Why Lubbock Local Wineries And Brewpubs Should Carry Non-Alcoholic Drinks

To some, it may seem counterintuitive for an award-winning winery or brewpub to carry non alcoholic spirits, wines, and cocktails; after all, aren't they in the business of making real beer and wine? However, here in Lubbock and across the U.S., there is both a real demand and a real need for a non-alcoholic option in these spaces.

The Rise of Non-Alcoholic Drinking Culture

Places that serve alcohol can ignore the numbers, at their own peril. Alcohol consumption is the lowest it's been in nearly a century, with only 54% of adults who drink. To provide nothing to the 46% who don't is to lose nearly half your potential customers. "But why would a non-drinker go to a winery or brewpub?" The same reason you do (if you are not a raging alcoholic), to meet people, make connections at events, and have fun.

Read More: Texans Are Way More Sober-Curious Than You Thought

Benefits for Local Businesses

When you only have water available to the non-drinker, not only did you lose that immediate sale, but you may have lost their drinking spouse or friend in the future. You may have lost the designated driver who would get their friend home safely (and kept you from being sued), and you may have ensured the pregnant lady felt awkward and left out. You may have kept the large family or group from bothering with your business since you didn't have anything for most of them.

Also, some of us drinkers just like to pace ourselves and still have something yummy to hold that isn't going to have us on the floor.

Read More: How Lubbock Baker Celebrates Sobriety With Creative Cakes

What Customers Are Looking For

When you offer mocktails and non-alcoholic beverages beyond the boring (water, soda), you are significantly improving your chance at revenue. It baffles me that anyone wouldn't have these options for that reason, even if they don't care about health, wellness, or helping someone maintain their hard-won sobriety. Also, it's not hard. Just stock a couple of non alcoholic beers and sparkling juices if that's the best you can muster.

The Real Lubbock Winners

Pick up the mocktail menu at Neighborhood F&B (9806 Quaker Ave) if you want a masterclass in accommodating your non-drinking clientele. It's full of thoughtfully curated and delicious drinks that are fun and exciting for the non-drinker. Flippers Tavern (1406 Avenue Q) also has a fun mocktail menu and a good selection of N/A beers, making it welcoming for everyone.

When I see folks dismiss sobriety (or openly mock it), I take it personally every time. Any decent human being will support the sobriety of their friends and loved ones. As for me, I support the sobriety of ANYONE for any reason. Lubbock can and should do better on this, if not because it is the morally correct thing, but because it also just makes business sense.