Why hotels should bet big on the rise of low-alcohol drinks

Over the last couple of years, the hotel industry has been shaken up by shifts in consumer behaviour. Aside from the obvious ramifications brought about by lockdown, there has been a rise in leisure travel and growing focus on sustainable tourism, which have reshaped the industry and its outlook. What is often overlooked is how the pandemic has affected individuals' alcohol consumption and what this means for the hotel industry. Walking into a bar at a hotel before the pandemic, you might have received a strange look from the bartender when asking what low-alcoholic drinks they served and felt ultimately disappointed when you were referred to a selection of dusted off hard seltzers hidden at the back of the fridge. Before the pandemic, demand for no and low alcoholic drinks (NoLo) was low enough that hotels could get away with offering only a small selection to customers looking to reduce their alcohol intake. However, the NoLo alcohol drinks market is now expected to grow more than 10 times quicker than regular alcoholic drinks in key global markets, with consumption predicted to grow by 31% in 2024. Companies who offer NoLo options have been bucking economic uncertainty with record trading levels brought about by catering to the vast number of consumers turning away from alcoholic beverages. As hotel managers reassess their beverage priorities ahead of the new year, it is vital they embrace vibrant and creative NoLo brands. Raise the bar The best hotel bartenders are able to provide their customers with the correct tipple to suit their mood and their tastes. The atmosphere this produces creates a space for guests to interact with other travellers and create bonds which can last a lifetime, or simply one evening at the bar. Hotel managers play a key role here by stocking bars with the necessary ingredients that bartenders need to provide both a premium and personal level of service for every guest. As bartenders begin to receive requests for NoLo drinks, it is therefore incumbent on hotels to train their bartenders on the growing range of NoLo options now available to consumers to ensure that no guest is left disappointed. This can either be mixed by the bartender themselves or, as is increasingly the case, handed over as a canned version to save time while never compromising on quality. Get creative with NoLo cocktails Thanks to the increase in the number of NoLo brands, hoteliers no longer need to scrimp on flair or quality to provide guests with refreshing, low alcohol alternatives. Premium and luxurious NoLo brands are crafting pre-canned cocktails which bring unique twists to cocktail classics that can be mixed with fresh ingredients to make refreshing and delicious mocktails. By stocking a variety of NoLo drinks, hotels can make sure that they are catering to all their guests’ needs, including those who are looking to reduce their alcohol consumption, either for an evening or as part of a lifestyle change. It’s important that every guest feels like they have enough options to still be creative with their drink request. Capitalise on Dry January Tapping into the increased demand for NoLo offers is an immediate opportunity for hotel managers to get ahead of the game when it comes to Dry January. According to Alcohol Change UK, 130,000 people took part in dry January in 2022, compared to just 14,000 in 2014. Guests heading into January looking for NoLo options represent a significant opportunity for the sector to increase the footfall in their bars by becoming proud advocates of the event. Having a plethora of NoLo options also makes it easier for guests to stick to their Dry January ambition and prevents them from being tempted into an alcoholic favourite. However, with NoLo drinks set to continue in popularity beyond Dry January, hotel managers should look to ensure that they equip their bartenders with the tools they need to serve creative mocktails and other NoLo drinks. Hotel bars have always been on the frontline of innovation within the drinks sector. The rise of NoLo, therefore, offers the perfect opportunity for the sector to reimagine and restyle according to the needs of their guests.