Gen Z, Gen Y ‘High’ on Sober Curiosity

When Syeda Waseka steps out with her friends, she’s the one with a virgin mojito in hand — no vodka or whisky for her. At 29, the Mumbai-based brand manager has never felt the need to drink. “It’s not about what’s in the glass,” she says with a smile. “It’s about the vibe, the people, and having fun that actually sticks with you. I’m always the last one on the dance floor, laughing the loudest—and I remember every moment.” Her story is becoming increasingly common. Across India's metros, a growing tribe of young adults is embracing the “sober curious” movement.

Rise Of Sober Curiosity

Sober curiosity is not about permanent abstinence, but about mindful drinking — choosing when, why, and if to drink at all. In India, this movement is finding traction among Gen Z and millennials who value wellness, self-awareness, and authentic connection.

“I don’t drink or smoke — purely by choice,” says Anil Kumar, Assistant PR Manager at The Yellow Coin Communication Pvt Ltd “Growing up, my family discouraged these habits. My grandmother took me to the Gurdwara and satsangs often, and those early lessons in discipline and self-control stuck with me. For me, true strength lies in rising above momentary desires, not giving in to them.”

Harsheeta Gandhi echoes this. “I lost several close relatives to alcohol-related illnesses,” she shares. “Seeing their struggles changed how I see alcohol. It’s not just a drink—it’s something that can cause pain and loss. I’ve learned that you don’t need alcohol to have a good time. I host dry parties, enjoy conversations over iced tea or coffee, and find joy in company and music, not in a bottle.”

Redefining The Party Scene

For many young people, giving up alcohol doesn’t mean giving up the nightlife.

“I wasn’t an alcoholic, but I realised I could have just as much fun without it," says Arshia Shaikh, who began drinking at 17 and quit at 21. “The turning point was when

I found myself constantly taking care of drunk friends. I didn’t want anyone to feel responsible for me the way I had for others.”

She adds, “Now, I love hot chocolate with marshmallows

or trying out creative mocktails. My alcohol tolerance is practically gone; even a single glass of wine feels like too much.”

Anjali Chandak, a media professional, reflects a similar middle ground: “While alcohol sets the vibe for many, I find my high in good coffee, great food, and music. For me, staying sober isn’t about missing out—it’s about tuning in to what genuinely brings me joy. I feel like our generation is split into two bridges: one where all-night parties and spontaneous late-night plans are the norm, and the other, often labelled ‘boring’, where people still love to vibe, but with a side of balance. I fall somewhere in between.”

Biz of Sober Fun

The beverage industry is responding to this shift. Companies like Coolberg, which offer non-alcoholic malt beverages, have seen rising demand from urban millennials.

Salloni Ghodawat, CEO of Ghodawat Consumer Ltd, notes: “A couple of years ago, not drinking was seen as weird. Today, it’s a trend tied to health consciousness and living well. Our products appeal to both men and women aged 16 to 35 who want better choices.”

Hospitality brands are also leaning in. Barista Coffee has hosted “coffee raves” — alcohol-free parties featuring coffee-based cocktails and music. “People want new ways to socialize, and we’re excited to lead that trend,” says CEO Rajat Agarwal. Hotels like Minimalist and Pride Hotels are championing sober socialising. “We were early adopters of the coffee rave concept in Delhi and Panjim, embracing sober fun as a way to provide intentional, inclusive experiences,” says Gautam Munjal, CEO of Minimalist Hotels. “It’s not anti-alcohol — it’s about balance. Our menus feature zero-proof spirits, herbal teas, and adaptogenic drinks, designed to complement wellness-focused events like yoga or detox menus.”

“We’ve launched ‘Sober Summers’ mocktails and mindful happy hours,” adds Shibu Jacob, Corporate Head of Food & Beverage at Pride Hotels. “Staff are trained in sober hospitality etiquette, making guests feel comfortable exploring non-alcoholic options.”

Overall Well-Being

The reasons for going sober range from health and spirituality to personal loss and growth. Rajendra Sawant, a restaurant owner and chef, shares: “In today’s society, drinking is normalised, but I believe that doesn’t mean it’s right for everyone. For me, it’s about mental clarity, health, and long-term well-being. Alcohol can impair judgment and decision-making, and I want to be fully present.”

Manav Jaiswal, Associate Manager at Value 360 Communications, adds: “I used to rely on alcohol as an escape. But it started affecting my relationships and career. Choosing sobriety wasn’t about restrictions; it was about reclaiming control, living intentionally, and prioritising peace.”

Future of Socialising

As more Indians embrace sober curiosity, the narrative around alcohol is shifting from indulgence to intention. For those like Syeda, who leads the pack on the dance floor with a fizzy mocktail, it’s about fully showing up. “Sober doesn’t mean boring or missing out. It means showing up fully, making genuine connections, and enjoying yourself without regrets.” And as Anil Kumar reminds us: “Presence beats pressure. You don’t need alcohol to fit in or have fun."

India’s youth are crafting a new kind of nightlife — one that’s vibrant, inclusive, and proudly alcohol-free.