It’s no secret – Bermudians love to drink. It’s embedded in our culture.
So, for generations, a night out with friends followed a familiar script: a few beers after work, another round with dinner, perhaps a shot or two before heading home. The next morning often brought a pounding headache, a lighter wallet and the occasional regret.
While these patterns do still exist, new patterns around alcohol consumption are being noted by the global industry – and they are also hitting home in Bermuda.
Non-alcoholic beverage sections at off licence liquor stores reported sales of close to a billion dollars globally in 2025 – with online sales tripling in 12 months.
Younger consumers are boosting the sales of alcohol-free beers, wines, spirits, and blasting mocktails all over their Instagram pages, embracing what has become known as the ‘sober curious’ lifestyle. This is a compromise between living dry and allowing oneself to socialise without feeling left out.
In Bermuda, John Perinchief – who managed the Police Recreation Club for 22 years before retiring in 2024 – attests that he witnessed a steady increase in demand for non-alcoholic beverages during his time behind the bar.
“Offering non-alcoholic drinks at the PRC was one of my mandates,” he said.
In the early years, the options were limited. Perrier, Malta, and the occasional alcohol-free beer were among the few choices available. Finding a non-alcoholic beer that customers actually enjoyed was difficult.
“There weren’t too many non-alcoholic beers that tasted good, except maybe St Pauli Girl,” he recalled.
The club also introduced an incentive for designated drivers by offering free soft drinks, helping to encourage responsible choices among patrons.
More variety, better quality
Over time – as the mad scientists in those non-alcoholic beverage laboratories pushed harder to find new, flavourful concoctions – consumer demand and product quality both improved.
Mr Perinchief said that during his final years at the club, the selection expanded significantly, including three varieties of Malta and four different types of non-alcoholic beer.
The wider selection translated into higher demand, and the variety encouraged more consumers to buy off the bar.
“I would say it increased the number of patrons we had; because people didn’t feel that they had to drink alcohol when they came to the bar.”
While alcohol-free options are gaining popularity globally, Bermuda’s relationship with drinking runs deep.
Anthony Santucci, executive director of CADA – Encouraging Responsible Alcohol Behaviour – said alcohol has been woven into Bermuda’s social fabric for centuries.
“Bermuda has a long legacy and relationship with alcohol,” he said.
But Mr Santucci believes younger generations are beginning to challenge some long-established habits.
“Gen Z are definitely changing their drinking habits,” he said. “They’re changing the types of substances they consume.”
Internationally, younger consumers are helping fuel growth in the market for alcohol-free beverages. Statistics are not available in Bermuda, but the growing visibility of alcohol-free options is evidence that attitudes may be evolving.
For many people, reducing alcohol consumption is not necessarily about complete abstinence. Instead, it is about having greater control over how much they drink and avoiding some of the negative effects that can accompany a heavy night out.
Recovering alcoholic Tiffany – who spoke under a pseudonym to protect her identity – uses non-alcoholic beverages to help stay in control of her urges.
She says that there’s non-alcoholic tequila and vodka here now, and they taste close enough to be able to “trick your brain so that your urges are satisfied”.
The growing range of alcohol-free alternatives means people no longer have to choose between drinking alcohol and feeling excluded from social occasions. With the taste catching up as well, this trend may become the norm before long.
Fun without alcohol
Today’s consumers can find alcohol-free lagers, craft beers, wines and sophisticated mocktails designed to replicate many of the flavours and rituals associated with traditional drinking.
That shift is changing the atmosphere in bars and restaurants around the world. Ordering a non-alcoholic drink is becoming increasingly normal, particularly among younger patrons who are prioritising health, fitness and mental wellbeing.
Still, some sceptics question whether a night out can really be as enjoyable without alcohol. That answer may depend less on what’s in the cup, and more on the company sitting around the table.
Much of the social experience revolves around conversation, laughter, music and shared experiences rather than alcohol itself. Increasingly, many people are discovering they can enjoy those moments without the hangover that often follows.
Mr Perinchief believes the key is giving customers options.
“I think it’s a responsible option to have favourable choices of non-alcoholic beverages by the vendor, and in turn give the consumer a choice once they find they have reached their limit,” he explained.
Mr Santucci agrees that responsible choices should remain the focus – especially when it comes to traveling on our roads – regardless of what people choose to drink.
“If you’re going to go out, make a plan before you go out on how to get home safely,” he advised.
“That means arranging a designated driver, booking a taxi or organising transportation before the first drink is poured – we don’t tend to do designated drivers very well in Bermuda. Make a plan to get home safe.”
Whether alcohol-free drinking proves to be a lasting cultural shift or simply another lifestyle trend remains to be seen. What is clear, however, is that consumers today have more choices than ever before.
In Bermuda’s bars, restaurants and social clubs, patrons increasingly have options beyond beer, wine and spirits. Whether it is a non-alcoholic lager, a sparkling water or a carefully crafted, Instagram ready, mocktail, people are discovering that a good night out does not necessarily require alcohol.
