Just because Dry January is over doesn’t mean we have to dive straight back into that post-event glass (or bottle) of bubbly! Whether you use Dry January each year as a reset from the holidays, you’re sober-curious, or you’re getting more intentional about your health, it’s worth continuing the practice of considering non-drinking guests when designing comfortable event experiences.
There are a variety of reasons guests may choose not to drink - a pregnancy they're not ready to announce, a family history of alcoholism, their religious beliefs, or simply health reasons. While it's none of our business to question why someone chooses not to drink, it is our responsibility to make sure those who do make that choice feel comfortable and included at our events.
The data speaks for itself - drinking is becoming less popular than ever, with a noticeable decline in interest from Gen Z and Millennials. According to Time, the number of adults under 35 who say they drink dropped 10% in the last two decades. Big names in the alcohol industry are taking note, diversifying their product lines to include 0% proof and other non-alcoholic options. Millennials are driving the majority of growth in NA products, making up 61% of the market as of April 2024.
Out of habit and strategy, we as event pros might pass drinks upon entry to lessen bar lines, center our floor plans around bar access and placement and lean into an unlimited bar package for billing ease. While it might feel uncomfortable to stray from something that we know “works”, consider giving these ideas a try:
Try different agenda phrasing:
Instead of calling it Happy Hour or Cocktail Hour, try shifting to Social Hour or Networking Hour to emphasize connection over alcohol.
Shift the focus away from booze:
Skip the passed beverage on arrival and ensure that marketing messaging is clear about what guests can expect from a food, entertainment and programming perspective. Bonus: you’ll save money and your neurodiverse guests will appreciate knowing exactly what to expect!
Offer NA options that feel cool:
Liquid Death has done an incredible job of offering an NA option that doesn’t feel out of place – it gives guests something cool to hold in their hand while not calling attention to the fact that they’re not drinking alcohol. Consider investing in a few cases of a unique NA offering instead of defaulting to bottled water or bubblers with plastic cups – you’ll help alleviate feelings of judgement or questioning lack of drinking amongst attendees.
Position the bar as an option, not an expectation:
Avoid centering your floorplan around alcohol by placing bars in the rear or corners of the room - this way, guests can be intentional about whether they approach a bar and alcohol isn’t the first thing on their minds when they walk in.
Minimize pressure from staff:
Work with your entertainment/venue/vendor partners to minimize team members pushing or glorifying alcohol. Sometimes they think they’re being cheeky or doing attendees a favor by encouraging them to partake, but it could cause more harm than good.
Toast with intent:
If a toast HAS to be included in your program, have your emcee encourage guests to get their own preferred drink before remarks versus serving champagne to all attendees. They could initiate the toasts by saying something like, “Grab your favorite soda, cocktail, or bottle of water – the toasts will start in 10 minutes!”.
By using a few of these strategies, you’ll empower your guests to make choices that feel best for them. As you start to reduce the focus on booze, it’s more likely that you’ll notice a well-rested, alert and engaged audience at your sessions. And hey, you might find that the impact on your bar tab could be even better than you’d think!
We loved these fun mocktails at a recent Taylor-themed event hosted by our friends at The Heirloom (Crystal Signature Events)!
Cheers!
Kimberly