By 2027, non-alcoholic options are set to command nearly 4% of total alcohol volumes in the top 10 global markets. Alcohol-free cocktails, once an afterthought, are no longer a niche trend. Leading this shift are millennials and Gen Z, with 61% reportedly trying to drink less in 2024 and 45% of millennials identifying as “substituters,” consuming no or low-alcohol beverages on certain occasions.

This surge in mocktails challenges long-held notions about socializing and celebration in the United States. The NC Solutions Consumer Sentiment Survey for 2024 shows that 84% now view drinking as a major cultural component, a notable 9-point drop from 2023. Similarly, just 20 percent of Americans of legal drinking age under the age of 28 said they regularly drink beer, wine, or spirits.

Demetra Kafkas, bar manager at The Alida in Savannah, GA, agrees with the trends. “Gen Z is definitely leading the trend towards non-alcoholic and low-alcohol beverages and has the greatest appreciation for our zero-proof selections.”

Simultaneously, mindful drinking is gaining traction. This approach, involving conscious consideration of drinking frequency, duration, and quantity, resonates with over a third of Americans. A significant 34% identify themselves as mindful drinkers, signaling a shift towards more intentional consumption habits.

Kafkas adds, “We have a lot of long-term guests that stay in the hotel, and they’re not trying to catch a buzz every night, and our zero-proof options help curb the desire for something interesting or different to drink.”

This trend aligns with health-conscious behaviors. Millennials exceed the global average in both physical activity (43% vs. 37%) and environmental concerns (61% vs. 55%). Notably, 54% of these low-and-no-alcohol consumers still enjoy traditional alcoholic beverages. Rather than complete abstinence, people should focus on moderation.

The New Mocktail

The word “mocktail” can conjure images of sugary, one-dimensional drinks. But these days, mocktails are all about innovative flavor combinations, using herbs, spices, and house-made syrups that are as complex as any cocktail.

Max Parnell, General Manager at Lincoln Social Rooftop in Columbus, Ohio, explains their “zero-proof” menu. “Our alternatives to classic drinks have been well received with a presentation that feels mature and inclusive. This approach ensures that non-drinkers feel engaged and part of the experience their friends or family are enjoying.”

At the newly opened Tempo by Hilton Times Square, the bar features a menu of hand-crafted, “Free-Spirited” cocktails that mirror traditional cocktails in every way — presentation, flavor profile, mouthfeel, and sophistication — but contain no alcohol. Additionally, all future Tempo by Hilton properties will have alcohol-free offerings.

Adam Crocini, the senior vice president and global head of food and beverage brands at Hilton, says, “Providing a bar program that pays tribute to spirited and free-spirited cocktails in equal measure is one of the many ways Hilton provides an uncompromised food and beverage experience to all guests, regardless of routines or regimens.”

Zebra Striping

The latest drinking trend appeals to those wanting to reduce alcohol consumption, though the concept isn’t new. “Zebra striping” rebrands the age-old strategy of bookending each consumed alcoholic beverage with spirit-free drinks like water, mocktails, or soda.

Health experts advise alternating drinks with water to stay hydrated. This helps party-goers enjoy a long night out with friends without consuming too much alcohol.

Jennifer Pallian, a registered dietitian at Foodess, says, “Sipping glasses of water between cocktails can be a powerful habit simply because it slows down alcohol intake and reduces the overall amount of alcohol consumed.”

Drinking water between margaritas maintains hydration levels, mitigating dehydration-related hangover symptoms like headache and dry mouth.

Pallian explains, “Generally, the liver metabolizes alcohol at about one standard drink per hour. Zebra Striping can strongly affect how you feel later by paring back the pace and volume of your drinking.”

Alcoholic beverages don’t have to be between glasses of water; non-alcoholic beer or mocktails work, too, and can go undetected at a party.

Pallian adds, “I steer clear of sugary drinks as they add up quickly calorie-wise. Plus, a high volume of sweet liquid could contribute to nausea if you’re prone to that with drinking.

I also avoid beverages with caffeine later in the day, which could exacerbate the potential poor sleep effects of alcohol.”

Zero-Proof at Home

Choosing mocktails over cocktails doesn’t mean ditching the social connection and celebratory rituals that traditionally come from drinking alcohol. Some companies look toward the next advancement in alcohol-free innovation, infusing their products with functional benefits.

Mushrooms such as ashwagandha, lion’s mane, and cordyceps have been especially popular due to their adaptogenic, mood-boosting effects. Other ingredients, like turmeric, caffeine, L-theanine, and ginger extract, are potential additives.

Alessia Vettese founded Pari after re-evaluating her relationship with alcohol and observing gaps in the no- and low-alcohol market. The premium, agave-sweetened, zero-proof canned beverage promises the same flavor, experience, and ritualistic elements of drinking alcohol.

Pari, designed for health-conscious drinkers, contains only three ingredients — carbonated water, agave, and natural flavors — and raises the bar for a new generation of mindful drinkers who want to look and feel their best.

“I think to make (non-alcoholic beverages) more mainstream, it just has to be something enjoyable,” says Vikrant Lal, director of technical business development at food and beverage consultant BevSource.

With more beverage choices than ever before, consumers increasingly seek alternatives that deliver the experience of drinking alcohol without the drawbacks.

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Alexandra Caspero | Wealth of Geeks

This article was produced by Media Decision and syndicated by Wealth of Geeks.