An estimated 41% of American adults don’t drink alcohol as of 2024, according to Gallup—up from 38% the year prior. The trend towards an increasingly more sober society, however, is far from new. In fact, Gallup’s research found that even during Americans’ peak years of alcohol use (1974 to 1981), nearly 30% of adults didn’t partake.
For event professionals, in other words, this means that serving alcoholic beverages without providing an equally delightful zero-proof alternative ignores the needs of nearly four in 10 participants (or should we say “eventgoers?”).
A Rising Trend: Health-Conscious and Sober Audiences
According to Gallup, the number of non-drinkers is on the rise due to growing health and wellness concerns, particularly among young adults. Among Americans aged 18 to 34 (Gen Zers and Millennials), 65% believe alcohol is bad for one’s health.
Fortunately, embracing this trend is easier than ever. The beverage marketplace now boasts innovative zero-proof beers, wines and spirits, readily available at liquor stores and online. With that in mind, consider these seven actionable strategies for embracing what the “full bar” experience means in today’s event industry landscape:
1. Bring out the bubbles
When greeting guests with trays of champagne, always include a zero-proof option. Sparkling water works in a pinch, but non-alcoholic sparkling wine (like Brut Bubbles by Zilch) is far better.
2. Make them pretty
Elevate zero-proof drink presentation with creative glassware and garnishes. That zero-proof glass of welcoming “champagne”…consider also putting it in a pretty flute—so long as the difference between the alcoholic offering is crystal clear.
3. Train staff
Aside from ensuring bartenders and servers know the difference between their alcoholic and 0ABV beverages—especially when bulk beverages are pre-poured—train staffers to present zero-proof options with equal enthusiasm and appeal as their boozy counterparts.
4. Stock the bar
Beyond incorporating zero-proof wines, spirits and beers (i.e. Seedlip, Ritual, Athletic Brewing) alongside traditional drinks, make sure to display these options prominently on barback shelves to grab attention and let non-drinkers know that there are appealing options for them.
5. Move beyond mocktails
Skip the term “mocktail,” which implies a fake, overly sweet (and often, pre-mixed) beverage. Instead, provide thoughtfully crafted, flavorful drinks using premium non-alcoholic ingredients.
Get inspired by the likes of Hekate in New York City, which bills itself as an “elixir lounge,” serving up entirely non-alcoholic concoctions. Its “Count Orlok,” for example, is a “strong, romantic” beverage Hekate’s menu describes as “rich, bitter, dark with a touch of sweetness.” Sober patrons can request it smoked for an upcharge.
6. Offer zero-proof pairings
For seated dinners with wine pairings, provide dealcoholized or zero-proof options for non-drinkers. Thoughtful, inclusive touches like these leave lasting impressions.
7. Defend the cost
Zero-proof options often rival their alcoholic counterparts in price. Planners should recognize their value (and consider boasting that in signage or on menus). Overall benefits can include hydration and no hangover, of course, but popular mixers and unique ingredients like maca, turmeric and ginger, for example, can be beneficial for immunity, increased energy and digestion, respectively..
