The Rise of Low-ABV and Non-Alcoholic Beverages: A New Trend in Drinking – Expert Insights

Sandeep Singh

Founder Of Rubystone Hospitality

The appetite for non-alcoholic and low-alcohol drink options continues to grow due to shifting mindsets and opportunities. The younger generations are more conscious about their health and look for non-alcoholic drink options so that they can socialize without the side effects. Wellness culture, fitness focus, and social awareness of drink consumption are all contributing to consumers considering and having more options than ever before. Stricter drink and drive regulations and workplace wellness programs, along with the pandemic, have also driven people to reconsider their drinking behaviours, which is bringing more interest in mindful drinking. The cultural acceptance of alternatives - alcohol-free beer or botanical spirits, or ever-fashionable mocktails - is solidly embedded in our culture. The idea of non-alcoholic or low-alcohol drinks is not a restriction but an opportunity to appreciate the taste and manned benefits of cocktails or wines whilst remaining balanced in health and lifestyle choices.

In direct response to the trend, beverage firms have taken steps to quickly adapt and change their products.. Several prominent alcohol brands launched non-alcoholic versions of their bestselling products, i.e., beer and wine, while newer start-ups created brightly branded offerings called botanical sodas and zero-proof spirits. Companies have also improved their production processes to respond to the growing demand and regularly improve on eliminating taste differences between alcoholic and alcohol-free options. Even the marketing of these products has shifted away from suggesting that they need to make concessions and changes to their drinking habits. They are now marketed in a way to embrace non-alcoholic beverages as a lifestyle, a cool choice to drink, etc. At every level, partnerships with restaurants, bars, and retail have ensured that the beverages are readily available and are positioned with an alcohol-based offering. Beverages that are low-ABV and alcohol-free are marketed as an aspirational and premium product, which created a new category for products as a strong reaction to customer choices.

Nidhi Saxena

Founder of iShots Beverages Pvt. Ltd

On the key drivers behind the growing demand for low-ABV and non-alcoholic beverages:
"The rise of low-ABV and non-alcoholic beverages is a reflection of a cultural shift. Consumers today are not rejecting alcohol entirely; they’re rethinking the role it plays in their lives. Wellness has become social currency, and people want to enjoy the ritual of drinking without compromising their health, focus, or mental clarity. Both GenZ and Millennials are looking for balance, they want to participate in social occasions, but also stay true to their fitness, mindfulness, and productivity goals. Add to this the growing conversations around mental health, longevity, and even sustainability, and you see why the demand is booming. It’s not about abstinence; it’s about conscious indulgence."
On how beverage companies are responding to this trend:
"Forward-thinking beverage companies are treating this as an opportunity rather than a challenge. We’re seeing a wave of innovation in flavor, function, and format. Brands are experimenting with adaptogens, nootropics, botanicals, and functional ingredients to create drinks that are not just alternatives to alcohol, but a category of their own — beverages that promise energy, relaxation, or mood upliftment. The packaging, positioning, and storytelling are also evolving to make these drinks feel aspirational, not restrictive. What’s happening is more than a product trend; it’s a lifestyle movement where companies are designing beverages for people who want experiences without after-effects.
iShots is all set to launch 10 scientific-data backed SKUs (functional beverages) in the next quarter that retain the feel and aura of contemporary energy drinks, while also offering many health benefits like stress management, metabolism enhancement, etc.

Piyush Paul 

Area Director F & B Service, IHCL Goa

The luxury drinking landscape is undergoing a quiet yet significant shift. No longer defined solely by rare vintages or high-proof spirits, today’s connoisseurs are embracing low-ABV and non-alcoholic beverages with the same reverence once reserved for grand cru wines or single malts. This trend is less about abstinence and more about balance, an elevated approach to mindful indulgence.

From refined spritzes with delicate botanicals to zero-proof cocktails layered with house-made infusions, the craftsmanship behind these creations rivals that of their spirited counterparts. Leading mixologists are experimenting with artisanal vermouths, kombucha-based blends, and distilled non-alcoholic spirits to offer beverages that are both complex and guilt-free. For luxury establishments, this is not merely an alternative, but a fresh expression of hospitality curating experiences that align with the global desire for wellness without compromising on sophistication.

