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.”
Elements of a Good Non-Alcoholic Cocktail
- Use the classics as a foundation: Start with your favorite classic cocktail and explore twists on the flavor to elevate it without the alcohol. For example, you can make a non-alcoholic gin and tonic with fresh herbs to keep the botanical flavor that gin often provides.
- Balance is key: A good non-alcoholic cocktail should be well-balanced in terms of sweetness, acidity, and bitterness. Avoid making a non-alcoholic cocktail that is too sweet or too sour. Instead, aim for a balance of flavors that complement each other.
- Presentation matters: People want to feel like they’re treating themselves. Part of it is the ritual of watching it happen, being served something in a pretty glass with a nice garnish.
- Experiment with flavors: You can use cocktail shrubs, herbal sugars like rosemary turbinado, or reductions (strawberry balsamic is a winner) to add flavor and sweetness.
- Bubbles are an excellent start: Flavored seltzers, tonic water, or club soda make a good foundation. They add flavor and sweetness to your non-alcoholic cocktail.
Information above courtesy Divine Elegance Catering & Events
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.
How to Upsell Non-Alcoholic Cocktails
- Price it right: Start by pricing your non-alcoholic cocktails at a reasonable price point, such as $8–$10, to attract customers. You can also run half-price happy hours to introduce people to your NA list and build traffic, transitioning to higher prices once the happy hour period ends.
- Create non-alcoholic cocktail specials: Consider creating non-alcoholic cocktail specials that are unique and different from your regular menu. This can help to entice customers to try something new and increase sales.
- Offer non-alcoholic cocktail flights: Offering NA cocktail flights is a great way to allow customers to try multiple beverages at once. This can help to increase sales and encourage customers to try new mocktails.
- Promote non-alcoholic cocktails on social media: Promoting your non-alcoholic cocktails on social media can help to increase awareness and drive sales. Consider posting pictures of your non-alcoholic cocktails on Instagram or Facebook and using relevant hashtags (example: #DryJanuary) to reach a wider audience.
- Train your staff: Make sure your staff is knowledgeable about your non-alcoholic cocktail menu and can make recommendations to customers. This can help to increase sales and provide a better customer experience.
Information above courtesy Divine Elegance Catering & Events
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
Method
Combine all ingredients and shake vigorously with ice. Strain over fresh ice. Swizzle, garnish and serve.
Garden Spritz
Recipe courtesy Matt Foster, Culinary Canvas
Yield: 1
Ingredients
Method
Add the mint and cucumber tea, lime juice, and agave into a shaker with ice and shake until chilled. Strain into Tom Collins glass over fresh ice and top with club soda. Garnish with cucumber ribbon and a mint sprig.
Ingredients for mint & cucumber tea
Method
Seal 10 grams of mint, 30 grams of cucumber, and 12 oz of water in a vacuum bag. Sous vide at 120°F for one hour. Strain and chill before use.
*Alternatively, you can buy premade mint and cucumber tea.
Sunshine & Longhorns
Recipe courtesy Divine Elegance Catering & Events
Yield: 1
Ingredients
Method
- Fill a glass with ice
- Add habanero lime syrup, passion fruit mix, Sprite, and lemonade, then fill with sparkling water
Dragon Fruit Rita
Recipe courtesy Divine Elegance Catering & Events
Yield: 1
Ingredients
Method
- Fill a highball glass with ice
- Add margarita mix, raspberry cranberry sparkling water
- Add dragon fruit syrup
Summer Citrus Cooler
Recipe courtesy Tony Pereyra, The Spirits in Motion
Yield: 1
Ingredients
Method
Combine all ingredients and shake with ice. Strain over fresh ice and garnish.
n 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.”
