Restaurants: Zebra Stripes Take Over the Bar Scene: Restaurants Rethink the Drinks Menu
- InsightTrendsWorld
- Jun 11
- 11 min read
Why it is the topic trending:
A new nightlife trend called "zebra striping" is emerging, involving alternating between alcoholic and non-alcoholic drinks.
This moderation movement is gaining popularity, especially among Gen Z.
Gen Z is opting for healthier and more budget-friendly nights out.
Mocktails are now the top beverage paired with alcohol.
Bars and restaurants are noticing this shift and are revamping their menus to include more non-alcoholic options.
Overview: The "zebra striping" trend, where individuals alternate between alcoholic and non-alcoholic beverages during a night out, is rapidly gaining momentum, particularly among Gen Z consumers. This shift towards moderation is prompting restaurants and bars to rethink their drink menus, offering a wider variety of appealing non-alcoholic options alongside their alcoholic selections. The trend is driven by a combination of factors, including cost-consciousness, a focus on wellness, and a desire for control and unique experiences.
Detailed Findings:
Trend Name: Zebra striping
Description: Alternating between alcoholic and non-alcoholic drinks throughout the night (e.g., cocktail, then mocktail, or wine, then soda).
Driving Force: Primarily Gen Z consumers seeking healthier, more budget-friendly nights out.
Statistics:
48% of Gen Z alcohol drinkers are drinking less overall.
68% of Gen Z alcohol drinkers prefer or enjoy non-alcoholic or low-alcohol beverages.
Mocktails are now the top beverage paired with alcohol.
Restaurant Response: Revamping menus to include more zero-proof wines, beers, cocktails, and spirits. Crafting mocktails to look and taste like the real thing, served in proper glassware with full flavor and flair.
Reasons for Gen Z's Adoption:
It's cheaper than ordering alcohol all night.
It fits into a wellness-first lifestyle.
It feels fresh, fun, and experimental.
It helps keep control and stay sharp.
Additional Motivations: A combination of wanting moderation for a healthier life and looking for more engaging, unique experiences (Robert Byrne, Technomic).
Restaurant Strategies to Capitalize:
Menus with depth: Restaurants are giving equal attention to both non-alcoholic and alcoholic drinks on their menus, offering a diverse range of options for both.
Promos and deals: Some establishments are introducing discounts and special offers, such as 50% off cocktails after a customer orders a mocktail, to encourage the trend.
Mixed drink flights: Restaurants are offering mixed drink flights that include a series of both boozy and booze-free beverages, allowing customers to experience both side-by-side.
Mocktails with a twist: Non-alcoholic cocktails are being crafted with care, served in the same stylish glassware as alcoholic drinks, and featuring high-quality ingredients and finishes to ensure they are just as appealing.
Key success factors of product (trend):
Cost-Effectiveness: Offers a way for consumers to enjoy a night out without overspending on alcohol.
Health and Wellness Alignment: Supports a lifestyle focused on well-being and moderation.
Novelty and Engagement: Provides a fresh, fun, and experimental approach to social drinking.
Control and Sharpness: Allows individuals to stay in control and remain sharp throughout the night.
Enhanced Experience: Promotes a more engaging and unique experience by exploring both alcoholic and non-alcoholic options.
Key Takeaway: The "zebra striping" trend signifies a significant shift in nightlife culture, particularly among Gen Z, towards a more balanced approach to alcohol consumption. Restaurants and bars that adapt to this trend by offering diverse and appealing non-alcoholic options alongside their alcoholic beverages are likely to attract and retain this influential consumer group.
Main Trend: The main trend is the increasing adoption of mindful drinking habits, characterized by a conscious effort to moderate alcohol consumption for reasons related to health, cost, and lifestyle.
Description of the trend: Mindful Mixology: Alternating Alcoholic and Non-Alcoholic Drinks
What is consumer motivation:
Budget Consciousness: Alternating with non-alcoholic drinks reduces the overall cost of a night out.
Health and Wellness: Supports a healthier lifestyle by limiting alcohol intake.
Desire for Control: Helps individuals maintain control and avoid excessive intoxication.
Seeking Novelty and Fun: Offers a new and interesting way to enjoy a night out with friends.
Social Norms and Peer Influence: The trend is gaining traction among peers, particularly Gen Z, making it a socially acceptable and even desirable behavior.
What is driving trend:
Gen Z's Approach to Alcohol: This generation tends to drink less alcohol overall compared to previous generations.
