Zero-Proof Cocktails Drive Growth in India's Dining Scene as Sober-Curious Movement Gains Pace

India's premium restaurant industry is witnessing a substantial transformation as the "sober-curious" movement gains momentum, leading to a surge in zero-proof cocktails. These innovative drinks are designed to replicate the craft, balance, and complexity of traditional cocktails, but without the alcohol content. This trend is significantly boosting the non-alcoholic beverages market, which was valued at around ₹1.37 lakh crore in 2023 and is forecast to grow to ₹2.10 lakh crore by 2029, with an estimated compound annual growth rate (CAGR) of 7.4%. The shift is largely propelled by wellness-focused millennials and Gen Z consumers who view these beverages as part of an "experience-first" lifestyle. Leading restaurants such as Burma Burma, The Bombay Canteen, O Pedro, and Bandra Born are at the forefront, developing technique-driven menus. Burma Burma, for instance, collaborates with mixologists to create zero-proof drinks using indigenous ingredients and complex preparation methods like infusion and clarification. Similarly, The Bombay Canteen and O Pedro have seen zero-proof cocktails contribute 12-15% of their beverage sales, a notable increase from less than 5% previously. Bandra Born reports these drinks making up 20% of bar orders on weekends. Impact: This trend indicates a significant evolution in consumer preferences and dining experiences, potentially opening new revenue streams and product development opportunities for restaurants and beverage suppliers. It also suggests a growing market for sophisticated, non-alcoholic options across India. The impact rating is 7/10. Definitions: Sober-Curious Movement: A growing trend where individuals choose to significantly reduce or eliminate alcohol consumption, not necessarily due to addiction, but for reasons of health, wellness, or personal preference, while still seeking social and flavorful beverage experiences. Zero-Proof Cocktails: Alcoholic-free beverages meticulously crafted to mimic the taste, aroma, texture, and presentation of traditional alcoholic cocktails, using ingredients like non-alcoholic spirits, infused syrups, fresh juices, and complex garnishes. CAGR (Compound Annual Growth Rate): A measure of the average annual growth rate of an investment or market over a specified period longer than one year, assuming profits are reinvested. Millennials and Gen Z: Generational cohorts. Millennials are typically born between 1981 and 1996, and Gen Z between 1997 and 2012. These groups are often characterized by their digital savviness and increasing focus on wellness and experiences.