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Bring in the Botanicals
As people prioritize their health, they are seeking “functional” beverages that serve a purpose beyond hydration, like energy drinks and vitamin water. The term now encompasses drinks with added “botanicals,” plant-derived ingredients like CBD and medicinal herbs that align with wellness goals, such as boosting mood, aiding digestion, relieving stress or enhancing mental clarity. Another function is the simple enjoyment of a sophisticated alcohol-free alternative.
An estimated 38 percent of American adults do not drink alcohol, according to a July 2023 Gallup poll. The meetings industry needs to catch up. That means redefining a “full bar” to accommodate today’s audiences effectively. In other words, soda and juice are insufficient options. Health-conscious and sober consumers want the same elevated taste and experience associated with traditional cocktails — just without the alcohol.
Meeting attendees of the Mad Men generation are aging out of the workforce, and younger Americans are less likely to imbibe. Gen Z attendees, now in their early to mid-20s, are the most likely to abstain, followed by Millennials, now ages 28 to 43. Soon, these generations will dominate your events.
The marketplace has adjusted
The beverage marketplace is responding accordingly. The global zero-proof beverage market will reach about $1.54 trillion by year-end 2024, according to Statista Market Insights. In other words, planners and suppliers have many readily available options.
Athletic Brewing Co. sells a wide variety of zero-proof beers in cans, and well-known brands like Heineken and Corona offer alcohol-free versions. Among popular “hard” seltzer brands is White Claw 0%. Distilleries such as Ritual and Seedlip are making spirits with flavors similar to gin and tequila. A number of online stores sell nonalcoholic spirits, wine and beer, plus mixers, kits, gifts and more. A few examples:
Retire the “mocktail”
Some take issue with the term “mocktail,” as it implies the drink is pretending to be something it’s not. Stop pretending: Zero-proof beverages should be given the same careful attention by planners and mixologists as the alcohol offered at the bar or during a meal. That includes seated dinners with wine pairings. Guests will be pleasantly surprised to be offered a zero-proof option of the chosen red, white or bubbly.
Simple, cheap and special
Zero-proof spirits can be costly — but no more so than premium alcohol. That argument aside, impressive zero-proof drinks can be crafted from a traditionally stocked bar with sparkling water, juices and garnishes. More can be done with a few creative ingredients, such as watermelon or cucumber juice, flavor extracts, mint leaves, rosemary sprigs, dried orange slices and edible flowers.
With minimal effort, you can offer beverages that please nondrinkers and entice others to consume less alcohol. Best of all, they’ll wake up feeling more rested and ready for the day ahead.
Meeting Well is sponsored by Caesars Meetings & Events.