Emphasis on Mental and Physical Well-being: Gen Z prioritizes health and wellness in their lifestyle choices.
Financial Awareness: This generation is often more conscious of spending and seeks cost-effective ways to socialize.
Availability of High-Quality Mocktails: The rise of sophisticated and appealing non-alcoholic alternatives makes moderation more attractive.
Shifting Social Norms: There is a growing acceptance and even celebration of not drinking or drinking less.
What is motivation beyond the trend:
Enhanced Social Experience: Being more sober can lead to clearer conversations and more memorable interactions.
Improved Sleep and Next-Day Well-being: Reduced alcohol consumption often results in better sleep and less negative effects the following day.
Personal Growth and Self-Awareness: Mindful drinking can encourage greater self-awareness and a more intentional approach to socializing.
Inclusivity: Offering appealing non-alcoholic options makes social settings more inclusive for those who choose not to drink alcohol at all.
Description of consumers article is referring to:
Best Description: The article primarily refers to Gen Z consumers who frequent bars and restaurants for nightlife and social outings. They are characterized by a preference for moderation in alcohol consumption, driven by factors such as cost, wellness, and a desire for control and unique experiences.
Gen Z Nightlife Enthusiasts: Individuals born roughly between the mid-1990s and early 2010s who are active in the nightlife scene.
Budget-Conscious Drinkers: Consumers who are mindful of their spending on drinks during a night out.
Health-Oriented Individuals: Those who prioritize their physical and mental well-being and are conscious of the effects of alcohol.
Experiential Seekers: Individuals looking for fresh, fun, and experimental ways to socialize.
Socially Influenced: Consumers who are likely to adopt trends that are popular among their peer group.
Who are the consumers implied by article:
Who are them: Primarily Gen Z individuals who go out to bars and restaurants.
What kind of products they like: Both alcoholic beverages (cocktails, wine, beer) and increasingly sophisticated non-alcoholic alternatives (mocktails, zero-proof spirits). They appreciate quality and presentation in both types of drinks.
What is their age?: Typically between their late teens and early to mid-twenties.
What is their gender?: The article does not specify a gender, implying this trend is likely prevalent across genders within the Gen Z demographic.
What is their income?: As a generation often early in their careers, they tend to be more budget-conscious.
What is their lifestyle: Likely includes an active social life, interest in trends, and a greater focus on wellness and mindfulness compared to previous generations at the same age. They are also digitally native and influenced by online trends.
What are their category article is referring shopping preferences: They likely look for value, quality, and experiences when choosing where to go out and what to drink. They might be influenced by social media, reviews, and recommendations from friends.
Are they low, occasional or frequent category shoppers: Likely includes a mix, from those who go out occasionally to those who are more frequent visitors to bars and restaurants. The trend appeals to those who do go out but want to moderate their alcohol consumption.
What are their general shopping preferences-how they shop products, shopping motivations): They often research and are influenced by social trends. They value authenticity, experiences, and products that align with their values, such as health and budget-friendliness.
Conclusions: The "zebra striping" trend marks a significant evolution in nightlife culture, driven by the preferences and priorities of Gen Z. Restaurants and bars that proactively adapt to this trend by offering a balanced and appealing selection of both alcoholic and non-alcoholic beverages are well-positioned to cater to this influential and growing consumer segment.
Implications for brands:
Invest in Non-Alcoholic Options: Restaurants and bars need to prioritize the development and offering of high-quality, creative non-alcoholic beverages that are just as appealing as their alcoholic counterparts.
Ensure Menu Parity: Give equal prominence and attention to both alcoholic and non-alcoholic drinks on menus.
Train Staff on Mocktails: Equip bartenders with the skills and knowledge to craft excellent and innovative mocktails.
Consider Promotions for Mixed Consumption: Explore deals and promotions that encourage the "zebra striping" behavior, such as discounts on alternating drinks.
Market Non-Alcoholic Drinks Effectively: Highlight the variety and quality of non-alcoholic options in marketing efforts.
Create Engaging Experiences: Offer experiences that cater to both those drinking alcohol and those who are not, ensuring inclusivity.
Implication for society:
Normalization of Moderation: The trend could contribute to a broader societal acceptance and normalization of moderate alcohol consumption.
Potential for Healthier Lifestyles: Encouraging alternation with non-alcoholic drinks can lead to reduced overall alcohol intake and potentially healthier lifestyles.
