The sober curious movement continued to gain strength over the past year, thanks largely to interest from younger generations. For example, 61% percent of Gen Zers said they plan to cut back on their alcohol consumption this year, compared to 40% who said they planned to drink less in 2023, according to surveys commissioned by retail purchase data provider NCSolutions.

Nearly half (49%) of Millennials surveyed said they would drink less in 2024, an increase of 26% from 2023. And overall, 41% of all Americans plan to drink less in 2024, up from 34% the year before.

As consumers seek delicious alcohol-free options year round as part of a move towards moderation, the industry is leaving money on the table by not catering for this consumer demand year round, says Dan Gasper, CEO/founder of Los Angeles-based independent drinks accelerator The Ardent Co.

“The restaurant industry has done a much better job than bars and retailers at trading guests up from a water to a delicious alcohol-free offering and is reaping the benefits,” Gasper says. “Consumers deserve great tasting, alcohol-free drinks and a range of options when they are not drinking.”

Putting the same care and attention into the spirit-free offerings reaps financial and societal benefits, he adds. “It shouldn’t so hard to find delicious drinks if you’re not drinking.”

On the Wagon and Semi-strong Pours

KYU restaurant, with locations in New York, Miami and Las Vegas, has seen low-ABV and zero-proof cocktails become increasingly popular. The Asian-inspired, wood-fired concept has offered an “On The Wagon” nonalcoholic cocktail menu, inspired by sober corporate executive chef Chris Arellanes, since 2022.

The lineup includes the Hickory Chicory Doc, a hot take on a no-ABV Espresso Martini, made with Lyre’s coffee, Lyre’s orange, chickory, pomelo and vanilla cold brew and vanilla syrup; The Purple Grenade, made with pomegranate, aloe, apple cider vinegar, lime and soda; and the Classy & Fabulous, a brunch-friendly option made with cold brew, coconut cream, coconut milk and toasted coconut. On The Wagon drinks range in price from $12 to $14 depending on location.

Foundation Social Eatery in Alpharetta, GA, offers three no-ABV cocktails: The Grey Fox with Earl Grey tea, blood orange oleo saccharum, egg white, tonic and thyme; the Phony Negroni, with St Agrestis non-alcoholic Negroni and orange; and the Non-Gin Sour, with Ritual Zero Proof Gin alternative, lemon, Earl Grey syrup, egg white and bitters.

The restaurant is leaning into the warmer months with a new “Semi Strong Pour” cocktail selection that fits between its “Spirit Free” and “Strong Pour” menus.

Semi Strong Pours include the Golden Gate Spritz, made with Lo-Fi gentian amaro, grapefruit and prosecco; Aperol Fizz, with Aperol, The Botanist gin, dry vermouth, lemon, grapefruit oleo and egg white; and Boom Goes the Dynamite, with Boomsma Cloosterbitter, pineapple, lime, velvet falernum and saline solution.

Hospitality Chains Raise their NA Game

Hotels are definitely getting the message that guests want to see more inspired nonalcoholic beverages. Hyatt Hotels Corp. launched its Zero Proof, Zero Judgment beverage program in 2021. Hilton’s contemporary lifestyle brand Tempo by Hilton in late 2023 unveiled a menu of hand-crafted “Spirited” and “Free-Spirited” cocktails.

Loews Hotels & Co. in April announced the debut of the Free Spirited by Loews Hotels program for guests who choose to imbibe less or not at all. The brand-wide offering of handcrafted low- and no-ABV beverage options showcases on-site mixology talent using locally sourced ingredients and unique flavor combinations, the company says.

The Stafford London’s American Bar offers a separate menu of alcohol-free drinks including The Light House, made with sober gin, zalotti blossom, star fruit, pomelo, citrus shrub and lemongrass tonic, and The Sobrero with sober rum, grapefruit, mint, lime and Mediterranean tonic water. Guests can order any cocktail with a “sober spirit.”

Head sommelier Eugenio Egorov has also seen an increase in requests for non-alcoholic wines. After a lengthy search he added Wild Idol, a sparkling wine from Germany to the American Bar’s offerings.

“Non-alcoholic wines still have a long way to go before they reach the same level and quality as standard wines, and therefore our non-alcoholic wine list is currently restricted to just one sparkling that met our standards,” says Egorov.

No-proof Pairings

Some restaurants not only embrace the popularity of spirit-free cocktails, they’re taking it to the next level. For instance, Cyrus in Geyserville, CA, diners offers a 20-course dining experience complete with zero-proof drink pairings.

The spirit-free cocktails, crafted with the same precision, care and attention to detail as the alcoholic options, include the Rose Champagne, made with coconut, white sesame, cherry blossom and lime; the Apple Martini, with Pink lady apple, fennel, shio-koji, mint olive oil; and the Huckleberry Fizz, with shiitake-verjus, sarsaparilla, citron and five-spice.

San Francisco restaurants Aphotic and Kiln have also added nonalcoholic beverage pairings to accompany their tasting menus. For example, Aphotic’s Sea Level Pairing consists of seven to eight beverages and features the restaurant’s in-house distillates derived from locally foraged, native ingredients. Bar director Trevin Hutchins and the team also use advanced culinary techniques such as in-house carbonation and winemaking clarification practices.

For instance, the Apple uses a sparkling Granny Smith apple juice that is clarified and carbonated, along with a house-made nonalcoholic vermouth and sea urchin. It’s paired with the Prickleback Croquette & Black Garlic.⁠

Aphotic’s other Sea Level cocktails include the White Chocolate & Lemongrass Fizz with crème fraiche and a lemongrass straw; and a Toasted Rice Sikhye with coconut water, maple, lime leaf and 25-year balsamic vinegar.

Higher expectations

Consumer drinking habits are changing, from the increase in those not imbibing at all to the rise of “zebra striping,” or switching between alcohol-free and alcoholic beverages. Operators have to offer high-quality, flavorful options for guests wanting more than just a soda Some consumers may expect to pay less for a drink without alcohol, but people aren’t abstaining from drinking to save money, notes The Ardent Co.’s Gasper. Most are prepared to pay for drinks that “look and taste as spectacular as theiralcohol-free counterparts.”
 
Cocktail lists typically offer so much range of flavor, “and more often than not, just one or two options at best for consumers wanting more than just a soda,” he says. “Restaurants are leading the way, and it’s time bars and retailers caught up.”