From Tribal Kitchens to Urban Bars Why Assam’s Rice Beer is Becoming the New Gen Z Favourite

Traditional rice beer from Assam long a staple of indigenous celebrations is undergoing a major cultural resurgence, rapidly emerging as the go-to beverage for Gen Z across India’s metropolitan hubs. Known locally by names like Xaj, Apong, or Judima, the drink has transitioned from rural households to upscale urban bistros, rebranded as a “craft ethnic ale.” Its mild, slightly sweet profile and low alcohol content have made it particularly popular among younger consumers who are moving away from heavy spirits in favor of culturally rooted, “Instagrammable” experiences.

However, the trend has sparked a debate among health enthusiasts: Is it actually a healthier alternative? Nutritionists point out that authentic, home-brewed rice beer is rich in probiotics and antioxidants due to the unique starter cakes (like Epon) made from medicinal herbs. These traditional ferments can aid digestion and provide a natural energy boost. Conversely, experts warn that the health benefits are often lost in commercialized, mass-produced versions that may contain added sugars or preservatives to extend shelf life.