“It’s gin, but it’s not alcoholic.”

If you think the above statement is just a contradiction, trust us, it is not. Instead, it’s an accurate description of the latest talking point in the Indian alcoholic-beverage industry: non-alcohol spirits.

Also known as zero-proof spirits, non-alcohol spirits are formulated to replicate the taste of traditional spirits, but without the alcohol. These zero-proof drinks aren’t like your other non-alcohol drinks like ginger ale, soda, or mocktails.

“Unlike mixers or soft drinks like ginger ale or soda, these are made using advanced techniques like distillation, blending of botanicals and careful layering of flavors to create a sophisticated drink,” explains Ruchi Nagarecha of non-alcoholic cocktail brand Sobriety Sips. To provide a drinking experience.” India Today,

Non-Alcoholic Spirits Are on the Rise

Non-alcohol beers have been around for a long time, with many offerings from Indian brands as well. However, this trend has now extended to non-alcoholic gins, vodkas, rums and cocktails. Many 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 drinks, but are also very low in calories and, of course, don’t come with the notorious health side effects and hangovers associated with alcohol.

Gen Z and the ‘quiet curious’ movement

At the core of this trend is the rise of wellness-oriented thinking and the subsequent shift toward conscious drinking. Gen Z’s ‘Sober Curious’ movement – ​​a trend that encourages people to explore their relationship with alcohol and reduce or avoid it – has also made room for void-proof spirits.

According to Statista, Gen Z is spending significantly less on alcoholic beverages than previous generations. While Boomers, Gen

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Non-alcoholic spirits are emerging as a niche product category that can fill many voids. For example, many bars and restaurants often neglect to make their mocktail menus exciting, limiting them to sweet mojitos, juices, Blue Lagoon or lemon sodas. Zero-proof cocktails, however, offer a more interesting option for non-drinkers. Popular hangout spots in Delhi like The Pit and Monkey Bar now have zero-proof cocktails on their menus.

“This is a relatively new trend in India, which has been gaining momentum in the last few years as health consciousness and wellness trends have increased post-Covid. Globally, the zero-proof movement started first, and now Indian consumers, especially Millennials and Gen Z, are adopting it. Factors such as health awareness, need for inclusivity in social settings and cultural shift towards conscious alcohol consumption are driving the rise of non-alcohol cocktails, says Ruchi Nagarecha.

For Ishan Arora, founder of Catwalk Botanics, launched in 2024, his brand was the result of a search for sobriety for himself.

“Our customers are not chasing lofty goals. They are already convinced that they want to quit, cut back,” explains Arora. India TodayShe further believes that these non-alcohol spirits and even Gen Z’s cool curiosity movement come from a place of wellness and self-care.

“Gen Z is a generation that has grown up in alcohol-friendly households. According to people I have spoken to in this age group, they don’t want to repeat what happens after that (alcohol consumption),” he says.

For Sober founder Vansh Pahuja, it was these small gaps that inspired him to introduce Sober, the house of non-alcohol spirits.

“It was a series of events in my life. Post-Covid, my father was advised to give up alcohol, but he missed his regular tradition of drinking whiskey while watching television after coming home from work. He didn’t want to replace it with coffee or lemonade, and there weren’t many alternatives. Similarly, when a close friend became pregnant, I realized she would not drink alcohol for some time, and I saw a huge potential market,” Vansh Pahuja tells us.

They say their target market are not drinkers, but people who drink alcohol and want to reduce their alcohol consumption – such as those who are driving, parenting, religious practices. Are following up, drinking alcohol in moderation, or focusing on fitness.

Depending on the product, each brand has its own recommended ways to consume these non-alcohol spirits. Mixing them with tonic water is one of the most common methods. Alternatively, zero-proof cocktails are also available, which do not require adding specific amounts of mixer to enjoy these drinks. They are available in cans as well as bottles. Some brands like Catwalk Botanics are already on accelerated e-commerce platforms like BlinkIt.

Pricing and consumer curiosity

The price varies according to the brand, but a 750 ml bottle of non-alcoholic spirit usually costs around Rs 1,200. Industry insiders admit that selling alcohol-free spirits at prices comparable to entry-level alcoholic beverages is not the easiest task, but there is eagerness among consumers to do it. As a result, many brands have introduced cans and are planning to launch miniatures.

These brands usually 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 raise awareness.

“Our primary business comes from events, weddings, corporate parties and pop-ups, which contribute about 70% of our sales,” says Nagarecha.

“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 is only a matter of time that more bars and restaurants will follow suit. And honestly, it’s not just about consumer demand – it’s about how accessible and scalable the category is,” says Prithvi Nagpal, head of brands and wines at Countertop India.

Challenges and Opportunities

Although it is still not mainstream across India, the demand is continuously increasing. So, you may 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 a bottle or can for yourself without any hassle.

That said, the non-alcohol spirits industry in India still has a long way to go. Awareness is one of the biggest challenges. Many restaurants and bars are not yet ready for a zero-proof cocktail menu due to lack of demand. However, the industry is collectively working on it with drinks consultants like Prithvi Nagpal, who is running masterclasses for bartenders and mixologists on how to create void-proof cocktails using non-alcoholic spirits.

According to Nagpal, India’s zero-proof scenario is still finding its footing, but the potential is huge.

“Globally, sober bars are gaining popularity – these are places where non-drinkers can hang out without feeling like they’re missing out. Although we don’t have these available in India yet, bars here are starting to see the importance of offering zero-proof cocktails. Some places in cities like Mumbai and Bangalore now have dedicated non-alcohol options in their menus, and they are doing well. This is a step in the right direction,” he shares.

Gujarat, an arid state, has more than 45 restaurants serving Catwalk Botanics.

Nagpal also highlights the vast potential in the export market.

“Countries in the Middle East are big consumers of non-alcoholic spirits because alcohol is not part of their culture. But there is demand for premium international brands, especially zero-proof brands,” he shares.

Planning to take a ‘Dry January’? Stock up on some non-alcoholic spirits to help you stay in style!