How the Monadnock Region's Hospitality Industry Is Adapting to the Rise of Alcohol-Free Drinking

On a summer evening in the Monadnock Region, it's not unusual to see one table enjoying flights of locally crafted hard cider while another orders sparkling water, fresh sweet cider or a carefully crafted mocktail. Increasingly, those choices are happening side by side. Across the country, the growing popularity of non-alcoholic beverages and the broader "sober curious" movement has prompted restaurants, breweries, cideries and bars to rethink what it means to serve every customer. Rather than replacing traditional alcoholic beverages, many businesses are expanding their menus to include alcohol-free alternatives that appeal to designated drivers, health-conscious consumers, younger adults and anyone simply looking to moderate their drinking. The trend has become visible in New Hampshire as well. Earlier this year, New Hampshire Liquor & Wine Outlets expanded their selection of zero-proof products from 14 to 65 offerings, reporting significant growth in sales while emphasizing that many customers purchase both alcoholic and non-alcoholic beverages rather than choosing one or the other. State officials say the expansion reflects changing consumer preferences, particularly among younger adults. Organizations promoting mindful drinking have also gained traction across the state. The educational initiative Sober Curious NH describes the movement as an opportunity for people to evaluate their relationship with alcohol and explore alternatives without necessarily committing to complete sobriety. Yet for many businesses in the Keene area, the shift has been more evolutionary than revolutionary. At Contoocook Cider Company, located at Gould Hill Farm in Contoocook, non-alcoholic offerings have long been part of the experience. "We haven't seen a tremendous drop [in alcoholic beverage sales], but we have always carried non-alcoholic drinks (soda, seltzer and our farm's own sweet cider), and those have been at the same demand for the last few years," said Tim, an employee at Contoocook Cider Company. "Depending on the crowd that day will dictate if some are non-drinking, but for the most part it hasn't changed much of the operation as of yet." For the cidery, offering non-alcoholic beverages isn't simply about responding to a trend. It also reflects its roots as a working orchard. "People like our sweet cider from our farm, so that's a big hit," Tim said. "We also try to get some unique seltzers and local sodas." That approach fits naturally with the company's history. Founded by Amy and Tim Bassett of Gould Hill Farm in partnership with Mark and Lisa Strader, Contoocook Cider Company was created as a way to help sustain the family farm while making use of its diverse apple harvest. Today, the cidery produces hard ciders from more than 100 apple varieties — including heirloom cultivars — while continuing to serve the farm's fresh sweet cider alongside locally sourced food in its tasting room. Their experience reflects a broader reality facing many local businesses: while awareness of alcohol-free beverages appears to be growing, customer demand varies depending on the audience. Rather than seeing a dramatic shift away from alcoholic beverages, many breweries and cideries are finding that alcohol-free options simply broaden the range of choices available to visitors. That flexibility may become increasingly important as social drinking habits continue to evolve. National research has suggested younger adults are drinking less alcohol than previous generations, with many consumers choosing to alternate alcoholic beverages with non-alcoholic options during the same outing — a practice sometimes referred to as "zebra striping." Others participate in initiatives such as Dry January, are training for athletic events, or simply want to enjoy the social atmosphere of breweries and restaurants without consuming alcohol. The hospitality industry has responded accordingly. Mocktails have become increasingly common on restaurant menus, while breweries around the country have introduced alcohol-free beers and hop-infused sparkling waters. Even beer festivals have begun incorporating zero-proof beverages alongside traditional offerings. This year's Wyman Tavern Brew Fest in Keene, for example, advertises mocktails alongside beer, cider, wine and spirits. The trend extends beyond breweries. Many restaurants have expanded their beverage menus with specialty mocktails, alcohol-free cocktails and premium sodas designed to offer the same level of craftsmanship as alcoholic drinks. In doing so, businesses are recognizing that not every guest is looking for an alcoholic beverage, even if they're participating in the same social experience. Industry observers say that's one reason the phrase "sober curious" has resonated with many consumers. Rather than defining drinking habits in absolute terms, it reflects a spectrum of choices — from people who abstain entirely to those who occasionally opt for alcohol-free alternatives. For businesses, that means offering choice rather than replacing tradition. In the Monadnock region, where local breweries, cideries and restaurants have become important gathering places, many establishments appear to be adapting without abandoning what made them successful in the first place. For Contoocook Cider Company, that balance comes naturally. Visitors can sample award-winning hard ciders made from locally grown apples, enjoy handcrafted food and live music, or simply relax with a glass of fresh sweet cider from Gould Hill Farm. Whether guests choose an alcoholic beverage or not, Tim said, the goal remains the same: creating a welcoming experience for everyone who walks through the door. As drinking habits continue to evolve, businesses across the region may find that the future isn't necessarily about choosing between alcoholic and non-alcoholic beverages. Instead, it may be about recognizing that today's customers increasingly expect both options to share the same table. For local breweries, cideries, restaurants and bars, that broader menu of choices may prove less about responding to a passing trend and more about reflecting the changing ways people gather, celebrate and socialize.