So, I was sitting at home with an old college friend the other day. We were meeting after ages. In the middle of an interesting debate, I excused myself to quickly pull out another Heineken from the freezer. I opened the door, only to see that we were out of beer. Dude! Theres no beer! Its 9.45. Weve got 15 minutes before the theka shuts! We sped to the nearest shop, reaching just in time. Soon, we were back with a jiggling bag, relieved and happy, and the debate continued from where it left off. The next morning, while I was dumping the empty bottles in the trash, I realised something. Something I had known all along but I never really gave much thought to.

Earlier, we would drink whenever there was an occasion. Now, drinking has become the occasion.
Remember how birthdays used to be the perfect reason to do a round of shots? How we looked forward to those vodka-fuelled scenes with the homies because they came along once in a while? Well, that certainly has changed. There was a time when a day out did not mandatorily end in a pub. Now it does. Drinking isn’t an occasional treat anymore. It has seeped into all our plans. It has become a lifestyle. We’re wired to say 'yes' by default.
In these changing times, drinking is the prime reason to get together. The rest is secondary: the venue, the ambience and, sometimes, even the people. I mean, what’s a girl’s night without a glass of red in hand? What’s a game of FIFA without chilled beer by the side? Everything seems incomplete without religiously adhering to the boozing tradition. We live in a different age now. This is the new-age drinking generation.

So, how did this culture become so widespread?
New pubs and breweries are popping up left, right and centre to cater to the ever-rising demand for more drinking experiences. They’re forever overcrowded, surprisingly so even on Mondays, buzzing with thirsty customers of all ages. Every day of the week has something to offer. Ladies night, karaoke night, gig night, and so on. Our expanding pub culture is more widespread than ever before.
Advertising has played its role too. One event update or banner on Facebook is enough to make your throat tingle with temptation. Wine and beer shops are omnipresent. No matter where you are, you'll find a couple of them on the way. All you have to do is follow the signboards.
The change in society plays a significant role as well. Earlier, it was just the men and their whiskies. But now, women’s roles have changed. They work and socialise. They party hard. They have pretty much doubled the footfall in bars.
Another factor is the evolution of Indian families. The younger lot isn’t strictly sheltered anymore. They are free to make their own decisions. Adolescents are stepping out to explore the world, stumbling across the delights of drinking a little too soon.