CHICAGO — Across the events industry, non-alcoholic beverages are becoming more popular. While it’s fun to celebrate, many professionals prefer to keep their wits about them and avoid hard early wakeups.
Donna Mackey, Beverage Director at McCormick Place, has observed this trend, which goes beyond basic sober options: Attendees want more than standard non-alcoholic beers or sodas, because not alcoholic doesn’t have to mean not interesting.
Trade Show Executive’s (TSE) Young Professionals Corner connected with Mackey to discuss this trend.
ANDREW: Why do you think this trend is occurring?
DONNA: Several factors are contributing to this shift, but at its core it reflects evolving attendee preferences. There is growing interest in wellness, balance and having more thoughtful beverage choices available.
Demand for non-alcoholic options has increased across a wide range of events, and our focus is on ensuring we can offer something that meets the needs of every guest.
ANDREW: What would you tell a show organizer who is curious about this trend?
DONNA: We at McCormick Place would share that requests for non-alcoholic beverages have increased noticeably and we have made sure to meet those demands.
It doesn’t have to be one way or the other, either. As we’ve seen growing demand for both specialty cocktails and zero-proof options, we’ve begun to offer two versions of the same drink — one with alcohol and one without — so all guests have an outwardly similar experience catered to their personal preference.
This efficient example was a big success at a recent event where we created a Passionfruit Green Tea Martini. It was served in a coupe glass with a dehydrated lemon wheel, which guests could enjoy either as a zero-proof cocktail or with their spirit of choice added.
Both versions of the drink were very popular.
Expanding beverage options to include alcohol-free alternatives can help organizers better meet evolving attendee expectations while enhancing the overall guest experience.
That’s what we are always aiming to achieve in our operations.
ANDREW: What would you tell to a show organizer who is hesitant about changing their traditional way of doing things –– what are the benefits?
DONNA: Today’s attendees represent a wide range of lifestyles and preferences.
There is no need to eliminate traditional offerings, but adding thoughtfully curated alternatives allows events to feel more inclusive, relevant and guest-focused while still maintaining what already works.
ANDREW: What are some surprising ways in which show organizers at McCormick Place have taken advantage of this trend to surprise and delight attendees?
DONNA: One approach that has resonated is the use of multiple bar experiences, with one dedicated exclusively to alcohol-free beverages.
This creates a distinct and elevated experience, making non-alcoholic options feel intentional rather than an afterthought.
ANDREW: What are some non-alcoholic beverage options that you would like to highlight?
DONNA: There are high-quality non-alcoholic alternatives available across nearly every category, from beer and wine to spirits.
We are also exploring the development of a full non-alcoholic bar package that includes non-alcoholic beer, wine and spirits, which could serve as a strong value-add for both attendees and organizers.
At McCormick Place, offerings such as the non-alcoholic Espresso Martini or the Mosc-No Mule — a spirit-free take on a familiar favorite — are great examples of how these options can be both creative and appealing.
ANDREW: Is there anything else you would like to add?
DONNA: Creating a well-balanced zero-proof cocktail is truly a craft. Many non-alcoholic beers, wines and spirits require additional production processes to achieve the same level of depth and complexity as their counterparts.
Our goal is to deliver a premium beverage experience that stands on its own and appeals to guests of all preferences who attend events at McCormick Place.
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