Signature Cocktails in the Age of the Sober Curious Movement

I’m planning events for the Fall, and this year, I’m considering Signature Cocktails—and, signature mocktails.

I polled my LinkedIn audience about their favorite liquor for a signature cocktail/limited bar menu event. Overwhelmingly, the answer was Vodka, followed by Whiskey and Tequila. In an open bar that serves beer, wine and a signature drink, a vodka-based beverage seems to be the winner—though I’d recommend polling your audience or looking at your previous bar tabs to see what was purchased the most.

Besides being crowdpleasers, both vodka and tequila beverages are easy to make into ‘virgin’ drinks, or what we now call ‘mocktails.’

I hadn’t offered a signature mocktail at an event yet, but as someone who has not drank alcohol in almost 2 years, I am always looking for something besides the club soda with lime I am normally carrying at events. So, I decided to look into the option of adding it to our bar package.

The sober curious movement has an incredible amount of momentum, and it’s having an effect on the hospitality industry as a whole. Depending on my Client demographic, I’m definitely seeing the changes in bills at the bar.

In 2024, 61% of Gen Zers said they planned to reduce their alcohol intake, compared to just 40% in 2023. Millennials are also becoming increasingly sober curious, with the survey finding that nearly half of respondents in this cohort said they planned to drink less in 2024 — a 26% year-over-year increase. (Source)

As event organizers who design experiences for people across generations and demographics, we need to understand the implications of generational behaviors on our events. From the legalization of cannabis and CBD beverages in some states, to the trend away from open bars and drinking altogether, to the Secret Lives of Mormon Wives’ trend of daily 44-oz fancy soda, there are many ways to incorporate a sober-curious experience into your networking event.

The two easiest and most requested mocktails, at least in my circles, are a non-alcoholic mojito (a lot of work on a large scale) and a non-alcoholic margarita (easier to batch-create), but taking a look at the cocktail menu of your venue or restaurant partner is a great way to get started in creating your own experience for your guests.

If you’re looking for a done-for-you solution, the Phony Negroni and Seedlip products are a great place to start.