Hyatt Hotels has launched a new ‘Zero Proof, Zero Judgment’ cocktail program at many of its hotels around the US, featuring ‘no alcohol’ cocktail menus.
According to an October 2020 report in Beverage Daily, 52 percent of Americans are actively trying to drink less alcohol, and Hyatt’s own Travel Pulse research in October 2021 found nearly 50 percent of travelers surveyed said they’re likely to choose a non-alcoholic beverage over a beer or cocktail.
In response, ‘Zero Proof, Zero Judgment’ launched in August 2021 to cater to those changing alcohol consumption habits and an increased focus on wellbeing. The menus are available at many of Hyatt’s US hotels including Alila, Andaz, Destination by Hyatt, Hyatt Centric, JdV by Hyatt, The Unbound Collection by Hyatt and Thompson Hotels.
Examples are ‘The Hoodwink’, a Ritual Zero Proof Rum Alternative, blueberry, honey, lime, and Fever-Tree Ginger Beer at the newly opened Thompson Savannah’s Lobby Bar. The team at Hyatt Centric Times Square New York’s Bar 54 has created a Ritual Zero Proof Gin Alternative, basil, cucumber, lime, and ginger.
This program was inspired by sober bar manager Anna Welker of Topside at Revival Baltimore, a JdV by Hyatt hotel, who launched a local zero proof cocktail menu in January 2020 to ensure non-drinkers visiting the hotel, like herself, were met with understanding and a variety of delicious beverage options.
“We’re seeing travelers increasingly prioritizing their mental and physical wellbeing, so we are thrilled to offer this new beverage program that provides delicious and flavorful non-alcoholic cocktails,” said Miranda Breedlove, national director of bars, lifestyle operations, Hyatt. “Ultimately, it’s about providing an incomparable hospitality experience that’s reimagined with intentional options for guests who choose not to drink or to drink less.”
With a continued commitment to prioritizing colleague wellbeing and in conjunction with this new beverage program, Hyatt is introducing virtual Zero Proof, Zero Judgment seminars for restaurant, bar and event colleagues at several properties.
The seminars will be led by Laura Green, MEd, LPC, Spirits Educator, Licensed Professional Counsellor and Founder of Healthy Pour. The focus is on destigmatizing the conversation around mental health in the service industry and highlighting tools for creating a more mindful, considerate work environment.
“Considering the hardships hospitality workers inevitability encountered during the pandemic, I look forward to working with Hyatt colleagues to address mental health and wellness challenges regularly faced by those who work in or around alcohol,” said Green. “The goal is to empower colleagues to foster a transparent and supportive working environment that promotes mental and physical health.”
The following are the participating Hyatt hotel properties across the US offering a Zero Proof, Zero Judgment menu, with more hotels expected to adopt the new program in the coming months:
Alila Napa Valley (Napa Valley, CA)
Ventana Big Sur, an Alila Resort (Big Sur, CA)
Andaz San Diego (San Diego, CA)
Destination by Hyatt
The Seabird Resort (Oceanside, CA)
Hyatt Centric Atlanta Midtown (Atlanta, GA)
Hyatt Centric Beale Street Memphis (Memphis, TN)
Hyatt Centric Times Square New York (New York)
JdV by Hyatt
Revival Baltimore (Baltimore, MD)
Mission Pacific (San Diego, CA)
The Unbound Collection by Hyatt
Chicago Athletic Association (Chicago)
Hotel Kansas City (Kansas City, MO)
The Confidante Miami Beach (Miami, FL)
Thompson Dallas (Dallas, TX)
Thompson San Antonio (San Antonio, TX)
Thompson Savannah (Savannah, GA)