With more consumers their changing alcohol consumption habits and increasing focus on health and wellness, hospitality operators are taking note and presenting more spirit-free options. Hyatt Hotels Corp. on Dec. 6 announced the expansion of its Zero Proof, Zero Judgment beverage program to bring dedicated no-alcohol drinks to several U.S. hotels across Hyatt’s Alila, Andaz, Destination by Hyatt, Hyatt Centric, JdV by Hyatt, The Unbound Collection by Hyatt and Thompson Hotels brands.
Zero Proof, Zero Judgment launched in August 2021 and has enabled restaurant and bar teams at participating Hyatt hotels to deliver inventive non-alcoholic cocktails, several made with Ritual Zero Proof and Fever-Tree products. For instance, Bar Julian in the Thompson Savannah hotel offers a spirit-free cocktail called The Lowcountry, priced at $11 and made with Ritual Zero Proof tequila, yellow bell pepper, lemon, honey and basil. The Chicago Athletic Association hotel’s rooftop restaurant Cindy’s has the Bored At Stein’s ($12, shown atop), with Ritual Zero Proof gin, cucumber, basil, genmaicha, lemon and tonic.
The program was inspired by sober bar manager Anna Welker of Topside at Revival Baltimore, a JdV by Hyatt hotel, who launched a local zero-proof cocktail menu following a successful Dry January menu in 2020. Welker wanted to ensure that non-drinkers visiting the hotel had the same caliber of beverage options as imbibers. More Hyatt hotels are expected to adopt Zero Proof, Zero Judgment in the coming months.
“We’re seeing travelers increasingly prioritizing their mental and physical wellbeing, so we are thrilled to offer this new beverage program that provides delicious and flavorful non-alcoholic cocktails,” said Miranda Breedlove, Hyatt’s national director of bars, lifestyle operations. “Ultimately, it’s about providing an incomparable hospitality experience that’s reimagined with intentional options for guests who choose not to drink or to drink less.”
Hyatt is also introducing virtual Zero Proof, Zero Judgment seminars for restaurant, bar and event colleagues at several properties to start. The sessions will focus on de-stigmatizing the conversation around mental health in the service industry and highlighting tools for creating a more mindful, considerate work environment. Spirits educator Laura Green, MEd, LPC, a licensed professional counselor and founder of Healthy Pour, will lead the seminars.