# Zero-Proof Beverage Programs Hyatt's New Program Shares Sophisticated Spirit-Free Beverages By Laura McQuarrie | Published 2021-12-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/zero-proof-beverage-program References: [businesswire](https://www.businesswire.com/news/home/20211206005774/en)  In response to the fact that consumers' alcohol consumption habits and drinking preferences are changing, [Hyatt](https://www.trendhunter.com/trends/skyline-spin) launched the zero-proof beverage program called Zero Proof, Zero Judgment. Fueled by [Ritual Zero Proof](https://www.trendhunter.com/trends/ritual-zero-proof-aperitif-alternative) and [Fever-Tree](https://www.trendhunter.com/trends/fevertrees) 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. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 14% | Activity: 34% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **Hospitality:** Hotels, restaurants and bars can create zero-proof programs to appeal to consumers’ changing alcohol consumption habits and drinking preferences. - **Beverage:** Companies can create innovative non-alcoholic or low-alcohol beverages to cater to consumers who are looking for sophisticated zero-proof options. - **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. ## Related on Trend Hunter - [Dry January Drink Menus](https://www.trendhunter.com/trends/hopdoddy-burger-bar.md) - [Non-Alcoholic Mixology Programs](https://www.trendhunter.com/trends/seabourn.md) - [Mindful Cocktail Menus](https://www.trendhunter.com/trends/free-spirited-by-loews-hotels.md) - [Refreshing Aperitif Alternatives](https://www.trendhunter.com/trends/ritual-zero-proof-aperitif-alternative.md) - [Zero-Proof Cocktail Kits](https://www.trendhunter.com/trends/zeroproof-cocktail-kit.md) - [Zero-Proof Botanical Drinks](https://www.trendhunter.com/trends/proteau.md) - [Zero-Proof Catering Companies](https://www.trendhunter.com/trends/zero-proof-catering.md) - [Adaptogenic Craft Mocktails](https://www.trendhunter.com/trends/zero-proof-by-recess.md) - [Curated Alcohol-Free Alternatives](https://www.trendhunter.com/trends/house-of-00.md)