It’s a given. Gen Z prefers low ABV (alcohol by volume) or zero proof drinks, largely for health reasons. We find out how bars in Singapore are creatively adapting to this global trend.
By Amy Van
The idea of enduring a brutal hungover from tequila or vodka shots no longer hold the same appeal for many. Do we still need free-flowing alcohol to get in the mood to party? For Generation Z, the answer seems to be no. Their approach to nightlife and bar culture is shifting, marking a stark contrast to previous generations. Gen Z is consuming less alcohol, opting instead for healthier, more mindful choices. The emphasis is now on socialising without getting plastered. Most prefer flavour-driven, low-ABV options over traditional boozy nights.
Rachel Tan, Food & Drink Strategist at WGSN, a leading trend forecasting company, explains: “WGSN proprietary data shows that Asia Pacific is leading the low/no conversation on social media, driven by health concerns and flavour exploration, particularly botanicals. Global Google searches for non-alcoholic drinks continue on an upward trajectory (+25% YoY, December 2023 to November 2024 verus December 2022
to November 2023), while interest in sober lifestyles remains stable on TikTok (+2.2% YoY, January to October 2024 versus January to October 2023, having reached 16.9 billion views.”
“Many consumers are ‘zebra striping’, alternating between alcoholic and non-alcoholic drinks. 43% of global no/low consumers happily switch between full strength, low and alcohol free (ISWR 2023) presenting an opportunity for bars and restaurants to deliver variety with flexible ABV options,” she adds.
WGSN also reports that besides alcohol or cocktail analogues, there is a shift in innovation towards almost new categories of non-alcoholic drinks that can stand up on their own.
Rachel highlights some examples from Singapore and Malaysia: “Turn Shift Tea Bar in Malaysia is a non-alcoholic tea bar that treats tea with as much care as premium spirits, using high-quality tea leaves and mixology techniques to create complex drinks that require time to sip and savour. Big Short Coffee in Singapore borrows from mixology and molecular gastronomy for its cocktail-inspired drinks, while the tea pairing menu offered at Pangium (Singapore) features unique blends of herbs, fruit and spices.”
Prioritising wellness and creativity
Bobby Carey, creative director of Proof Creative, renowned bar and beverage consultancy, also observes that Gen Z and younger drinkers are reshaping alcohol consumption. For them, a cocktail is more than just a drink —it’s an expression of values, creativity, and quality.
“In Singapore and throughout Asia, bars are responding with innovative menus featuring low-ABV and spirit-free options. These aren’t just token “mocktails” but thoughtfully crafted beverages that leverage ingredients like chrysanthemum, pandan, and oolong tea, alongside global trends like adaptogens and botanicals,” he explains.
Bobby notes that Asia’s cultural affinity for subtlety and balance aligns naturally with this movement, positioning cities like Singapore as trendsetters in redefining what it means to drink mindfully. “Offering these options isn’t about compromise — it’s about creating exceptional, inclusive experiences that reflect the evolving tastes of a new generation,” he adds.
Rachel agrees that bars and restaurants have an opportunity to expand their non-alcoholic drinks menus beyond bottled sodas or kombucha. Brands like Saison Aperitifs (Australia), Ghia (US), Mindful Sparks (Hong Kong), and Everleaf (UK) are leading the way with alcohol-free ready-to-drink options. In fact, this trend is already making waves beyond bars and restaurants. Rachel observes that shift toward mindful drinking is evident in various sectors globally, from fine dining to supermarkets. “More fine dining establishments are offering alcohol-free pairing options. Luxury sparkling tea brand Mindful Sparks became the official tea partner of the Michelin Guide Hong Kong Macau last year. Even retail giants like Walmart recently introduced a new ‘Modern Soda’ aisle where alcohol-free drinks could potentially sit,” she adds.
