Forbes: Mindful Consumption Gets A Bespoke Feel With New Loews ‘Free Spirited’ Program

By Aly Walansky, Forbes, Published April 16, 2024

As the concept of mindful drinking has become more ever present in dining and nightlife, a noticeable trend in increasingly elegant and bespoke mocktail or low-ABV cocktail options has evolved.

It’s very possible to have those nights out with beautiful Instagram-friendly libations that are created with interesting and complex ingredients — all while having a more moderate approach to alcohol or avoiding it entirely.

The latest example of this mindful consumption is a new program, Free Spirited by Loews Hotels, which is all about bringing those elevated, fancy cocktails to those who want little or no ABV in their libation.

Part of the hospitality experience should be accommodating all guests, of all lifestyles. This absolutely is something strived for in the food & beverage space, specifically. “While we’ve always had non-alcoholic beverage options for our guests, across the portfolio, we recently saw an uptick in guests looking for more variety in zero-proof and low ABC cocktail menus,” said Mark Weiss, Senior Vice President, Food & Beverage for Loews.

It seemed the mindful consumption trend was only growing, and that’s how the Free Spirited by Loews Hotels came to be. According to Weiss, it “provides elevated and bespoke hotel bar programming for those who choose to imbibe less or not at all.”

Read the full article on Forbes here.