How Hospitality Operators Can Cater to the Sober-Curious Crowd

Britain’s drinking habits are shifting. Whether it’s a post-festive detox or a long-term move towards mindful drinking, consumers are cutting back on alcohol—but expecting better alternatives when they go out.

A 2024 Aviva survey found that 48% of UK adults who drink plan to reduce or quit alcohol in the next year. This trend is strongest among 61% of 18–24-year-olds and 68% of 25–34-year-olds, reflecting a cultural shift towards balance over excess.

However, Gen Z isn’t just replacing alcohol with abstinence—they’re embracing flexible moderation, with 20% considering Dry January outdated (Greene King). The result? A rise in mindful drinking, sober curiosity, and trends like zebra striping—where drinkers alternate between alcoholic and non-alcoholic options throughout the night.

The Rise of Zebra Striping: A New Approach to Drinking

Instead of choosing between drinking and sobriety, many are opting for zebra striping—alternating between alcoholic and alcohol-free drinks. This approach helps them:

• Enjoy social drinking without overindulging
• Stay in control of their alcohol intake
• Minimise the dreaded hangover

Younger consumers prioritise wellness and personal choice, and they expect venues to support their drinking preferences. The challenge for hospitality operators? Offering high-quality, enticing non-alcoholic alternatives that make zebra striping an easy and enjoyable option.

The Growing Demand for Alcohol-Free Alternatives

Gone are the days when alcohol-free meant settling for a soft drink. Today, consumers want premium, complex non-alcoholic options that match their favourite alcoholic beverages.

The industry has responded with a wave of innovation, including:

• Alcohol-free spirits with botanical depth and complexity
• Craft non-alcoholic beers offering full flavour
• Low-ABV wines and sparkling alternatives
• Mocktails with fresh, high-quality ingredients

For hospitality venues, a strong alcohol-free offering isn’t a niche add-on—it’s essential to staying relevant.

How Hospitality Operators Can Embrace Mindful Drinking & Zebra Striping

With more consumers looking for balanced drinking habits, hospitality venues must step up their alcohol-free game. Here’s how:

1. Expand & Elevate Your Alcohol-Free Selection

Stock premium no- and low-alcohol options, from craft beers and spirits to elegant mocktails. Make sure your alcohol-free drinks are as thoughtfully crafted as your cocktails—guests should never feel like they’re getting a lesser experience.

2. Integrate Alcohol-Free Drinks into the Main Menu

Position alcohol-free drinks alongside alcoholic ones rather than in a separate section. Consider offering ‘Zebra Stripe Pairings’, where each alcoholic drink is paired with a complementary alcohol-free alternative.

3. Train Staff to Champion Alcohol-Free Options

Your team should be as excited to recommend a great alcohol-free spirit as they are a traditional cocktail. Educate them on flavour profiles and premium non-alcoholic brands to make thoughtful suggestions.

4. Promote Mindful Drinking Experiences

Introduce themed nights or tastings that highlight mindful drinking, such as:

• Alcohol-Free Tasting Events featuring premium non-alcoholic wines and spirits
• Mindful Drinking Mixology Classes teaching guests to craft elevated mocktails
• Zebra Striping Challenges encouraging guests to mix up their drinks throughout the night

These experiences engage customers, boost sales, and position your venue as a leader in the mindful drinking movement.

How Entegra Can Help Hospitality Operators Adapt

With our broad range of suppliers, Entegra can help your business keep its beverage offering up to date. Whether it’s sourcing premium alcohol-free brands, optimising beverage menus, or training staff on mindful drinking trends, Entegra supports venues in creating a compelling, profitable drinks programme that meets the needs of today’s mindful drinkers.

Contact us today to discover how Entegra can elevate your beverage offering and future-proof your business or explore our beverage programmes here.