Alcohol Drinks ≠ The Main Event

Over this sunny weekend, I witnessed a major trend that hospitality brands need to be acting on: traditional boozing is being replaced. Stories from my over-40 peers about wild drunken antics and weekend-long benders are becoming rarer each year. So, what are younger people doing instead, and how can venues keep them spending?

This year, the market for low and no-alcoholic drinks is booming. Driven by increased health awareness, [slightly] lower prices, and a desire for more sophisticated alternatives to typical soft drinks, the trend of getting drunk and seeing where the night leads is fading.

As alcoholic drinks lose prominence, new opportunities are emerging. What do younger generations want to spend their money on instead?

One growing trend is social gaming. By turning booze sales into game sales, venues can provide memorable experiences without the hangover. For instance, my friends and I chose to spend our Saturday at Sandbox VR rather than a beer garden – (vid below) it was frankly epic.

This type of interactive activity is becoming increasingly popular, as shown by the meteoric growth of competitive socialising venues like Lane7, NQ64 Arcade Bars LTD, BOOM BATTLE BAR, and Flight Club Darts—unheard of just ten years ago.

Another key trend is making food the centre piece of social gatherings. Food halls are filling this niche by offering flexibility, variety, and a relaxed atmosphere without the pressure of traditional restaurant settings. Venues like Arcade Food Hall & Bar and Northern Market are leading the way. No longer secondary to booze, food is becoming the main event, drawing people in and keeping them engaged.

Looking ahead, a day or evening out is likely to be anchored by some kind of event, food, or activity—whether it’s shows, social play games, or other concept-driven experiences. Simply sitting around a table may no longer suffice, especially without alcohol.

By adapting to these new trends and focusing on offering unique, engaging experiences, hospitality venues can continue to thrive in this evolving landscape. Providing a mix of activities, story-telling and high-quality food options will be key to maintaining attention spans and ensuring a memorable experience that keeps guests coming back.

The key question to ask is: how unique can you make your experience?

I believe real-life socialising is only going to get better and I love working in this sector. With so many exciting experiences already here and more on the horizon, what are you doing about it?

Gameplay trailer from Sandbox VR, London – fantastic morning – highly recommend.