THE new sunday express Voices Anand Neelakantan Anuja Chandramouli Utkarsh Amitabh Ravi Shankar Deepali Bhardwaj Swami Sukhabodhananda MAGAZINE Buffet People Wellness Books Food Art & Culture Entertainment A Sobering Effect january 11 2026 SUNDAY PAGES 12 How a zero-proof moment is reshaping youth drinking, rituals and brands SHARED SIPS: People, pours, and easy laughter—this is how times unfold with Local Ferment Co. P By Dhruv Kapoor Elevated Evenings: Sober proves icture the perfect night out: the right people, easy chemistry, energy that carries you. Dinner is indulgent, gin and tonics keep circling, laughter stays light, and no one is watching the clock. Morning, surprisingly, is kind. No headache, no cotton mouth, no blurry regrets. It sounds like a fantasy—maybe the pitch for a wellness retreat. But it’s quietly becoming part of everyday nightlife. Enter zeroproof spirits: non-alcoholic (0% ABV) drinks that deliver the flavour, complexity, and ritual of traditional spirits through layered botanicals and precise blends. A clean break from the syrupy mocktails and sad sodas of the past, they turn alcohol-free drinking from compromise into choice. Fresh Ritual: Clean flavours, zero proof—Svami keeps the vibe sparkling without the buzz Drinking in India has come a long way—first a moral taboo, then a social liability and eventually a quiet , rebellion in rooms where the glass became the centre of connection. As drinking moved from the margins to the mainstream, from hushed indulgence to household normalcy , socialising began to depend on alcohol so completely that opting out meant settling for forgettable substitutes that neither complemented the meal nor matched the theatre of a proper cocktail. Zero-proof spirits changed that. Designed with the same care as their alcoholic counterparts, they deliver ritual, complexity and presence—without , the hangover, excess calories, or chemical blur—allowing abstention that alcohol-free doesn’t mean atmosphere-free to feel not like absence, but a fully formed choice. Global spirit houses are rolling out sleek non-alcoholic lines, boutique labels are experimenting with hyper-local botanicals, and bartenders are applying the same precision and respect to zero-proof menus as they do to their spirited classics. What was once niche is now a considered choice, woven seamlessly into modern bar culture. The question, then, is no longer whether sober-conscious drinking belongs at the table—but whether this is merely a passing phase, or the early stirrings of a quieter revolution redefining how we drink, socialise, and measure a good night out. been the social glue.” From ancient Greeks who believed truth lay at the bottom of a wine cup to modern gatherings where every celebration revolves around a drink, alcohol’s presence has been near-constant. The question now is how to keep the ritual and revelry without the fallout. Mocktails tried—and largely failed—to bridge the gap, offering colour without complexity Non-alco. holic beer followed, using dealcoholisation to mimic the real thing. As non-drinkers grew weary of sugary substitutes and the subtle FOMO of standing just outside the drinking experience, demand for something more thoughtful intensified. That search fuelled the rise of mindful drinking—and with it, the “soberish” and “sober-curious” movements. Mindful drinking reframes alcohol not as a default, but as a choice rooted in intention. “Soberish” captures this nuance: people who still drink, but selectively skipping , alcohol on certain days or occasions. Little wonder, a new category has emerged at the centre of the conversation: zero-proof spirits. Defined not merely by the absence of alcohol but by intent, these 0% ABV beverages are crafted to replicate the aroma, flavour, and ritual of spirits like gin, whisky and rum. Production , often mirrors traditional spirits almost exactly Fruits or grains are . mashed, fermented, and heated to separate ethanol. As a senior technologist at an Indian whisky house notes, “We realised we could make zero-proof versions simply by stopping the process at a different point.” Newer brands, lacking large-scale distillation infrastructure, take a different route. Starting with water, they build complexity through maceration and vapour infusion. Goa-based botanical label Sans Spiritus uses steam-passing techniques to extract flavour from local citrus, pepper, and The traditionalists believe these spirits aren’t meant for straight consumption. Vansh Pahuja, founder of Sober, recommends tasting zero-proof spirits as a base in a cocktail or mixed drink. They’re meant to be experimented with—the point is to build a 0% ABV drink, not sip them neat. But another school of thought says otherwise. This camp says you can enjoy these neat—by focusing on the botanicals, aromas, and flavours of a non-alcoholic spirit without the burn of alcohol—and that they can be appreciated on their own. Still, the eventual goal remains the same: to add it to something and enjoy a mixed beverage. Shreya Basu, mixologist & Bacardi Trade Ambassador for South India “Zero-proof doesn’t replace alcohol; it complements it. When bars offer proper zero-proof menus, groups get bigger, everyone comes out—and overall cocktail sales go up.” Vansh Pahuja, founder, Sober Zero Proof Across India and the world, there is a growing acknowledgement that alcohol—seductive as it may be—comes with consequences that outlast the night. It is addictive, it strains the body and over time, it , often demands more than it gives. And yet, its pull remains powerful. As Mumbai mixologist Arohi Menon puts it, “Alcohol has always How to Taste a Non-alcoholic Spirit “Younger drinkers are far more health-conscious. They track what they consume, know how alcohol makes them feel the next day, and consciously cut down— sometimes drinking only once in two weeks.” spices. Founder Mira Desai explains, “We wanted complexity not another , sweet drink pretending to be grown-up.” Together, these zeroproof spirits signal more than a passing trend. They point to a cultural reset—one that redefines celebration, indulgence, and belonging. “If you drink but want to reduce it, zero-proof cocktails are a great alternative. And if you’re a non-drinker, they offer far more options than the old mocktail-or-lemonsoda days.” Vishakha Talreja, founder, Hotel Xplorer Dry Decadence Globally the non-alcoholic , beverage industry is in the midst of a remarkable surge. Valued at USD 1,180 billion in 2020, it is projected to reach USD 2,696 billion by 2034, driven by a steady 7.5 per cent CAGR. India mirrors this momentum on a smaller but accelerating scale. The country’s non-alcoholic beverage Turn to page 2