Travelers and diners alike are discovering that indulgence today lies in choice, not excess. To sip slowly on a low-ABV aperitif or a thoughtfully composed non-alcoholic cocktail is to embrace a new definition of luxury: one rooted in restraint, refinement, and the art of savoring. This is not a passing trend, but a cultural evolution in the way the world drinks.

Teja Chekuri

Founder, Full Stack Ventures

At Ironhill, we’ve just brewed our very first batch of alcohol-free beer — and it’s more than just a product milestone, it’s a reflection of where the industry is headed.

Why the growing demand?

- Health and wellness are shaping everyday choices — consumers want moderation without missing out on taste.

- Gen Z and millennials are driving mindful drinking, preferring experiences that are social yet balanced.

- Inclusivity matters — non-alcoholic options allow everyone to raise a glass, regardless of preference.

How are breweries responding?

We’re seeing innovation at every level: advanced brewing techniques, new flavor explorations, and reimagined portfolios that make low-ABV and zero-proof drinks just as exciting as traditional ones.

For us at Ironhill, this isn’t about compromise — it’s about deeply crafted, inclusive experiences. Our alcohol-free beer carries the same soul and storytelling that defines our craft.

Cheers to a future where choice, balance, and innovation go hand in hand

Tarique Herekar

Director of Food & Beverage, Novotel Pune

The demand for low-ABV and non-alcoholic beverages is being fueled by a clear shift in consumer mindset. Guests today are more health-conscious, mindful of calorie intake, and increasingly attentive to wellness and balance. Younger generations, in particular, are embracing moderation—seeking social experiences without compromising productivity or well-being the next day. There’s also a growing cultural acceptance of “mindful drinking,” where consumers want the ritual and flavor of a drink, but not necessarily the alcohol. Additionally, global travel and exposure have made people more curious about innovative flavor profiles, craft techniques, and premium experiences that don’t always have to be spirit-forward.

Beverage companies are innovating rapidly in this space. We see breweries creating 0.0% beers that mirror the taste and mouthfeel of the original, distilleries experimenting with botanical-based non-alcoholic spirits, and mixologists crafting sophisticated mocktails with as much creativity as their cocktail counterparts. Importantly, the emphasis is on elevating the experience—using fresh ingredients, local flavors, and artisanal techniques, so that a non-alcoholic option feels just as indulgent and premium as a traditional drink. From an operator’s perspective, this is also an opportunity to expand menus, appeal to a wider guest base, and enhance inclusivity at the bar.

Suresh Shetty

Founder - Cahoots

Cahoots Classic Bar House

"We're observing a powerful cultural shift where mindful consumption is becoming the new norm. The demand is being driven by several key factors: The Wellness Movement: Today's consumers are more health-conscious than ever. They are actively seeking beverages that align with their goals for better sleep, mental clarity, and physical well-being, without sacrificing social connection or flavour. Quality and Choice: This is no longer just about simple juice or soda. The market has exploded with sophisticated, craft options—from complex non-alcoholic spirits to hoppy IPAs and elegant wines. This elevated quality makes 'drinking less' a more appealing and enjoyable choice, not a compromise. Inclusivity in Social Settings: People want to participate fully in social moments, whether that's a Friday happy hour, a wedding, or a dinner party, without the effects of alcohol. Lowand no-alcohol options ensure everyone has a delicious drink in hand, fostering connection without exclusion. Generation Z and Millennials: These demographics are leading the charge, often drinking less frequently but seeking higher-quality experiences when they do. For them, a beverage is an expression of personal values and taste, not just a means to an end."

