Molly Fienning, Co-Founder & Director of Business, Sipland

Katherine A. LaMacchia, managing director of corporate events at Baird, now cringes that she didn’t take more seriously a colleague’s suggestion years ago to incorporate non-alcoholic drinks into the company’s programming.

Today, more and more planners, including LaMacchia, are swiftly adapting to a shift in alcohol consumption across the country. Water and soda are no longer good enough as alternatives. There is a clear demand for options that maintain an event’s festive mood without the booze.

“As an industry that’s striving for inclusion in our event design, this is just another key component to keep in mind,” says LaMacchia.

This is not an industry-specific trend but rather a general change in behavior that may change the very nature of how attendees and, thus planners, view events.

A new Gallup poll found that the percentage of U.S. adults who say they consume alcohol has fallen to 54%, the lowest since the organization began tracking drinking consumption in 1939. Statistics from the National Institute on Drug Abuse indicate Generation Z members, not long removed from their college days, are less interested in alcohol than their older counterparts.

“There’s a real reckoning coming with alcohol,” predicts Dan Berger, founder and CEO of Assemble Hospitality Group, a corporate retreat setting opening in November 2025 in Boise, ID. “There’s no question that the F&B world is definitely having to adjust.”

Is the Industry Ready for N/A Events?

The timing of the drop of alcohol consumption appears tied to the increased interest in health and wellness. Morning runs and yoga sessions were just the start of a shift toward holding more productive meetings.

Dietary concerns, including higher numbers of vegan/vegetarian and gluten-free attendees, are now consciously factored into event menus. Spa treatments and music and lighting therapies are other activations born out of the desire to bring out the best in individuals looking to do business during face-to-face meetings.

David Stevens, a self-described “Wellness Architect” at Olympian Meetings, is here for all of it. While he is a fitness fanatic, Stevens is more tempered in his expectations for the meetings industry.

Asked if the events industry is ready for non-alcoholic gatherings, he responds: “Oh, it’s overdue, but we’re not ready for it.”

Stevens may be correct, but signs are suggesting changes are ahead.

Since opening in 2024 in Charleston, SC, Sipland, a consulting agency for clients interested in the no-, low-, and alt-alcohol market, has partnered with chefs, hotels and global brands to design bars, menus and activations, says Molly Fienning, the company’s co-founder and director of business.

According to Sipland’s website, the industry for low and non-alcoholic drinks has reached $13 billion and is expected to grow by 7% annually through 2027.

“Non-alcohol is no longer a side note; it’s a movement reshaping hospitality,” says Fienning. “By offering thoughtful N/A options, you’re not only serving non-drinkers — you’re future-proofing your event, aligning with wellness culture, and expanding what celebration can mean.”

The Estancia La Jolla Hotel & Spa in San Diego, CA has a zero-proof cocktail and elixir bar. Photo courtesy of ELJ Photography By Renato

Sobering Facts

While the old joke is that non-alcoholic meetings are known as breakfast and lunch, there are a few notable examples of dry events.

Outdoor events, such as summer festivals, must be sensitive to hydration needs of their attendees and risks of unruly behavior. Both are considerations but can take on different forms at business events, including financial and insurance company meetings.

After-hours activities with alcohol readily available carry with them increased chances for innocent flirting to quickly escalate into inappropriate actions, which became one of the major themes of the #metoo movement.

A 2022 study from the Anti-Trafficking Review, a human rights-based organization, confirmed the connection between illicit substances and human trafficking, an ongoing challenge for hotels and event organizers.

Berger, who famously founded Social Tables in 2011, says alcohol and events shouldn’t mix. “If we’re there to do business, then why are we doing something that leads to mistakes, regrettable choices, inappropriate behavior and potential HR violations?” he asks rhetorically.

He adds it’s time for events to take the lead in addressing the perils of drinking alcohol.  “Our industry should be setting the standard,” says Berger. “If event planners are not going to push the envelope, who is going to push the envelope? Events are where trends are set.”

Stevens isn’t adamant about banning booze from business meetings, but notes its common knowledge that attendees function poorly after a night at the bar. “You get poor sleep when you drink — everyone knows it,” says Stevens, explaining liquor impedes a person’s melatonin production, which causes worse sleep.

Tired attendees don’t think as clearly and have trouble paying attention during meetings and sessions, adds Fienning. “Guests can stay later, remember conversations and wake up the next morning ready to go,” she says.

Merriweather Mulé, CFP, CDFA, FCEP, a senior wealth advisor at Beacon Pointe who plans client networking and education events in Charleston, SC ties healthier choices with long-term financial gain.

“Health is wealth,” she says. “When you prioritize our physical and mental well-being, you show up sharper day-to-day, you are able to enjoy your wealth in a more meaningful way, and you are able to leave a legacy that is impactful.”

What Is Sober Curious?

Amid the drop in alcohol consumption is a growing “sober curious” movement. Perhaps most commonly manifested as “Dryuary,” a challenge to forgo alcohol for the first month of a new year, sober-curious individuals have not necessarily given up on booze but are going without alcohol more commonly.

In many ways, that’s where the events industry stands.

Planners like Mulé, who has been inspired by her 40th birthday to adopt a healthier lifestyle, are trying to strike a balance between accustomed practices and encouraging well-being.

“The scope of what I’ve introduced is limited versus what I would like to do,” adds Mulé.

