India’s Gen Z turned Diet Coke into a status symbol. A can shortage just made it a luxury

While markets fret about the price of a barrel, India has been struggling with the cost of a can. The aluminum containers have been in short supply in the country since the closure of the Strait of Hormuz, and since Diet Coke is only sold in cans in India, it’s been a real one-two punch to the six-pack for many. Bottlenecks and cans: Trade logistics in Asia depend heavily on tight supply chains and fossil fuels from the Middle East, so the Iran war has hit the region especially hard. Since the Persian Gulf is responsible for about 9% of global aluminum production, can supply has suffered. Can-do attitude Indian entrepreneurs who have gotten their hands on the drink have capitalized on the shortage by throwing Diet Coke-themed parties. Per Reuters, organizers charge a cover for the soda-centric events, offer “Coke-tail” mixers, and even raffle off cans, so that people can enjoy a “fridge cigarette” at home. Why is Diet Coke so popular in India? It’s famously sugar-free and, according to a 2023 study by the Indian Council of Medical Research, nearly 10% of India’s adult population is diabetic. The drink is also sought out by health-focused Gen Zers.—BC This report was originally published by Morning Brew. This story was originally featured on Fortune.com