What better time than Dry January, when many consumers try their hand at abstaining from alcoholic drinks, to talk about a trend that started gaining momentum a few years ago but will become an absolute “must-have” at events in the year ahead.
Offering mocktails (non-alcoholic cocktails) to event-goers isn’t a new concept, but a growing interest in enjoying drinks without “drinking” has given rise to a booming artisanal mocktail industry that is expected to grow to $30 billion in 2025, according to Global Market Insights. Driving that growth is a generation whose preferences and numbers are shaking up norms.
According to The Food Institute, Gen Z consumes 20 percent less alcohol, on average, than millennials. Add to that the fact that Gen Z will account for 35 percent of the workforce, right behind millennials (40 percent) and overtaking Gen X (20 percent) and boomers (5 percent) next year, according to a recent Freeman 2024 Event Organizer Trends Report, and it’s clear that thoughtful non-alcoholic drinks are not only an option for entertaining incoming event audiences—they’re an imperative for keeping them.
The seeds of the mocktail movement were planted with millennials who started opting out of booze-infused happy hours for health reasons. But the interest in alcohol-free drinks has grown exponentially with the Gen Z population because of its unique focus on mental health and the impact alcohol has on overall wellbeing.
But just like all dietary accommodations aren’t created equal (seriously, what’s up with the Portobello mushrooms as the only vegan option, catering departments?), mocktails can be key differentiators at your events. A mocktail isn’t just an alcoholic drink without the liquor. An entire cottage industry of non-alcoholic beverages is leveraging growing consumer interest to create a new sector of beers, wines and mixed drinks that have their own followings and flavor profiles.
And for those that still crave “the burn” of an alcoholic drink, there are even products that deliver that, too, like Ritual Zero Proof and Seedlip Grove 42. Enterprising event producers can utilize these tasty, artisanal drinks to show sober attendees that their drink choice isn’t a sugary alternative to the “good stuff.”
It’s not just about the drinks themselves, either. It will also be imperative in 2025 to consider how traditional networking experiences and happy hours are experienced by sober attendees who don’t drink because they are in recovery. According to Laura Nelson, the author of the new book, The Inclusive Event Planner, “My goal with this book is to inspire event organizers to rethink traditional setups,” Nelson said in a press release. “Inclusivity is about creating spaces where everyone feels comfortable, valued, and part of the experience—without relying on alcohol.”
Indeed, offering high quality, alcohol-free drink options at events has become an integral part of a growing trend towards inclusivity and personalization at events. More and more event attendees are craving events their way, with options and experiences that cater to their work habits, attention spans, dietary needs, values and neurodiversity diagnosis. Sober inclusivity is one more way to create an experience accessible to all attendees.
Experiential Trend of the Week is supported by our partner Proscenium.