Fun fact! 52% of Americans are actively trying to drink less alcohol (Source: Beverage Daily, Circle Up Growth Partners, Oct. 2020) and nearly 50% of travelers surveyed in October 2021 said they’re likely to choose a non-alcoholic beverage over a beer or cocktail (Source: Hyatt Travel Pulse).
In response to travelers’ changing alcohol consumption habits and increased focus on their well-being, it’s no coincidence that Hyatt has introduced what they’re calling Zero Proof, Zero Judgment. It’s a beverage program that will offer more alcohol-free beverages to several hotels across its brands. They include the Alila, Andaz, Hyatt Centric, JdV by Hyatt, Thompson Hotels and The Unbound Collection brands.
The program was inspired by Anna Welker, the sober bar manager of Topside at Revival Baltimore, a JdV by Hyatt hotel. She launched a zero proof cocktail menu at her bar following a successful dry January menu in January 2020. Her goal was to ensure non-drinkers who visited the hotel would be met, not only with understanding, but also with a variety of delicious non-alcoholic beverage options.
The Zero Proof, Zero Judgment was first launched in select Hyatt hotels in August 2021 but was so successful that it’s now being expanded.
“We’re seeing travelers increasingly prioritizing their mental and physical well being, so we are thrilled to offer this new beverage program that provides delicious and flavorful non-alcoholic cocktails,” said Miranda Breedlove, national director of bars, lifestyle operations, Hyatt.
“Ultimately, it’s about providing an incomparable hospitality experience that’s reimagined with intentional options for guests who choose not to drink or to drink less,” Breedlove continued.
Hyatt is also using this new menu as a learning experience for its employees. From Hyatt:
With a continued commitment to prioritizing colleague well being and in conjunction with this new beverage program, Hyatt is introducing virtual Zero Proof, Zero Judgment seminars for restaurant, bar and event colleagues at several properties to start. Focused on destigmatizing the conversation around mental health in the service industry and highlighting tools for creating a more mindful, considerate work environment, seminars will be led by Spirits Educator, Licensed Professional Counselor and Founder of Healthy Pour, Laura Green, MEd, LPC.
“Considering the hardships hospitality workers inevitability encountered during the pandemic, I look forward to working with Hyatt colleagues to address mental health and wellness challenges regularly faced by those who work in or around alcohol,” said Green. “The goal is to empower colleagues to foster a transparent and supportive working environment that promotes mental and physical health.”
The hotels and resorts that are participating in the Zero Proof, Zero Judgment program are:
- Alila: Alila Napa Valley (Napa Valley, California), and Ventana Big Sur, an Alila Resort (Big Sur, California)
- Andaz: Andaz San Diego (San Diego, California)
- Destination by Hyatt: The Seabird Resort (Oceanside, California)
- Hyatt Centric: Hyatt Centric Atlanta Midtown (Atlanta, Georgia), Hyatt Centric Beale Street Memphis (Memphis, Tennessee) and Hyatt Centric Times Square New York (New York)
- JdV by Hyatt: Revival Baltimore (Baltimore, Maryland) and Mission Pacific (San Diego, California)
- The Unbound Collection by Hyatt: Chicago Athletic Association (Chicago), Hotel Kansas City (Missouri) and The Confidante Miami Beach (Miami, Florida)
- Thompson Hotels: Thompson Dallas (Dallas, Texas), Thompson San Antonio (San Antonio, Texas) and Thompson Savannah (Savannah, Georgia)
Each participating hotel has created unique, non-alcoholic beverages using a variety of Ritual Zero Proof and Fever-Tree’s spirit alternatives and mixers, along with seasonal ingredients and flavors for guests and locals to enjoy. Examples of the sophisticated spirit-free beverages include a drink featuring Ritual Zero Proof Gin Alternative, basil, cucumber, lime, and ginger at Hyatt Centric Times Square New York’s Bar 54, and Ritual Zero Proof Rum Alternative, blueberry, honey, lime, and Fever-Tree Ginger Beer at the newly opened Thompson Savannah’s Lobby Bar.
For more information about the program or Hyatt’s other wellness programs, visit https://www.hyatt.com/info/wellbeing.
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