Holding a glass of cola at a party or drinking cola on the go isn’t fascinating anymore to a majority of the millennials in India. The millennials have been drinking the same drinks from school to college and now in professional lives. Soft drink industry is in dire need of new options which are refreshing and can tango with Indian youth. Consumers now demand drinks that just do not curb the thirst or craving but are also part of their lifestyle.

As per a recent survey conducted, 81 per cent of the Indian consumers stated that they are bored of Cola drinks and are open for new options. Just when we had run out of choices a lot of home grown and international brands have come up with solutions for people who like experimenting with their tastes and were in dire need of a shift from the old school drinks. It wasn’t long before when the concept of flavoured zero-alcohol beers acquired attention.

One of the newest culture or beverage trends that is topping the charts in recent times are flavourful non-alcoholic beers. The market has emerged with a variety of options for people to choose from mint, cranberry, peach, ginger to original barley malt zero alcohol beer. Different non-alcoholic beers offer different experiences, some offer sweet taste of cranberry and some offer a taste lot similar to what an alcoholic beer tastes like but without having any alcohol in it.  Coolberg, Heineken, and Budweiser have been successfully making their presence in the customer market as they can easily be found in stores offline and online.

If you are bored of old soft drink options, then these drinks are a must for you. Be it a party, a college turnout, an impromptu family gathering or any other occasion, day or night these non-alcoholic beers can be your new go to.

The market at present has seen a rise in these non-alcoholic drink options for there has been a considerable shift in consumer choice of non-alcoholic drinks over soft drinks. A majority of factors have together contributed for this rise be it the boredom from the same old soda pop, consumer aspiration to adopt modern and trendy beverages, increase in dining out at restaurants and cafe; to increasing purchasing power capacity.

Non-alcoholic beers are also considered to be a healthier alternative to Cola’s because of lower calorie content and being made with barley malt. This is one of the reasons for such drinks to get popularity in the West. It is becoming a drink for athletes and catching up strongly with fitness enthusiasts.

India has seen tremendous growth in this category in the last couple of years and it is estimated that India will be a mass market for non alcoholic beers in the next 5 years and will contribute a significant double-digit portion of the total soft drink industry in India.