In Guwahati, the year 2024 saw the city’s residents consuming over 2 crore litres of alcohol—a staggering figure, yet slightly lower than the previous year. While the decrease in consumption has sparked conversations, it is the shifting preferences of the younger generation that have caught everyone’s attention.
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According to data from the Excise Department, whiskey reigns supreme as the most consumed alcoholic beverage in the city. By November 2024, Guwahati had guzzled down 1.33 crore bulk litres of Indian Made Foreign Liquor (IMFL), complemented by 93.5 lakh bulk litres of beer and 16.7 lakh bulk litres of country spirit. Yet, despite these numbers, a generational divide in consumption patterns is evident.
Boomers and millennials continue to favour traditional alcoholic drinks for their social and celebratory gatherings. However, Gen Z appears to be stepping away from the bar and reaching for other forms of substances. Conversations with young Guwahatians reveal a marked preference for smoking weed over drinking alcohol.
For many in Gen Z, the appeal of alcohol has waned due to the physical effects it induces. "I don’t enjoy the hyper feeling or the loss of control that comes with drinking," said a 22-year-old college student in Guwahati. Instead, they opt for the mellower and more introspective experience.
While older generations might revel in loud music, crowded spaces, and energetic dances, Gen Z leans toward quiet gatherings and reflective moments—a stark contrast to the stereotypical rowdy scenes of bar-hopping and boozy parties.
The shift in preference also speaks to changing social norms. Stepping away from alcohol, several other substitutes have been accepted among younger people, who see it as a less disruptive and more mindful way to unwind. "Weed doesn’t lead to fights or embarrassing moments in public," said a 25-year-old software developer based in Guwahati. "It’s about calming down, not acting out."
Additionally, the rising cost of alcohol in Guwahati might be pushing younger people away from the bar scene.
An Excise Department official noted that post-tax hikes have led to higher prices at bars and restaurants, making drinking an expensive affair. The crackdown on drunk driving during festivals has further deterred binge-drinking culture.
Despite the generational shift, alcohol remains a significant part of Guwahati’s social fabric. The city’s total liquor consumption until November 2024 amounted to 2.44 crore bulk litres, a slight dip from the 2.47 crore bulk litres recorded in 2023. While millennials and boomers still dominate the consumption charts, the subtle decline in overall sales hints at the gradual evolution of preferences.
Gen Z moving toward other substances over alcohol represents more than just a shift in substance preference, it’s a reflection of broader societal changes. From prioritizing mental well-being to embracing quieter lifestyles, this generation’s choices underscore a significant cultural transformation.
Gen Z’s are also shifting away from alcohol because of the increasing vigilance and police checks on Guwahati’s streets and in clubs. With stricter enforcement of drunk driving laws and hefty fines for violators, young people are becoming more cautious about drinking in public spaces. Rather than risking penalties, many are opting for other substances, which are less likely to draw the attention of law enforcement.
The Gen Zs are redefining the party scene, and it doesn’t involve clinking glasses. Unlike previous generations, they’re drinking significantly less alcohol—or skipping it altogether. According to Veriheal, a health consultant based in Denver, US, 32% of Gen Z respondents rarely drink, while 30% say they never touch alcohol.
So, why the shift? For starters, Gen Z is more attuned to the mental and physical toll of alcohol, including its link to increased depression. Then there’s the hefty price tag—bars and clubs simply don’t fit into their wellness-centric budgets.
While alcohol still holds its place in the city’s traditions, the rising acceptance of cannabis and a move toward more conscious living signal a new chapter for Guwahati’s social scene—one that’s as reflective as it is transformative.
