Dry January—where people choose to stay away from alcohol for the month—has gained a lot of attention in recent years. However, a bigger generational shift is happening with today’s alcohol drinking culture, where younger generations—especially Gen Z—are choosing mindful drinking. They’re drinking less or abstaining altogether. So, what does this mean for the bar, restaurant, and hospitality industry?
According to Josh Gandee, what was once reported to be a trend is now a movement. Therefore, owners and operators may want to consider a more inclusive beverage menu that features non-alcoholic adult beverages and low alcohol-by-volume (ABV) options. Gandee is partner at Focus on Health—which supports those in the food and beverage industry on their journey to a healthier, happier lifestyle—and host of no proof. podcast.
“Folks continue to evaluate their relationship with alcohol, which means nights out with more intention, plans, and purpose,” explained Gandee. “It means less alcohol or no alcohol sometimes. That means bars, restaurants, and hospitality operators need to make decisions not when but how they are going to create and host more inclusive options. There needs to be conversations about no and low proof options, there needs to be creativity cultivated around those decisions, and folks need to feel like they have options when dining or joining for a drink.”
Francesco Lafranconi, vice president of beverage and hospitality culture at Carver Road Hospitality—whose portfolio includes Flanker Kitchen + Sporting Club in Salt Lake City, Utah—said the culture surrounding alcohol is evolving beyond mere volume, routine consumption, and bravado, and that it now emphasizes intention, identity, and the overall experience.
“Younger generations aren’t completely turning their backs on alcohol; instead, they are reshaping the parameters of drinking—focusing more on quality than quantity,” shared Lafranconi. “Expectations for each drink are rising, leading to a demand for thoughtfully crafted low-ABV and non-alcoholic options, ensuring they are confidently priced. Hospitality is shifting from simply asking if guests want ‘another round?’ to creating ‘the perfect moment.’”
Thomas Winstanley, executive vice president and general manager at Edibles.com—a marketplace for high-quality THC [Tetrahydrocannabinol] products and ready-to-drink infused beverages—said the generational shift with alcohol consumption can clearly be seen, and it’s being driven by a combination of cultural, health, and lifestyle factors.
“Gen Z and Millennials are drinking significantly less alcohol than previous generations—roughly a 10-point base decline over the past two decades, which is historic,” said Winstanley. “This shift is ushering in a new era of innovation for on-premise hospitality.”
Winstanley believes the two major drivers of this trend are increased awareness of alcohol’s health impacts and the growing accessibility of alternatives like THC ready-to-drink beverages and large-format spirits designed for moderation. “The evolution of the THC beverage category, in particular, has unlocked a range of new form factors that can meaningfully backfill alcohol’s role in social settings—without relying on traditional intoxication,” he said.
Winstanley explained that bars, restaurants, and hospitality venues are now reimagining their beverage offerings with numerous non-alcoholic adult options, functional beverages, and infused drinks that still deliver ritual, flavor, and experience for the guest.
Recent new analysis from Sociallyin—a social media agency and production studio with four U.S. locations—shows that mocktails are no longer a niche alternative; they’re becoming the default social drink, driven by changing consumer behavior, menu strategy, and long-term shifts in alcohol consumption.
Notably, per the Sociallyin report, the global non-alcoholic drinks market reached $1.45 trillion and continues to grow steadily; mocktails on menus have increased 233 percent in four years; and consumers who’ve tried Dry January show 65 percent higher purchase interest in non-alcoholic options.
“Dry January used to be framed as a restriction,” noted Keith Kakadia, CEO of Sociallyin. “Now it’s framed as substitution. People don’t want less of an experience. They want a different one that still feels social, elevated, and worth ordering.”
‘For On-Premise Operators, Non-Alcoholic and Low-ABV Drinks Are No Longer Alternatives’
Tanya Cohn, marketing director for the Lucas Bols non-alcoholic portfolio of premium cocktail brands, agrees that today’s drinking culture is shifting from volume to intention. “Guests, especially younger ones, see alcohol as optional, not an automatic addition to their experience, and that mindset is spreading across generations,” she said. “For on-premise operators, non-alcoholic and low-ABV drinks are no longer alternatives; they’re essential to meeting guests where they are, and remain competitive.”
Aliston Fernandes, bartender at Jalwa Indian Bistro, a culinary haven for authentic Indian cuisine in Raleigh, N.C., said that for many bar and restaurant guests, important factors such as health, wellness, and social connection now matter more than alcohol itself.
