Younger Indians aged 21-28 are drinking alcohol more frequently than before. This trend challenges the idea that Gen Z avoids alcoholic bev...

Young Indians are redefining their drinking habits not by drinking less, but by selecting superior quality alcohol. This notable shift towa...

The drinking habits of India's youth are undergoing a significant evolution, favoring sophistication over excess. These trendsetters are em...

Diageo’s difficulties are emblematic of a market where a high potential for growth for alcohol makers is complicated by tradition and taboo...