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WHAT WE DRINK TODAY says as much about our values as it does about our tastes.
Around the world, the era of drinking for status alone is giving way to something more layered and nuanced: seeking out spirits with provenance, cocktails that tell stories, and brands that don’t just treat sustainability as a buzzword. Luxury, in this new era, isn’t just about rare bottles on a shelf — it’s about knowing where your drink comes from, how it was made, and the culture it carries with it.
This shift — often termed “conscious drinking” — is reshaping bar menus, guiding purchase decisions, and giving rise to a new generation of consumers and producers who care about meaning as much as they do about flavour.
Beyond Labels: The Rise of Story-First Spirits
There was a time when the guest across the bar would ask to be served “your most expensive whisky” and had no other criteria. When labels guided choices, and what you could pay for a drink was considered the hallmark of sophistication.
Of course, that still happens — but not as frequently as it used to. Today, this request is likely to be followed by a curiosity that goes beyond the age statement and price tag. Well-informed and well-travelled drinkers now ask questions about the story, the legacy, the ingredients, and the people behind the drink (or spirit) that they are served.
A tourist in Spain may now care more about the grapes and who cultivated them than about the vintage of the wine they’re consuming. Similarly, a writer vacationing in Hokkaido is as intrigued by the water used to make the blended Japanese whisky they’re sampling as the whiskies themselves that went into the specific blend.
The Indian Expression of Luxury
The Indian single malt has found its place in this tapestry of evolving taste and curiosity.
For instance, discerning whisky drinkers across the globe find themselves intrigued by the story and intention behind brands like Godawan. With its mindful luxury approach, Godawan supports the conservation of the critically endangered Great Indian Bustard — a bird native to Rajasthan, the state where the brand has its roots — bringing a conscious dimension to India’s most widely consumed spirit. Storytelling and community have as much of a role to play in the journey of a brand like Godawan as the processes used to craft it.
The New Pillars of Conscious Drinking
Values guide decisions today more than ever before, with terms like “carbon footprint”, “emission”, and “community” making regular appearances in the discourse around drinks. These words hold meaning beyond the pages of a marketing brochure and have permeated the psyche of the conscious drinker. Intention is paramount on both sides of the bar and more guests are keen to understand the values of a brand than ever before.
There is a high chance that a decision over which tequila to order at the bar will be greatly influenced by which of the two brands on offer displays better ethics. Farming practices and eco-conscious packaging are frequently referenced — not because they are buzzwords in the urban lexicon, but because they are indicators of value, craft, and above all, change. There has been a systematic shift in spending choices; a shift that indicates an inclination towards meaning rather than status.
Drinkers are also beginning to prioritise moderation, with low- and no-alcohol options now earning a respected place on menus at some of the world’s best bars. No longer the hastily put-together mix of spirit and juice, these drinks are increasingly thoughtful, researched, and meticulously crafted. They not only respect the choice of moderation but also create meaningful space for those who embrace it…without compromising on flavour, experience or sophistication.
India: Where Innovation Meets Intention
India’s role in the global movement toward conscious drinking is no longer peripheral. The rise of premium spirits such as Godawan reflects a growing appetite for authenticity, with provenance, terroir and craft taking precedence over status alone. By drawing on local ingredients, arid-climate grains, and regionally rooted techniques, spirits like Godawan offer a distinctive Indian narrative that resonates with both domestic and international consumers seeking credibility in what they drink.
At the same time, India’s demographic advantage — its young, aspirational population — fuels a culture of experimentation and openness. This audience is as likely to seek out a homegrown single malt as they are to appreciate a boundary-pushing cocktail in a global city bar. We no longer turn our noses up at “homegrown”; rather, we take pride in the craft producers of the country.
What’s striking is that India is not merely emulating trends from elsewhere; it is actively shaping the conversation on what luxury in spirits can mean.
By marrying heritage with sustainability and aligning with the values of a new generation of drinkers, India is emerging as a tastemaker in its own right. The country’s bars, distilleries, and consumers are together creating a model that feels both rooted and forward-looking — an approach that could well define the next chapter of global drinking culture.
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Priyanka Blah is an India-based drinks writer and founder of The Dram Attic, a globally recognised platform celebrating cocktail culture. She is Director of Education at Bar Convent Berlin, Academy Chair for Asia’s and the World’s 50 Best Bars, and a juror at leading international competitions. Named by Drinks International among the 100 most influential people in the industry, she is a trusted voice on global bar culture and trends.
