Also known as zero-proof spirits, non-alcoholic spirits are crafted to replicate the taste of traditional spirits but without the alcohol. These zero-proof drinks are unlike other non-alcoholic beverages such as ginger ale, soda, or mocktails.
“It is gin, but it is not alcoholic.”
If you think the statement above is just an oxymoron, trust us, it’s not. Instead, it’s an accurate description of the latest talking point in the Indian alco-beverage industry: non-alcoholic spirits.
Also known as zero-proof spirits, non-alcoholic alcohol is crafted to replicate the taste of traditional spirits but without the alcohol. These zero-proof drinks are not like your other non-alcoholic beverages such as ginger ale, soda, or mocktails.
“Unlike mixers or soft drinks like ginger ale or soda, they are made using advanced techniques like distillation, infusion of botanicals, and careful layering of flavours to offer a sophisticated drinking experience,” Ruchi Nagrecha of non-alcoholic cocktail brand Sobriety Sips tells India Today.
The growing trend of non-alcoholic spirits
Non-alcoholic beers have been around for a long time, with several offerings from Indian brands as well. However, the trend has now expanded to include non-alcoholic gins, vodkas, rums, and cocktails. Several homegrown brands like Sober, Sobriety Sips, and Catwalk Botanics are at the forefront of this new trend in India.
These drinks not only taste like traditional spirits but are also super-low on calories and, of course, don’t come with the notorious health side-effects and hangovers that alcohol is associated with.
Gen Z and the ‘sober curious’ movement
At the core of this trend is the rise of wellness-oriented thinking and the subsequent shift towards mindful drinking. Gen Z’s ‘sober curious’ movement—a trend encouraging people to explore their relationship with alcohol and reduce or avoid it—has also created space for zero-proof spirits.
According to Statista, Gen Z is significantly spending less on alcoholic beverages than previous generations. While Boomers, Gen X, and Millennials spent between USD 23 to USD 25 billion on alcohol in 2022, Gen Z’s spending amounted to just USD 3 billion.
Pricing and consumer curiosity
The pricing varies by brand, but a 750ml bottle of a non-alcoholic spirit typically costs around Rs 1,200. Industry insiders acknowledge that selling alcohol-free spirits at prices comparable to entry-level alcoholic beverages is not the easiest job, but there is curiosity among consumers. As a result, several brands have introduced cans and are planning to launch miniatures.
These brands typically have their own online presence and sales platforms along with e-commerce platform tie-ups, but they also collaborate at events and pop-ups to boost awareness.
“Our primary business comes from events, weddings, corporate parties, and pop-ups, which contribute about 70% of our sales,” shares Nagrecha.
“Bars love this product because they have faced disappointment from non-alcoholics,” says Ishan Arora.
“Globally, zero-proof is already a well-established market, and India is catching up. With increasing awareness and demand, it’s only a matter of time before more bars and restaurants follow suit. And honestly, it’s not just about consumer demand—it’s about how accessible and scalable the category is,” says Prithvi Nagpal, the head of brands and wine at Countertop India.
Challenges and opportunities
Although it is not yet mainstream across India, the demand is steadily growing. So, you might not yet find a zero-proof cocktail menu at every restaurant or club you visit. But with the ease of online order placement, you can get yourself a bottle or a can without any hassle.
That said, the non-alcoholic spirits industry in India still has a long way to go. Awareness is one of the biggest challenges. Not many restaurants and bars are yet onboard for having zero-proof cocktail menus owing to the lack of demand. The industry, however, is collectively working on that with beverage consultants like Prithvi Nagpal executing masterclasses for bartenders and mixologists to make zero-proof cocktails using non-alcoholic spirits.
According to Nagpal, India’s zero-proof scene is still finding its footing, but the potential is huge.
“Globally, sober bars are gaining traction—they’re spaces where non-drinkers can hang out without feeling like they’re missing out. While we don’t have those in India yet, bars here are beginning to see the value of offering zero-proof cocktails. A few venues in cities like Mumbai and Bangalore now have dedicated non-alcoholic options on their menus, and they’re doing well. It’s a step in the right direction,” he shares.
Gujarat, a dry state, also has over 45 restaurants serving Catwalk Botanics.
Nagpal also highlights a massive scope in the export market.
“Countries in the Middle East are huge consumers of non-alcoholic spirits because alcohol isn’t part of their culture. But the demand for premium international brands, especially zero-proof ones, is,” he shares.
Planning to take on ‘Dry January’? Stock up on some non-alcoholic spirits to help you stay on track in style!
Content Copyright By India Today