More Inclusive Social Settings: Providing appealing non-alcoholic options makes social gatherings more inclusive for individuals who choose not to drink.
Implications for consumers:
More Affordable Nights Out: Zebra striping offers a way to socialize without incurring a high bill from alcohol consumption.
Healthier Choices: Provides a practical way to reduce alcohol intake without abstaining entirely.
Greater Control: Allows individuals to stay sharper and more in control during social events.
Expanded Beverage Options: Access to a wider range of creative and high-quality non-alcoholic drinks.
Implication for Future:
Continued Growth of the Mindful Drinking Movement: Expect to see further evolution and expansion of trends related to conscious and moderate alcohol consumption.
Innovation in Non-Alcoholic Beverage Industry: The demand for high-quality mocktails and zero-proof spirits will likely drive further innovation in this sector.
Integration of Technology: Apps and tools that help individuals track and manage their alcohol consumption might become more mainstream.
Shifting Social Norms Around Alcohol: Future generations may have different expectations and attitudes towards alcohol consumption in social settings.
Consumer Trend (name, detailed description): Mindful Consumption in Social Settings: A growing consumer trend, particularly among younger generations, characterized by a conscious and deliberate approach to consumption, including alcohol, often driven by a desire for health, well-being, and financial prudence in social environments.
Consumer Sub Trend (name, detailed description): Balanced Beverage Exploration: Consumers are increasingly interested in exploring a balance between alcoholic and non-alcoholic beverages during social occasions, seeking variety and the ability to moderate their alcohol intake without sacrificing the social experience.
Big Social Trend (name, detailed description): Wellness Culture: A widespread societal emphasis on health, fitness, and mental well-being, influencing various aspects of consumer behavior, including food and beverage choices and lifestyle habits.
Worldwide Social Trend (name, detailed description): Generation Z's Shifting Priorities: Globally, Gen Z exhibits different attitudes and behaviors towards alcohol compared to previous generations, often prioritizing experiences and well-being over excessive drinking.
Social Drive (name, detailed description): Desire for Balance and Well-being in Social Interactions: Consumers seek to balance their social lives with their personal health and financial goals, leading to conscious choices around alcohol consumption in social settings.
Learnings for brands to use in 2025:
Non-Alcoholic is No Longer an Afterthought: Treat non-alcoholic beverages with the same care and creativity as alcoholic ones.
Understand Gen Z's Values: Recognize the importance of health, cost-consciousness, and unique experiences for this influential demographic.
Promote Inclusivity: Ensure that drink menus and social environments cater to both drinkers and non-drinkers.
Experiment with Creative Mocktail Offerings: Go beyond basic soda mixes and develop sophisticated and flavorful non-alcoholic options.
Strategy Recommendations for brands to follow in 2025:
Dedicate Menu Space to Mocktails: Create a separate and prominent section for non-alcoholic drinks.
Offer Non-Alcoholic Versions of Popular Cocktails: Provide "zero-proof" alternatives to classic cocktails.
Run Promotions on Mocktails: Consider discounts or special offers on non-alcoholic beverages.
Train Staff to Recommend Mocktails: Encourage bartenders to suggest non-alcoholic options to customers.
Use Quality Ingredients and Presentation: Ensure that mocktails are made with high-quality ingredients and presented attractively in appropriate glassware.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The Mindful Mixology trend, exemplified by "zebra striping," is reshaping the restaurant and bar industry, and in 2025, brands should strategically invest in and equally promote high-quality, appealing non-alcoholic beverages alongside their alcoholic offerings to cater to the growing number of consumers seeking moderation and balanced social experiences.
Final Note:
Core Trend: Mindful Consumption: Consumers are increasingly conscious and intentional about their consumption habits, including alcohol.
Core Strategy: Equal Beverage Focus: Treat both alcoholic and non-alcoholic drinks with the same level of importance and creativity.
Core Industry Trend: Shift in Nightlife Culture: The traditional focus on heavy alcohol consumption in nightlife is evolving towards more balanced and mindful approaches.
Core Consumer Motivation: Balance and Well-being: Consumers are seeking to balance their social lives with their health, financial considerations, and overall well-being.
Final Conclusion: The "zebra striping" trend is a clear indicator of a significant shift in consumer behavior, particularly among Gen Z, towards mindful drinking. Restaurants and bars that recognize and adapt to this trend by offering compelling non-alcoholic alternatives and promoting a culture of balanced consumption will be best positioned for success in the evolving landscape of the nightlife industry.
