From networking drinks to lavish gala dinners, alcohol is a staple of the events industry, but what are we doing for those not drinking? As the sector champions wellness, inclusion, and professional conduct, is our relationship with alcohol overdue for a reckoning?
Sophie Hughes, head of client services and Poppy Surplice, event manager at CI Group share their thoughts on the role that alcohol plays in the events industry.
Alcohol is at every networking, summit, conference, and award show. It is accepted, it is the norm. On the role that alcohol currently plays in the events industry, Sophie Hughes, head of client services says: “Although businesses including our own are getting better as asking people up front if they would like alcohol to be served to them, rather than just assuming venue packages nearly always include food with drinks (2 bottles of beer, or half a bottle of wine per person.) I’ve never seen them offer a NA alternative, or ideally something exciting as a non-alcoholic option. Hughes says that the soft drinks option invariably includes water or fizzy sugary soft drinks. Is that because venues don’t have preferred suppliers of exciting non-alcoholic drinks brands yet?
Although it is true that alcohol can bring people together, and does it successfully, does it have to?
Poppy Surplice, event manager at CI Group, says: “Events are a prime example of where people can unwind and take these opportunities to have an alcoholic drink with peers. When I first joined the events industry, I would always find myself grabbing a glass of wine or a speciality cocktail handcrafted by a vendor at the event. I would find myself doing this to feel a sense of inclusion, and a way to connect with other industry experts.”
Not everybody drinks alcohol and not everybody wants to drink alcohol, not even at events. Some delegates want to connect, learn and engage without the booze. What then? Is the events industry ready for that?
On noticing a shift in the way alcohol is treated or perceived at industry events, Hughes says, no.
“It is still very much part of the fabric of events and rarely challenged. However, at an individual level, people are making more informed choices and choosing when and where to drink. Over time this must have an impact on perception and treatment of alcohol at events.”
While Surplice says: “There’s still a large stigma that you must drink to have a good time, or you are called ‘boring’. I still feel the peer pressure to want to drink, but often I’m choosing to do events sober, and I feel so much better for it. People are becoming way more mindful of their health choices, from what they eat and drink to how often they exercise. I’ve also noticed, younger generations are choosing running clubs over nightclubs as part of their self-growth journey. And at the events I run or attend, I’ve seen a huge shift with mocktails and alcohol-free beers becoming more and more popular, especially among the younger demographics.”
As of late there has been a lot of talk about including wellness and mindfulness in events, so why not non-alcoholic options in events? Does the prominence of alcohol at events create barriers to inclusion for example, for people who are sober, religious, neurodiverse, or in recovery?
Hughes says: “From a practical standpoint, it must lead to otherness and a sense of exclusion. The Organiser is unintentionally signalling that non-drinkers are not fully welcomed or catered for, with the same care and attention as the drinkers. At best it is alienating, at worst it is disrespectful and potentially unsafe, especially for those with past addictions or neurological conditions.”
The challenge is clear, ensure all events remain welcoming for all regardless of drinking culture.
Here’s what Hughes suggests helping organisers lead the shift for non-drinkers. She says: “Promote the start of an evening reception as ‘Drinks and Good Company’ rather than ‘Cocktail Hour.’ Promote non-alcoholic options (mocktails, soft drinks) that have equal visibility and appeal.”
That’s not to say inclusive approaches to alcohol aren’t already happening.
Surplice recalls one event that stood out for its reimagined drinks reception, offering an alternative to the traditional alcohol-led format.
She says: “About a month ago, I went on a networking event to Dubai and Abu Dhabi, organised by The DMC Network. At The Ritz, the traditional drinks reception, was replaced with a vibrant mix of local vendor stalls including henna tattoo, artists, a bird of prey, dancers, canapes and mocktails made with spices and flavours from the UAE. Of course, later in that evening there was alcohol available, but with so much going on most people were more drawn to the entertainment and traditional foods and drinks than the alcohol. This was a great example on how to create an engaging, social atmosphere without relying solely on alcohol.”
The question remains: is there a future for fully alcohol-free corporate events?
If organisers are willing to take the initiative, starting with audience surveys and listening closely to delegate preferences there’s a clear opportunity to build more inclusive experiences. With growing consideration for wellness, mindfulness, religion, and accessibility, expanding that lens to include alcohol-free options feels like a natural and necessary next step.
Hughes concludes: “For both drinkers and non-drinkers, I think a better approach is to advocate ‘mindful drinking,’ by offering decent options, and shifting the focus on whatever is really central to that events success.”
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