, drinking becomes as socially unacceptable as smoking.”