There is a tendency to moderation of alcohol consumption. It materializes in social phenomena such as “zebra striping”, “sober october” or “dry january”, and its growing adoption is also generating an impact in the work environment. And corporate events, including traditional Christmas parties and dinnersare increasingly sober.
Thus, in many markets, especially the Anglo-Saxon ones, those who attend your company’s New Year’s Eve celebration may not find cocktails and mixed drinks, but rather some leisure activity, such as indoor minigolf, a laser battle or a craft workshop.
New way of consuming alcohol
These are some of the movements that companies are making to adapt to the new habits of consumers, whose behaviors were transformed due to the impact of the pandemic. Since then, the interest in health and well-being and has grown preference for daytime experiences.
Reducing alcohol consumption seeks more inclusive and safe work environments
This joins the search for more inclusive and safe work environments. In this sense, the reduction or elimination of alcohol is proposed as a tool to avoid compromising situations or inappropriate behavior in the corporate environment.
All of this has led to a change in perception of events linked to work. According to a recent analysis by restaurant group Comess Group, among 30,000 workers and students in 21 markets, only 25% of employees say alcohol is something they want at workplace social events. Additionally, 39% consider that they would like to have ways to socialize with peers that do not involve alcohol.
It should also be noted that, according to a YouGov analysis published earlier this year, in Spain, 21% of consumers plan to include low-alcohol drinks in their consumption repertoire, and 45% say that they already have it established in their consumption habits. Furthermore, 65% already drink non-alcoholic drinks and intend to continue doing so.
Alternatives to alcohol at business dinners
The reality is that traditional company dinners and parties, which involve the consumption of alcohol, are still the most standardized type of celebration, but they are emerging alternative options that company managers can consider in order to satisfy a broader spectrum of employees.
According to the Financial Times, PwC’s social activities this year include laser clay pigeon shooting and meat pie making. Meanwhile, hospitality group Convene offers indoor ice hockey and four-in-a-row games. The media also points out that the Pizza Masterclasses cooking sessions for adults, from the Pizza Pilgrims pizzeria chain, have experienced an increase in Christmas reservations among corporate clients.
Along these lines, the Financial Times also points out that the Botanique Workshop florist offers workshops on creating Christmas wreaths and centerpieces for companies, starting at £60 per person. The company claims that they have experienced an increase in the number of reservations.
Options like these should not only be understood as an alternative to alcohol consumption, but also as a lever for generation of unique experiences for employees. Carrying out leisure activities as a team can foster cohesion and participation.
Other options in restaurants and retail
Reducing alcohol consumption at corporate events is also a way of protection for the companies themselves, on which scrutiny grows regarding responsibility for the well-being and protection of its employees. That is why some companies are betting on other measures, such as establishing a limit time for the party, limiting the number of drinks that can be consumed, or hiring transportation or designating drivers for the return home.
The initiatives of the companies are also supported by a commitment on the part of the beverage, hospitality and restaurant sectors for options with lower alcohol content or without alcohol. And over the last few years, alternatives to spirits or beers have grown, with brands such as Beefeater, Seagrams or Tanquerya launching their 0.0 versions.
Retail companies emerge whose offer is based on non-alcoholic products
Retail has also joined in, incorporating these references or, directly, betting on a offer based entirely on non-alcoholic products. This is the case, for example, of Sense, a store in Barcelona that claims to have the most select and complete range of non-alcoholic products in all of Spain. It offers its services for both events and corporate gifts.
All of this is a sign of a change in perception. And although the omnipresence of alcohol in everyday life and culture continue to be the main barriers to adapting to new habits, a new way of understanding leisure from a perspective that seeks healthier and more authentic connections.
