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In four years, global alcohol consumption has seen a sharp decline. In markets like the US, Europe, and China, shares of major companies such as Diageo, Pernod Ricard, Remy Cointreau, and Brown-Forman have fallen by up to 75%, and the industry's valuation has decreased by ₹74 trillion. Health awareness, changing lifestyles, and inflation are its main reasons. Now these companies are moving towards non-alcoholic products. Diageo has acquired 'Ritual Zero Proof', while Carlsberg and Campari-Milano have also launched similar brands.

According to a Bloomberg report, shares of the world's 50 major liquor brands have fallen by an average of 46% since June 2021. Meanwhile, alcohol consumption in India is continuously increasing. Per capita consumption increased from 2.4 litres in 200

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