‘Too often, the non-alc offering feels like an afterthought—or worse, an obligation’

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By Jennifer Glatt | for Mint Pillow

As more travelers embrace wellness-focused lifestyles, the demand for sophisticated, non-alcoholic options is climbing. Victoria Watters, co-founder of Dry Atlas, a media company focused on alcohol alternatives, is at the forefront of the movement championing elevated alcohol-free experiences.

Wondering how your hotel can support sober and sober-curious travelers? She shares her insights on what guests are really looking for and why thoughtful beverage programming is becoming a key part of the modern hospitality playbook.

What are some common myths about the non-alc lifestyle, and how is Dry Atlas helping shift the narrative?
 
One big myth is that it’s all or nothing. In fact, 93% of non-alc spirit, wine and beer consumers also consume alcohol. Consumers will often switch between alc and non-alc beverages, even within the same drinking occasion. So, for hotels, providing a range of options is key to maximizing revenue.
 
At Dry Atlas, we’re helping shift the narrative by treating alcohol alternatives as a category worthy of serious consideration. We track industry trends, write about new products with depth and context, and help decision makers across hospitality, retail and the broader beverage industry better understand how to respond to this wave of non-alc interest.
 
Is the rise in non-alc interest more about wellness, lifestyle, inclusivity—or a bit of everything?
 
That’s another myth: that non-alc consumers are all on a health kick. Some consumers are certainly driven by health goals—mental clarity, better sleep, hormone balance, etc. But while wellness drives a lot of interest in the category, the real landscape is more nuanced.
 
Some consumers are rethinking what socializing needs to look like. For others, alcohol alternatives simply provide an exciting set of new flavors to explore. Not everything in this category replicates traditional alcoholic drinks. In fact, novel formulations are on the rise, and boutique brands with unique, complex flavor profiles—with no alcohol reference points—are gaining traction.
 
How can hotels move beyond just a token mocktail to create a better non-alc experience?
 
Step one is recognizing that non-alc guests aren’t looking for a sugar bomb in a fancy glass! They want complexity and intention. I recommend that hotels go beyond simply in-house concoctions and start incorporating non-alc spirits, aperitifs, wine alternatives, etc. on their menus. They also command a much higher price point.
 
Where do you see hotels missing the mark with sober or sober-curious guests?
 
Too often, the non-alc offering feels like an afterthought—or worse, an obligation. A $600-a-night hotel with just a Shirley Temple on the menu sends a message: “We didn’t think of you.” That’s not just bad hospitality. It’s a missed revenue opportunity.
 
Hotels also miss the mark by assuming non-alc is a temporary or seasonal fad. The sober-curious crowd isn’t just looking for Dry January perks. They’re looking for year-round hospitality that meets them where they are.
 
What non-alc trends should hotels be paying attention to right now?
Three big ones:
 
Premiumization—Guests now expect the same craft, care and price point in a non-alc cocktail as they do in an alcoholic one. Quality matters more than ever.

Functional ingredients—Think adaptogens, nootropics [substances that enhance cognitive functions such as memory, focus and attention] and botanicals. Some non-alc consumers are looking for their beverages to make them “feel something.”

Non-alc wine and beer upgrades—These categories have quietly leveled up. Hotels that curate great by-the-glass options will stand out.
 
Ultimately, hotels should view non-alc not as a box to check, but as a new frontier for hospitality. The demand is real and growing.

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