When Alex Jump began bartending more than a decade ago, customers weren’t regularly ordering non-alcoholic cocktails and beers. It wasn’t because of a lack of interest, though, she believes, but rather because of a lack of menu options.
Until recently, NA offerings weren’t widely available at bars. But that’s changing both in response to shifts in consumers’ drinking habits and broader education about no- and low-ABV products, categories that continue to grow. Gone are the days when folks who wanted a sober beverage needed to settle for something from the soda gun. Bars and restaurants, including fine dining establishments, now offer robust menus of NA cocktails, alcohol-free beers that stand up to the real thing, and even tasting menus that substitute traditional wine pairings for NA beverages.
“The thing you’re seeing and that is overdue is more sophisticated versions of non-alcoholic drinks. So rather than calling everything a virgin-something, we’re really starting to see the craft cocktail movement embrace non-alc,” said Jump, a celebrated local mixologist who served as the bar manager at the local Death & Co. in Denver for four years.
Jump is a leader in this space. This summer, she was named the Best U.S. Bar Mentor at the Spirited Awards, part of the prestigious Tales of the Cocktail conference in New Orleans, for her “unwavering efforts to prioritize health and wellness in the hospitality industry.”
Jump does that, in part, through Focus on Health, an organization she co-founded in 2020 that offers services to help enrich the lives of hospitality workers, from mentorship and scholarship programs to harm reduction training, non-alcoholic beverage consulting and even run clubs.
One of its initiatives is the Low/No Tour, a traveling pop-up series that educates bartenders on non-alcoholic products, how they’re made, and how they work in recipes. Education also gets put into practice in each city when the pop-up opens to the public and serves original no- and low-ABV cocktails. Proceeds from the events support other nonprofits in the space.
Started in 2023, inspiration for the No/Low Tour came from Jump and her partners’ desire to create more inclusive spaces within the hospitality sector – and not just for customers. The tour annually travels to about a half-dozen U.S. cities and coincides with other industry events, like Tales of Cocktail and Portland Cocktail Week, offering professionals an alternative to boozy bacchanalia.
“There are people in our industry who do not drink or do not want to drink as much, and we’re not creating opportunities for them to thrive when doing these big events,” Jump said.
Plus, the more bartenders become knowledgeable about non-alcoholic spirits and RTDs, the more options customers will have when they belly up. One that’s trending as of late is the multi-course tasting menu paired non-alcoholic beverages instead of wine.
In May, Jump collaborated with Denver restaurant Koko Ni on a seven-course dinner in which each dish featured a pairing from one of three different NA brands. For example, the restaurant served a flatiron steak and mushroom entree with a cocktail blending Three Spirit Nightcap NA elixir, marigold, chicory and beet. The asparagus appetizer came alongside a libation made with sencha tea, yuzu and Mahala, a botanical NA spirit.
Hansel Morales, Koko Ni’s beverage manager, and Jarmel Doss, beverage director for its parent company FAM Hospitality, developed the recipes for the non-alcoholic pairings. Much like a wine pairing, they sought to create profiles that both complemented and contrasted the food. They also wanted to hit flavors and textures that represented the ingenuity of alcoholic cocktails.
“We also had this intention that non-alcoholic (drinks) are not just sodas and juices. People want something that is lower sugar content, that feels more sophisticated and more elegant,” Morales said.
Koko Ni often partners with local breweries and distilleries on dinner pairings, and Morales hopes to do more NA ones soon, too. The demand is clearly there. Most stats point to Gen Z, which drinks less than its predecessors, but Jump said the majority of people who indulge in NA offerings also still consume alcoholic beverages — as much as 78%, she said citing proprietary data collected for the NA brand Ritual.
“If you’re a tasting restaurant and you’re offering pairings, but not non-alcoholic pairings, you’re just leaving money on the table,” Jump said.
While fine dining restaurants and upscale bars are currently leading the way, she hopes to see non-alcoholic drinks become menu mainstays because it makes good business sense. With an ever-growing inventory of products to choose from, including ready-to-drink cocktails, it’s never been easier to integrate into a bar program.
“Fifteen years ago, you couldn’t go to every bar and ask for a Last Word,” she said about the gin-based cocktail that has become popular in recent years. “You could argue 10 years from now, you go in anywhere and ask for a non-alcoholic Last Word.”
