Raising The Bar: Festive Drinks with a Difference

Across Europe, drinking culture is shifting. More people are consuming less or no alcohol - and for hospitality, it has transformed expectations. For those planning festive celebrations, it’s an important element to consider. Whether you’re coming together with colleagues, clients, or friends, a welcome drink or celebratory toast should feel just as considered for those not drinking alcohol as for those who are.

Always at the forefront of mixology trends, our bar teams are embracing this change, reimagining what a “zero-proof” cocktail can be through creativity and innovation. To explore how, we sat down with three of our leading Bar Managers: Federico Pavan from The Donovan Bar at Brown’s Hotel, London; Denis Roncoroni from Bar Magritte at Hotel Amigo, Brussels; and Federico Galli from Bar Artemisia at Hotel Savoy, Florence. 

Raising the standard

“Guests are far more conscious about their health and wellbeing, but they don’t want to compromise on the sense of occasion,” says Pavan. “For event planners, it’s vital too - you can’t curate an inclusive experience without catering to every type of guest.”

Denis agrees, calling the rise of non-alcoholic cocktails “a lifestyle choice, especially among younger generations. As professionals in hospitality, it’s our responsibility to evolve with these new expectations.”

For Galli, it comes down to the experience. “Before, non-alcoholic options were often just fruit juices. Now they need to provide the same taste experience as ‘regular’ cocktails.”

Creativity without compromise

The question is how to achieve that complexity, as Pavan explains. “Without alcohol, you lose some of the natural structure and length, so I work harder with layers of flavour - infusions, ferments, teas, spices. Presentation is crucial too: the glassware, the garnish, even the aroma as it reaches the guest.”

Denis challenges the idea that an alcohol-free cocktail is just a matter of subtraction: “Simply removing the spirit leaves a drink unbalanced. When we’re creating non-alcoholic cocktails, we start with the alcoholic version, then reproduce the same flavour and texture with different techniques. The goal is not to replace alcohol, but to craft moments that are just as memorable and emotionally engaging.”

Mixology for all

The movement is about more than flavour - it is about belonging. “A bar itself is the very definition of inclusivity,” Denis reflects. “What to drink is the guest’s choice. How to serve it, with care and creativity, is ours.”

Galli agrees: “Our guests deserve more than a soft drink that singles them out. Low-ABV cocktails must be just as rich and multilayered as the classics, with every nuance appreciated.

Pavan calls it one of the most exciting shifts in modern mixology, and is embracing the opportunity for inclusion. “A bar should be a place where everyone feels welcome, whether they’re celebrating with champagne or sipping a zero-proof aperitivo.”

When asked for their non-alcoholic cocktail recommendations, each bar manager had a favourite: Pavan highlights the Margarita Blush, a jewel of his “Our Way” menu. “Without tradition, there can be no innovation. This cocktail stays true to the Margarita while offering something entirely new, with purple carrot giving both its colour and depth.”

Denis points to the Battle of Argonne, a surrealist flourish inspired by René Magritte’s painting. “Based on strawberries, juniper and a slow reduction of Champagne with the alcohol evaporated, it delivers the very same emotions as its alcoholic counterpart.”

And in Florence, Galli champions the Garden Highball. “It was born with gin, but has grown in the non-alcoholic version,” he says. “It’s now our most sold cocktail.”

Closing toast

From ‘innocent’ drinks in Mayfair’s naughty corner, to a surrealist sip in Brussels and a rebellious aperitivo in Florence, one belief unites these three bar managers: low- and no-alcohol cocktails deserve the same artistry as the greats. 

Plan your next event at Brown’s Hotel, Hotel Amigo or Hotel Savoy, and celebrate the season, with or without spirits.