by MELISSA DOWLING

he sober curious movement continued to gain strength over the past year , thanks largely to interest from younger generations . For example , 61 % percent of Gen Zers said they plan to cut back on their alcohol consumption this year , compared to 40 % who said they planned to drink less in 2023 , according to surveys commissioned by retail purchase data provider NCSolutions .

Nearly half ( 49 %) of Millennials surveyed said they would drink less in 2024 , an increase of 26 % from 2023 . And overall , 41 % of all Americans plan to drink less in 2024 , up from 34 % the year before .

As consumers seek delicious alcohol-free options year round as part of

a move towards moderation , the industry is leaving money on the table by not catering for this consumer demand year round , says Dan Gasper , CEO / founder of Los Angeles-based independent drinks accelerator The Ardent Co .

“ The restaurant industry has done a much better job than bars and retailers at trading guests up from a water to a delicious alcohol-free offering and is reaping the benefits ,” Gasper says . “ Consumers deserve great tasting , alcohol-free drinks and a range of options when they are not drinking .”

Putting the same care and attention into the spirit-free offerings reaps financial and societal benefits , he adds . “ It shouldn ’ t so hard to find delicious drinks if you ’ re not drinking .”

ON THE WAGON AND SEMI-STRONG POURS

KYU restaurant , with locations in New York , Miami and Las Vegas , has seen low-ABV and zero-proof cocktails become increasingly popular . The Asian-inspired , wood-fired concept has offered an “ On The Wagon ” nonalcoholic cocktail menu , inspired by sober corporate executive chef Chris Arellanes , since 2022 .

The lineup includes the Hickory Chicory Doc , a hot take on a no- ABV Espresso Martini , made with Lyre ’ s coffee , Lyre ’ s orange , chickory , pomelo and vanilla cold brew and vanilla syrup ; The Purple Grenade , made with pomegranate , aloe , apple cider vinegar , lime and soda ; and the Classy & Fabulous , a brunch-friendly option made with cold brew , coconut cream , coconut milk and toasted coconut . On The Wagon drinks range in price from $ 12 to $ 14 depending on location . Foundation Social Eatery in Alpharetta , GA , offers three no-ABV cocktails : The Grey Fox with Earl Grey tea , blood orange oleo saccharum , egg white , tonic and thyme ; the Phony Negroni , with St Agrestis non-alcoholic Negroni and orange ;

of Gen Zers said they plan to cut back on their alcohol consumption this year .

Loews Hotels & Co . debuted its Free Spirited by Loews Hotels program this past spring .

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