How to cater to the sober curious this Christmas

Leading your drinks menu with non-alcoholic options is an inclusive choice for those looking for sober festive fun, advises Jenny McPhee

As Christmas fast approaches the hospitality sector finds itself at the forefront of the festive frenzy. Although the party season is often centred around drinking, more people are considering themselves ‘sober curious’, with 30% of drinkers stating they would like to reduce the amount of alcohol they drank in 2023, according to a survey of nearly 2,000 consumers conducted for non-alcoholic apéritif brand Everleaf earlier this year.

The term sober curious refers to people who are exploring life without alcohol, either temporarily or permanently. The trend has gained momentum as people prioritise health and wellness, seeking alternatives to often alcohol-centric celebrations. At the Alchemist, we have decided to embrace this slight cultural shift, marketing a menu that leads with a non-alcoholic offering.

There are more and more consumers moderating their drinking in some fashion: according to Everleaf, 74% of evenings out have a mixed group enjoying both alcoholic and non-alcoholic drinks, which means that almost 75% of the groups visiting a venue have more than one person enjoying non-alcoholic drinks.

This poses the question, why, as marketeers, would we alienate an audience in our approach to festive campaigns?

Embracing a sober curious guest allows us to tap into the changing cultural landscape around alcohol consumption. As society becomes more health-conscious, people are re-evaluating their relationship with alcohol, particularly around social events. Christmas is a time for celebrations and togetherness, and a sober curious mindset aligns with the values of wellness and balance that many are prioritising.

It was important for us to incorporate a menu catered to the flexible drinker into our festive marketing strategy to acknowledge societal shifts. We feel that it sends a positive message and respects the choices of our guests, particularly around a time where the social calendar is a busy one.

Partnering with Everleaf, we have concocted a menu of three bespoke serves that can be tailored with the addition of alcohol to market to the flexible drinker. We’ll be marketing this bespoke cocktail menu in all our venues and across a variety of channels, including sharing recipe content on our TikTok, Instagram and YouTube channels to engage the online consumer.

Our Canary Wharf venue will have a terrace takeover from the brand to include an immersive experience of a mystical forest, crafted with sustainably sourced paper and featuring cocktails such as the Winter Paloma, made with Everleaf, grapefruit, lemon, spiced berry and smoked oak to ensure sober curious guests still receive an element of molecular mixology.

The marketing to the sober curious consumer during the festive period reflects a broader cultural shift towards mindful consumption and balance. By doing so, marketeers can connect with a wider audience, align with evolving cultural values, and foster a sense of inclusivity and understanding. In doing so, we can not only tap into a growing market but also contribute to a more thoughtful and holistic celebration of the holiday season.

Jenny McPhee is brand director at the Alchemist