“Diet Coke parties” have become the latest trend in India, as bars and restaurants capitalize on a social media frenzy sparked by a shortage of the soft drink linked to the war in Iran.

Unlike most other markets, Diet Coke is sold only in cans in India, making it more exposed to supply chain disruptions triggered by the closure of the Strait of Hormuz, where shipments have been halted. With supplies limited, cans are available for online purchase, but only in restricted quantities.

Pubs and social media influencers in India have seized the opportunity, organizing parties with entry fees ranging from $10 to $16, where Diet Coke is served alongside alcohol, music, and activities such as decorating soda cans and painting themed T-shirts.

In New Delhi, people dressed in Diet Coke-themed outfits experimented by mixing the drink with local spices, jalapeño peppers, and honey. At an event in Mumbai, ticket prices doubled through a lottery system, with two winners each taking home 50 cans of Diet Coke.

“We had a menu of cocktails, which we called ‘Coke-tails.’ The idea was to bring together fans of the drink,” said 25-year-old marketing executive Ishika Gupta, who describes herself as a “big Diet Coke fan.” She hosted the first Diet Coke party in India last week and plans to organize more. Due to rising demand, she is now in talks with the Coca-Cola company.

“The company reached out to see if more such parties could be organized,” she told Reuters. Coca-Cola was not immediately available for comment. In India, Diet Coke is also commonly used as a mixer with alcohol, often with rum.

It is also a popular choice among health-conscious consumers, and the shortage has sparked a wave of humorous memes on social media, showing people stockpiling cans across the country.

Retail company Broadway is also leveraging the shortage to promote a future event in New Delhi, advertising: “In the wake of the great Diet Coke shortage of 2026… we’re turning our space into the ultimate Diet Coke experience.”

With a $10 ticket, attendees will be able to enjoy burgers, Diet Coke, and themed T-shirt painting, according to Broadway CEO Sankalp Katuria.