For most of us, pubs and clubs have always been seen as the go to place for socialising and meeting friends – however, with the turn of the next generation – is this viewpoint changing?
As part of Mintel’s research, only 36% of young adults aged 18-25 said they socialise by going to bars and pubs with their friends. Restaurants is the most popular choice for socialising, while online gaming, visiting cafes, and going to the cinema have grown in popularity – all surpassing the popularity of simply going out for a drink.
Perhaps the best way for pubs, bars and hospitality venues to draw in the next generation is by advertising their non-alcoholic drinks.
The rise of non-alcoholic drinks menus
Non-alcoholic cocktails have been the third fastest growing drinks category in 2023 and 2024. Sales of low alcohol drinks have increase every year since 2014. Studies show that 59% of people are ordering non-alcoholic drinks on nights out.
At NDML, we’ve been watching the non-alcoholic drinks market closely, and we feel hospitality businesses should adapt and adopt. It’s clear to us, that in 2024, choice is king. Venues who offer differing experiences and broad menus have seen success. For example: A new trend, called Zebra-ing or Zipping, is growing – one where customers switch between drinks, opting to alternate between traditional beverages and modern low-&-no-alcohol drinks.
For hospitality venues, increasing choice and marketing a no-alcoholic drinks menu could be the key to attracting a new audience and one-upping your competitors.
Why pubs and clubs should invest in non-alcoholic drinks
Tap into the Gen Z market with a strong non-alcoholic drink selection.
8.4million UK adults are teetotal in 2024. That’s every 1 in 8 people. Not having a good non-alcoholic drink selection could mean you are losing 12.5% of potential business.
According to 2021 statistics, the proportion of adults who drink steadily declines the younger the age group, with the 16-24 age range being the lowest. 35% of men and 42% of women aged between 16 – 24 don’t drink. That’s compared to 14% of men and 17% of 55-64 year olds who do.
The tendency for Gen Z to avoid alcohol and invest in a gym-centred health-focussed way of life is well documented. Alcohol Change UK, which began the Dry January campaign 11 years ago, says a record number of people have downloaded its Try Dry smartphone app this year. (Try Dry is an app that tracks units, calories and money saved upon cutting out alcohol.)
Here’s the customer base you are missing without any non-alcohol options
- Dedicated gym goers and fitness professionals
- Young people who don’t like the taste of alcohol
- Pregnant women
- Teetotallers
- For Religious purposes
- Drivers
- People on medication
At NDML it’s our mission to help and support nightlife venues. We’re on your side, negotiating with insurers to provide the best tailored hospitality insurance. Learn more about us and consider switching.
Also, in our mission to help and support nightlife venues, we’ve put together a budget-friendly mocktail menu that any pubs, bars or clubs are free to adopt.
Best Non-alcoholic cocktails to add to your menu
Here are some low budget cocktails which would make up a varied summer cocktail list for non-alcoholic drinkers:
No Alcohol Savory Spicy Negroni
Zero proof and only savoury ingredients, this ingenious recipe is easy to execute and packs a punch.
- 2 jalapeno slices
- Cilantro sprig
- Agave nectar
- Celery juice
- Lime juice
- Salted rim
Gin-less gin and tonic
Replace the gin in a traditional gin and tonic with the sourness of lemon and the Britishness of juniper.
- Juniper syrup
- Freshly squeezed lemon juice
- Tonic water
- Lemon garish
Virgin Shirley Temple
A good looking drink with no vices, this cocktail is great for sweet-toothed teetotal customers.
- Grenadine
- Freshly squeezed lime juice
- Ginger ale
- Cheery garnish
Mint Mock-Mojito
Trick your customers with this true-to-life mojito that both refreshing and nostalgic.
- Basil leaves
- Mint leaves
- Syrup (honey or demerara)
- Freshly squeezed lime juice
- Club soda
- Lime garnish
Calm Tom Collins
A non-alcoholic highball excellent after a long hard day, but with a sharp twist.
- Brewed green tea
- Celery syrup
- Freshly squeezed lemon juice
- Ginger ale
- Rosmary and spearmint herb garnish
- Lemon peel garnish
Strawberry Lookalike
Shaken up and delivered for a simple yet sensational afternoon delight, without the alcohol.
- Strawberries
- Mint sprigs
- Freshly squeezed lime juice
- Syrup (honey or demerara)
- Ginger beer
- Strawberry garnish
- Mint garnish
Rhubarb Cordial
Super sweet and super new, this rhubarb cocktail is all about presentation and punch.
- Golden caster sugar
- Freshly squeezed orange juice
- Freshly squeezed lemon juice
- Chopped rhubarb
- Peeled ginger root
Make-it-up Martini
Invent something creative with this passion fruit and elderflower mock-martini.
- Passion fruit juice
- Freshly squeezed lemon juice
- Elderflower cordial
- Sparkling water
- Passion fruit seeds garnish
Pirate Pina Colada
This pirate favourite features a classy rum-alternative, perfect for pretending you are on beach.
- Pineapple juice
- Syrup (brown muscovado and cinnamon)
- Coconut milk
- Lime juice
- Ice
- Cherry garnish
Summer Cup Mocktail
Essentially, this could be any number of summer fruits mixed with lemonade and garnish. A truly refreshing budget cocktail perfect for the picky few.
- Cucumber
- Mint Sprig
- Frozen red berries
- Sparkling lemonade
- Ice
- Berry garnish
