“Diet Coke parties” are in vogue across India as bars and restaurants tap into a social media frenzy sparked by a shortage of the cola linked to the Iran war. Unlike most other markets, Diet Coke is sold only in cans in India, making the Coca-Cola beverage more vulnerable to supply chain disruptions caused by shipments stuck in the Strait of Hormuz. Amid a supply squeeze, Diet Coke cans can still be scooped up online but in limited quantities. Indian pubs and social media influencers have sp
ave spotted an opportunity to profit from the scarcity, organising parties with US$10 to US$16 entry fees and offering access to Diet Coke, music, alcohol, and activities like can decoration and themed T-shirt painting.
In New Delhi, revellers dressed in Diet Coke-themed attire experimented by mixing the drink with local spices, jalapenos and honey. At a Mumbai event, entry tickets doubled as raffle entries, with two winners taking home 50 Diet Coke cans each.
“We had a cocktail menu, which we call Coke-tails. The idea was to bring fans together,” said 25-year-old marketing executive Ishika Gupta, who calls herself a “big Diet Coke fan”.
She was the first to throw a Diet Coke party in India last week, plans to organise more and is now in discussions with Coca-Cola, given the trend.
“The company reached out to see if more events can be done,” she told Reuters.
Coca-Cola did not respond to Reuters queries.
Cult of Diet Coke
Coca-Cola and Pepsi consider India a major growth market, and, except for Diet Coke, most of their drinks are sold in plastic and glass bottles as well as cans.
A Ninecamp Ventures restaurant is hosting a party near New Delhi next week, where it will offer “Diet Coke on the house” with snacks for US$16. Ninecamp CEO Chaitanya Mathur told Reuters organisers had requested 500 Coke cans, which they had in stock.
“For the young people, it’s about scarcity being a premise of the entire event. That’s where the fun is – the less there is of something is when they want more of it,” said Mathur.
Diet Coke is also a preferred alcohol mixer in India, often paired with rum. It is also popular among health-conscious consumers, and its shortage has led to social media being flooded with humorous memes showing people hoarding the cans in India.
Retail chain Broadway is using the shortage to promote its upcoming New Delhi event, saying, “In light of the great Diet Coke shortage of 2026 … we’re turning our space into a full-blown Diet Coke experience.”
Its 999 rupees (US$10) ticket will bring together burgers, Diet Coke, vintage art and custom T-shirt painting, said Broadway CEO Sankalp Kathuria.
“It’s a love letter to the cult of Diet Coke,” he said.
Reporting by Aditya Kalra. Editing by Keith Weir. All courtesy of Reuters.
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