Dubbed Zero Proof, Zero Judgment, Hyatt Hotels Corp. is rolling out a new beverage program that brings dedicated zero proof beverage options to several U.S. hotels.
Hyatt is introducing both new menus and colleague seminars to meet a growing demand from consumers who want to imbibe without alcohol. Hyatt’s creative beverage approach comes as nearly 50% of travelers said they’re likely to choose a non-alcoholic beverage over a beer or cocktail (Source: Hyatt Travel Pulse, October 2021).
Among the new non-alcoholic beverages featured: A zero-proof gin alternative, basil, cucumber, lime, and ginger at Hyatt Centric Times Square New York’s Bar 54, and a zero-proof rum alternative, blueberry, honey, lime, and ginger beer at the newly opened Thompson Savannah’s Lobby Bar.
With the rise of the “Sober Curious” movement and upcoming Dry January, Zero Proof, Zero Judgment was inspired by sober bar manager Anna Welker of Topside at Hotel Revival Baltimore, a JdV by Hyatt hotel. The hotel launched a local zero-proof cocktail menu following a successful Dry January menu in January 2020.
In conjunction with this new beverage program, Hyatt is introducing virtual seminars for restaurant, bar and event colleagues at several properties. 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.
“The goal is to empower colleagues to foster a transparent and supportive working environment that promotes mental and physical health,” Green said.