Cutting Down Many customers try to moderate their alcohol consumption after the festive period, but what does this mean for those in charge of the drinks? Words: Nina Caplan
A
luxury hotel is a place apart: a zone of
it’s growing. According to recent research, 52% of non-
calm and privilege, where the mundane
teetotal adults in the US are either trying to reduce their
tasks of daily life are whisked away out
alcohol intake now or have done so in the past. These
of view, every bed is freshly made, all
days, most of the northern hemisphere sees the new
surfaces shine with cleanliness, and
year as a good excuse to exert more self-discipline.
any gastronomic whim can be rapidly
So, how are hotels responding? As always, when
fulfilled by a team of talented F&B professionals. That,
fashion throws a spanner in the corporate hospitality
at any rate, is what every top property wants to offer,
works, the answer is both varied and creative. In the
although January presents a special set of challenges.
US city of Boston, several properties – including Boston
After all, this is when excuses for excessive behaviour
Harbor Hotel and The Envoy Hotel, part of Marriott
evaporate, and the idea that whatever guests desire can
International’s Autograph Collection – stock Twisted
be instantly obtained becomes more of a burden than a
Tea. This Cincinatti-based brand is a clever alternative
blessing for some.
to a soft drink; for one thing, it contains malt liquor.
Partly, the solution is tact. No right-thinking
But the ABV is just 5%, less than half that of most
bartender is going to offer to ply guests with Martinis
wines, while the marketing – the name, plus a label
without some signal from customers that they are
that refers to the contents as ‘hard iced tea’ – appeals
actually looking for a 30% ABV beverage. For starters,
to the subversive instincts of younger drinkers, as well
more people now choose to sign up for a Dry January;
as those among their elders who grew up feeling that
and that’s fine, since no-alcohol options have been
low- or no-alcohol beverages were somehow ‘soft’.
getting more interesting over recent years. But what
Meanwhile, The Hoxton in trendy Williamsburg,
about guests who don’t necessarily want to deprive
Brooklyn carries Special Effects by Brooklyn Brewery,
themselves entirely? This is not a small market – and
a lager with an ABV of 0.4%, brewed using a specially
