There's change happening at hotel bars and restaurants as polls show drinking is down among younger adults. A 2023 Gallup poll revealed that only 62 percent of adults under age 35 say they drink, down from 72 percent 20 years ago.
This presents a challenge for hotel F&B programs as food and beverage sales can represent between 30-40% of total hotel revenue. Alcohol sales can account for up to 25% of that profit, according to the National Alcohol Beverage Control Association.
To make up for alcohol sale losses, hotels are leaning into what Gen Z does drink: non-alcoholic cocktails.
Daniel Grajewski, senior director of wine and beverage for the José Andrés Group, notes that the social aspect of restaurants and hotels still entices the younger generations. When they do go out, many are looking for an experience that includes a “drink” – even if that drink doesn’t include alcohol. The key is creating complex and tasty mocktails that still command a higher price.
“Guests today want so much more than a simple juice-driven option,” Grajewski explains. “Investing into developing complex, layered spirit-free drinks that are seamlessly integrated into our overall cocktail program shows how much we care about quality, balance and innovation in all our drinks.”
For more on how to attract Gen Z into hotel restaurants & bars with a non-alcoholic program, view the full article on Hospitality Investor!
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