Mindful Mixology: How to Modernise Drink Experiences at Events

By Susie Harwood, Editor at Micebook

Alcohol has long played a central role in event hospitality. From arrival fizz to wine on the table, it is often woven automatically into the guest journey. 

But guest expectations are changing. More people are choosing not to drink, or to drink selectively. According to a recent YouGov poll, over a third of UK adults do not drink alcohol at all, and 38% now consume low and no alcohol alternatives semi-regularly.

While alcohol still has a place in events and celebrations, audiences are now increasingly expecting the same level of thoughtfulness, quality and experience regardless of what is in their glass.

That shift was at the heart of a recent Supper Club hosted at Brown’s Hotel, a Rocco Forte Hotel, in partnership with incentive travel industry association SITE GB. 

Bringing together a select group of planners and suppliers, the evening featured a panel session with experts from three premium non-alcoholic brands – Wild Idol, Everleaf and Botivo – to explore how event planners and venues can modernise drink experiences in ways that feel inclusive, celebratory and effortless.

Celebratory moments matter

One of the strongest themes from the discussion was the importance of both quality and ritual. This means moving beyond basic soft drinks, mocktails and sweet, syrupy alternatives towards drinks that feel grown-up, considered and rooted in flavour.

Guests still want moments that feel special – a welcome drink, a toast, a shared sense of occasion, said Wild Idol CEO Paul Beavis.

“Celebratory moments have often been linked to champagne. So, the question becomes, how do you recreate that moment for people who aren’t drinking? Because they still want to ‘cheers’, they still want to celebrate something. And with respect, bubbles do help that celebratory moment,” he added.

For planners, this means thinking beyond what’s in the glass to the full experience, from presentation and timing to glassware and atmosphere.

Premium alcohol-free sparkling wines and cocktails served in high-end glasses, with carefully chosen garnishes all help ensure non-drinkers are participating in the same celebratory moment, rather than feeling like an afterthought.

Evolving corporate priorities

As the conversation opened to the room, it became clear that many planners are already seeing this shift reflected in client briefs. There is growing demand for alcohol-free and low-alcohol options, alongside greater flexibility in how drinks packages are structured.

This shift is also being shaped by wider corporate priorities. Everleaf Founder Paul Mathew noted that some organisations are now making deliberate decisions to not have alcohol at events, often influenced by HR and wellbeing policies.

“We’re seeing companies now where HR are actively saying, ‘We don’t want to sponsor alcohol anymore. They’re thinking about responsibility, inclusivity and how people feel the next day,” he said.

Importantly, this does not mean budgets are disappearing, just being redirected: “They’re still happy to spend. They’re just choosing to spend it on really good food and premium non-alcoholic drinks instead.”

A collaborative approach

This presents an opportunity for venues and planners to work more collaboratively to ensure that premium alcohol-free drinks are negotiated into packages from the outset and treated with the same consideration as wine and beer, rather than as a chargeable exception.

Equally important is the experience on the day. Choosing serves that can be delivered seamlessly at scale, agreeing presentation standards, and briefing front-of-house teams with the same care as wine service ensures consistency. When staff understand the drinks and feel confident offering them, guests feel genuinely looked after.

Demand for premium alcohol-free drinks is not a passing fad or wellness trend. And integrating them effortlessly is a marker of thoughtful event design. It signals that you understand your audience, respect individual choice, and care about how guests experience your event.

As Bucknall summed up: “people may not remember the wine that was served, but they will remember if you had a great non-alcoholic option.”