Free Spirits: Embracing the No & Low Alcohol Revolution in Hospitality

Trends wax and wane like the tides, but occasionally, one seedling of an idea sticks, and given the right environment, its roots embed themselves within the fertile ground of societal norms. The low and no alcohol movement is showing all the signs of following this trajectory. What began as sober curiosity in the late 2010s has blossomed into a new way of living that prioritises wellness and embraces connection. The result is a profound cultural shift that’s set to have longstanding reverberations for the hospitality industry.

Initially spearheaded by Gen Z, whose laser focus on healthier lifestyles, inclusive social interactions and environmental issues is by now well documented, the tentacles of the no and low alcohol movement have extended far beyond that demographic, and with global reach. According to Hilton’s 2025 Annual Trend Report, one in four travellers have reduced or entirely stopped alcohol consumption in the past year, with China (33%), Mexico (32%) and Australia (29%) leading the change. And in another poll, by analytics company Gallup back in 2023, it was revealed that only 62% of adults under the age of 35 say they drink, down from 72% 20 years ago.

The effects of this sizeable switch are already prolific, with hotel F&B venues around the world adopting a transformative approach in the curation of a drinks offering for their guests. Bar Bota at the Four Seasons Osaka provides a thoughtful selection of non-alcoholic cocktails and speciality sodas and tonics from Japan alongside its regular drinks menu; Casa Sol at Maxx Royal Bodrum has partnered with Melez Tea in the creation of their own regional inspired teas for use in non-alcoholic tea cocktails; and at Sin, the rooftop bar at Avani+ Riverside Bangkok Hotel, head mixologist, Brian Gonzalez Fernandez has crafted a menu especially for sober revellers, available long after dry January has come to a close.

For hotel brands, tapping into the increased appetite for alternatives to alcohol is no longer negotiable. “We've noticed a growing interest among our members in finding non-alcoholic options across all regions,” explains Cyril Francoise, Head of Bars, UK, Europe and Asia at Soho House. “We want everyone to feel included at the table, so we offer a wide variety of options for them to discover – from healthy sodas to non-alcoholic cocktails to sparkling wines.”

There’s a deliberate deviation away from terms like ‘mocktail’ and ‘virgin’ too. “Ten years ago, non-alcoholic drinks were often served with large garnishes, juices, syrups and oversized glasses that clearly indicated they were alcohol-free,” Francoise adds. “Whereas now we create drinks that blend seamlessly into the experience. Design is key.”

It's a sentiment that’s being echoed internationally, with venues embracing a total evolution of their drinking setup. Nowhere more so than at Dorchester Collection’s Le Meurice in Paris, where mixologist Benoît d’Onofrio has coined the term ‘sobrelier’ or ‘sober sommelier’ as a reflection of the new direction. “The aim is to offer better inclusivity by selecting all kinds of drinks; to craft our own alcoholic beverages; and to pair them accurately with courses,” he explains.

More than just a means of providing a boozy substitute though, d’Onofrio envisions a different future altogether, in which sober options are appreciated for their own merits, rather than in opposition to their alcoholic counterparts. “A drink’s flavour DNA consists of fundamental asperities such as acidity, bitterness, and the purity of the natural textures and aromas of its sole ingredients,” he affirms.

“To mark the uniqueness of these drinks, it’s important that they’re served in adapted glasses, at the right temperature, with the right pairing, and that their terroir stories are told truthfully,” he says. That means moving away from artificial, overprocessed options in favour of fresh, innovative, inventive concoctions, and embracing new terminologies to reflect the fact. “By referring to beverages as non-alcoholic we value them negatively through their lack of alcohol,” he concludes.

From a design perspective, the mentality shift is already subtly in motion, and it comes with a raft of logistical changes. In a recent report by The Everleaf x Kam, the non-alcoholic drinks brand notes that visibility of products is key. Rick Marencic, Principal, Studio Leader, at JCJ Architecture, recognises that to mirror the change in mentality around no and low alcohol drinks, bars need to adapt.

“The direct operational result of this trend is that bars will become bigger and more complex, and there will be more moving pieces,” he says. “Because there are fresh herbs and fruits and large amounts of ice involved, it’s no longer as simple as pouring a bourbon over one ice cube or making a classic Martini.” He thinks the space beyond the bar will also evolve. “This is where it becomes kind of fun,” he smiles.

Beyond composition, lighting will play a vital role, especially in cases where a venue encompasses guests from opposite ends of the drinking spectrum. “We will need to work closely with lighting designers to construct a space that can shift around according to the time of day and year, and the amount of light present,” he muses.

Bobby Carey, Creative Director at Singapore-based bar consultancy Proof Creative, agrees that as multiple strands of the non-drinking movement converge, every level of the F&B industry is being forced to respond. “The integration of non-alcoholic drinks into the drinking experience marks a pivotal evolution in hospitality,” he says.

In some places, especially those where alcohol isn’t traditionally consumed, that’s already happening, with dedicated spirit-free bars and alcohol-free venues popping up like spring flowers. “It’s important to destigmatise not drinking,” he adds.

Ultimately, the no and low alcohol movement is no longer a trend, it’s an era that’s here to stay, and how rapidly and impressively brands respond to it will become driving factors in guest loyalty, defining the successes of the future. “What we’re witnessing now could signify the dawn of a Third Golden Age of drinking – one centred on inclusivity, innovation and adaptability in hospitality. And in the end, it’s our job is to ensure that every guest feels valued.”