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
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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.
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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.
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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
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Hospitality — Hotels, restaurants and bars can create zero-proof programs to appeal to consumers’ changing alcohol consumption habits and drinking preferences.
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Beverage — Companies can create innovative non-alcoholic or low-alcohol beverages to cater to consumers who are looking for sophisticated zero-proof options.
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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.