Iran War Cans Crisis Fuels Thirst For Cola Events In India
New Delhi : “Diet Coke parties” are trendy in India as bars and restaurants capitalize on the social media frenzy sparked by the Iran war-linked cola shortage.
Unlike many other markets, Diet Coke is sold only in cans in India, making Coca-Cola drinks more vulnerable to supply chain disruptions from shipments getting stuck in the Strait of Hormuz. Amid the supply shortage, Diet Coke cans are still available for purchase online, but in limited quantities.
Indian bars and social media influencers have seized the chance to profit from the shortage by hosting parties with entry fees of $10 to $16, access to Diet Coke along with music and alcohol, and activities such as can decorating and themed T-shirt painting.
In New Delhi, revelers wearing Diet Coke-themed outfits experimented by mixing the drink with local spices, jalapenos and honey. At an event in Mumbai, entry tickets doubled the number of raffle entries; The two winners each took home 50 Diet Coke cans.
“We had a cocktail menu we called the Coke queue. Our goal was to bring fans together,” said Ishika Gupta, a 25-year-old marketing executive who calls herself “a big Diet Coke fan.”
He was the first to organize a Diet Coke party in India last week and plans to organize more and is currently in talks with Coca-Cola given the trend.
“The company has reached out to see if more events can be held,” he told Reuters.
Coca-Cola did not respond to Reuters’ questions.
‘DIET COKE CULT’
Coca-Cola and Pepsi see India as a major growth market and, with the exception of Diet Coke, most of their drinks are sold in cans as well as plastic and glass bottles.
A restaurant from Ninecamp Ventures will host a party near New Delhi next week, where it will offer a “Diet Coke at Home” with snacks for $16. Ninecamp CEO Chaitanya Mathur told Reuters organizers had requested 500 coke cans they had in stock.
“For young people, it’s about scarcity being the premise of the whole thing. That’s where the fun is; the less of something, the more they want,” Mathur said.
Diet Coke is also a preferred alcohol mixer in India, often paired with rum. It’s also popular with health-conscious consumers, and its shortage has caused social media to be flooded with hilarious memes showing people hoarding boxes in India.
Retail chain Broadway is using the shortage to promote its upcoming New Delhi event, saying, “In light of the massive Diet Coke shortage of 2026…we are transforming our space into a full-on Diet Coke experience.”
Broadway CEO Sankalp Kathuria said the 999-rupee ($10) ticket will combine burgers, Diet Coke, vintage artwork and special T-shirt paints.
“This is a love letter to the Diet Coke cult,” he said.