The bar industry’s response
Aaron Jacobson, group operations and beverage director of Restaurant Zen and Brasserie Astoria sees Gen Z as a dramatic cultural shift for the industry at large. “Those of us who are not already pivoting will be left behind,” he says. “Right now, I do not see seismic changes in how the industry operates or appeals to these customers. But that is mostly because their purchasing power has not yet become hegemonic like older, more established, generations. They are still quite young, so their influence in this regard will take more time to be felt. But it is already happening. Look at tequila sales this year and the amount of stock surplus that Mexico is sitting on. And then look at production of tequila in Mexico continuing to rise while agave prices plummet. These contractions in the industry are just beginning.”
Aaron predicts that in the next couple decades, alcohol sales could drop dramatically similar to how tobacco sales declined once its health risks became apparent. “I don’t think it will be as drastic as the cotton price crash after WWI, but the industry will look very different in five years.”
He however feels that most bars have yet to fully adapt to this change. He thinks that while there’s an abstract understanding that Gen Z has different lifestyle and consumption habits, most places haven’t yet pivoted their menus to cater to these preferences.
Kelvin Saquilayan, head bartender at Republic Bar at The Ritz-Carlton, Millenia Singapore has also noticed noticed that Gen Z customers place higher emphasis on physical and mental well-being, often prioritising health over indulgence. He believes that social media has played a significant role in normalising sober lifestyles, making wellness trends more visible and accessible.
“From a bar perspective, I see this as an opportunity to cater to their preferences by offering creative, high-quality non-alcoholic beverages that appeal to their desire for wellness and inclusivity. It is all about evolving with the customer base and recognising their preferences. We also adapt our offerings by replacing the existing alcoholic ingredients with available zero proof spirits,” shares Kevin.
Adonis E. Reyes, bar manager at Baia in Esplanade Mall echoes this sentiment. He has seen a significant rise in the popularity of spirit-free cocktails among both Gen Z and older demographics. “Our menu is highly adaptable, featuring a diverse range of cocktails, and we craft bespoke drinks, whether alcoholic or spirit-free, tailored to different preferences.” Over the past seven years working in this vibrant industry, he has seen a remarkable rise in the popularity of zero-proof spirits. “It’s been exciting to watch this trend evolve. At Baia, we embrace this shift, offering our guests a thoughtfully curated selection of creative, alcohol-free options.”
Bold ingredients, creative techniques and sensory experiences
Bobby highlights that low-ABV cocktails are breaking new ground by incorporating bold ingredients and innovative methods. “Fortified wines, sake, and aperitifs remain at the heart of these creations, while nitrogen cavitation and lacto-fermentation elevate flavours to new heights. Hydrosols—aromatic distilled waters—are emerging as secret weapons, adding delicate, nuanced aromas without overwhelming the palate.”
He adds, “When it comes to olfactory-led cocktails, we’re not talking about your typical woodchip-smoked aroma. Creativity is reaching new heights. Imagine a cocktail where the glass is ‘painted’ with the scent
of burnt cedar or spiced orange, releasing a subtle, fragrant cloud as you lift it. Or a drink paired with a curated atomiser spray that enhances the flavour profile with hints of elderflower or green peppercorn. Some bars are even introducing areas, where guests can explore jars of unique scents — like saffron, lemongrass, or cacao — and have their chosen aroma incorporated into the drink. These experiences transform cocktails into sensory journeys, reimagining low-ABV as an art form that engages and surprises at every turn.”
Thinking out of the glass
For Aaron, creativity is at the heart of the experience. “It is fun to have the added challenge of a new generation throwing curveballs. Honestly, the most fun part of working in restaurants and running them is the freedom to be creative.”
Some examples of Astoria’s innovative low-ABV creations include “Barley, Saffron, Carrot” which features toasted pearl barley cold infused for a few days to make tea. “After making barley tea, we do a primary ferment for a few days with a kombucha scoby and a few other ingredients. While this is happening, there is also a lacto-ferment with a few different types of citrus and tomato and Japanese cucumber. This ferments for about a week. We then turn this into a liquor de tirage (a mixture of wine, sugar, and yeast that’s added to a base wine to start a second fermentation in the bottle),” shares Aaron.
Another concoction features carrot juice infused with curry leaf. “We get this from one of our staff’s yard where it grows. Basically these ingredients are fermented together, added at different stages of the ferment’s life, and each stage gets a different time and temperature. This is fermented for about eight days,” says Aaron.