Kristofer Carlson, area managing director of Aimbridge Hospitality, the management company for the Sheraton Grand Nashville Downtown, recently saw a glimpse of what could be the future of meetings. Chick-fil-A, which does not serve alcohol at corporate events, hosted a large-scale program in Nashville, including a full buyout of Broadway and multiple hotels.

“Experiences like that signal a real openness to shifting traditions and embracing new ways of gathering,” says Carlson. “We absolutely see a future, sooner rather than later, where alcohol-free corporate events become more common.”

Estancia La Jolla Hotel & Spa in San Diego has not yet hosted an exclusively alcohol-free event but is prepared for when that day arrives, says David Thurgood, the hotel’s director of Food & Beverage. The property introduced one of San Diego’s first zero-proof cocktail and elixir bars: The Remedy Lounge, which is a holistic wellness experience. The menu includes beverages made with herbs, florals and adaptogens that are paired with nutrient-rich dishes.

“It’s not just about sipping a beverage — it’s about enjoying a restorative, mind-body experience that blends mixology, holistic wellness and nature,” says Thurgood.

Sipland has created non-alcoholic bars at the Estelle Colored Glass opening in Charleston and helped craft the idea and execution of the City of Boston’s Notoberfest, the world’s first non-alcoholic Oktoberfest, among other events.

Avital Ungar, owner of Avital Food & Drink Experiences, is making her niche in the N/A field by diving deep into the fine water industry. Ungar is in the small pool of certified water sommeliers, a designation popularized by author and beverage consultant Martin Riese.

Avital Food & Drink Experiences hosts and assists with events in 12 cities, including San Francisco (where Ungar is based) and Washington, D.C. Her clients include technology companies out west and financial institutions on the East Coast.

Among the company’s most popular activations is a tasting bar featuring natural spring water from Norway, Spain, Australia and elsewhere across the world. You’ll never think of water the same way after the experience, Ungar says.

“We curate a tasting so that any person can taste the difference,” says Ungar. “It’s not like when you go to a wine tasting where you try to taste the difference between two different Cabs from Napa Valley.”

Besides the novelty of trying fine water, the experience has the benefit of being one of the most inclusionary offerings in the events industry. “There are no allergies to water,” Ungar says. “It’s the one thing where literally everybody can participate.”

Sipland created a no-alcohol bar for The Dunlin’s Visiting Master event at The Dunlin’s serene Aster Spa.

Spirit of Innovation

LaMacchia is in the camp that believes too many attendees expect access to wine, beer and cocktails to do away with them, but enjoys the creative process of addressing a new demand. “It could be really fun to reinvent the night without [cocktails],” she says.

That said, a change in F&B mentality could change an attendee’s entire event experience. Sober curious and non-drinkers will appreciate a greater variety of interesting drinks, and recovering alcoholics might find a sense of relief.

Berger, who is in a 12-step program, says a common meeting-within-a-meeting is a gathering “Friends of Bill W,” named for the co-founder of Alcoholics Anonymous. His retreat center will include information for AA meetings, he notes. Even a non-alcoholic version of a beer or liquor could be a temptation for recovering alcoholics, adds Stevens.

By presenting clear zero-proof choices throughout an event, it creates a joint experience, says LaMacchia. Having high-quality options avoids “‘othering’ — the same way we try to do with dietary restrictions,” she says.

Carlson says the positive effects can be the same of a drink with or without the alcohol. “A zero-proof drink can still create that same sense of connection. It’s more about the experience of sharing a beverage than the alcohol itself,” says Carlson.

Fienning adds planners who go a non-alcoholic route won’t be sacrificing on quality or price. Many mocktails or soft cocktails (the right nomenclature is still up for debate) cost as much as a hard drink due to the ingredients and effort involved.

“Craft N/A is not just juice in a glass,” Fienning says. “You’re paying for quality and experience, not just ABV [Alcohol by Volume]. I personally want to pay that premium to have a well-created, fresh non-alcoholic cocktail vs another (cheaper) soda water with lime at a party.”

Fienning says some of Sipland’s top hits thus far include:

• Tomato Water Martini (spirit-free with Seedlip): “Clean, savory, stunning.”
• Palmetto Paloma (with Almave N/A Tequila): “Tart, tropical, perfectly adult.”
• La Dolce Vita (with Kolonne Null sparkling Cuvee blanc): “Fizzy, bitter-sweet, very Italian summer.”

Thurgood says some corporate groups are treating non-alcoholic drinks as they would cocktails, aligning them with the goal of a meeting. “One example that stands out is a group that requested a signature mocktail featuring their personalized logo and color scheme,” says Thurgood. “The presentation captivated attendees, and their excitement when tasting the beverage made it clear how much impact a thoughtfully crafted zero-proof drink can have.”

One option to accommodate all tastes is to feature a non-alcoholic featured drink and allow the option to “spike” it per an attendee’s request, Fienning says.

Stevens suggests starting small and testing messaging. For instance, planners can add a dry Happy Hour to the agenda and position it as a nod to wellness.

While a backlash such as the one DEI is experiencing is possible, Thurgood believes non-alcoholic drinks will become more prominent over time.

“Like any cultural shift, there will always be mixed reactions, and some attendees may initially be skeptical,” Thurgood says. “That said, I believe zero-proof drinks foster inclusivity, allowing all participants to enjoy an elevated experience and feel fully part of the event, regardless of their choice to drink alcohol. I&FMM