Airport Experience® News - Food & Beverage Issue 2026

while adding that “across all generations we’re seeing people become more quality focused.” Pitman has seen this as well. “The expectation for quality has risen significantly across generations. Whether someone is ordering a craft cocktail, a premium tequila pour, a local IPA or a spirit-free drink, travelers increasingly expect thoughtful curation and an elevated experience,” he says. “That’s where the industry is evolving – it’s becoming less about quantity and much more about quality, personalization and creating experiences that resonate with different traveler mindsets.” Mocktails Go Mainstream Pitman adds that moderation trends are driving menu innovation at the bar. “Low-ABV cocktails, premium

where travel itself creates excitement and occasion,” he adds. “They’re highly engaged with design, storytelling, presentation and discoverability. Social media and visual appeal absolutely influence behavior more than they did with prior generations.” Baby Boomers and Gen X consumers, meanwhile, still enjoy alcoholic beverages more traditionally, Verrecchia says. “However, many are drinking less frequently and gravitating toward higher-quality, premium selections when they do indulge,” he adds. “Overall, today’s consumers are becoming more thoughtful and selective in their choices, which is creating opportunities for operators to offer more diverse, transparent and experience-driven beverage programs.” Alain Zemmour, vice president of operations for Concessions International , also notes these generational differences Below: Earlier this year, HMSHost opened Blinded Tiger, a hidden, speakeasy-style cocktail lounge located within the flagship duty-free store at JFK Airport’s Terminal 8 at John F. Kennedy International Airport.

non-alcoholic offerings, functional beverages and thoughtful spirit-free cocktail programs are becoming increasingly important,” he says. “Today’s traveler expects these options to feel intentional and premium, not an afterthought.” Pitman adds that Avolta launched a spirit free cocktail program last year and expanded its non-alcoholic beer offerings across its portfolio. “We’re also tailoring offerings by concept and market. In some locations, that may mean locally inspired spirit-free cocktails, while in others it’s premium or expanded non-alcoholic beer selections that align with traveler preferences and daypart occasions,” he notes. Non-alcoholic offerings have become a meaningful part of Paradies Lagardère’s beverage program, Varno says. “We’ve expanded into non-alcoholic beer, zero-proof cocktails, premium sparkling beverages, and elevated mocktails made with ingredients like citrus, ginger beer, tonic, herbs and fruit forward syrups,” she says. “Guests still want something that feels thoughtful and well crafted, even if it doesn’t include alcohol.” Areas USA is actively expanding its low- and no-alcohol offerings across its portfolio, Verrecchia says. “By investing in creative mocktails and premium non-alcoholic drink options, we can better meet evolving guest preferences while also tapping into a category that is expected to see substantial growth over the next decade,” he says. “We’re evaluating opportunities across all beverage categories and currently offer several popular non-alcoholic beer options, including Sam Adams Just the Haze and Anheuser-Busch’s Michelob Ultra Zero. In addition, we’re seeing strong guest engagement with creative spirit free cocktails and refreshers such as Strawberry Basil Lemonade and Berry Faux-jitos.” SSP America , too, offers non-alcoholic beers and mocktails on most menus and has included them in promotions and limited time offers, says Josh Barone, vice president of commercial. “For example, our early-year promotion included Sierra Nevada Trail Pass Non-Alcoholic IPA, which sold very well. And one of the cocktails in our current spring promotion included instructions and programming to sell it as a mocktail as well.” But Barone adds that recent data suggests that moderation trends may be changing. “Post-COVID data initially showed Gen Z drinking less, but that trend is beginning to shift. One of the recent IWSR surveys showed that legal drinking age Gen Z went

Right: As consumers have grown more intentional and selective at the bar, they’re prioritizing quality over quantity when

they do drink, so elevated cocktails and premium spirits are doing well.

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AX NEWS JULY/AUGUST 2026