Narmeen Kamran, event director at Desert Island Events, tells CN why sober inclusion is vital at events, and how it’s part of the wider topic of diversity and inclusion.
It’s 2022 and the number of non-drinkers in the UK is on the rise. The number of alcohol-free alternatives is also on the rise, but the number of options being given to customers in hospitality and events still hasn’t changed.
There’s an assumption that something bad must have happened for you to turn down a drink. However, like other sober people I have met, that isn’t the case and there are many reasons why someone will choose to not drink.
I made the choice to go sober in October 2021 after not drinking for a year in lockdown and wanting to focus more on what mattered to me. One of the reasons I found it so easy was because I had met so many people who were also sober, especially within the events industry. But going to events has not been easy because of the lack of choice.
Diversity and inclusion
Diversity and inclusion is one of the most important topics in our industry right now alongside sustainability. Inclusion is defined as “the action or state of including or of being included within a group or structure”, yet when I speak to fellow non-drinkers at events, it’s evident how excluded we feel.
A drinks reception with non-alcoholic drinks only by request at the bar rather than on trays? Or even worse, non-alcoholic drinks are not even included in the drinks package so you have to pay for soft drinks whilst wine and beer is free.
When we are planning, organising and catering for events we need to drop the ‘one size fits all’ approach and start being proactive in making all our attendees feel included. There is enough information, products and services out there – and this goes for all aspects of diversity and inclusion. Inclusion makes the event experience better for everyone and not just a majority in the room.
An easy way to look at this is as a dietary requirement. We cater for allergies, intolerances and dietary restrictions in terms of food, but why not drinks? Over the years, the choices for vegan and vegetarians have been just as exciting as the meat option most of the time. So why is sparkling water or orange juice considered a suitable alternative to alcohol?
At events I have attended, I have always put no alcohol under my dietary requirements, giving organisers ample notice that non-alcoholic drinks should be provided. Yet it’s ignored and I’m left paying for a tonic water and lime because only alcohol is included in the drinks package and the venue or caterer only has orange juice or coke.
What should be the solution?
Matched drinks. We want everyone to feel included and to create the same experience for both audiences; the drinkers and the non-drinkers, just in a way we create the same experience for meat-eaters and vegetarians or any other dietary requirements.
You can get a non-alcoholic version of any drink and they are widely available. When you spend so much time curating a wine list, why do you not include non-alcoholic wine? The same goes for every other spirit and beer.
Matched drinks would mean providing a non-alcoholic matched alternative to each alcoholic drink served.
By all means, keep soft drinks as that is what some people will prefer. But let’s serve the same experience for the sober audience. That even goes for glassware; let’s not single people out.
Organisers, venues and caterers, it’s time to do better. Get creative with your non-alcoholic selection. Stop excluding and isolating an audience from your events because you haven’t educated yourself and instead lead the change. We should be at the forefront of innovation.
I’ve had some great conversations with venues who are going to do more or already have a great selection of non-alcoholic spirits in-house.
Remember, it benefits you to serve and include all audiences and clients.
