Hyderabad: Despite bustling crowds and steady footfalls, the city’s pubs and clubs witnessed a noticeable drop in alcohol consumption this New Year’s Eve, with bill sizes shrinking by 30-35%.
Businesses saw only a modest increase in turnover compared to normal weekends, leaving owners to adapt to changing consumer trends.
“We saw more customers choosing budget options or drinking less overall. People preferred soft drinks and mocktails more,” said Ramesh Kumar, manager of a popular pub in Banjara Hills.
Pub owners have also noticed a shift among the younger crowd, who traditionally make up the bulk of New Year partygoers. “Business was barely 20% higher than on a normal weekend. While it’s great to see awareness campaigns working, we need to adapt to these new trends to sustain our business,” said Sharanya Reddy, owner of a lounge in Jubilee Hills.
Partygoers attributed the decline to a combination of rising alcohol prices, stricter enforcement of drink-driving laws and growing financial caution.
“I would rather buy liquor from a shop than spend a fortune in a pub,” said Shravan Rao, a software engineer. “Alcohol prices have skyrocketed, especially in all these pubs,” Rao said.
Many also cited a preference for quieter, more intimate gatherings and the unpredictable rise in ride-hailing fares, as young people say they now prioritise convenience and affordability over extravagant celebrations.
“Pubs are getting too loud and crowded for our tastes,” said Anusha Yerne, a finance professional. “It’s more fun to have a house party with close friends rather than shouting over blaring music all night,” she added.
