A360
Key Takeaways✦ Atlas AI
01
Iran conflict disrupts aluminum can supply.
02
Diet Coke shortage fuels themed parties.
03
Events capitalize on scarcity, charge entry.
Atlas AI
Bars and restaurants across India are hosting “Diet Coke parties” as a social-media trend gathers pace amid a shortage of the beverage, which is sold only in cans in the country.
The scarcity has been linked to disruption in aluminium can supply chains, with shipments affected by the conflict involving the U.S. and Israel with Iran and congestion through the Strait of Hormuz. With cans harder to find, online availability has been limited.
Organisers are charging entry fees of about $10 to $16, offering Diet Coke alongside music, alcohol and activities such as decorating cans and painting themed T-shirts. In New Delhi, attendees have mixed Diet Coke with local spices, jalapenos and honey.
The trend has opened up commercial opportunities for venues and promoters. Marketing executive Ishika Gupta, who says she organised the first Diet Coke party in India, said she is now in discussions with Coca-Cola about future events.
Retail chain Broadway is also using the shortage to market events. One upcoming New Delhi event is priced at 999 rupees ($10) and will include burgers, Diet Coke, vintage art and custom T-shirt painting.
Coca-Cola and Pepsi both view India as a major growth market, although most of their other products in the country are sold in multiple packaging formats beyond cans.
