Source :NEWS18 NEWS
Last Updated:April 20, 2025, 10:00 IST
This summer, India’s beverage scene is all about refreshing innovation — from chilled beers and botanical gins to sensorial, experience-driven drinks like bubble tea, offering not just relief from the heat but a flavorful escape
From the crisp simplicity of a cold beer to the layered complexity of a mango bubble tea or a cucumber-laced gin cocktail, today’s summer drinks promise not just hydration, but an experience — one that’s chilled, curated, and designed to leave a lasting impression.
As temperatures soar and humidity levels rise, the quest for the perfect summer beverage takes on a whole new meaning. No longer just about quenching thirst, today’s drinks are about experience, identity, and innovation. From time-honored classics to reimagined global trends, here’s how India’s beverage landscape is evolving to keep pace with the sweltering heat — and changing consumer moods.
Beer: The Classic Summer Companion
related stories
When it comes to beating the heat, few drinks can rival the easygoing charm of a chilled beer. “Constant refreshment is crucial for sweating summer days, and beer, with comparatively high water content, offers a great way to beat the heat,” explains Avneet Singh, Founder and CEO, Medusa Beverages. Along with its chilled temperature and crisp fizz, beer provides an immediate sense of relief from the oppressive summer humidity.
With an alcohol content typically ranging between 4% to 8%, beer is lighter than most spirits, making it an ideal choice for extended social gatherings, daytime lounging, or long festive afternoons. “Beer is closely associated with summer parties, informal, easy-going fun, and social gatherings, making it a perfect choice for those looking to unwind and stay cool during the hottest months of the year,” Singh adds. Whether it’s a backyard barbecue, a music festival, or a beachside retreat, beer remains a perennial favorite when the sun is at its fiercest.
Beyond Hydration: The Rise of Experience-Driven Beverages
While beer holds its own, a new generation of consumers — especially Gen Z — is reshaping what summer drinking looks like. “Over 60% of Gen Z consumers in India are actively seeking beverages that offer more than just hydration — they’re looking for a sensorial experience,” observes Dhruv Kohli, Founder, Boba Bhai. Traditional Indian coolers like nimbu pani and buttermilk still have their loyalists, but they now share the spotlight with inventive options like cold brews, artisanal iced teas, and the playful, globally popular bubble teas.
Kohli points out a fascinating evolution, “What’s interesting is how this global trend is being reimagined for the Indian palate — think mango boba.” The demand today goes beyond basic refreshment; consumers seek drinks that are chilled, customizable, and layered with texture and flavor. It’s no longer just about cooling off — it’s about expressing one’s personality and savoring indulgent, multi-sensory moments. “As someone building in this category, it’s clear that we’re not just in the beverage business anymore — we’re in the experience economy,” concludes Kohli.
Gin’s Meteoric Rise: A Botanical Answer to the Heat
Another standout star of India’s evolving summer drinking scene is gin. Once considered niche, gin has now captured the collective imagination of a new generation of spirit lovers. “According to the IWSR Drinks Market Analysis report, gin consumption in India grew by 22 percent in 2023, with the summer months alone accounting for nearly 60 percent of annual sales,” shares Tushar Bhandari, Whole Time Director, Associated Alcohols & Breweries Ltd.
Bhandari attributes this surge to gin’s refreshing, versatile nature. “Botanical ingredients like juniper and cucumber instill gin with cooling properties, providing a counterbalance to the rising temperatures,” he explains. Easy to mix and even easier to customize, gin-based cocktails have become a go-to for home bartenders looking to experiment with new flavors without too much fuss.
Affordability and accessibility have also played a role. “Gin’s compatibility with a wide array of mixers empowers enthusiasts to innovate, creating room for experimentation and exploration, making it an ideal drink for the summer,” Bhandari adds. Whether served as a classic G&T or infused with local botanicals and exotic garnishes, gin today is as much about creativity as it is about cool relief.
A Season of Refreshing Reinvention
The Indian summer may be relentless, but so too is the spirit of innovation and evolution in the country’s beverage scene. From the crisp simplicity of a cold beer to the layered complexity of a mango bubble tea or a cucumber-laced gin cocktail, today’s summer drinks promise not just hydration, but an experience — one that’s chilled, curated, and designed to leave a lasting impression.
In a season defined by soaring temperatures, it’s clear: refreshment isn’t just a need anymore — it’s an art.
SOURCE : NEWS 18
