Drinkers:

1) Name
2) Age (for assessing TG)
3) Profession
4) How frequently do you go outside with friends/family for lunch dinner or just random
outings?
5) Are those restaurants serving drinks like mocktails, cocktails, juices etc? How often do you
order drinks of any sort with your food? What are the kinds of drinks you like to order?
Why?
6) Is it important for you to have any complimentary drinks with your food? Why? What do you
think is missing if you don’t have any drinks with food? (probe on this)
7) What are the kinds of drinks you order at a place which serves no alcoholic drinks and at
places which serves beer & wine etc.?
8) Since when have you started drinking?
9) What is the main reason of drinking for you? Why do you like it? What is so distinctive about
beer etc. that you drink it? (socialising, refreshment, any other reasons)
10) How frequently would you say you enjoy having beer etc.? (daily, alternate days, weekly,
fortnightly)
11) Where do you prefer to drink mostly? From where do you buy beer etc?
12) What is/are the main driving forces that you consider while choosing your beer? (taste,
brand, any other factors)
13) How is your drinking perceived in your close circle?
14) Which are those occasions when you abstain from having beer etc. but would like to have
one? Why do you feel you can’t drink then?
15) Do you consume your non-alcoholic beverages along with your alcoholic beverages (coke,
soda) or separately?
16) When would you prefer non-alcoholic beverage over alcoholic beverage? Why so?
17) What are the main attributes that you will consider if you are consuming non-alcoholic beer?
(emotional, functional/utility)
18) Will you have any inhibitions for drinking a non-alcoholic variant of a product that is
ingredient wise alcoholic but causes no-intoxication? If yes, what are those?
19) Have you tried any non-alcoholic beverage that tastes like beer? Why did you try that in the
first place? What did you feel after you had that drink?
20) Can you describe for me what would a non-alcoholic beverage tasting like beer would be
like, if I had to make you buy one?

Non-Drinkers:

1) Name
2) Age (for assessing TG)
3) Profession
 4) How frequently do you go outside with friends/family for lunch dinner or just random
outings?
5) Are those restaurants serving drinks like mocktails, cocktails, juices etc? How often do
you order drinks of any sort with your food? What are the kinds of drinks you like to
order? Why?
6) Is it important for you to have any complimentary drinks with your food? Why? What do
you think is missing if you don’t have any drinks with food? (probe on this)
7) What are the kinds of drinks you order at a place which serves no alcoholic drinks and at
places which serves beer & wine etc.?
8) What are types of beverages you consume on a daily basis?
9) What is/are the main driving forces that you consider while choosing your beverage?
(taste, brand, any other factors)
10) Have you ever tried out an alcoholic beverage? If yes, what types of alcoholic
beverages?
11) What is your perception of beer? (Line of questioning to be different if they have never
tasted before. If they have, it will be a follow up of the previous question)
12) How is your (non) drinking perceived in your close circle? (social isolation, fomo, any
other factors)
13) If given an option, will you try out a non-alcoholic beer? If no, why?
14) If ans is yes to 13, what are the main attributes that you will consider if you are
consuming non-alcoholic beer? (emotional, functional/utility)
15) Will you have any inhibitions for drinking a non-alcoholic variant of a product that is
ingredient wise alcoholic but causes no-intoxication? If yes, what are those?
16) Have you tried any non-alcoholic beverage that tastes like beer? Why did you try that in
the first place? What did you feel after you had that drink?
17) Can you describe for me what would a non-alcoholic beverage tasting like beer would be
like, if I had to make you buy one?

Drinker in the age group of 30ish:

Same as Drinkers with the additional questions

1) Has your drinking changed before and after marriage? If yes, how?
2) Are your comfortable drinking with your partner?
3) If yes, when are the occasions that you drink together? What is preferred mode of
buying and consumption? Then go to q nos 5, 6 or 7 as you deem suitable of the
‘Drinkers’ questionnaire
4) If no, what are the hindrances? Will you switch to a non-alcoholic beverage if given the
option and then go to q nos 15, 16 as you deem fit .