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Why Non-Alcoholic Options at Events Matter

19th Feb 2025

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Championing Inclusivity: Why Non-Alcoholic Options at Events Matter

At KIN London, we believe that events should be a space where everyone feels included, comfortable, and catered for, no matter their preferences, dietary requirements or lifestyle choices. That’s why we are strong advocates for improving non-alcoholic drink options at events, ensuring that those who choose not to drink, or drink in moderation, have the same quality experience as those who do. Sober curiosity is on the rise, but why is the events industry slow to catch up?

The Changing Landscape of Drinking Habits

The demand for non-alcoholic beverages is growing rapidly. Data shows that more than 35% of attendees would choose a non-alcoholic drink at an event if it were readily available. However, the events industry has been slow to adapt, leaving non-drinkers with limited and uninspiring choices.

At a recent industry event hosted by Club Soda and Narmeen Kamran AIH, we had the chance to experience firsthand just how far the non-alcoholic drinks market has come. We sampled delicious alcohol-free wines and Prosecco from Thomson & Scott NOUGHTY and tried sophisticated, complex non-alcoholic spirits from Everleaf Drinks | B Corp. These are high-quality, carefully crafted beverages that deserve a place at every event bar.

Why Event Managers Should Take Notice

As event professionals, we already go to great lengths to accommodate dietary requirements, offering gluten-free, vegan, and allergen-friendly menus. So why wouldn’t we extend the same consideration to those who are T-total, sober-curious, or choosing to drink in moderation?

Some key reasons why non-alcoholic options need to be taken seriously:

🥂 Social Comfort & Inclusion – Many attendees prefer to hold a drink that allows them to blend in, rather than standing out with a soft drink that makes them feel different. People may be choosing not to drink for so many reasons, and they may not want to draw attention to it!

🍸 Reducing Social Pressure – When the only options are alcoholic drinks or uninspiring sodas, people may feel pressured to drink just to fit in. A better selection of alcohol-free options empowers attendees to make choices that suit them without feeling left out.

🍷 Enhancing the Guest Experience – The non-alcoholic drinks market has evolved significantly. It’s no longer just about Diet Coke or orange juice; now, alcohol-free options are just as premium, carefully crafted, and enjoyable as their alcoholic counterparts. The more you make your guests feel considered, the longer they will stay and the more they will enjoy your event!

Real Feedback from Our Clients

To put this to the test, we recently shared NOUGHTY alcohol-free wines and Prosecco with clients at our Galentine’s client night. The response was overwhelmingly positive! Many of them shared that they would happily choose a sophisticated alcohol-free drink at events if it were available – both those who do drink and those who don’t drink. However, with the current lack of choice, they often find themselves drinking more alcohol than they actually want to.

This feedback reinforces what we already suspected—if better options existed, demand would naturally follow.

A Call to Action for the Events Industry

With the growing trend of wellness and focus on mental and physical health, we have become increasingly aware of how exclusive many events can be when it comes to drinks. The responsibility to change this falls on all of us, event managers, organisers, caterers, venues, and suppliers.

At KIN London, we are committed to making this shift an industry standard. We encourage our fellow event professionals to rethink their drink offerings, explore the incredible alcohol-free options now available, and ensure that everyone at their events feels included and valued.

Are you ready to join us in making events more inclusive? Let’s raise a (non-alcoholic) glass to better choices and a more welcoming event industry for all!