Urban drinkers drift away from ‘dry months’
Indian urban drinkers are increasingly opting out of month-long alcohol breaks, with participation dropping across younger generations. While Western markets see a rise in “sober curious” trends, India shows a preference for shorter, flexible drinking resets over rigid abstinence. This indicates a more sophisticated and selective approach to alcohol consumption among Indian consumers.🕒 1 min read
Indian urban drinkers are increasingly opting out of month-long alcohol breaks, with participation dropping across younger generations. While Western markets see a rise in “sober curious” trends, India shows a preference for shorter, flexible drinking resets over rigid abstinence. This indicates a more sophisticated and selective approach to alcohol consumption among Indian consumers.
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