India’s festive season has long been synonymous with abundance; abundant food, abundant gatherings, and often, abundant alcohol. But as cultural attitudes shift and conversations about wellbeing become central to modern living, one truth is becoming increasingly clear: celebration today is no longer about excess, but balance.

What’s even more interesting is that this shift isn’t being driven by consumers alone. Some of India’s biggest beverage companies are reshaping the narrative, placing responsible consumption at the core of their business strategy not as a compliance checkbox, but a cultural intervention.

Moderation Is Not Restriction, It’s Redirection

Diageo India, one of the most influential players in the spirits category, frames this shift with unusual clarity. The company’s “Dr

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