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Mocktails & Sober Spaces: Inside the Concert Biz’s Push for Inclusivity (And More Revenue)
“This is one way that we can continue to show that we are aware and we have something for everyone in the venue,” says John Page, senior vp of Acrisure Arena.
As alcohol consumption declines among young adults and awareness about the mental health benefits of sobriety grows, nonalcoholic cocktails could prove key to finding new food and beverage revenue for the concert business. In 2023, CMA Fest, the New Orleans Jazz & Heritage Festival and Danny Wimmer Presents’ Louder Than Life and Bourbon & Beyond were among a dozen festivals to include mocktails and sober spaces at their events; Live Nation introduced the “no-jito” to its venue menus; and Oak View Group launched an elevated nonalcoholic beverage program at its Acrisure Arena in Palm Desert, Calif. And while conventional wisdom held that nonalcoholic drinks beyond soda and water would diminish alcohol sales, venues are finding that’s not the case. On Jan. 30 the company will host a Grammy-week brunch with 1 Million Strong and DMC of Run-DMC to raise awareness among staff and connect employees to available recovery and mental health resources.
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