Lightness and a desire to experiment: luxury restaurants and hotels are focusing on alcohol-free cocktails and food pairings
Some choose them for their health benefits, others simply because they love the taste. Whilst Gen Z is increasingly turning away from wine, the fine dining sector is investing in sophisticated non-alcoholic drinks, opening up new market opportunities (with rising revenues) through creativity, fermentation and plant extracts
Key points
- Atelier Moessmer and mountain fermentation
- Enoteca Pinchiorri: wellness and kombucha
- Niko Romito and the art of vegetables
- Mandarin Oriental: the mocktail as a category in its own right
- Four Seasons: a fresh take on the great classics
- Jumeirah Capri Palace: from cocktails to ‘gastronomic’ water
- Omnia: plant-based in the Dolomites
Some choose them because they want to keep it light, others because they’re watching their weight and want to cut down on calories, some for health reasons, and others simply because they love the taste – without it necessarily feeling like a ‘sacrifice’. The truth is that non-alcoholic drinks, whether in luxury hotels or high-end and Michelin-starred restaurants, are gaining ground in ways that were unexpected in the past.
Gen Z seems to be taking less and less interest in wine, probably partly because marketing has failed to forge a direct connection with the younger generations; this gap is opening up new market opportunities for non-alcoholic pairings based on fruit and vegetable extracts, natural fermentations that play on acidity, kombucha made from fermented tea. Luxury restaurants and hotels are following this trend, investing in increasingly sophisticated non-alcoholic cocktails designed to complement every course on the menu. Not merely a ‘wine alternative’, but a standalone gastronomic offering, capable of enhancing a dish with the same complexity and balance as a fine wine.
Atelier Moessmer and mountain fermentation
A pioneer in sustainability and mountain cuisine, the three-Michelin-starred Atelier Moessmer restaurant, helmed by chef Norbert Niederkofler, now offers one of the most intriguing non-alcoholic food and drink pairings in Italia.
The pairing follows the Cook the Mountain philosophy, which focuses exclusively on the Alpine region. Every drink is crafted from local and seasonal ingredients: vegetables, wild herbs, grains, fermented products and artisanal methods. “Non-alcoholic pairings account for 15 per cent of turnover, but we’re seeing a steady increase in demand,” explains chef Norbert Niederkofler alongside sommelier Lukas Gerges. “We’ve put together a comprehensive selection featuring nine drinks. The smoked trout is paired with the drink “Peas and Uvaspina”, the whitefish tartare with the drink “Green Apple and Pickled Gherkin Water”, the Red Turnip Gnocchi with a red turnip and rhubarb extract – which plays on the similarities in sound – whilst the White Spaghetti is paired with kombucha infused with camomile. And, furthermore, sweetbread is perfect with the mocktail made with Sylva, Rubedo and Manicor apple balsamic vinegar. In summer, we also produce red berry kombucha and kefir to pair with Tarte Tatin». These are carefully crafted pairings – certainly not run-of-the-mill – the result of a level of effort on a par with that required for Michelin-starred dishes.
Chef Niederkofler has also created a recipe for Feral, a start-up founded in 2022 in the heart of the Italian Dolomites. The term ‘feral’ means ‘free, wild’ and refers to an animal or plant that was once domesticated but has returned to its natural state. The company relies on a multidisciplinary team of botanists, scientists, sommeliers and fermentation enthusiasts, united by a deep love of nature and a curious, experimental approach. Production in 2025 stood at approximately 50,000 bottles, and the aim today is to double that figure.







