A Sobering Thought

In a world that is becoming increasingly conscious of health and wellness, the sober curious movement has taken center stage, redefining social norms around alcohol consumption. This shift in mindset has not only transformed individuals' relationships with alcohol but has also paved the way for mixologists and caterers to get innovative behind the bar. 

“Worldwide we are experiencing a paradigm shift in the way we approach drinking, with bigger cultural forces at work that mean the need for quality non-alcoholic options has never been more relevant,” said Ben Branson, founder of Seedlip (a non-alcoholic spirit brand) in an article for Fortune. “People are increasingly more mindful of their health and what they consume in terms of food and drink. These societal shifts are forcing a recalibration of our relationship with alcohol; as a result, elevated non-alcoholic options have never been more in demand.”

A new thirst

The growing popularity of the sober curious lifestyle is driven by many factors including health and wellness concerns, increased awareness, information about alcohol’s impact on mental and physical well-being, and a desire for more mindful living. While not necessarily advocating complete abstinence, it emphasizes the importance of making conscious choices.

“People are getting clever and crafty,” said Michael Stavros (M Culinary Concepts) during his session at this year’s Catersource + The Special Event. “It's not just avoiding alcohol; it’s balancing your intake.”

Chowgirls Catering served several non-alocholic cocktail options during a menu preview event, including a Grapefruit Rosemary Shrub (shown, right) and a Spiced Cherry Fizz. Photo courtesy Lucas Botz 

This isn’t a fleeting trend. It’s a shift in the way people and generations are interacting with and thinking about alcohol use. It’s about questioning the role of alcohol in one’s life and exploring a healthier relationship with imbibing.

“I think the sober curious movement is a response to both people's increased focus on their health and dismantling the habit of accepting every invitation to ‘grab a drink’ with a coworker, friend, or date,” says Matt Foster (Culinary Canvas). “If your social life revolves around meeting friends out at a bar or dinner, it's easy to find yourself going out and drinking more than you normally would.”

According to Technomic, more than a third of Gen Z and millennial consumers (who are the driving force behind the sober curious lifestyle) have consumed a non-alcohol “adult” beverage on-premise in the past 30 days. And we’re not talking about infused waters, sodas, iced teas, and lemonades either, but rather non-alcoholic beer, non-alcoholic wine, or alcohol-free cocktails made with high-end mixers, house-made syrups, unique ingredients, and alcohol-free spirits.

“Traditionally, if you weren’t drinking, options were limited to soda water with lime or a sugary, childish looking ‘mocktail,’” according to Branson. “But now, you can create great-tasting, sophisticated and complex cocktails, without alcohol.”

The sober curious movement is becoming so common place in today’s event landscape that there’s even events entirely dedicated to being alcohol free. One example is Pure Clarity™ Mindful Drinking, Mindful Living (the first event of its kind on the west coast), which was an all-day, immersive #DryJanuary experience that put a spotlight on alcohol-free and mindful living, showcasing non-alcoholic alternatives for daily enjoyment. The event was filled with workshops, speakers, book signings, wellness classes, activations, and products to incorporate into a non-alcoholic lifestyle.

“It’s becoming more of a socially acceptable position to say 'no' to alcohol now,” says Sarah Siegel (the founder of Pure Clarity™).  “People are able to own this and feel empowered in their decision.”

Shaking up social norms

Inclusion is another major consideration that significantly intersects with the alcohol-free movement. Simply put, you should make sure that every attendee feels welcome at your events. There are entire populations who can’t drink or choose not to drink: anyone under 21, pregnant or nursing women, people taking certain medications, practitioners of some religions, and individuals living with illness, to name just a few. And we can’t forget those clients who simply don’t have the budget for alcohol. 

