As the new year begins, so does Dry January, a month-long commitment for many to hit pause on alcohol consumption. What started as a personal challenge for a healthier lifestyle has grown into a global movement, fueled by a rising interest in the “sober curious” lifestyle. This trend is not limited to January; many consumers are choosing zero-proof liquors, alcohol-free beers, and sophisticated mocktails year-round.
The shift in mindset around alcohol is changing the hospitality landscape, and we’re excited to meet guests where they are. At our hotels, we’re proud to introduce craft mocktails that deliver all the creativity, complexity, and refreshing satisfaction of a cocktail—without the alcohol. These thoughtfully crafted beverages blend fresh squeezed juices, teas, and other herbal and seasonal ingredients, unique flavors, and expert technique, ensuring there’s something for everyone to enjoy.
Dan Grunbeck, Corporate Director of Food & Beverage at Twenty Four Seven Hotels, is leading the way with a bar menu shake up across the hotel portfolio – “The non-alcoholic trend is here to stay, and it’s only getting bigger and more prevalent” says Gunbeck. No- and low-alcohol beverage consumption has exploded in recent years, growing by 190% on menus over the last 4 years, according to Datassentia.
Whether guests are fully embracing Dry January or simply exploring the sober curious lifestyle, we’re here to provide an experience that caters to their preferences. Mix it up and try our new zero-proof cocktails at participating Twenty Four Seven Hotels. Cheers to new beginnings and more inclusive beverage options for all!
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By 24seven Hotels