The trend of non-alcoholic consumption in bars
In recent years, the way we drink outside the home has changed. More and more customers are entering a bar asking for something more than "the usual," but a creative, tasty, and perhaps even Instagrammable non-alcoholic beverage. The growing focus on wellness, combined with the desire to try new flavors, has made mocktails a major player. It's not just a passing fad: it's a cultural shift, especially among the younger generations.
According to a study cited by Wine Dharma , 37% of Generation Z (born between 1997 and 2012) choose non-alcoholic drinks, a figure 7% higher than the national average. Twenty-nine percent instead opt for low-alcohol options such as 0% beers or "light cocktails."
And it's not just an Italian trend. The global non-alcoholic beverage market is booming and could exceed $40 billion by 2025. Italy is also seeing significant growth: the soft drinks sector is worth approximately €5 billion and employs over 84,000 people.
Consumption habits: generation by generation
Understanding how and what people drink, depending on their age, is crucial for a bar that wants to stay relevant. Here's a snapshot of the most common habits:
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Generation Z: less alcohol, more style. They love aesthetics, natural flavors, and appreciate drinks that tell a story. Cocktails must be beautiful to photograph and delicious to drink.
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Millennials: curious by nature, they're the ideal target for innovative cocktails, exotic spices, and new experiences. They're the first to try something new.
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Generation X: loyal to tradition but with taste. They prefer a good wine or craft beer, perhaps in a relaxed atmosphere.
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Baby boomers: they appreciate certainties. Quality and service are important to them. They often choose classics, but they can be surprised if treated with care.
What can a bar do? Strategies tailored to each generation
A modern bar can no longer offer a single menu. Differentiated experiences are needed, designed to engage with different audiences. Here are some practical tips:
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For Gen Z: focus on colorful mocktails, organic ingredients, and creative naming. Consider hands-on mixology events and curated playlists.
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For Millennials: Create a dynamic, frequently updated menu. Include international ingredients, storytelling in the menu, and seasonal drinks.
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For Gen X: Invest in comfort and quality. Offer refined beer or wine selections and create a pleasant environment, including acoustics.
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For Baby Boomers: enhance table service and offer signature drinks. Add live events and cultural moments for a complete experience.
Conclusion
Non-alcoholic beverages are no longer a niche market, but a real opportunity to reinvent the identity of Italian bars. Knowing your audience, speaking their language, and offering quality alternatives is now key to building customer loyalty among customers of all ages. In a world where choices are often made with a smartphone in hand, knowing how to offer the right drink can really make a difference.