Sober Curious! Hyatt unveils zero proof beverage programme in response to travellers’ demand

Hospitality major Hyatt has now introduced a new beverage programme that brings dedicated zero proof beverage options to several US hotels. Dubbed Zero Proof, Zero Judgment, the roll out of both new menus and colleague seminars aims to meet a growing demand from consumers who want to imbibe creative, taste-driven cocktails without the alcohol.

Using products from leading liquor replacement Ritual Zero Proof and carbonated mixer supplier Fever-Tree, Hyatt’s creative beverage approach comes as nearly 50% of travelers said they’re likely to choose a non-alcoholic beverage over a beer or cocktail, according to Hyatt Travel Pulse, October 2021.

With the rise of the “Sober Curious” movement and upcoming, widely popular Dry January, Zero Proof, Zero Judgment launches as consumers are looking to be more intentional about their alcohol consumption. This program was inspired by sober bar manager Anna Welker of Topside at Hotel Revival Baltimore who launched a local zero proof cocktail menu following a successful Dry January menu in January 2020 to ensure non-drinkers visiting the hotel, like herself, were met with understanding and a variety of delicious beverage options.

In conjunction with this new beverage programme, Hyatt is introducing virtual seminars for restaurant, bar and event colleagues at several properties to start. Focused on destigmatizing the conversation around mental health in the service industry and highlighting tools for creating a more mindful, considerate work environment, seminars will be led by Spirits Educator, Licensed Professional Counselor and Founder of Healthy Pour, Laura Green, MEd, LPC.

Hyatt is excited to be amongst the growing number of hospitality companies meeting consumer demand for options while also investing in the mental health of their hospitality teams. I would be happy to connect you with our sober bar manager Anna, or one of beverage leaders at Hyatt for an interview.