ZERO PROOF TRENDS
The next big shift in hospitality is already here: younger generations are drinking less, but they still want experiences that feel elevated and social.
Don't miss your chance to explore the fastest-growing category in beverages.
- Shifting Consumer Habits: Gen Z and Millennials are redefining drinking culture with demand for alcohol-free options.
- Bigger Revenue Opportunities: Adding premium zero-proof and low-ABV cocktails to your menu means capturing new guests without losing profitability.
- Elevated Guest Experience: Guests want inclusivity. Offering these options makes every visitor feel seen, valued, and catered to.
What to Expect
- Sampling stations featuring the latest zero-proof spirits, mixers, and ready-to-drink (RTD) innovations
- Low-ABV beer, wine, and cocktail alternatives that deliver flavor without the buzz
- Expert insights and mixology inspiration to help you create inclusive menus that drive loyalty
Hospitality success comes from anticipating what your guests want next. By dedicating just a few days at Bar & Restaurant Expo to discovering these trends, you’ll leave ready to meet evolving demands, grow your customer base, and maximize profits.
EVERY MOMENT COUNTS — MAKE YOURS MATTER.
Invest in your business, your team, and your future. Bar & Restaurant Expo 2026 delivers the tools, strategies, and relationships to help you grow faster and smarter.