Core Trend Detailed: The core trend of Mindful Consumption in social settings signifies a deliberate and thoughtful approach to what and how much individuals consume, particularly in social environments. This goes beyond simply reducing intake; it reflects a broader shift in values towards health, well-being, and intentionality. In the context of alcohol, mindful consumption involves being aware of one's motivations for drinking, making conscious decisions about the amount and type of beverages consumed, and often seeking alternatives to heavy alcohol use to enhance the overall social experience. This trend is driven by a confluence of factors, including a greater emphasis on mental and physical health, financial awareness, and evolving social norms around alcohol.
Key Characteristics of the Core trend:
Intentionality: Consumers are making deliberate choices about their consumption rather than passively engaging in habitual behaviors.
Moderation: A key aspect is the conscious effort to reduce or limit the intake of substances like alcohol.
Health and Well-being Focus: Choices are often driven by a desire to improve or maintain physical and mental health.
Financial Awareness: Cost considerations play a significant role, as mindful consumption can often lead to more economical choices.
Seeking Balance: Individuals aim to balance their social lives and enjoyment with their personal values and well-being goals.
Market and Cultural Signals Supporting the Trend:
Rise of the "Sober Curious" Movement: Growing interest in exploring the benefits of reduced or no alcohol consumption.
Increased Availability of High-Quality Non-Alcoholic Alternatives: The market is seeing a surge in sophisticated and flavorful mocktails and zero-proof spirits.
Social Media Conversations Around Wellness and Balance: Online platforms are filled with discussions and content promoting mindful living and healthier choices.
Shifting Attitudes Towards Alcohol Among Younger Generations: Gen Z, in particular, tends to have a more moderate approach to alcohol consumption compared to previous generations.
Growing Emphasis on Mental Health: Awareness of the impact of alcohol on mental well-being is contributing to more mindful drinking habits.
How the Trend Is Changing Consumer Behavior:
Actively Seeking Non-Alcoholic Options: Consumers are increasingly looking for and ordering non-alcoholic drinks when socializing.
Alternating Alcoholic and Non-Alcoholic Beverages: The "zebra striping" trend is a direct example of this behavioral shift.
Prioritizing Experiences Over Excessive Drinking: Social gatherings are becoming more about connection and experiences rather than solely centered around alcohol consumption.
Being More Open About Not Drinking: There is less social pressure to drink alcohol, and individuals are more comfortable choosing non-alcoholic options.
Implications Across the Ecosystem:
For Brands and CPGs: Significant opportunities to innovate and market non-alcoholic beverages that cater to the demand for quality and variety.
For Retailers: Need to stock a wider range of appealing non-alcoholic options and potentially rethink store layouts to highlight these choices.
For Consumers: Greater access to a diverse selection of beverages that allow them to socialize mindfully without sacrificing enjoyment or well-being.
Strategic Forecast:
Mindful consumption will likely continue to grow as a dominant trend, influencing consumer behavior across various industries.
The stigma around not drinking alcohol will likely continue to diminish, leading to greater acceptance and inclusivity in social settings.
Expect to see more technological solutions and resources emerge to support individuals in their mindful consumption goals.
The beverage industry will likely witness continued innovation in the development of non-alcoholic alternatives that closely mimic the taste and experience of traditional alcoholic drinks.
Areas of innovation (based on discovered trend):
Sophisticated Mocktail Programs: Restaurants and bars will invest in creating complex and appealing non-alcoholic cocktail menus.
Zero-Proof Spirit Alternatives: The market for high-quality non-alcoholic spirits that mimic the flavor profiles of traditional liquors will continue to expand.
Mindful Drinking Apps and Tools: Technology to help individuals track, plan, and moderate their alcohol consumption.
Experiences Focused on Non-Alcoholic Socializing: Events and gatherings that prioritize activities and connections over heavy alcohol use.
Hybrid Beverage Options: Drinks that offer lower alcohol content or the ability to easily alternate with non-alcoholic versions.
Final Thought (summary): The rise of mindful consumption, exemplified by the "zebra striping" trend, represents a significant and positive shift in social culture, prioritizing health, balance, and intentionality. Brands that understand and cater to this evolving consumer mindset by offering diverse and appealing choices beyond just alcohol will thrive in the future of social settings.
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