"Innovative beverage companies are moving far beyond just creating a single non-alcoholic option. They are fundamentally integrating this category into their core strategy. Significant Investment in R&D: Brands are investing heavily in advanced techniques like vacuum distillation and reverse osmosis to dealcoholize wines and beers while preserving their authentic aroma and mouthfeel. For new creations, we're exploring innovative botanical blends to replicate the complexity of spirits. Category Expansion: The response isn't just non-alcoholic beer. We're seeing a boom in ready-to-drink (RTD) cocktails, non-alcoholic aperitifs, spirits alternatives, and functional beverages that incorporate adaptogens and nootropics for added benefit. Mainstream Positioning: These products are no longer hidden in a separate aisle. They are being prominently placed on menus alongside traditional options and integrated into retail displays, signalling that they are an equal and valid choice for any drinking occasion. Authentic Storytelling: Successful brands are connecting with consumers by championing the 'why' behind the movement—focusing on wellness, connection, and conscious living— rather than just the 'what' of the product itself."

Balaji. M

 Co-Founder and CEO of Dolci Caf

 The shift towards low-ABV and non-alcoholic beverages is largely driven by evolving consumer lifestyles. Today’s customers are far more conscious about their health, wellness, and balance—they want to enjoy social experiences without compromising their well-being. Younger consumers, especially Gen Z and millennials, are choosing mindful drinking, looking for beverages that allow them to participate in social occasions without the after-effects of alcohol. There’s also a strong influence from global wellness movements, where moderation, fitness, and mental clarity are seen as aspirational. Add to that the rise of better quality, more sophisticated options in the non-alcoholic category, and it’s easy to see why this segment is gaining momentum.Beverage companies are no longer treating this as a niche market; they’re innovating aggressively. We’re seeing a surge in premium, crafted alternatives—non-alcoholic beers, wines, mocktails, and botanical infusions that don’t compromise on flavor or experience. The focus has shifted from just being a substitute to being a category with its own identity and appeal. At Dolci, for instance, we’ve seen an increasing demand for refreshing non-alcoholic pairings with our food offerings, and we’re actively curating beverages that are indulgent, yet light and mindful. The industry as a whole is investing in R&D, collaborating with mixologists, and building marketing narratives that normalize and even celebrate moderation as a lifestyle choice

Ritesh Sharma

General Manager, Crowne Plaza Today New Delhi Okhla

In my view, the demand for low-ABV and non-alcoholic beverages is being driven by a global shift towards healthier lifestyles, mindful consumption, and inclusivity in social settings. Guests today are more conscious about wellness and prefer options that allow them to enjoy social experiences without compromising on health or productivity the next day. Another factor is the changing demographic of younger consumers, who are looking for creative, flavor-forward alternatives to traditional cocktails, along with a rise in religious, cultural, and lifestyle preferences that favor moderation.

 Beverage brands, including what we curate at Crowne Plaza Today New Delhi Okhla, are responding with innovative product lines—from craft mocktails and artisanal tonics to premium non-alcoholic wines and beers. Hotels and restaurants are elevating these offerings by focusing on presentation, flavor innovation, and storytelling, so that non-alcoholic drinks feel just as indulgent and celebratory as their traditional counterparts. For us, it’s about ensuring inclusivity and giving every guest, regardless of preference, an elevated bar experience that matches our five-star standards.

Chef Ranjan Rajani 

Corporate Chef, Aamby Valley City and Hotel Sahara Star

“The growing love for low-ABV and non-alcoholic beverages is not just a passing trend, it reflects how people want to enjoy life today. Guests are looking for balance: they want to socialize, raise a glass and indulge in great flavours. At Sahara Star, we have embraced this shift wholeheartedly. Our mixologists are crafting innovative drinks with herbs, spices and fresh ingredients that bring the same excitement and complexity as a classic cocktail. The goal is not to replace alcohol, but to create experiences where everyone feels included; whether they choose a single malt, a light spritzer or a zero-proof mocktail.
For us, hospitality has always been about care and inclusivity. when a guest feels just as cherished sipping a handcrafted non-alcoholic drink as another does savouring a vintage wine, that is the true essence of Sahara Star.”

