BENGALURU: A recent study reveals that urban drinkers in India are participating less in month-long alcohol abstinence, contradicting the growing “sober curious” trend seen in Western countries. According to exclusive data from IWSR Bevtrac, the percentage of urban drinkers choosing to go dry for a month or more has dropped to 32% in Autumn 2025, down from 38% the previous year. This decline is most pronounced among younger consumers, with Gen X participation decreasing from 40% to 29%, Millennials slipping from 36% to 31%, and Gen Z declining from 41% to 37%. Meanwhile, the drinking habits of Boomers have remained relatively stable, indicating that the shift is predominantly among younger adults.
Marten Lodewijks, president of IWSR, noted that while similar trends of reduced month-long abstinence are observed among young drinkers in markets like the UK and Australia, the data from India is particularly noteworthy due to its impact across various age groups. The survey, which spans 15 major markets and includes over 26,000 respondents, points to a significant shift in urban India’s approach to alcohol.
Despite this drop in long-term abstinence, shorter drinking breaks are still popular. Many individuals are opting for moderate drinking rather than adhering to strict dry challenges like “Dry January.” The data suggests that Indian drinkers prefer flexible resets that accommodate work schedules, festivals, and social gatherings.
India remains a leader in temporary alcohol abstinence when compared to other major drinking nations, such as Brazil (31%) and Mexico (29%). Nevertheless, the latest findings indicate that Indian drinkers are carving out a unique path as global brands push low- and no-alcohol products alongside wellness campaigns.
This evolving landscape has a multifaceted implication for beverage companies. On one hand, there is a noticeable trend towards selective and informed consumption among Indian drinkers prioritizing premium products, home consumption, and innovative formats such as craft spirits and ready-to-drink beverages. On the other hand, the declining enthusiasm for month-long abstinence suggests limited acceptance of strict sobriety practices that have gained traction in the West. Lodewijks emphasized that the Indian consumer base is becoming increasingly sophisticated, and the Indian market is crucial to the future strategies of the international beverage industry.