Urban India’s drinkers are gradually moving away from the idea of taking month-long breaks from alcohol, even as sobriety trends such as “Dry January” gain traction in Western countries.
New data from IWSR Bevtrac, shared exclusively with The Times of India, shows that only 32% of urban drinkers in India took a break from alcohol for a month or more in Autumn 2025. This marks a decline from 38% the previous year, signalling a clear dip in enthusiasm for extended abstinence.
The drop is most pronounced among younger legal-age consumers. Participation among Gen X drinkers fell sharply from 40% to 29%. Millennials also showed a decline, slipping from 36% to 31%, while Gen Z participation eased from 41% to 37%. In contrast, baby boomers showed little change, suggesting that the shift away from long sobriety breaks is largely being driven by younger adults.
According to IWSR president Marten Lodewijks, similar declines in month-long abstinence are visible among younger drinkers in markets such as the UK and Australia. India stands out, however, because the trend is visible across multiple generations, not just among the youth.
While long breaks are losing favour, shorter and more flexible pauses from drinking remain popular. Many urban Indians appear to be moderating their alcohol consumption rather than committing to strict, month-long pledges. These shorter “resets” fit more easily around work pressures, festivals, and social gatherings.
Despite the decline, India still ranks high globally when it comes to temporary abstinence. About 32% of Indian drinkers reported taking a break, compared with 31% in Brazil and 29% in Mexico. Yet the latest figures suggest India is charting its own course, even as global alcohol brands push low- and no-alcohol products and wellness-led campaigns.
For drinks companies, the message is mixed. On the positive side, Indian consumers are becoming more selective and informed. Premium offerings, at-home drinking occasions, and experimentation with craft spirits and ready-to-drink formats continue to influence urban consumption. At the same time, the waning appeal of month-long sobriety highlights a limited appetite for rigid wellness trends imported from the West.
As industry observers note, India’s drinking population is becoming more sophisticated, and the country is playing an increasingly important role in the global strategies of international alcohol brands.
