Narmeen Kamran, events producer and director, Desert Island Events, asks a collection of eventprofs why serving non-alcoholic beverages at events forms part of DEI strategy.
At any good event, they will ask you for your dietary requirements to make sure they are catering for everyone. What we consume is our choice, whether it be for health or personal reasons, we expect a level of respect and understanding. Whilst this may be true for food, this does not carry over into drinks.
Diversity, equity and inclusion are important factors not just in this industry, but for everyone – as this has a direct impact on people.
I first realised the importance of alcohol free (AF) beverages and the lack of options at events when I quit drinking in October 2021. I found it easy as I knew people that didn’t drink or had also recently quit. There were also readily available alternatives on the market.
The problem came with events, they had no alternatives and some only had water or orange juice. This was an industry wide issue; AF eventprofs are a large and growing demographic, and they are not catered for in the industry.
I spoke to a broad range of industry professionals, from planners to venues and caterers, about the impact and importance of AF events, what they are currently doing and what trends they predict for the future.
Inclusive taste matching
Overall, the panel of eventprofs believe serving AF beverages is a must. “It’s extremely important to ensure we are being fully inclusive at our events. It shows we do care and are doing the walk, not just the talk,” says Kate Bullard, events manager, Baker McKenzie.
Tina Northover, founder and impact entrepreneur, Potent Sapiens, agrees with Bullard and says: “I want more AF options so that I feel like a valued attendee, rather than an outsider. I also think having a more appealing variety of AF drinks would encourage those who are sober curious to try something non-alcoholic. It also supports with networking, as not drinking is more conducive to authentic connections.”
Despite this stance, Northover stresses that it’s ultimately down to preference: “Whilst I choose not to drink, I don’t have an issue with other people drinking. Everyone can make their own choice.”
But what exactly are clients looking for when it comes to non-alcoholic beverages? “They are looking for better alternatives, like sparkling for the welcome reception,” says Priya Narain, event sales manager, KERB Events.
“Clients want non-alcoholic cocktails (mocktails) and non-alcoholic wine options too,” says Taylor Coulson, general manager, The Zebra Riding Club. “We are also being asked for non-alcoholic beer,” adds Stephan Trockle, co-founder, Lumiere London.
Cressida Lawlor, bar supervisor, Sexy Fish, has also seen the same requests and explains why: “AF drinks is something I hear from guests mainly in the daytime, but also in the evening. This is because people are looking after their physical and mental health, alcohol doesn’t always have redeeming qualities if you can’t exercise in moderation.”
It’s no longer enough to provide juice alternatives according to Northover. “It’s uninspiring and shows that no consideration has gone into refreshments for AF attendees. This is a massive mistake, as the number of AF attendees will only increase in the future.
“An array of tasty adult alternatives to alcohol should be as readily available in the same way as food is, in terms of vegetarian and vegan options,” she adds.
Refining options and packages
So, how have the panel of eventprofs adapted to this growing change?
“As a catering company, we are taking the steps to make our drink package more inclusive, so the standard BWS package will include AF beers. There are so many people that are opting for an AF lifestyle. For a seated dinner I have coming up I have asked the organiser to include alcohol as a dietary requirement,” Narain reveals.
At Sexy Fish, it has three to four non-alcoholic drinks on its main menu. “They are set out in the same way as our cocktails, with details about the drinks/the ingredients. They are included so it feels like you’re just picking an ordering of the menu. We can also offer non-alcoholic alternatives like mojitos etc if asked,” says Lawlor.
Similarly, Coulson is making the same inclusive changes. “I always improve and change up my cocktail list and I ensure we have non-alcoholic beers.”
Alcoholic-free beverages is clearly a growing need in the industry. For example, The Offy by Club Soda, a non-alcoholic off licence pop-up, stocks 343 products from 101 brands and this year’s International Wine and Spirits Competition Alternate Drink Awards saw 270 medals awarded in the category. The products are clearly available and abundant on the market.
There are also many benefits to having an impressive range of AF drinks at events; attendees won’t feel pressured to drink, sober attendees will feel included and you will less likely face alcohol-related issues whilst productivity and ROI increases.
When we cater to everyone, we ensure everyone has a positive experience.
Events are for people, so we must cater to all. It’s not about taking away the alcohol but ensuring better AF options are available to improve everyone’s experience.
