In response to the fact that consumers' alcohol consumption habits and drinking preferences are changing, Hyatt launched the zero-proof beverage program called Zero Proof, Zero Judgment. Fueled by Ritual Zero Proof and Fever-Tree products, this program shares spirit-free beverages at hotels around the United States.
This program, which launched in August 2021, acknowledges that 52% of Americans are actively trying to drink less alcohol and 50% of travelers surveyed in October 2021 said they’re likely to choose a non-alcoholic beverage over a beer or cocktail, based on insights from Hyatt and other research experts.
This new program sharing sophisticated beverages promises to appeal to a wide range of adults, especially heading into a new calendar year that kicks off with Dry January.
Zero-Proof Beverage Programs
Hyatt's New Program Shares Sophisticated Spirit-Free Beverages
Trend Themes
1. Spirit-free Beverages - The trend towards non-alcoholic or low-alcohol beverages is growing and presents opportunities for companies to create sophisticated zero-proof options.
2. Zero Proof Programs - More businesses are recognizing the growing demand for non-alcoholic options and creating their own zero-proof beverage programs to cater to this market.
3. Health & Wellness - As consumers continue to prioritize health and wellness, the demand for non-alcoholic beverage options will likely continue to grow and disrupt traditional alcoholic beverage industries.
Industry Implications
1. Hospitality - Hotels, restaurants and bars can create zero-proof programs to appeal to consumers’ changing alcohol consumption habits and drinking preferences.
2. Beverage - Companies can create innovative non-alcoholic or low-alcohol beverages to cater to consumers who are looking for sophisticated zero-proof options.
3. Wellness - The health and wellness industry can create non-alcoholic beverages that focus on health benefits associated with natural ingredients and/or a lower alcohol content.