“Not everyone who books or attends events drinks alcohol and you don’t have the privilege of knowing their relationship to drinking, so providing good-tasting NA options is necessary,” says Foster. “When intentionally courting large groups of people it's important to make the effort so no one feels like an afterthought. Just because someone is choosing not to drink does not make them unsociable. Oftentimes it's more about just having a glass in someone's hand, not what's in it. Having good NA options takes away the ‘otherness’ of people who don’t or can’t drink.”

Caterers have always had a strong reputation for addressing dietary restrictions in their menus: vegan, vegetarian, nut-free, dairy-free, gluten-free, etc.—and this same approach to inclusivity should also translate to the bar.

“The same way you don’t want your vegan guests to feel like they’re just getting a plate of starch or vegetables,” said Stavros, “the same should be for NA drinkers—they want to be a part of the event too.” 

By establishing an inclusive environment that normalizes alcohol-free choices, caterers can make major steps in creating a more considerate and welcoming atmosphere for all attendees.

“Embracing inclusivity is key to hosting successful events, and flavorful, artisanal non-alcoholic cocktails contribute to a more mindful social atmosphere,” says Heidi Andermack (Chowgirls Catering). “Whether individuals are embracing a sober curious lifestyle or simply opting out of alcohol, they deserve to feel included.”

The bottom line is that if these drinks feel like an afterthought on the menu, so will those guests.

“Even if you do not drink, one should be able to enjoy a drink in a sophisticated way,” says Siegel. “Offering NA options in a traditional setting to a non-drinker communicates full hospitality.” 

Mindful mixology

Living a sober lifestyle doesn’t mean that clients don’t want the same complexity of a craft beverage. In fact, traditionally you can expect to find two types of NA drinkers at events: those who have drank in the past and are looking to cut back and those who have never partaken. The first type is the one leading to so much creativity behind the bar, because their past experiences lead to expectations for the same complexity, presentation, and flavor.

“A balanced and sophisticated flavor profile is key, as well as presentation,” said Laura Luley (Crowne Plaza Global) in an article for Restaurant Hospitality. “You can get a soda anywhere; a vending machine can dispense a soda. A thoughtfully crafted non-alcoholic cocktail is an art.”

Additionally, the moniker “mocktail” is decidedly disliked by many bartenders, who contend it diminishes the libation on all levels.

Menus that showcase the care and skill involved in crafting the drink convey the same appreciation to the abstaining guest as to those who opt for alcohol.

Thoughtful tastes

First, invest the time to develop quality recipes. Simplicity is key here, so keep things approachable, colorful, and simple. Adding common or classic spins to cocktails that people recognize, or using common ingredients, can make the guests feel more comfortable. 

“The most common issue with NA drinks is how they can taste watery or like a juice box. If you're offering an elevated experience, the NA drinks should be included in that concept,” says Foster. 

Craft non-alcoholic versions of the cocktails that you're already offering (such as espresso martinis or classics like Old Fashioneds, mojitos, and Negronis). 

“This will help put your team in the correct mindset for both a flavor goal and to treat the NA options as equals to the cocktails,” says Foster. 

Consider limiting the options to one to three NA options depending on the size of the event, and cross-utilize ingredients from the culinary team and the traditional cocktail menu to help balance out product and costs. A bonus is that many of these non-alcoholic options can be batched for service (much like traditional cocktails) thus resulting in ease of service.

It’s also important to get your staff’s buy-in with these non-alocholic cocktails. 

“Make sure that your staff is educated on the inspiration behind the drink and the ingredients, so they know how to talk about it,” says Tony Pereyra (The Spirits in Motion). 

Elevated experiences

Beyond the menu itself, it’s also important to remember to treat non-alcoholic cocktails the same as you would any other cocktail: serve them in beautiful glasses, garnish them creatively, and ensure that your non-alcoholic guests enjoy the same experience.

