The patterns of alcohol consumption among consumers are changing. As of last year, according to KAM Insight’s ‘Low & No 2024’ report, 2.6m fewer adults in the UK drank alcohol on a weekly basis compared to 2021.
The decline, however, doesn’t suggest that drinkers are giving up alcohol altogether. Instead, they’re moderating their consumption in more deliberate ways.
Some are switching to lower-alcohol options, designating alcohol-free days or incorporating alcohol-free drinks into a night that also includes traditional alcoholic beverages. A rising trend known as ‘zebra striping’ sees consumers alternating between alcoholic and non-alcoholic drinks throughout the evening.
What’s vital to understand is that the biggest buyers of alcohol-free drinks are often those who still drink alcohol. So the question becomes: What will your venue offer them when they choose not to drink or when they want to moderate their drinking?
To stay competitive and appeal to these types of patron, on-premise venues should reflect this growing demand by enhancing their alcohol-free offerings. The choice is simple – do you want guests sipping on uninspired cola all night, feeling disconnected from the experience, or do you want them engaged and excited to explore your range of alcohol-free beer, cocktails and spirits? Offering more thoughtfully curated alcohol-free options can create a more inclusive atmosphere for everyone.
Embracing this shift will not only attract new visitors to your venue, but also maximise the spending of your existing customers. Think of the potential upsell when you recommend an alcohol-free beer or a zero-alcohol gin-and-tonic instead of a standard soft drink.
The profit margin on alcohol-free cocktails is healthy, and customers will often spend more willingly if the drink elevates their overall experience. According to Vagabond Wines head of drinks Freddie Cobb, a menu overhaul to include more alcohol-free options has resulted in an increase in group bookings at the UK chain of wine bars. It’s important to note that the key to success in offering alcohol-free drinks lies in creating equality of experience. When guests come to your venue, they expect a unique, memorable experience – something they wouldn’t easily get at home.
Over at Virgin Atlantic, where all onboard drinks are free, the alcohol-free offering is seen as a key part of creating a brilliant and different passenger experience. The carrier offers sophisticated non-alcoholic cocktails and botanical spirits with Three Spirit, as well as zero-ABV craft beer, alongside a ‘feel-good’ range allowing passengers to enjoy a refined drinking experience without alcohol. From this month, it will offer Lucky Saint alcohol-free lager across the entire cabin.
It’s clear that when it comes to creating memorable experiences, alcohol is no longer the star of the show. Whether abstaining for lunch or choosing to have a no-alcohol night, consumers still want the same level of quality, expertise and presentation that comes with alcoholic drinks. They’re also willing to pay the same price for a well-crafted alcohol-free option if it meets these expectations.
Venues that offer an exceptional range of alcohol-free drinks have reported increased profits, stronger customer loyalty and glowing reviews.
Broadening your venue’s no/low offering is also about catering to different occasions. Your alcoholic drinks menu likely caters to a range of preferences and situations, from casual to celebratory. Why not extend that same philosophy to alcohol-free options?
If your bar stocks a full-strength lager, IPA and stout, it’s easy to find alcohol-free versions of all of them. If you pride yourself on a curated wine list, consider adding alcohol-free wine that pairs well with food. If your venue is known for its cocktails, ensure the same care and creativity goes into crafting alcohol-free versions. There’s no excuse; there’s a wide variety of low- and no-alcohol beverages, including ready-to-drink cocktails, that can elevate your menu and entice customers.
Consumer expectations of what is on offer when they’re not drinking is low, so don’t assume guests know about your alcohol-free range – highlight it! Make sure your staff are knowledgeable about your offerings and empower them to recommend these drinks. Set targets for upselling customers from basic sodas or tap water to premium alcohol-free beverages.
Make your alcohol-free offerings visible. Consider having a dedicated section on the menu for alcohol-free options. You can also use chalkboards, tent cards, posters or video screens to spotlight what you have. Ensure your venue promotes alcohol-free drinks just as prominently as full-strength ones. Offer non-alcoholic alternatives during special offer sessions such as happy hours, and create themed drinks menus for occasions, lunch or weeknights for example, focusing on your alcohol-free selections.
Finally, don’t forget about digital promotion. Make sure your website and Google listings include your alcohol-free options. This can attract local consumers who are searching specifically for alcohol-free drinks, ensuring that your venue appears in their search results.
By adapting to this trend, you’ll not only meet the evolving needs of your customers, but also set your venue apart as a forward-thinking, inclusive destination.
