As the Dry January movement gains momentum each year, the hospitality sector is presented with a unique challenge – and opportunity. With an increasing number of people embracing a “sober curious” lifestyle, pubs and bars in the UK have a chance to adapt and thrive by creating inclusive and engaging experiences for all patrons, whether they’re drinking alcohol or not.
Here are some actionable tips and advice from our hospitality experts for pubs to maintain a lively atmosphere, attract non-drinking patrons, and make the most of this evolving trend.
- Expand Your Non-Alcoholic Offerings
Today’s sober curious consumers aren’t looking for plain water or sugary sodas; they want thoughtful, crafted alternatives that match the sophistication of alcoholic drinks.
Suggestions:
- Curate a diverse menu of zero-alcohol spirits, beers, and wines. Brands like Seedlip, Lyre’s, and Lucky Saint have gained popularity for their high-quality offerings.
- Develop a seasonal mocktail menu with creative, winter-themed options such as a Zero-Proof Irish Coffee or Spiced Apple Fizz. Click here for some great mocktail recipes from our team.
- Highlight premium non-alcoholic options on your menu and in your promotional materials to show your commitment to inclusivity.
Here are some mocktail menus
Pro Tip: Hold mocktail masterclasses to engage patrons in a fun, interactive way while showcasing your non-alcoholic menu.
- Offer Food Pairing Experiences
Pairing food with non-alcoholic drinks can create a memorable dining experience that appeals to all customers, not just those abstaining.
Ideas:
- Introduce “mocktail and meal” specials or tasting menus featuring alcohol-free pairings.
- Promote hearty comfort foods and snacks to complement winter mocktails or zero-alcohol beers.
- Host themed food nights, such as a “Sober Curious Supper Club,” where every course is paired with a creative zero-alcohol beverage.
- Create Inclusive Events
Events are a great way to keep your pub buzzing, especially in January when footfall can slow.
Event Ideas:
- Pub Quiz Nights: Make the experience vibrant with alcohol-free prizes and a focus on camaraderie.
- Live Music Evenings: Offer a lively atmosphere that appeals to all patrons, regardless of their drink choice.
- Wellness Sessions: Partner with local wellness brands to host events like yoga and brunch or mindful meditation evenings, paired with non-alcoholic refreshments.
- Promote the Social Atmosphere
Pubs are more than just places to drink, they’re spaces for connection and community. Remind patrons that your venue offers much more than a drinks menu.
Tips:
- Encourage group bookings with special packages that include non-alcoholic options.
- Emphasise your pub’s atmosphere with cozy seating, warm lighting, and winter-themed decorations.
- Use social media to highlight your pub as a welcoming space for everyone, showcasing your events, menu offerings, and buzzy community vibe.
5.Train Your Staff and Test Their Knowledge
Well-trained staff can make all the difference in how patrons perceive your commitment to inclusivity.
Focus Areas:
- Educate staff about the sober curious movement and the growing popularity of non-alcoholic options.
- Train team members to confidently recommend and serve alcohol-free beverages with the same enthusiasm as alcoholic ones.
- Test their knowledge with mystery guest reviews, focusing on how well staff cater to non-drinking customers. Assess their ability to recommend appropriate options, explain ingredients, and create a welcoming experience for all patrons.
- Use Data to Improve Stock Management
Anticipate trends and implement stock controls smartly to meet demand. Non-alcoholic drinks are on the rise, but they’re not all created equal. Analyse sales data from previous years to identify which offerings resonate most with your patrons and avoid overstocking slow-moving items.
Embrace the Sober Curious Trend for Long-Term Success
As the sober curious movement continues to grow, embracing it is not just a seasonal strategy, it’s a long-term investment in your pub’s inclusivity and relevance. Offering a mix of innovative drinks, engaging experiences, and a welcoming atmosphere ensures that your venue remains a go-to destination for all patrons, whether they’re drinking alcohol or not.
How Capcon Can Help
At Capcon, we specialise in helping hospitality businesses adapt to changing consumer trends with tailored services such as stock taking and management, inventory controls, staff training, and mystery guest reviews.
Find out more about how we can help your business thrive. Visit our Hospitality Services page or contact us to discuss your individual needs.
