Industry Changes to Changing Tastes and Values

The implementation of paid domestic violence leave last month brings up the question of not only what responsibilities employers have, but also what a society would look like where this kind of leave is no longer necessary.

In the hospitality industry, responsibility has long come in the form of Responsible Service of Alcohol licensing. A little over 10 years ago in Sweden, a social-service worker who saw no end to the victims of alcohol abuse asked the question ‘how do we change drinking culture?’ and came to the conclusion that wine which was not only alcohol-free but maintained the highest quality, was part of the answer.

Oddbird International was born outside the hospitality industry, but in addition to its social mission, it addresses questions from within it. 

If a guest wants an alcohol-free drink, can we still offer the same gastronomic experience?

What can pair with this meal other than a soft drink or juice?

How do we deliver the same level of experience to all guests, including those who are pregnant or don’t drink for religious reasons?

As a project to change the dialogue around alcohol-free drinks, the company recently partnered with Porsche to provide new owners with a sparkling wine that meant you could drink and drive.

Founder Moa Gürbüzer states “I want it to be just as normal to ask if you would like your wine with or without alcohol, as it is to ask if you would like your coffee with or without milk. Only then will the pressure and culture around drinking change.”

Do your guests regularly ask for more alcohol-free alternatives? How is our industry changing in light of changing tastes and values?