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No more hard liquor. Young India is getting high on non- and low-alcoholic beers

As alcohol consumption among millennials grows feeble, AB InBev and UB Group, the country’s beer-market leaders, have been steadily pushing their non – and low-alcoholic beer brands through grocery-retail channels. Time for India’s soft-drinks market to brace for stiff competition.

Millennials are an unpredictable consumer base. They buy more, and not always the cheapest. Their idea of value versus Rot in terms of discretionary spends is different. And this behaviour is observed in their drinking habit as well. While the younger lot doesn’t drink as much as the previous generations, this has not impacted the overall consumption of 50:50. “We are ideally hoping to get to a point where online – grocery shopping will predict our non-alcoholic beers for our consumers’ carts automatically, due to their buying patterns. The kind of insights we are getting from the online channel will allow us to sharpen our distribution efforts even more,” concludes Sharma.


02 June 2020