“Before your guests even taste their first sip, they're drawn in by the appearance of their drink,” says Amy Brown (Chowgirls Catering). “Many non-alcoholic options for sober individuals often come in plain cans or pre-batched with uninspired presentations in simple glasses. But why should non-alcoholic drinks be any less creative? We believe they deserve the same attention to detail and creativity as any other beverage! From using edible flowers and fresh herbs to serving drinks in extravagant glasses with creative ice and garnishes, every element contributes to the overall experience of a fantastic bar service.”

During an all-day, immersive #DryJanuary event attendees could experience the alcohol-free lifestyle through workshops, speakers, wellness classes, activations, and tastings. Photo courtesy Pure Clarity™ Mindful Drinking, Mindful Living

Engage attendees with interactive tasting stations featuring alcohol-free alternatives. From artisanal alcohol-free beers to alcohol-free spirits, these stations provide an opportunity for guests to explore new and exciting flavors while adhering to their sober curious lifestyle. Or elevate the culinary experience by pairing gourmet dishes with complementary non-alcoholic beverages. This not only adds sophistication to the event but also allows attendees to savor the flavors without relying on alcohol for enhancement.

As the sober curious movement gains momentum, caterers have a unique opportunity to lead the way in creating inclusive and unforgettable experiences. If you haven’t started embracing this yet on your menus, the time is now.

“While it's not yet a universal expectation for caterers to provide extensive NA beverages, we find that guests are pleasantly surprised and excited when they discover the range of options available,” says Lindsay Erstad (Chowgirls Catering). 

Cheers!

Saigon Swizzle

Recipe courtesy Tony Pereyra, The Spirits in Motion 

Yield: 1

Ingredients

1 oz fresh mango nectar
¾ oz kaffir lime syrup
¾ oz pineapple juice
½ oz lime juice
3 oz coconut water

Method

Garden Spritz

Recipe courtesy Matt Foster, Culinary Canvas

Yield: 1

Ingredients

2 oz mint and cucumber tea (recipe below)
½ oz lime juice
¾ oz agave1 oz club soda
1 ea. cucumber 
1 ea. mint sprig for garnish 
1 ea. cocktail skewer 

Method

Ingredients for mint & cucumber tea

10 g mint 
30 g cucumber 
12 oz water 

Method

*Alternatively, you can buy premade mint and cucumber tea.

Sunshine & Longhorns 

Recipe courtesy Divine Elegance Catering & Events

Yield: 1

Ingredients 

2 oz habanero lime syrup 
2 oz passion fruit daiquiri & margarita mix
2 oz Sprite 
2 oz lemonade 
2 oz pineapple sparkling water 
Orange slice and cherry for garnish

Method 

Dragon Fruit Rita  

Recipe courtesy Divine Elegance Catering & Events 

Yield: 1 

Ingredients  

2 ½ oz margarita mix  
2 ½ oz raspberry cranberry sparkling water  
2 ½ oz dragon fruit syrup  
Garnish with fresh mint  

Method  

Summer Citrus Cooler

Recipe courtesy Tony Pereyra, The Spirits in Motion

Yield: 1

Ingredients

1 ½ oz non-alcoholic gin
1 oz non-alcoholic aperitif
¾ oz fresh lemon juice
¾ oz Amarena cherry-basil syrup
Dash of aqua faba
Splash of soda

Method

In a world that is becoming increasingly conscious of health and wellness, the sober curious movement has taken center stage, redefining social norms around alcohol consumption. This shift in mindset has not only transformed individuals' relationships with alcohol but has also paved the way for mixologists and caterers to get innovative behind the bar. 

“Worldwide we are experiencing a paradigm shift in the way we approach drinking, with bigger cultural forces at work that mean the need for quality non-alcoholic options has never been more relevant,” said Ben Branson, founder of Seedlip (a non-alcoholic spirit brand) in an article for Fortune. “People are increasingly more mindful of their health and what they consume in terms of food and drink. These societal shifts are forcing a recalibration of our relationship with alcohol; as a result, elevated non-alcoholic options have never been more in demand.”