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The Economic Times

Economy / The Economic Times

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Indias newest round of drinkers is rewriting the rules of the worlds biggest bar

Young Indians are redefining their drinking habits not by drinking less, but by selecting superior quality alcohol. This notable shift towards premium products and thoughtful consumption is altering the alco-bev sector in India. Theres a rising interest in crafted cocktails and memorable experiences, as opposed to mere volume consumption.

11 Apr 2026 10:16 am