Zero Proof Beverages

The global nonalcoholic beverage market is estimated to account for 74% of the alcoholic beverage sector. About 40% of expenditures on nonalcoholic beverages and 45% of alcoholic beverage purchases occur in hospitality properties. Additionally, demand for nonalcoholic beverages has increased over the past few years due to consumer interests in health and fitness. Hospitality undergraduate degree programs offer many courses focused on alcoholic beverages, yet non-alcohol (e.g., zero-proof) beverage courses are rare. The objective of this study was to identify the key beverages and related topics important for inclusion in a zero-proof beverage course, an optimal framework for use in designing a course to enhance student success, and to design such a course. A focus group with food and beverage professionals and a survey of hospitality beverage educators found the following beverages to be of primary importance: coffee, tea, water, functional beverages, fermented beverages, and zero-proof cocktails. The primary topics identified for students to learn were beverage categories, history, culture/ethnic/religious group preferences, consumption trends, production methods, human health and wellbeing, environmental and social sustainability, sensory properties, service styles, and pricing strategies. A zero-proof beverages course was created following the Integrated Course Design Framework, and it was reviewed by several beverage industry and education professionals and improved accordingly.