The hospitality industry has always evolved to meet changing customer preferences, whether it’s adapting to dietary needs, embracing sustainability, or modernising technology. Yet one area still lags behind: alcohol alternatives.
The rise of no-low alcohol isn’t a passing trend, it’s a major shift in consumer behaviour. For under-30s, choosing alcohol-free drinks is becoming the new normal, and hospitality businesses that fail to cater to this demand risk being left behind.
No-Low Drinks: A Market You Can’t Ignore
Imagine offering a menu without vegetarian or vegan options – it would feel outdated and unwelcoming. Yet, despite a surge in demand, alcohol alternatives are still often an afterthought in bars, pubs, and restaurants.
The ‘sober-curious’ movement, health-conscious lifestyles, and changing social norms mean that more people, especially younger generations, are drinking less. Research from IWSR shows that the no-low alcohol category is growing at double-digit rates, with no signs of slowing down.
For hospitality operators, this presents both a challenge and an opportunity: evolve with consumer demand, or lose customers to competitors who are embracing the change.
Low-Alcohol Wines: A Rising Star in the No-Low Arsenal
As the no-low alcohol trend gains momentum, low-alcohol wines are carving out a significant niche in the market. Major brands like Blossom Hill and Banrock Station are now offering these lighter alternatives, attracting those who seek the pleasure of wine without the full alcohol content or the next-day headache. While these options were once sidelined by traditionalists for lacking depth, the narrative is shifting.
Today’s low-alcohol wines are showing marked improvements in quality, presenting themselves as sophisticated, lower-calorie choices. Although finding the right balance of flavour can be a challenge, as some varieties may lean towards being bland or overly sweet, a careful selection process can yield delightful options that satisfy both casual drinkers and connoisseurs alike.
This rise in quality and variety demonstrates that low-alcohol wines are not just a temporary trend but a category expanding its footprint in the hospitality industry, aligning with the growing demand for healthier lifestyle choices and more inclusive drinking experiences.
Why Every Hospitality Business Must Take Action
- Customer Expectations Have Changed
No-low options should be as standard as plant-based food alternatives. Today’s guests expect to see quality alcohol-free beers, spirits, and crafted mocktails on menus—not just soft drinks. - No-Low = High-Profit Margins
Alcohol-free options offer strong margins, particularly premium mocktails and crafted zero-alcohol spirits. A well-designed no-low menu can generate significant revenue. - Guests Visit for the Experience, Not Just the Alcohol
People go to pubs, bars, and restaurants for social experiences. Offering a well-thought-out alcohol-free selection ensures that all customers feel included, driving group bookings and return visits. - Health-Conscious Lifestyles Are Here to Stay
Customers are more mindful than ever about their health. Businesses that proactively cater to wellness trends will build stronger brand loyalty. - Exclusion Means Losing Customers
If a group of friends visits a venue and the non-drinkers feel ignored, they’re likely to choose a different venue next time. Inclusive options keep footfall strong.
What Hospitality Businesses Should Do Now
If your venue isn’t fully embracing the no-low shift, now is the time to act. Here’s how to stay ahead:
- Expand and Promote Your No-Low Menu
Rather than simply expanding your no-low range, it’s time to review what’s working and what’s not. Holding onto slow-moving products ties up valuable stock space and impacts profitability. Instead:
- Drop underperforming products – If certain no-low options aren’t selling, replace them with better alternatives.
- Stay ahead of trends – Consumer preferences shift quickly; regular reviews ensure your menu remains relevant.
- Optimise stock turnover – Streamlining your no-low selection ensures you’re offering high-demand, high-margin products.
We know you’re busy. That’s why we help hospitality businesses identify what’s trending and what should be swapped out, so you don’t waste time or money on the wrong products.
- Adapt or fall behind – make data-driven decisions to keep your menu competitive.
- Offer a wide range of alcohol-free beers, spirits, and premium mocktails.
- Position them prominently on your menu – not hidden in a separate section.
- Use engaging descriptions to make them as appealing as alcoholic options.
- Train Staff to Sell Alcohol-Free Options
- Ensure staff understand your no-low selection and can confidently recommend alternatives.
- Conduct mystery guest reviews to assess whether staff are effectively engaging with non-drinking customers.
- Make No-Low Options Part of Your Brand
- Feature alcohol-free drinks in promotions, table talkers, and social media marketing.
- Use happy hours and limited-time offers to encourage customers to try them.
- Work with suppliers to introduce exclusive alcohol-free tasting nights.
- Improve Stock Management for Alcohol-Free Products
- Track sales to understand demand and avoid over- or under-stocking.
- Monitor seasonal trends to adjust inventory and pricing strategies.
- Use inventory management systems to ensure no-low options are always available.
No-Low is the Future: The Time to Adapt is Now
This isn’t just a hospitality trend, it’s a fundamental change in how younger generations approach drinking. Ignoring it means losing out on a growing customer base and a profitable revenue stream.
At Capcon, we help hospitality businesses adapt to market changes through stock management, mystery guest reviews, operational insights, and more, all developed specifically for the hospitality sector. If you want to stay ahead of customer expectations and drive profitability, find out more about our hospitality solutions and contact our team today.
Don’t wait for the industry to move without you, embrace the no-low shift now and future-proof your business.
Read about our winter-themed mocktails, with creative recipes from the Capcon team.
