Customers are drinking less – how can I balance the booze on my menu?

Christmas is just around the corner and, for many, the season of celebrations means one thing: alcohol. Too often, non-drinking guests are treated as an afterthought and are left with a second-rate experience.

But things are changing, and the demand for alcohol-free alternatives is growing rapidly. In a survey Club Soda conducted with Desert Island Events, 61% of event organisers said they had seen a rise in requests for non-alcoholic options. Half believed these offerings are crucial to promoting diversity and inclusion, and a whopping 74% said that the availability of alcohol-free drinks impacted their choice of venue. Event booking platform Togather also reported an incredible 639% increase in demand for non-alcoholic beverages between summer 2023 and 2024.

So how can you cater to this growing group of non-drinkers this Christmas? First, it’s important to realise that nearly half of your attendees will likely be moderating their alcohol intake and about a quarter won’t be drinking at all. And it’s not just about avoiding hangovers – some may be driving, wanting to stay for longer or avoiding alcohol to maintain professionalism. In fact, many companies are now asking for alcohol-free options to promote responsibility and reduce the chance for sexual harassment among employees. A well-crafted alternative makes it easier for guests to stay in control while still enjoying the event.

To truly create an inclusive and enjoyable experience for everyone, aim to make at least 30% of your drink offerings alcohol-free. And don’t just tuck them away – integrate them seamlessly alongside your regular drinks. High-quality alcohol-free options can be just as sophisticated and enjoyable as their boozy counterparts.

Ensure that your alcohol-free choices match the quality of the alcoholic ones. If you’re serving craft beers, try alcohol-free Big Drop or Lucky Saint. For wine, Noughty and Zeno offer excellent still and sparkling varieties. If cocktails are on the menu, alcohol-free spirits such as Everleaf and Rebels provide top-notch alternatives, so you can create any classic cocktail or refreshing spritz without the alcohol. Avoid sugary, juice-based mocktails, as they’re often poorly received, and instead, opt for more refined options such as Square Root Soda, which is lower in sugar and designed for sipping all evening.

If you’re running promotions for Christmas meals or lunches, remember to offer an alcohol-free option. For instance, if you’re giving out free bottles of wine, why not offer a high-quality alcohol-free alternative as well?

Of course, sourcing premium alcohol-free options can be a challenge, but it’s worth the effort. Wholesalers like Majestic and Wise Bartender offer a great selection of alcohol-free options, and it’s worth letting your regular wholesalers know what you’re looking for. Many of them act as gatekeepers to what’s available, but the more operators demand diverse options, the more they’ll have to respond.

The time has come to elevate the alcohol-free experience. By offering high-quality, diverse options, you’re not only meeting rising demand, but ensuring that everyone, whether they drink or not, feels equally included in the celebration. So this Christmas, let’s make sure all guests, no matter their preferences, feel like they’re part of the party!

Laura Willoughby is the founder of Club Soda

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