Amaresh Sasmal

F&B Manager Ira By Orchid Hotel, Bhubaneshwar

In recent years, we’ve seen guests becoming more health-conscious and mindful about their alcohol consumption. Many want to enjoy the social experience of drinking without the after-effects, which is driving the popularity of low-ABV and non-alcoholic options. Younger consumers, especially Gen Z and millennials, are leading this change as they prefer balance, wellness, and moderation. Another factor is inclusivity, these beverages allow non-drinkers to feel equally part of the celebration, whether at a hotel bar, wedding, or corporate event.

Beverage companies are innovating rapidly, offering a wide variety of non-alcoholic spirits, beers, and wines that replicate the taste and experience of traditional drinks. As hoteliers, we are increasingly curating cocktail menus with creative low-ABV concoctions and alcohol-free pairings, using fresh ingredients, herbs, and exotic flavors to elevate the experience. This ensures guests don’t feel like they’re compromising on taste or sophistication. The trend has now moved beyond being a niche demand to becoming a standard expectation on beverage menus.

Purushottam Pandey

Rooms Division Manager, Four Points by Sheraton Kochi Infopark.

The Rise of Low-ABV and Non-Alcoholic Beverages: A New Trend in Drinking Today’s consumers are more health-conscious and are increasingly seeking balance between taste and nutrition. This shift is driving demand for low-ABV and non-alcoholic beverages, which allow guests to enjoy social occasions while staying mindful of their well-being. Beverage companies are responding with innovation, introducing products that use natural ingredients and healthier formulations. By focusing on both wellness and flavor, the industry is reshaping drinking culture and expanding choices for consumers who want to enjoy responsibly without compromising on taste.

Rahul Uppal

(Food & Beverage Manager) Hyatt Centric MG Road Bangalore

The drinking landscape is undergoing a cultural shift. While alcohol has long played a role in social rituals and celebration, today’s consumers, especially millennials and Gen Z, are redefining the experience. Prioritizing wellness, moderation, and flavor, they’re driving demand for low-ABV and non-alcoholic alternatives.

In response, beverage companies worldwide are innovating to meet this growing preference. From craft-style zero-proof spirits to lightly fermented botanical blends, the industry is embracing mindful drinking. As wellness culture continues to influence consumption habits, brands must stay agile and attuned to evolving tastes to remain competitive.

Kartik

Regional Chef at Azure Hospitality Pvt. Ltd

Key Drivers Behind the Growing Demand
The demand for low-ABV and non-alcoholic beverages is being driven by a shift in consumer lifestyles and attitudes toward health and wellness. Many people, especially younger generations, are becoming more mindful of their drinking habits, prioritizing moderation and balance. Concerns around physical fitness, mental clarity, and long-term health are encouraging individuals to reduce alcohol consumption without giving up the social experience of drinking. The rise of the “sober-curious” movement and a growing cultural acceptance of alternatives to alcohol have also played a role. In addition, social media awareness, stricter drinking-and-driving laws, and the desire for inclusivity in social settings are making low-ABV and alcohol-free drinks more popular than ever.
How Beverage Companies Are Responding
Beverage companies are quickly adapting to meet this demand by innovating their product lines and investing in non-alcoholic alternatives. Craft breweries, distilleries, and global alcohol brands are launching alcohol-free versions of popular beers, spirits, and cocktails, often with the same flavor depth and sophistication as their alcoholic counterparts. Many companies are also focusing on premium branding and unique flavor profiles to appeal to consumers who want an elevated drinking experience. Additionally, partnerships with bars, restaurants, and retailers are helping to normalize these options on menus and shelves. By tapping into health-conscious marketing and emphasizing taste, variety, and inclusivity, beverage companies are positioning themselves at the forefront of this fast-growing trend.

Ambika Prasad Ghosh

Food and Beverage Manager, Grand Mercure Mysore, 

The demand for low-ABV and non-alcoholic drinks is driven by changing lifestyles and values. Guests are placing greater importance on health and wellness, choosing beverages that feel lighter yet still flavourful. Younger generations are leading the mindful drinking movement, preferring balance and moderation over excess. Inclusivity ensures everyone can share in the celebration, while evolving tastes call for more refined and sophisticated flavours. Alongside this, cultural and regulatory influences are encouraging responsible choices. Together, these shifts are shaping a more conscious approach to drinking.

