From 0.0 beers at lunch to alcohol-free cocktails at work dinners, the non-alcoholic category is moving from niche to mainstream across the UAE’s hospitality scene, driven by a growing shift towards mindful consumption and more intentional lifestyle choices. We spoke with Erika Blazeviciute-Doyle, Founder and CEO of Drink Dry, about what is driving this change, why premium alcohol-free drinks are finally gaining recognition, and where Dubai’s drinking culture is heading next.

“For me, mindful consumption is not about restriction. It is about awareness and choice. Our customers are asking themselves very simple questions: How do I want to feel tomorrow? Does this drink fit my lifestyle? Is there a better option that still gives me the same sense of occasion? In the GCC, this is particularly interesting because the audience is so diverse. Some people do not drink at all, some are moderating, some are focused on fitness, some are parents, some are simply curious. Mindful consumption means different things to different people, but the common thread is that people want to make more intentional choices,” she says.

What’s really driving the non-alcoholic drinking boom in Dubai right now?

The biggest driver is definitely the shift towards health and wellness. People are much more conscious about what they consume, how they sleep, how they train, and how they feel the next day. Alcohol is naturally one of the first things people start to moderate when they want to feel better.

But it is not just about health. It is also about experience. Consumers still want beautiful drinks, great glassware, food pairings, flavour, theatre and a sense of occasion. They just do not always want alcohol to be part of that experience.

Dubai is also a very progressive, multicultural city, so global trends tend to arrive here quickly. Once people realise that non-alcoholic drinks can be sophisticated, adult and genuinely delicious, the category suddenly makes complete sense.

How has social drinking culture in the UAE changed over the past few years?

The biggest change is that non-alcoholic drinks are no longer seen as an afterthought. A few years ago, if you were not drinking alcohol, you were usually offered water, a soft drink or a very sugary mocktail. That was pretty much it.

Now, people expect more. They want a drink that feels considered and grown-up. They want something that pairs well with food and fits the occasion.

Hospitality has had to respond to that. The UAE has one of the most exciting dining scenes in the world, and the drinks offering has to reflect the same level of sophistication. Non-alcoholic options are now becoming part of that wider experience rather than sitting awkwardly on the side of the menu.

How are restaurants, hotels and bars in Dubai responding to the demand for premium non-alcoholic options?

The best operators are taking it very seriously. They understand that a strong non-alcoholic offering is not just a nice extra anymore; it is part of good hospitality.

We are seeing more restaurants and hotels introduce proper 0.0 beers, wines, spirits and cocktails. Some are creating dedicated non-alcoholic menus, and some are training their teams to recommend alcohol-free pairings in the same way they would recommend wine.

There is still work to do, of course. Some venues are still catching up. But the ones who get it see very clearly that this is a real commercial opportunity as well as a better guest experience.

What still needs to change for non-alcoholic drinks to be seen as a full experience rather than an alternative?

Presentation and education are key. A non-alcoholic drink should not feel like a compromise. It should be served beautifully, described properly and placed on the menu with confidence. If a restaurant hides it at the bottom of the soft drinks section, then of course the customer will not see it as part of the full experience.

We also need more food pairing, better menu language and more training for front-of-house teams. The liquid is already there. The quality exists. Now the experience around it needs to match.

Do you think this trend is temporary or a long-term shift in how people socialise and consume?

I strongly believe this is a long-term shift. Trends come and go, but consumer behaviour is changing in a much deeper way. People are more informed, more health-conscious and more open to questioning habits that previous generations simply accepted as normal.

The non-alcoholic category is still young, especially in this region, but it is growing because it answers a real consumer need. That is why I do not see it as a passing trend. I see it as a permanent part of the future of drinking.