In the last few years, drinking habits in Ireland have been changing, and a ‘mindful drinking movement’ has taken off. Initiatives like “Dry January” and “Sober October”, encouraging participants to abstain from alcohol for a month, have introduced a new era of ‘sober curiosity.’ This trend sees people taking a more mindful approach to their alcohol consumption, reflecting broader shifts in health and wellness priorities.
Where once non-drinkers might have settled for a fizzy drink or a glass of water on a night out, there’s now a huge variety of no- and low-alcohol beverages on the market. These include alcohol-free drinks with an ABV (alcohol by volume) of 0.05% or less and low-alcohol drinks with an ABV of 1.2% or less. In response, savvy Irish restaurants are adapting their offerings to meet this growing demand and capitalise on a long-term trend.
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The rise of alcohol-free beverages in Ireland
Alcohol-free beverages are gaining popularity among two key demographics: teetotallers and those who drink alcohol in moderation. According to Drinkaware, 59% of adults in Ireland consume alcohol at least once a week, but a growing number are making positive changes to their drinking habits. Gen Z is leading the way, with 54% of 18-24-year-olds expressing a desire to drink less often and 57% already implementing small positive changes.
Among those who do consume alcohol, moderation is becoming a lifestyle choice rather than a fleeting trend. This shift is evident across all age groups, driven by a focus on wellness, mental health, and mindfulness.
These changes have spurred growth in the no/low-alcohol segment of the Irish drinks market. While the overall alcohol market remains stable, the no/low category has experienced significant growth. According to NielsenIQ, no/low-alcohol drinks represented the only growth segment in the alcohol market during the 2021 Christmas period, with sales up 26% compared to the same period in the previous year.
Demand has spurred innovation from both established beverage companies and new challenger brands, and there’s an ever-expanding range of alcohol substitutes on offer. There’s even a World Alcohol-Free Awards, with categories ranging from the familiar (wine, beer, etc.) to newer offerings like ‘functionals’ – drinks containing wellness-aligned ingredients, such as CBD.
How Irish restaurants are adapting to the alcohol-free trend
A recent survey by Fáilte Ireland highlights the growing influence of alcohol-free options on dining habits in Ireland. Today, 40% of restaurant visits involve no alcohol consumption, and a notable proportion of diners report disappointment with the lack of appealing no/low-alcohol options on menus.
Irish hospitality venues are realising that meeting this demand is about inclusivity and boosting revenue. So, how can restaurants ensure they’re catering to this growing audience?
Menu innovations
Gone are the days when a couple of basic mocktails sufficed. To appeal to non-drinkers and those reducing their alcohol intake, restaurants should consider curating dedicated no/low-alcohol menus. These might include:
- Alcohol-free aperitifs to set the tone for the meal.
- Non-alcoholic wine pairings that complement your cuisine.
- Creative mocktails, from reimagined classics to unique concoctions that reflect your restaurant’s theme or Irish heritage.
For instance, consider incorporating Irish-inspired ingredients such as elderflower, rhubarb, or even Irish seaweed for a local twist. You might also explore wellness-enhancing elements like kombucha, turmeric, or echinacea, which align with the broader health-conscious trend.
For tips on setting up your kitchen to handle such menu expansions, explore our restaurant equipment checklist to ensure you’re fully prepared.
Staff training
Once you’ve developed your menu of alcohol-free options, the next step is onboarding your staff. Customers unfamiliar with alcohol-free options might need guidance, and knowledgeable staff can significantly enhance their experience.
The training for alcohol-free drinks should be as comprehensive as the training for their alcoholic counterparts. Ensure that staff know the ingredients, preparation methods and flavour profiles of each alcohol-free option. Give them the background on the production processes and encourage them to sample the drinks to speak genuinely to customers about the flavours and mouthfeel.
By investing in training, your staff can present your no/low-alcohol options with the same enthusiasm and expertise as traditional wines and classic cocktails. Ultimately, they will offer customers more choices and a more personalised dining experience, boosting customer satisfaction.
Pricing alcohol-free alternatives
Offering no- and low-alcohol drinks doesn’t just create a better customer experience—it can also boost your profits. These drinks are becoming more popular as people look for healthier and more inclusive options, making them an important part of your menu.
For example, if you encourage a customer to choose a low-ABV beer or cider instead of a soft drink, you can benefit from the higher profit margins these drinks typically offer.
The same goes for mocktails. When you put as much care into creating them as your cocktails—using quality ingredients, creative recipes, and a touch of showmanship—customers are often happy to pay a similar price. This enhances their experience and highlights the premium nature of your offerings. If you’re considering pricing your alcohol-free options competitively, read our guide on choosing the right pricing strategy for tips.
By treating alcohol-free options as high-quality, thoughtfully crafted choices, you can turn them into a standout part of your menu and a valuable source of revenue.
Preparing for the future of sober socialising
With the rise of sober socialising in Ireland, it’s clear that no/low-alcohol options are no longer a nice-to-have—they’re a necessity. Whether you’re starting a new restaurant, refreshing your existing offering or considering a pop-up restaurant, now is the time to invest in an alcohol-free strategy that includes:
- A diverse and innovative no/low-alcohol menu.
- Comprehensive staff training to promote these drinks.
- Pricing strategies that reflect the value and quality of alcohol-free options.
As the no/low-alcohol segment continues to grow and evolve, Irish restaurants that embrace this trend will position themselves for long-term success, delighting customers while driving incremental revenue.
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