Brands are responding with innovation and creativity. Alcohol-free wines, crafted mocktails and low-ABV beers are being designed to deliver authentic taste and premium quality. Companies are expanding their portfolios to offer variety and are presenting these beverages as stylish choices in their own right. Marketing now highlights wellness, inclusivity and lifestyle appeal, while bars and restaurants are curating special menus. These efforts are helping no and low-alcohol beverages move confidently into the mainstream.

Akash Kalia

 General Manager, DoubleTree Suites by Hilton Bengaluru Outer Ring Road

Mindful drinking is reshaping guest preferences, with demand for low-ABV and zero-proof options rising steadily. At Tapeo, our bar team has crafted innovative spins on classics, offering drinks like a low-ABV Negroni, non-alcoholic spritz, and signature favorites such as the Coco Melon, Ginger Baker, Smoky Margarita, and Orange & Pome Bramble. These beverages provide the same indulgence as traditional cocktails while catering to health-conscious and inclusive audiences. By focusing on natural ingredients, creativity, and presentation, we ensure that every guest has a memorable bar experience. This trend highlights how wellness and innovation are defining the future of hospitality.

Gopal Jha

Director of Operations, Radisson blu Plaza Delhi Airport

The growing interest in low-ABV and non-alcoholic beverages mirrors a larger movement toward mindful indulgence. At Radisson Blu Plaza Delhi Airport, we see guests—especially younger travelers—seeking healthier alternatives that still deliver a premium experience. Our bars have introduced crafted mocktails and botanical-infused drinks that balance sophistication with wellness. This inclusivity ensures that every guest, regardless of preference, feels part of the celebration. Industry-wide, beverage companies are innovating with low-ABV wines, craft sodas, and complex blends that rival traditional spirits in flavor depth. In hospitality, the shift allows us to redesign menus that are equally exciting for those choosing moderation. “Guests today seek wellness without compromise. By crafting and curating low-ABV and non-alcoholic options, we ensure every guest feels part of the celebrations, while positioning our hotel as a forward-thinking host,” says Mr. Gopal Jha. For modern travelers, the experience isn’t about abstinence, but about choice—and offering those choices enhances guest satisfaction and strengthens the hotel’s reputation as an innovative leader.

Chef Durgesh Tyagi

Corporate Chef, Massive Restaurants Private Limited.

Health and wellness trends are driving the popularity of low-ABV and non-alcoholic drinks, especially among Gen Z and millennials. Beverage companies are innovating with mocktails, low-ABV beers, and botanical-based options that deliver flavor without excess alcohol. This reflects a long-term cultural shift toward mindful consumption. Quote: “Today’s consumers want experiences, not excess; low-ABV and non-alcoholic drinks deliver both.” – Durgesh Tyagi

Gautam Chhabra

Hotel Manager, Fairfield by Marriott, Jaipur Tonk Road

Consumer preferences are rapidly shifting toward healthier, mindful choices, fueling the rise of low-ABV and non-alcoholic beverages. Health consciousness, coupled with younger generations’ preference for moderation, has driven demand for alternatives that allow social participation without heavy alcohol intake. The trend also aligns with global wellness movements, where balance and well-being are prioritized over indulgence.

Beverage companies have been quick to respond. Craft breweries and spirit makers are experimenting with innovative processes to retain authentic flavors while reducing or eliminating alcohol content. Botanical-infused sodas, alcohol-free wines, and low-ABV cocktails are gaining prominence in both retail and hospitality spaces. Many premium brands are repositioning these beverages not as “substitutes,” but as aspirational lifestyle choices, complete with sophisticated packaging and mixology appeal. This shift signals a broader transformation in drinking culture - one that emphasizes inclusion, health, and creativity over convention.