Gen Z is changing the bar business, and one of the latest ways they’re doing it is by “zebra striping.”
It’s a new term for a tried-and true way to moderate drinking—alternating between alcohol and non-alcohol choices during a night out at a restaurant or bar. It gets its name from the alternating black and white pattern of a zebra’s stripes. And with the surge in zero-proof cocktails, spirits, wines and beers on drinks lists, the practice is easier and more enjoyable to follow than ever before.
Gen Z has latched on to the trendy lingo and is drinking less than previous generations, finds IWSR, a global leader in beverage alcohol data and insights. But they are not the only mindful drinkers who are adopting zebra striping. Across major markets, 48% of alcohol drinkers are actively choosing to drink less, IWSR research shows, and that figure rises to 68% among those who use no- and low-alcohol products.
According to Ignite consumer data from Restaurant Business sister brand Technomic, among recent guests who ordered an adult beverage, 30% reported also ordering a nonalcohol drink from the bar—significantly higher than the overall average of 16%.
Aside from health and wellness reasons, affordability also factors into the trend, reports Technomic. Alcohol-free mocktails, wines and beers are usually a little cheaper than their boozy counterparts. And for customers who switch it up with a branded soft drink, sparkling water or free tap water, the savings can be even greater.
In fact, younger consumers put more importance on the nonalcoholic drink selection than beverage alcohol variety when choosing a casual-dining restaurant: 69% vs. 53% for the 18-34 age group, Technomic data shows. The same priorities hold true for older consumers as well.
While Gen Z tends to opt for zebra striping at night, brunch and happy hours are showing some traction too. The dayparts most likely to see diners pairing an adult beverage with a nonalcohol beverage are breakfast/brunch occasions and lunch/afternoon snack visits.
"Gen Z and younger millennials are most likely to engage in both alcohol and nonalcohol bar drinks during the same restaurant occasion—to a significant degree—and mocktails/alcohol-free cocktails are the top item paired with beverage alcohol," said Robert Byrne, senior director, consumer research at Technomic. "Everything is expensive in the current inflationary environment, but that is likely a small part of the reason behind the trend. I would suggest it is a combination of increased interest in moderation as an important component of an overall healthy lifestyle and experience-seeking behavior."
So how can operators make money—rather than lose dollars—as a result of the trend?
• Shake up the drinks list. Create a drinks menu with a wide variety of nonalcoholic beverages that go beyond soft drinks and fizzy water, or worse yet—tap water. Mocktails that are close in flavor profile and presentation to the original cocktails can spur consumers to alternate between the two; a Negroni with a Phony Negroni, for example. High quality zero-proof spirits, fresh garnishes and appropriate glassware all upsell alcohol-free drinks.
• Span the dayparts. Brunch, lunch and happy hour are opportunities to provide zebra striping promotions. Offer half-price deals on cocktails like mimosas and bloody Mary’s to those who order a mocktail or hand-pressed juice. Pair both spirited and non-alcoholic drinks with bar bites at happy hour or sandwiches/entrees at lunch for a food and beverage package with a time limit.
• Take flight. Diners are familiar with beer and wine flights, so about a mix of their favorite adult beverages and one nonalcohol beverage to try? Pairing a beer with an N/A beer would not only capitalize on the current trend but offer a unique experience for consumers interested in exploring alcohol-free drink options, said Byrne.
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