What Giving up Alcohol for Lent Taught Me About the Future of Hospitality
I gave up alcohol for Lent, raised £800 for The Drinks Trust, and accidentally added a few extra days in the process. But what struck me most wasn't the challenge - it was just how far the non-alcoholic space has come.
I'll be honest - it turned out to be more of a challenge than expected. Partly because giving up alcohol for 40+ days is genuinely harder than it sounds, and partly because I miscounted and accidentally gave myself a few bonus days on top.
But I did it.
I completed my Lent challenge, and thanks to some incredibly generous support from some brilliant people, I raised £800 for The Drinks Trust. I'm still a little overwhelmed by that. A huge thank you to everyone who donated
The Non-Alcoholic Space Has Changed - And It's Brilliant
Here's the thing that really stood out over those 44 days: the non-alcoholic drinks industry has come a long way.
A really long way.
What used to feel like a compromise - the obligatory orange juice or the sad, syrupy mocktail - now feels like a genuine, considered choice. Better quality ingredients, more variety, real creativity and drinks that are genuinely enjoyable to order and to drink.
The best non-alcoholic cocktails I had during those 44 days? They tasted every bit as good as their alcoholic counterparts. The same precision. The same time and effort. The same care.
And that brings me to something I feel pretty strongly about… if you're one of the people complaining about “mocktail” pricing, whether you're a guest or an operator, it's time to reconsider.
A well made non-alcoholic Tommy's takes the same, if not MORE skill as the original. Shiko Group - yours were absolutely lush, and I would have paid full price without a second thought.
Why This Matters for Hospitality
This isn't just about personal preference. It's about where the industry is heading - and the opportunity sitting right in front of us.
Gen Z are drinking less, drinking later and being far more intentional about it. That doesn't mean they're staying home. Socialising isn't disappearing - it's evolving. And hospitality venues that evolve with it will be the ones that thrive.
A strong non-alcoholic offering isn't just a nice-to-have for inclusivity. It's commercial. Guests who aren't drinking alcohol still want to feel part of the experience - and when you give them something genuinely good to drink, they stay longer, spend more and come back again. You're not losing a sale. You're opening the door to a much broader audience.
The venues getting this right are already seeing the benefit. The ones dismissing it are leaving money - and guests - on the table.
And As For the First Drink Back…
The first hangover after 44 days was, let's say, a firm reminder of why the non-alcoholic space is booming.
But it was worth every day of it. For The Drinks Trust, for the experience, and for the reminder that the best hospitality has always been about making every single guest - whatever they're drinking - feel genuinely looked after.
If you’d like to talk more about upping your Venues No & Low offering, Get-In-Touch our bar specialist Arron has been a leading advocate in the space for a long long time.
