It’s been building over the last few years: the rise of the “Sober Curious” movement. Our restaurant consultants have been sharing about it since before the pandemic. As many—and especially younger generations like Gen Z—become more mindful of their alcohol consumption, industry professionals have found new and exciting ways to entertain a rising interest in mocktails and zero-proof beverages.
As Nick Snyder, Executive Chef and Sommelier at Mortons put it, “Guests choosing non-alcohol aren’t looking for a ‘lesser” option.’ They want full flavor, premium presentation, and thoughtful pairings, the same as anyone ordering a $30 glass of wine.”
Similar to some of the cocktail round-ups put together by our restaurant consultants, Snyder believes that non-alcoholic drinks should be treated with careful attention, just like cocktail menus. “Build drinks across flavor profiles—bitter, herbal, citrus, savory, sweet. Use your kitchen techniques—smoke, roast, ferment—to add depth.”
Snyder believes that this attention to detail is important, not only because mocktails are trending but because zero-proof drinks are becoming an expectation—and soon, a standard. He is watching all non-alcoholic options, beyond sodas and mocktails. He says, “If zero-proof cocktails are finally getting their seat at the table, the next wave is already here: alcohol-removed wines. I know, I know—the hot debate is always price. “Why pay premium for no booze?” But here’s the thing—these wines aren’t “grape juice with a label.” The farming, the fruit, the barrels, the winemaking—all of that still costs the same. Add the high-tech process to remove alcohol without killing structure or aromatics, and suddenly that price tag makes sense. The truth? Guests aren’t just paying for ethanol, they’re paying for craft, terroir, and the ritual of raising a glass.”
This advice specifically hones in on beverages, but Snyder is speaking to a bigger issue of success in the restaurant industry. Paying attention to trends and consumer needs isn’t a fleeting tactic nor is it an after-thought. It is the investment of time and attention required to stay ahead in the industry. Snyder says of alcohol-free wines and a general approach to new movements in food and dining, “The question is—are we, as an industry, ready to take it seriously as the alternative?”
Though restaurants are establishments of comfort and traditions, owners and operators can’t be so stuck in their ways that they get left behind when consumers move on. Some trends come and go, but with each generation comes a shift in thinking, a shift in taste. Watching for what’s coming down the pipe means preparing your businesses for these waves and solidifying your future success.
Richard Weil, owner and principal of National Restaurant Consultants, provides these additional thoughts: “Consumers are not only more responsible, but they are seeking differentiated offerings. Utilizing herbs, spices, fruits and colorful garnishes will add to the guests’ enjoyment and satisfaction.”