Beverage Program Profile - Zero Proof, Zero Judgement

Zero Proof, Zero Judgement

By Isabella Cruz

Consumer demand for low- and no-ABV cocktail options on bar menus is unmistakable. It’s true the word sessionable is used more and more when it comes to drinking choices. Of course, the shift toward wellness and wellbeing, especially in the hospitality industry, re-prioritized bartender cocktail creations. This caused a ripple effect that inspired the release of innovative low- and no-ABV spirits along with beverage programs that made these options a staple for guests. Dubbed Zero Proof, Zero Judgement, the American multinational hospitality company, Hyatt Hotels Corporation is pioneering a beverage menu consisting of taste-driven cocktails created without the alcohol. Inventive zero proof menus are now available at Hyatt hotels across key United States markets including Miami, Scottsdale, Napa Valley, Atlanta, Baltimore, and Dallas, with several more hotels expected to adopt the new beverage program in the coming months.

Hyatt's Beverage Program Brings Zero Proof Beverage Options to Several of Its Hotels in the States

With a goal of ensuring non-drinkers are met with understanding, and a variety of delicious, qualitydriven beverage options, Hyatt’s Zero Proof, Zero Judgment beverage program responds to today’s consumption habits and preferences.

“The hospitality industry has evolved to make zero proof beverages more accessible and also more elevated, creative, and fun,” says Pascal Pinault, Director of Restaurant & Bars, The Confidante. “With the rise of the ‘Sober Curious’ movement where consumers are looking to be more intentional about how, when, and why they drink, Zero Proof, Zero Judgment was launched to meet a growing demand from consumers who want to imbibe creative, taste-driven cocktails without consuming alcohol.”

For Pascal, the Zero Proof, Zero Judgment menu provides guests with reimagined experiences in new, creative ways. “In conjunction with this new beverage program, Hyatt introduced virtual Zero Proof, Zero Judgment seminars for restaurant, bar, and event colleagues at several properties, which focus on destigmatizing the conversation around mental health in the service industry and offers tools for creating a more mindful, considerate work environment. This holistic wellbeing approach prioritizes Hyatt’s continued commitment to advancing care and education for colleagues.”

Taking the program a step further, each zero proof menu is curated by the on-property beverage team to complement their outlets offerings. For instance, At The Confidante, a delicious and refreshing beverage at Ambersweet called Miami Love Story, made with Ritual Zero Proof Tequila Alternative, fresh muddled raspberry and mint, lime juice, rose water, and Fever-Tree Club Soda, topped with a beautiful rose-shaped ice cube graces the menu. “I created a beautiful design for this zero-proof beverage because, for a very long time, a lot of bar professionals did not try to make a non-alcoholic drink look elegant,” shares Pascal. “So, I decided to make the garnish, taste and presentation look better than a regular cocktail.” Pascal stresses that making enjoyable zero-proof beverages, that are as tasty as the spirited ones, is as simple as focusing on a few, high-quality ingredients and refreshing flavor combinations. He also prioritizes guest experiences that foster mindful drinking and a healthy relationship with alcohol. “Zero Proof, Zero Judgment is truly an inclusive effort aimed at creating thoughtful, hospitality-driven experiences for all,” he says. “Whether the guest is sober, sober-curious, cutting down on alcohol for health and wellness reasons, or just not in the mood for alcohol that day, our unique beverage program doesn't judge!”