“As a bartender, this means the beverage program must be more inclusive, offering premium low and non-alcohol options alongside classic cocktails,” said Fernandes. “If we do, it will attract a wider audience, increase repeat visits.”
At Hey Luigi and Bistecca Wood Fire Steakhouse—both based in Portland, Ore.—they have non-alcoholic adult beverage offerings and they put a lot of effort into sourcing and creating those drinks, so that guests have the same experience as someone who consumes alcohol.
“For January, we are adding to our usual list and creating special table menus to call attention to our zero proof offerings,” said Chef Gabriel Pascuzzi, owner at Hey Luigi and Bistecca Wood Fire Steakhouse. “We will also mix in social media and email marketing.”
Ben Potts, partner at The Sylvester, a beloved and award-winning bar in Miami, Fla., thinks that, overall, people are not quitting drinking—they’re just making different choices. “Fewer blackouts and more balance mean that bars only selling ‘get hammered’ are getting ‘hammered,’” he said.
Supporting the Sober-Curious Movement Year-Round
Bars and restaurants should certainly consider attracting mindful drinkers beyond January because— as Lafranconi of Carver Road Hospitality suggested—the sober-curious demographic doesn't fade away after Feb. 1. They just become increasingly selective.
“For businesses, the real opportunity lies not in merely extending Dry January, but in crafting enduring non-alcoholic experiences that feel sophisticated, intentional, and integral to the everyday offerings,” advised Lafranconi.
Gandee, of Focus on Health and the no proof. podcast, said owners and operators can create a “forever guest” by having an inclusive menu with no- and low-ABV options beyond January.
“If you can prove you understand the concept of cocktailing beyond alcohol, then you’ve proven you understand what’s happening around you and that you can listen to guests' decision-making,” said Gandee. “You fold them into your already busting program and don’t 'other' them. They are a part of hospitality, not an individual printed menu that expires on Jan. 31.”
Winstanley, of Edibles.com, pointed out that the rise in alcohol abstention is directly tied to evolving consumer expectations, yet most businesses still treat alternative beverages as an afterthought—tucked into the back of menus with little creativity or intention. Instead, these drinks need to feel more inclusive of the establishment’s broader menu, as guests take notice.
“Operators who succeed are those who design these offerings with the same care as their alcohol programs,” said Winstanley. “That means highlighting them, telling a story, and creating something guests can’t easily replicate at home. Move beyond the same mass-market options available at every grocery store and rethink familiar drinks into something more playful, elevated, and compelling.”
Potts, of The Sylvester, stressed that if a bar or restaurant’s non-alcoholic program disappears on Feb. 1, the revenue from those customers will probably disappear, too.
“N/A [or non-alcoholic] is a lifestyle for some and a necessity for others, not a seasonal garnish,” said Potts. “Keep those options available and you’ll keep those guests all year.”
Cohn, of Lucas Bols, said consistency is key when it comes to non-alcoholic adult beverage options because it drives repeat traffic and loyalty. “To engage the sober-curious year-round, operators need to treat non-alcoholic and low-ABV drinks as core menu items, not just seasonal features.”
Tips for Embracing a Non-Alcoholic or Low-ABV Adult Beverage Program
At the Carver Road Hospitality establishments, non-alcoholic beverages earn their place on the menu with merit. “Guests can quickly discern when a beverage selection comes off as performative,” explained Lafranconi. “It's vital to price non-alcoholic options similarly to alcohol-based cocktails, acknowledging the care and craftsmanship involved in their creation. The presentation should not default to ‘cheaper’ but should highlight the value of the experience, irrespective of alcohol content. Use elegant glassware reminiscent of alcoholic drinks, complemented by visually appealing garnishes and well-thought-out flavor combinations and colors.”
Potts, of The Sylvester, agreed that non-alcoholic drinks should not be an afterthought. “Start treating them like a real product,” he said. “If it wouldn’t sell with booze in it, it won’t magically sell without it.
Pascuzzi—at Hey Luigi and Bistecca Wood Fire Steakhouse—told his staff that these non-alcoholic adult beverages cannot be “fancy juice in a glass.” He said it’s all about the effort—“A phoned in menu will not be exciting.”
The best thing to do, when developing a non-alcoholic adult beverage low-ABV menu is to approach it like any serious bar program—curate it thoughtfully, craft it intentionally, and revisit it often, according to Winstanley of Edibles.com.
