There’s a significant shift happening in the A-Z of event speak. Once upon a time, alcohol was seen as an essential component of events. However, this is being overshadowed by Gen-Z (those up to 27 years old), who are increasingly shunning the boozy options. As delegate demographics get younger, their expectations now reflect a focus on health, wellbeing, and financial concerns, reshaping what constitutes a ‘good night out.’
Gen-Z, being the catalyst of this adjustment, is transforming the delegate package, dinner events, and awards season. Mindful drinking and the ‘NoLo’ (No and Low alcohol) movement prioritises taste over effect, leading to substantial growth for non-alcoholic drink producers and innovative ways of networking.
Although, the younger generation may have sparked the change, there has been a long-standing, underlying demand among older generations as well for greater consciousness of well-being and alcohol intake. Delegates increasingly expect quality low/no alcohol options at events, and a lack of appealing choices can negatively impact attendance and retention at post-event networking sessions. After all, there’s only so much fizzy drink and juice a person can enjoy during a 2-3 hour social gathering. Organisers and venues should prioritise quality alternatives, as this trend has spurred the rise of early week networking events. Even those who typically drink on weekends are proactively seeking low/no alcohol options during the week to stay fresh without compromising their overall experience.
Traditionally, quality low/no alcohol options meant higher costs to a venue, which were then eventually passed on to the organisers and event planners. However, the high demand for quality alternatives to alcohol has driven costs down, often making them more affordable than traditional alcoholic choices. Planners can now take advantage of this new reality by collaborating with locations that provide such substitutes, optimising event attendance throughout the week. Ultimately, this transformation enables cost-effective event planning, allowing organisers to schedule events earlier in the week with quality beverages at no extra charge, while also benefiting from lower rates for Monday networking events.
To put it simply, Friday drinks are a relic: remote work has become common, and drinking lost its association with success or a good time. Alcohol is no longer the key to sparking conversations, particularly for younger generations who are not afraid to be unapologetically themselves.
At 30 Euston Square, we’re witnessing a growing preference for well-crafted, limited-edition botanical mocktails at networking events. Coffees are becoming increasingly popular too, and there’s a big demand for our in-house alcohol-free sparkling alternatives to fine wine and champagne.
Gen-Z is driving a new food and drink agenda, introducing fresh thinking at events, and necessitating a change in approach for us as event hosts. The evolving food and drink trends are reshaping the industry as a whole, reflecting a broader move towards more inclusive and mindful options.
Are you adapting to these changing preferences? Embrace the change and cater to the evolving expectations of your clientele. At 30 Euston Square, we are ready to help you create memorable, inclusive events that resonate with all attendees.
