NA Chill Zone Was a Little Too Chill at #BRE23

Zero Proof Insights | NA at Bar & Restaurant Expo 2023

Written by Cate Faulkner

The 39th annual Bar and Restaurant Expo in Las Vegas upheld its reputation as a dynamic hub where the industry convenes to chart the future of the food and beverage sector. Set against a backdrop of boisterous music, dramatic lights, and immersive effects, #BRE23 captured the imagination of 11,477 attendees and 400 exhibitors over a space equivalent to three football fields.

The event buzzed with high-profile appearances, including a keynote by Food Network celebrity Chef Jet Tila and a celebratory ribbon-cutting ceremony. The expo displayed a rich tapestry of exhibits tailored for bars, restaurants, and nightclubs while facilitating insightful seminars and workshops.

Alcohol Takes Center Stage

Despite its comprehensive content, the event conspicuously leaned toward alcohol-centric offerings. This emphasis was highlighted by the event's leader during his opening remarks, where he attempted to inject humor by mentioning his hangover and setting lowered expectations for those still recovering from the previous night's festivities. This alcohol-centric atmosphere was further reinforced by a neon sign that greeted attendees at the entrance, bluntly declaring: "BAR OPEN." And with that, the liberal pouring of alcoholic drinks began.

Automation Revolution

Technology was prominent at this expo, particularly automation. Robots scurried about, performing tasks that ranged from server duties to bartending. And Sandy Bosch from Citrus America demonstrated how their machines can juice over 30 pieces of fruit per minute! Given the significance of fruit juice in the NA (nonalcoholic) beverage sector, this automated process is a real game-changer!

The Call for More NA Options

The expo overflowed with new ideas for games and activities, all designed to keep customers engaged, extend their stays, and serve as attractions. Amidst this backdrop, the pressing need for NA options became unmistakably evident. Spending extended periods of time at a bar or restaurant calls for moderation in alcohol consumption.

Tea Enthusiasts Unite

Also present at the expo was the World Tea Expo '23, uniting global enthusiasts in a celebration of tea, with a breathtaking range of teas and related products on display. Our friend and fellow ZPC member, Vincent LaPelusa of Fresh Steeps Tea, found his community there, networking with others very interested in introducing tea into the NA industry, highlighting its potential in crafting sophisticated nonalcoholic cocktails.

Connecting With NA Advocates

Spending time with some great people was a highlight of the entire experience. Shyamal Lallah, Micah Sampson, Noughty NA wine US Importer, Derek Brown, Positive Damage, and Ian Blessing, All the Bitter are so much fun, especially when they are all together.

And catching up with a new friend, Meagen Anderson, founder of the AFicioNAdo alcohol-free and nonalcoholic adult beverage professional training and certification program. This program is crafting a pivotal role in the NA industry, empowering beverage professionals through training and certification for NA adult beverages. She is providing a solid backbone of legitimacy and competency to our rapidly growing NA industry - a real game-changer!

Shifting Trends in Cocktails

The most well-attended seminar of the entire expo was "2023 Cocktail Trends to Boost Bar Sales and Grow Your Market." The description read: "Explore the latest trends in cocktails from traditional to no/low alcohol industry. Gain insight into what guests are drinking, how the industry is evolving, and most importantly, what it means to your bottom line." Hundreds of professionals showed up to learn, and the standing-room-only space was full. Interestingly, while the discussion wasn't promoted as a nonalcoholic seminar, the impressive panel included some of the NA industry's top voices - Derek Brown, Positive Damages, David Crooch, Ritual Zero Proof, along with Shannon Mustipher, Barspoke.

Their conversation surrounding the urgency of including NA options on every menu was both engaging and enlightening. A moment that stood out was when a woman hesitantly raised her hand to ask, "Will selling nonalcoholic beverages cut into my alcohol revenue?" The panel's unequivocal answer was "no," asserting that NA options could actually generate additional income. What caught my attention was the palpable interest this answer generated among the attendees — a clear sign that many still have limited awareness of how NA beverages can seamlessly integrate into and even bolster their existing business models.

NA Programs: A Bottom-line Impact

Ritual Zero Proof led another seminar on Tuesday titled "Beat the House: The Bottom-line Impact of NA Programs and Practical Implementation". The session was promoted as "52% of adults are actively trying to drink less. 30% don't drink at all. That's a lot of cocktails you're not selling. Packed with real-world examples and practical tips, this session focuses on easy ways to notably increase revenue and serve more customers without reinventing your menu." David Crooch and Marcus Sakey were able to spend the session promoting their full line at Ritual as an easy turnkey example of how to replace traditional liquor 1:1 in customers' cocktails that they already know and love. Easy - no creativity or imagination required.

The Evolution of No and Low

Derek Brown spoke again on the last day with Tom Halaska, Ritual Zero Proof, and Mareya Ibrahim-Jones, Author & Chef at a session titled "Move Over Mocktail: The Evolution of No & Low Alcohol Drinks". The audience loved their presentation as it addressed the entire NA Movement, the many options that are now available, and affirmed the need for more creative and elevated low and no beverages at all bars & restaurants. The Q & A that Derek moderated could have gone on for hours.

The Missed Opportunity of the Non-Alc Chill Zone

In 2023, the Non-Alc Chill Zone premiered, advertised as "an inspirational and interactive experience designed with owners, operators, and bartenders in mind." However, the reality fell short. Situated far away from the entrance, it was practically nudging the confines of the parking lot — and with hindsight, out in the parking lot might have offered better exposure. Even its design disproportionately favored only two of the four exhibitors — those positioned facing the traffic flow. Overall, compared with the rest of the expo, the zone was excessively "chill," showcasing a missed opportunity at a critical juncture where there is not only a growing desire but also a pressing need for NA alternatives, insights, and connections.

Unfortunately, many professionals are still either unaware or hold preconceived notions about NA beverages, emphasizing the necessity for more structured and well-designed education that will legitimize and advance integrated on-premise NA options. Education can be the most effective pathway to reinforce the foundation for the NA Movement's growth and sustainability.

#BRE24 and Beyond

Looking ahead to the 2024 Bar and Restaurant Expo in Las Vegas, there are changes on the horizon. The organizers are shifting from "Non Alc Chill Zone" to "Zero Proof Experiences”. Additionally, there's a plan to tweak the zone location to improve traffic flow, enhancing the overall experience.

One promising sign is the substantial increase in exhibitor tables planned for the NA zone, with capacity expanding from just 4 in 2023 to over 20 in 2024. However, it's worth noting that as of October 9, 2023, only Ritual Zero Proof is listed as a Zero Proof Experience exhibitor on the official BRE24 website floor plan.

Marcos Salazar recently shared news that ANBA (Adult Non-alcoholic Beverage Association) will be partnering with #BRE24! That’s a very positive development that will bring more NA exhibitors into the mix. This collaboration holds the promise of enriching the event further. The ultimate measure of success lies in whether this substantial investment as an exhibitor results in a direct increase in sales. Time will reveal if #BRE24 and beyond signifies progress on this crucial front.

To see a BRE23 & BRE24 comparison, please look at the floor plans in the photo gallery below:

Yesterday Once More: Carpenters Legacy Show Was My Ticket to Ride

During my recent trip to Vegas, I had the pleasure of experiencing the Carpenters Legacy show, and it was nothing short of spectacular. The performance was an A+++ tribute to the iconic duo, capturing the essence of their timeless music. I found myself singing along to every song, knowing every word. After the show, I had the chance to meet Sally Olson and Ned Mills, who are absolutely lovely people. Check out my photos in the gallery – it was so much fun!