Beyond the Bar: Why Mocktails Matter More Than Ever to Me

There’s a shift happening. You can see it at events, on social media, in group dinners with friends. People are drinking less—or not at all. And not because they have to, but because they want to. Wellness, intentionality, sobriety, spirituality… There are a thousand different reasons, and all of them are valid.

This movement away from alcohol isn’t a trend—it’s a transformation. And it’s one that matters deeply to me.

As someone who works in the hospitality industry, I’ve spent years thinking about how to create exceptional guest experiences. And I’ve come to believe this: those experiences shouldn’t be limited to those who drink. If we claim to care about people, then we should care just as much about the guest ordering a mocktail as we do the one ordering a $200 bottle of wine.

But beyond business, it’s also personal.

My husband, Caleb, stopped drinking a couple of years ago—not because he had a problem, but because, like many people, he simply wanted to feel healthier. As a former NFL linebacker with a history of head injuries, he immediately noticed the difference—mentally, physically, and emotionally. It was a game-changer.

For me, I’ve always loved everything there is to love about wine—the story, the craftsmanship, the flavor! And I still enjoy a big glass of red here and there. But watching Caleb’s transformation changed me. It shifted how I think about alcohol. I’m more intentional. And I want others to feel like they have options—beautiful, celebratory, sophisticated ones.

And personally? I’ve fallen in love with mocktails. It takes just as much skill and creativity to craft a great drink without alcohol. In many ways, it’s an even more exciting canvas.

So, what does it look like to elevate the zero-proof experience?

It means mocktails that are just as thoughtful as craft cocktails.

It means drink menus where no one feels like the odd one out.

It means creating space for everyone—whether they’re sober, sober-curious, or just choosing clarity over a buzz that night.

To me, mocktails are more than a beverage trend. They represent a broader cultural awakening—one rooted in mindfulness, intentionality, and inclusion. And if we do it right, they can also be a bold business move that reshapes what hospitality looks like in the next decade.

We don’t need alcohol to have fun.

Changing the game — that’s what I’m after in everything we create—from a cocktail list to a boardroom strategy session. And that’s why I’m so happy that mixologists are taking mocktails to the next level.

PS: Ruby’s just rolled out our Spring Non-Alcoholic list— and it’s fire! Thoughtfully curated, zero-proof, and full of flavor. And as a gift, here’s my personal favorite: the BRM Spritz. It’s my signature recipe, made with lavender syrup and fresh citrus—just skip the vodka and you’ve got a refreshing, floral-forward mocktail that isn’t too sweet. Even Caleb approves. (Pro tip: he orders it in a rocks glass when he wants it to feel a little more “masculine.”)

Because changing the game doesn’t always mean doing more.

Sometimes, it just means doing things differently—on purpose.

xo,

brit