New Delhi, May 13 -- Young Indians are rethinking how they drink. A rising number of Gen Z consumers are cutting back on alcohol or trading quantity for quality, in line with a global shift towards health and wellness.

Data indicates that Gen Z drinkers in India are more inclined to reduce their alcohol consumption compared to millennials, who continue to be the primary consumers of alcohol in India.

"There is clear decline in alcobev consumption globally, and India is not immune to this trend," said Rajeev Samant, founder and CEO of Sula Vineyards. "Even when we consider the demographic dividend, we still see people on Instagram advocating for a more alcohol-free lifestyle. Things have definitely changed. Alcohol consumption may not be...