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The Economic Times

Economy / The Economic Times

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Gen Z in 'high spirits' as boomers wind down

Younger Indians aged 21-28 are drinking alcohol more frequently than before. This trend challenges the idea that Gen Z avoids alcoholic beverages. Older generations are reducing consumption while younger consumers explore premium options. Urban affluent Indians show increased alcohol participation, favoring bars and restaurants. Whisky remains the most consumed spirit, with premium brands gaining popularity.

14 Jul 2026 12:19 am