The Alcohol-Free Trend: A Profitability Opportunity for Daytime Bars

The surge in “no-and-low” alcohol consumption is doing more than just changing what’s in our glasses; it is fundamentally redefining the rituals of socialising. We are witnessing a significant expansion of daytime consumption. In the United States, this trend is already firmly established among Gen Z, characterised by daytime aperitifs, café meetups, afternoon DJ sets, and cultural events—all centered around specialty coffee and alcohol-free beverages.

In Italy, Dry January has provided the perfect litmus test for daytime bars, cafés, and multipurpose venues to explore this shift. It’s an opportunity to develop a fresh lifestyle offering while boosting profitability. SumUp, the global fintech leader in digital payments, has analysed these emerging alcohol-free trends to see what’s driving the market.

Coffee Beyond the Espresso

One of the most compelling directions for the Italian market is “coffee mixology.” Traditionally tied to the ritual of a quick espresso at the counter, the industry is now finding ways to extend the experience. Coffee mixology allows venues to experiment with creative recipes where coffee is the star ingredient—think Espresso Tonics (espresso paired with citrus-noted tonic water) or cardamom-infused coffee with oat milk. Alongside mixology, Italy is seeing the formal “consecration” of specialty coffee. High-quality, traceable beans prepared with slow extraction methods perfectly satisfy the modern consumer’s desire for a more mindful, “slow” experience.

The menu is further diversifying with beverages based on fruits, vegetables, spices, and herbs. We’re seeing a rise in:

• Cold-pressed juices and extracts: Featuring celery, cucumber, and ginger.
• Artisanal juices: Small-batch apple, pear, or pomegranate.
• Virgin classics: Spicy, non-alcoholic takes on the Tomato Juice.
• Infusions: Herbal teas served hot or chilled, and waters infused with Mediterranean citrus and herbs.

Furthermore, Mate (valued for its gradual release of natural caffeine) and Guaranà are gaining traction, often served as infusions or as bases for energising, artisanal soft drinks.

New Formats

This cultural shift is giving rise to entirely new hospitality formats, such as “soft clubbing.” This is an evolution of the traditional daytime bar; it’s no longer just a pitstop for a quick Italian breakfast, but a destination. It’s a place to linger, enjoy music, and relax over a specialty cappuccino in an inclusive atmosphere.
We are entering the era of the “social breakfast.” Breakfast is evolving into a shared experience that might include workshops, book launches, or professional networking. For bars and cafés, this alcohol-free socialising represents the long-awaited business opportunity to extend customer “dwell time” and increase spend throughout the day.