Industry & Beverage Trends

A beverage director at a midtown Manhattan hotel sat across from her general manager last quarter with a single sheet of paper. Down the left column: the hotel's twenty most-requested cocktails, by volume. Down the right: the corresponding non-alcoholic alternative, by guest satisfaction score. The pattern was hard to miss. Wherever the menu offered an Italian aperitivo, a Tuscan red pairing, or a Prosecco service moment, the non-alcoholic version had been quietly losing the comparison — …