How to Cater to Non-Drinkers and the Sober Curious

Why, how and what to serve the non-drinking guests at your hotel.

Cutting back on drinking or quitting (even temporarily) has become more popular than ever with the rise of sober October, dry January and the “sober curious” movement.

What is the sober curious movement? It’s a relatively new phenomenon in which people think consciously about the alcohol they consume and its effects on their mind and body. This may lead to cutting back, going “dry” temporarily or quitting alcohol altogether.

These trends are reflected in the sales of no-alcohol and low-alcohol beverages, which are on the rise, as companies strive to meet the growing demand with new and more creative drink offerings. In fact, the dollar amount of no-alcohol and low-alcohol beverage sales grew by 315% in 2021, compared with 26% for alcoholic beer, wine and liquor, according to Wine Industry Advisor.

Hotels are responding to this change. For example, Hyatt Hotels Corp. last year launched its Zero Proof, Zero Judgment program to bring more non-alcoholic beverage options to Hyatt hotels. The program features Ritual Zero Proof liquor replacement, and Hyatt notes that 52 percent of Americans are trying to drink less alcohol.

“The way many of us consume alcohol is changing,” John Colley, chief executive of UK-based Majestic Wine, told Boutique Hotelier. “There’s a definite sense that customers want to drink better, and understand what they’re consuming. They want to explore and appreciate what’s in their glass, and the alcohol content is incidental.”

Here are five ways to serve your non-drinking and sober curious guests and include them in the festivities at your hotel:

1. Personalize service. A non-drinking guest, especially a newly sober one, may strongly prefer not to find a well-stocked mini bar in their room – that is, if “well-stocked” means plenty of wine and beer. Personalize service by giving your guests an option to let you know ahead of time that they don’t drink so you can remove the alcohol and replace it with an alternative such as sparkling waters or seltzers in fun flavors.
2. Expand no-alcohol options at your bar. Many hotel bars offer one kind of non-alcoholic beer, and that’s it. But options for non-alcoholic drinks have grown exponentially in the past few years, so consider revamping your offerings. In addition to the ubiquitous O’Doul’s, you could add non-alcoholic craft beer, non-alcoholic wine, and non-alcoholic craft cocktails. For example, Omni Hotels & Resorts use Seedlip non-alcoholic spirits, and there are many other options..
3. Look at low-alcohol beer too. When selecting beer for your bar or restaurant, try to offer a range of A.B.V. (alcohol by volume) including some very low-alcohol beers. For example, some beer makers have recently released beers with 2% or 3% A.B.V., about half the amount of alcohol of a traditional lager. Some guests may want to toss back a few drinks with their friends, family or business associates without feeling sluggish the next morning.
4. Consider kombucha on tap. It’s not just for trendy offices trying to attract hot new talent: kombucha on tap could be a good addition to your hotel bar. Kombucha, a popular fermented beverage made with tea, offers some of the complex flavors as alcoholic drinks without the hangover. It’s also low in sugar, as the sugar has been fermented out, so it may be a good choice for guests watching their carbs too. Kombucha is the “sales leader in the fermented, non-alcoholic beverage space,” according to The Fermentation Association.
5. Create a house mocktail. Many hotel bars and restaurants are getting in on the mocktail trend, offering a house mocktail and even an extensive list of mocktails on their menus. Have some fun creating your signature drink. Consider using local ingredients and playing up that local connection to draw attention to the drink. And make sure to offer some savory or lower sugar mocktails to appeal to a range of palates, diets and lifestyles.

When you make a point of serving your guests who don’t drink, or are cutting back, you can improve your service, promote guest wellness and increase your revenue all at the same time – and that deserves a toast.