Zero‑Proof Drinks Shake Up The Hospitality Industry
Non-alcoholic cocktails are moving from niche to norm as New York nightlife adapts to younger crowds drinking less.
NEW YORK — Popped champagne bottles, cans cracked open. Flashing lights flickered across the dance floor. All the familiar ingredients of a New York City night out, except one key element: alcohol.
“Look at all these smiling faces,” said mixologist Vibe Cabrera, gesturing to the crowd at Drinks with Benefit, New York City’s first non-alcoholic beverage festival. “This is proof you can go out, have fun and not have to drink alcohol.”
The sold-out event featuring over 70 zero-proof brands and 6 DJ sets drew hundreds of attendees, as national reports show a 10% decline in alcohol consumption among 18- to 34-year-olds compared to previous decades. Cabrera, who specializes in dry cocktails, said he sees the festival as a sign of a larger shift with Americans practicing mindful drinking and choosing alcohol alternatives. “People are more conscious about the way they drink now,” he said. The numbers back him up. The global functional beverages market hit $175.5 billion in 2022 and is projected to nearly double by 2030. In addition to the booming market, Cabrera has observed new behavior habits focused on moderation amongst his bar patrons such as zebra-striping, which is when guests alternate from alcoholic drinks to non-alcoholic within the same night. Nearby, another mixologist Brenda Lin shook up a zero-proof Moscow Mule. “I’ve noticed more people asking for dry cocktails when I work. I think they're realizing they can get more out of their nights, if they’re not drunk,” she said while garnishing the mocktail with a lime. But not everyone in the hospitality industry sees the decline in alcohol consumption as driven by lifestyle or health. Jacob Melinger, Head of Hospitality at Widow Jane Distillery in Brooklyn, is skeptical of the term health conscious-drinker and believes inflation is the real reason behind the shift. "Let’s be honest. If people are drinking less, it’s because costs are up. It's hard to find an affordable night out in the city.”
Regardless of the reason, Melinger acknowledged there is a demand for alcohol alternatives, even in a whiskey distillery.
“We always have non-alcoholic beers on our menu, and we sell a ton of them.”
In Washington Heights, at the Irish pub, Le Cheile, a bartender pulls a drink ticket and starts to pour a mimosa.
Iana De La Cruz, 24, a dental assistant, approached the bar and ordered a round of non-alcoholic drinks for her table.
“Work early tomorrow. Not trying to get crazy,” she explained.
After taking a sip from her drink, she added, “I don’t bother checking the menu anymore. I just assume a bar will have something alcohol-free. Everywhere has them.” By: Christine Saldana
