CEO’s Corner: Opinion on Smart Meetings “Reimagining the Reception: Trends in Alcohol Consumption”

CEO & Founder of Epic Events, Sarah Martin

The recent article from Smart Meetings, “Reimagining the Reception: Trends in Alcohol Consumption,” by Sara Robertson highlights a significant shift in event planning: the growing preference for non-alcoholic beverages among attendees. This trend of non-alcoholic event trends and inclusive hospitality is not merely a fleeting fad but reflects a broader societal movement toward health and wellness, especially among younger demographics.

As an event planner for the last 25 years, I have not only observed this shift firsthand but have also gone on my own personal journey in questioning my relationship with alcohol. Approximately five years ago, I made the decision to stop drinking entirely. At the time, it was a deeply personal choice—one that required reflection, honesty, and a willingness to challenge societal norms. What I didn’t anticipate was just how impactful this decision would be, not only for my personal well-being but also for how I approach event planning.

In the years since, I’ve become acutely aware of how embedded alcohol is in social and professional settings. I’ve also recognized the limited options available for those who, like me, choose not to drink—many of which are either uninspired or laden with sugar and caffeine. That realization fueled my passion for ensuring that events I produce provide high-quality alternatives that feel just as special and celebratory as traditional cocktails. My journey has reinforced the idea that true hospitality isn’t about offering what has always been expected; it’s about creating experiences where every guest feels seen, valued, and included.

The Evolution of Hospitality

Historically, serving alcohol at events has been synonymous with generosity and celebration. However, the essence of hospitality is evolving to align with attendees’ changing preferences. With a notable decline in alcohol consumption—driven by health considerations and wellness trends—event planners must adapt to ensure inclusivity and attendee satisfaction.

The statistics are telling. A 2024 Gallup poll indicates that 45% of Americans believe consuming one or two alcoholic drinks daily is detrimental to health, a 6% increase from the previous year. This sentiment is even more pronounced among young adults, with only 59% reporting alcohol consumption, down from 70% in the early 2000s. Such data underscores the importance of reimagining event offerings to cater to a more health-conscious audience.

Elevating the Non-Alcoholic Experience

Non-alcoholic event trends and inclusive hospitality can incorporate high-quality non-alcoholic options, such as mocktails crafted with premium ingredients, can enhance the attendee experience. Priyanka and Chirasmita Kompella, co-founders of Zero Proofed, emphasize the need for diverse and well-balanced alcohol-free beverages. By doing so, event planners can create an inclusive environment where all attendees feel valued and catered to.

Beyond beverages, the article suggests rethinking event design to foster genuine connections without relying on alcohol-induced disinhibition. Jacques Martiquet, known as The Party Scientist, advocates for activities that promote oxytocin release—the hormone responsible for social bonding—through engaging and interactive experiences. This approach not only enhances attendee engagement but also aligns with the wellness-oriented preferences of modern audiences.

The Future of Events

For me, this is more than a trend—it’s a movement. My decision to step away from alcohol has deepened my commitment to crafting experiences that bring people together in meaningful ways. I want the events I produce to be spaces where every guest—whether they drink or not—feels included, engaged, and excited about their experience.

By embracing this shift, event planners can demonstrate adaptability and a commitment to attendee well-being. The future of events isn’t about eliminating alcohol but about expanding the definition of celebration. If we do it right, we create spaces where everyone, regardless of their choice of beverage, feels like they truly belong.

Sarah Martin
CEO & Founder
Experience Epic Events

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