Is Your Event Inclusive? Why Non-Alcoholic Drinks Matter

In the world of corporate events, inclusivity is a word we often hear but how inclusive are we when it comes to the drinks menu?

The rise of alcohol-free drinks shows no sign of slowing. Once a small market, it’s now hit the mainstream. Big names like Peroni, Guinness and Heineken are investing heavily in their 0% options and seeing a huge jump in sales.

Globally, the non-alcoholic drinks market is growing 7% each year. By 2027, it’s expected to make up almost 4% of the overall alcohol market, according to drinks market analysts, IWSR.

My generation

This shift towards non-alcoholic alternatives is especially noticeable in the younger generation. A 2024 report by the social regulator for the UK drinks industry, Portman Group, found almost 40% of 18-25-year-olds identify as non-drinkers. A significant increase from 27% in 2023. By contrast, only 24% of over-55s say they don’t drink alcohol.

There are many reasons why someone might choose no or low alcohol options. From personal preferences, religious or health reasons, to the designated drivers or ‘sober curious’ trying out Dry-January as a new years resolution.

With such diverse reasons, it’s important to ask yourself, are we thinking about everyone in the room? And how can we ensure our events are inclusive and welcoming for all attendees?

Why it matters

Safety first:

• Keeping guests safe is a top priority. Promoting responsible drinking reduces risks and helps ensure attendees can get home safely, especially if they’re traveling alone.

Engaged audience:

• From incentives to business meetings, training workshops or annual company gatherings, an engaged audience is a key goal of any event. Responsible drinking ensures attendees avoid overindulgence, are well rested and ready for the next day.

More options, more appeal:

• When presented with a variety of non-alcoholic beverages (NABs), people are less likely to choose alcoholic drinks due to limited alternatives or habit. A good approach is to ensure 30% of drinks on the menu are non-alcoholic. Remember, incorporating NABs isn’t only for non-drinkers, but promotes healthier alternatives for everyone.

Mix it up: Ways to make NABs accessible and fun

Event experience

• Use non-alcoholic drinks to create a memorable experience. Consider mocktail walls, mixologists, or themed servers offering creative NAB options.

Options! Options!

• Providing soda & water is no longer enough. The world of NABs includes mocktails, non-alcoholic spirits & wines, craft soda & infused waters. And don’t forget about hot drinks. Offer guests a choice with gourmet coffee, tea, chai and hot chocolate.

Make it a highlight

• Promote your non-alcoholic offerings with clear signage, specialty menus or a dedicated bar. Start or end the event with a signature alcohol-free drink to make it a memorable ritual.

The impact

Inclusivity doesn’t mean catering to 10% of your audience. It’s about creating options everyone can enjoy. A diverse drinks menu shows your commitment to welcoming all attendees, making them feel acknowledged and valued.

So, when planning your next event, remember that inclusivity includes the drinks menu — a sobering thought!

Want to learn more about creating an inclusive event? Contact us at [email protected].

Originally published in Smart Meetings on January 21, 2025.