“There are now consultants who specialize in building functional and zero-proof menus, which speaks to how established this category has become,” said Winstanley. He suggested that owners and operators have a separate menu for these drinks, to show a thoughtful approach.
“The goal is to offer drinks that feel special—whether that’s a functional cocktail, a ready-to-drink option, or something entirely new,” shared Winstanley.
Ryan Mickelson, director of operations at Utah-based Hill Top Hospitality, which includes Urban Hill, Hearth and Hill, and Hill’s Kitchen, encouraged owners and operators to seek non-alcoholic versions of traditional spirits and wines that offer a true experience.
“There is an increasing quality coming out of this market and we should seek and support the offerings that match the complexity of alcohol-based cocktails and wines,” said Mickelson. “This should also include appropriate glassware that can match and elevate the experience, whether it be a quality sparkling wine glass, martini or coupe, or Nick and Nora glass. Glassware assists complex spirit-free offerings in becoming the standard for inclusivity in social settings when choosing not to consume alcohol.”
Non-Alcoholic and Low-ABV Trends to Enhance Your Menu
When it comes to creating the ideal non-alcoholic or low-ABV adult beverage menu, Carver Road Hospitality’s Lafranconi said sugary substitutes and basic mocktails are passé. Instead, what’s trending in this space is complexity, balance, and thoughtfulness.
“Non-alcoholic drinks with nuanced flavor profiles—think bitters, umami salts, and botanical blends—are in demand,” said Lafranconi. “Employ culinary techniques like fermentation, spice infusions, and bespoke syrups, while offering sophisticated options like shrub-based drinks and tea-forward concoctions. Regional fermentation styles such as kvass, tepache, and various kombucha blends should inspire your non-alcoholic menu, ensuring it feels as carefully curated as your cocktail offerings.”
Winstanley, of Edibles.com, said he’s seeing a convergence of functional drinks in this space, blurring traditional category lines.
“Consumers are increasingly outcome-driven—they go out to feel a certain way, whether that’s celebratory, relaxed, connected, or restored,” said Winstanley. That creates room for highly intentional offerings—CBD paired with nootropics, microdosed THC spritzers, or fermented teas with health-forward benefits. Operators who design menus around moments and moods—not just ingredients—will win.”
Winstanley revealed that the challenge with trendy mocktails or low-ABV drinks that include THC will be regulation. “While there are still competing priorities in Congress and lingering stigma around THC, consumer demand is undeniable… We’re already seeing regional innovation as laws evolve state by state,” he said. “Federally legal hemp beverages are enabling more localized, personalized menus, while transparency and wellness utility continue to shape consumer expectations. For operators, this is an opportunity to lead rather than follow.”
Cohn, of Lucas Bols, said owners and operators should watch for aperitif-style non-alcoholic drinks, sessionable low-ABV cocktails, wine- and spritz-adjacent options, and coffee or botanical-driven flavors in 2026.
“Across our customer menus, aperitivo-style non-alcoholic drinks continue to perform especially well,” said Cohn, who noted that one of her company’s top accounts claims adult non-alcoholic beverages account for 30 percent of their total restaurant sales.
“Based on our customers feedback, we see tremendous incremental sales potential with the integration of no- and low-ABV cocktails in the menu,” said Cohn. “The goal isn’t to replace alcohol, it’s to expand choice, drive repeat visits, and meet guests where modern drinking culture already is.”
Aaron Kiel is an award-winning journalist and PR professional with more than 20 years of experience in the beverage, tea, coffee, hospitality, and technology sectors. He contributes to Questex’s Bar & Restaurant News as a reporter/writer, and he was previously the editor of Questex’s World Tea News, as well as the Specialty Coffee Association’s member journal, The Chronicle, among other editorial roles. His work with Bar & Restaurant News has earned multiple accolades, including the 2025 Folio: Eddie & Ozzie Award for “Range of Work by a Single Author – B2B” and the 2024 award for “Best Single Article, Culture & Community – B2B.” He also received a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category for best single article. In addition, Kiel was named a recipient of the 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram @adventurer_explorer or visit akprgroup.com.
Are you registered for our Crave newsletter? Sign up today!
Plan to Attend or Participate in the 2026 Bar & Restaurant Expo, March 23-25, 2026, Las Vegas, Nevada. Register now!
To book your sponsorship or exhibit space at our events, fill out our form.
Also, be sure to follow Bar & Restaurant on Facebook and Instagram for all the latest industry news and trends.