Dubbed Zero Proof, Zero Judgement, the American multinational hospitality company, Hyatt Hotels Corporation is pioneering a beverage menu consisting of taste-driven cocktails created without the alcohol.
Inventive zero proof menus are now available at Hyatt hotels across key United States markets including Miami, Scottsdale, Napa Valley, Atlanta, Baltimore, and Dallas, with several more hotels expected to adopt the new beverage program in the coming months.
It’s no surprise that non-alcoholic drinks are growing in popularity among all age groups for different reasons. Hyatt created its Zero Proof, Zero Judgement program to ensure that anyone and everyone looking for low- or no-abv options visiting its hotels and restaurants can enjoy non-alcoholic beverages just as much as those with alcoholic. The mocktails use leading liquor replacement Ritual Zero Proof and carbonated mixer supplier Fever-Tree to mimic the taste without actual alcohol.
We caught up with Pascal Pinault, the Director of Restaurant and Bars for The Confidante, Miami, to find out more about this program.
Tell us about Hyatt’s new beverage program that brings zero proof options to several of its U.S. hotels.
Hyatt launched Zero Proof, Zero Judgment in August 2021 in response to consumers’ evolving alcohol consumption habits and preferences, as well as an increased focus on their wellbeing. Inventive zero proof menus are now available at Hyatt hotels across key U.S. markets including Miami, Scottsdale, Napa Valley, Atlanta, Baltimore, and Dallas, with several more hotels expected to adopt the new beverage program soon.
What inspired this program?
The program was inspired by the success that my colleagues at Revival Baltimore saw after launching a “Dry January” cocktail menu in 2020. Led by sober bar manager Anna Welker, the goal was (and still is) to ensure that non-drinkers are met with understanding and a variety of delicious beverage options.
With many low-ABV and no-ABV options today, you can say the hospitality industry evolved. Why do you think the time was ripe for these changes?
With the rise of the “Sober Curious” movement where consumers are looking to be more intentional about how, when, and why they drink, Zero Proof, Zero Judgment was launched to meet a growing demand from consumers who want to imbibe creative, taste-driven cocktails without consuming alcohol.
Spurred by the pandemic and guests’ renewed focus on enhanced wellness, the launch of Zero Proof, Zero Judgment came as travel and dining out continued to recover. Additionally, this creative beverage approach comes as 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).
Why do you feel it is important to have these options on your menus?
By introducing Zero Proof, Zero Judgment, we can care for our guests by providing reimagined experiences in new creative ways. In conjunction with this new beverage program, Hyatt introduced virtual Zero Proof, Zero Judgment seminars for restaurant, bar, and event colleagues at several properties, which focus on de-stigmatizing the conversation around mental health in the service industry and offers tools for creating a more mindful, considerate work environment. This holistic wellbeing approach prioritizes Hyatt’s continued commitment to advancing care and education for colleagues.
Talk to us about the drinks. How do you create them/ingredients used? some of your no-proof go-tos?
Each zero-proof menu is curated by the on-property beverage team to complement their outlet’s culinary offerings. At The Confidante, we’re offering a delicious and refreshing beverage at Ambersweet called “Miami Love Story.” Comprised of Ritual Zero Proof Tequila Alternative, fresh muddled raspberry & mint, lime juice, rose water and Fever-Tree Club Soda, this beverage is topped with a beautiful rose-shaped ice cube. I created a beautiful design for this zero-proof beverage because, for a very long time, a lot of bar professionals did not try to make a non-alcoholic drink look elegant. So, I decided to make the garnish, taste and presentation look better than a regular cocktail.
How can bartenders create zero proof cocktails that are just as enjoyable as spirited cocktails? Give bartenders some tips to creating a drinks program that includes Zero Proof Cocktails.
- Focusing on a few, simple, high-quality ingredients and refreshing flavor combinations is how to make a zero-proof beverage as enjoyable as a spirited one.
- Use fresh and seasonal ingredients, as well as incredible non-alcoholic spirits, wines, beers and more.
- Start with a simple cocktail you’re looking to re-create, like a Gin & Tonic or Moscow Mule. From there, layer in seasonal ingredients and flavors.
- I consider the flavor of each ingredient, what I want to convey and then I merge them, producing the alchemy necessary for the cocktail to speak for itself.
Talk to us about the “zero judgement” aspect. Why is this important?
As we continue to listen to our guests, we’ve learned that wellbeing is a high priority for them, whether they are traveling for business or pleasure, or solo versus a group trip. By providing guests with more options like zero proof cocktails, we can help them prioritize their physical and mental wellbeing and be more mindful about their relationship with alcohol. Zero Proof, Zero Judgment is truly an inclusive effort aimed at creating thoughtful, hospitality-driven experiences for all. Whether the guest is sober, sober-curious, cutting down on alcohol for health and wellness reasons, or just not in the mood for alcohol that day, our unique beverage program doesn’t judge!