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Sober curious India is trying NOLO drinks now can nonalcoholic beers and spirits win big
Economy
Published on 24 April 2026
A ‘buzz’ without alcohol is gaining believers fast
Non-alcoholic beers and spirits are growing globally, and now the NOLO category is pushing into India’s beverage market. The promise is a “buzz” without alcohol, aimed at the sober curious and younger consumers. The big question: can these products move beyond novelty and earn lasting habits, or will they fade like past fads?
- NOLO drinks are riding a global wave of non-alcoholic beverages
- Indian brands are targeting the growing sober curious audience
- The category must prove it is more than a trend
- Acceptance will hinge on taste, pricing, and availability
Read the full story at The Economic Times
This summarization was done by Beige for a story published on 
The Economic Times