Driven by the shifting generational attitudes toward socializing and what constitutes a “good time,” alcohol consumption has been on a steady decline in the US. In fact, Gallup reports that a record low 54% say they consume alcohol. As such, the mocktail is having its mainstream moment, AI activations at events are in high demand, and the definition of an engaging social experience is rapidly evolving. It’s critical for planners to stay ahead of these trends by reimagining the role of alcohol in events, embracing more inclusive, dynamic experiences that resonate with an increasingly sober-curious audience.
Here are a few less boozy ways to engage attendees at your next event.
Mix in Mocktails
Studies show that Gen Z is consuming less alcohol than previous generations, fueled by factors such as affordability, health consciousness, and shifting lifestyle preferences. An article by PennState Extension stated that no- and low-proof beverages have risen in popularity, with ready-to-drink (RTD) options like hard seltzers leading the way. Even so, most consumers value an aesthetically pleasing cocktail, even without the alcohol.
When event planners include craft mocktails in their beverage selections, it means nondrinkers never again have to settle for lemonade or Shirley Temples at events. As nonalcoholic wines and spirits are becoming more widely available, everyone, despite preferences, can enjoy a sophisticated beverage. These drinks offer all the fun without the hangover, helping eliminate FOMO during social events, and ensuring attendees can get the most out of conferences and meetings. Offering a variety of themed mocktails is a smart strategy and inclusive way for event planners to cater to modern preferences and connect to wider audiences while also amplifying event themes.
Create Inviting Spaces
Room design plays an important role in shaping the atmosphere of events. Incorporating principles like feng shui can be an often overlooked strategy to create an environment that energizes social gatherings, but beyond that, a thoughtfully-designed space can make guests feel more at ease and willing to engage, reducing the need for them to seek escape or fill awkward silences with distractions like drinking.
A positive layout fosters open communication, encourages active participation, and enhances productivity by positively influencing the focus of attendees. Varied room layouts can be intentionally designed to best suit specific event goals. Event planners should work carefully to define those goals, ensuring that the space is strategically designed to support and enhance those specific objectives. When you do this well, you just may find your event bar tab is notably lower and that you’re effectively appealing to a wider audience.
The Power of Play
Generally speaking, guests don’t attend museums or theme parks thinking, “This would be better with a vodka martini.” By that same token, when an event is studded with engaging activities, there’s less time for attendees to miss alcohol. Games and interactive experiences naturally draw people in, keeping them entertained while also creating shareable experiences. Brand activations and immersive programming grab attention, spark enthusiastic conversation, and foster connection among attendees. When these moments are unique, shareable, and immersive, they shift the focus away from drinking and turn participants into brand ambassadors eager to engage and share their experiences with the rest of the world. That’s a win-win for event marketers. As AI and immersive experiences grow in popularity, event organizers should lean into creative activations that make alcohol feel less necessary.
Looking to craft an engaging and memorable event that appeals to a more varied audience? Get in touch with our team at LEO today.