He also comes up with more complicated recipes like “Black Currant, Rishiri Kombu, Green Peas”. “Basically I import fresh black currant leaves from Sweden and dried roses from Iran. This gets mixed together and cold infused for a few days. Then that gets primarily fermented. Then on the side I take Rishiri Kelp and cold infuse it for three days to make a liquor de tirage for the next stage of fermentation.”
Aaron designs the cocktail and non-alcoholic programme, including the bases for the cocktails at Astoria. They have 22 cocktails on the menu currently and over 50% of them are designed to be turned into a non-alcoholic cocktail.
Guests can also enjoy non-alcohol wines. “They are basically me trying to make approximations of wine with natural ingredients we juice ourselves and ferment in house. They are sold by the glass and by the bottle out of wine bottles. We even have our own logo!,” shares Aaron.
Republic Bar’s team also aims to bring something new and unique to the table. Some of the low-ABV cocktails from their Republic Volume 3 menu include: “Big Screen Boom, Visions of Stella and Gemini”, which is a hit among guests who prefer something easy to drink and extremely palatable. There’s also “Big Screen Boom”, a low-alcohol drink that bursts with gingery spice and caramel undertones. And “Visions of Stella”, a milk punch-style cocktail that blends the rich, berry-forward notes of sloe gin with the bold complexity of cold brew coffee.
Christina Rasmussen and Sasha Wijidessa co-owners of FURA have included a variety of low-ABV drinks as a large part of their menu. “Sasha and myself prefer to drink lighter as we have really low tolerance, so naturally it’s a by-product of Sasha’s creations. Sasha also really loves creating carbonated drinks, as she feels there’s more room to give more dimension and layering of flavours with the help of the C02,” shares Christina.
Christina adds: “We have a few sections on our menu with lower ABV, from both our Journal of Future Food and our Ugly Delicious ferments. From the Journal we have our best seller, Caviar Papi, using lemon balm and green apple, based on Grey Goose Vodka, or Make Local Tomatoes Great Again, our exceptionally balanced twist on a clarified Bloody Mary, with lacto-msg fermented tomatoes, strawberry and basil parsley infusion.
Of the ferments, we use discarded produce to create “wine” ferments between 8-15% ABV due to natural fermentation from the yeasts on the fruits and vegetables. They range in style from a dry rosé-like wine from strawberry and cherry, or one like sake with donut peach, sake lees and barley.”
Adonis has curated a dedicated selection of four zero-proof cocktails on the menu. “We maintain all the flavour magic but swap out the booze for non-alcoholic spirits. Our signature Sunken City cocktail is crafted with dry gin, tomato relish, and dry sherry. The alcohol-free version, Not a Sunken City, replaces the gin with a non-alcoholic spirit, retains the tomato relish, and adds a splash of citric and saline solution to keep that perfect balance. It’s a flavour-packed drink with zero guilt!”
New era of bartending
Bobby believes that bartending in 2025 is entering a golden age rooted in authenticity, hyper-localisation, and a renewed focus on creating meaningful guest experiences. He adds that bars are shifting away from global influences to celebrate the unique flavours, ingredients, and stories of their own regions. From local botanicals to heritage grains and indigenous spices, cocktails are becoming a reflection of the land and culture they come from, bringing a sense of place into every sip.
“At the same time, we’re seeing a return to simplicity and comfort. Guests want spaces where they feel at ease from the moment they walk in, and bars are delivering with approachable menus focused on flavour rather than complexity. Refreshing spritzes, refined highballs, and thoughtfully crafted classics are taking centre stage, creating a balance of sophistication and accessibility,” he adds.
“This new era of bartending is about more than just drinks—it’s about connection. It’s about crafting spaces that are warm and welcoming, where guests can relax, enjoy, and feel part of something larger. The focus is shifting back to the fundamentals: genuine hospitality, local pride, and the joy of sharing a great cocktail. It’s a time where craftsmanship meets community, and going out feels special again.”