Why non-alcoholic beverages are important year-round

In the corporate events world, “inclusive” is a word we hear a lot, but when it comes to beverage menus, how inclusive are we?

The rise of non-alcoholic beverages shows no signs of slowing down. What was once a niche market has now become mainstream. Big-name companies like Peroni, Guinness and Heineken are investing heavily in 0% options and are seeing huge increases in sales.

Globally, the non-alcoholic beverage market is growing at 7% annually. According to beverage market analyst IWSR, it is expected to account for nearly 4% of the entire alcohol market by 2027.

my generation

This shift towards non-alcoholic alternatives is particularly evident among younger generations. A 2024 report by the Portman Group, the UK drinks industry’s social watchdog, found that nearly 40% of 18-25-year-olds do not drink alcohol. A significant increase from 27% in 2023. In comparison, only 24% of people over 55 said they did not drink alcohol.

Read more: What does success look like for Gen Z planners?

There are many reasons why people choose not to drink alcohol or choose low-alcohol alcohol. From personal preference, religious or health reasons, to a designated driver or a “sober curious” person, try making Dry January a New Year’s resolution.

For such a variety of reasons, it’s important to ask ourselves, are we considering everyone in the room? How do we ensure our events are inclusive and welcoming to all participants?

why this is important

Safety first

• Ensuring guest safety is the top priority. Promoting responsible drinking reduces risk and helps ensure attendees get home safely, especially if they are traveling alone.

engaged audience

• From incentive events to business conferences, training seminars or annual company gatherings, engaging your audience is a key goal of any event. Responsible drinking ensures attendees avoid excessive drinking, are well rested and prepared for the next day.

More choices, more attractions

• When faced with a variety of non-alcoholic beverages (NABs), people are less likely to choose alcoholic beverages due to limited alternatives or habits. A good approach is to ensure that 30% of the drinks on the menu are non-alcoholic. Remember, joining NAB isn’t just for non-drinkers, it provides a healthier alternative for everyone.

Mix it up: Ways to make NAB accessible and fun

Activity experience

• Use non-alcoholic beverages to create a memorable experience. Consider a mocktail wall, bartenders or themed servers offering creative NAB options.

Options! Options!

• Providing soda and water is no longer enough. NAB’s world includes mocktails, non-alcoholic spirits and wines, craft sodas and infused waters. Don’t forget hot drinks. Offering guests a choice of 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 non-alcoholic drink to make it an unforgettable ceremony.

Read more: Non-alcoholic beverages take center stage in Dry January and beyond

Influence

Inclusion doesn’t mean catering to 10% of your audience. It’s about creating options that everyone can enjoy. A diverse drink menu demonstrates your commitment to welcoming all attendees and making them feel recognized and valued.

So when planning your next event, remember that inclusivity includes the drinks menu – it’s a sobering idea!

Want to learn more about creating inclusive events? Please contact us at hello@bcdme.com.

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Shweta Sharma is a Senior Experience Designer at BCD M&E’s The Collective and a visual artist and designer with over a decade of experience working with clients and in-house agency teams.

Shweta has a strong background in thought leadership, problem solving, and passion for art and design.