Imagine a traveller sipping a zesty citrus cocktail before take-off, or a cruise passenger enjoying a sophisticated botanical water on deck at sunset. Back and forth, they glide between alcoholic and alcohol-free options. This pattern, known as 'zebra striping' is reshaping drinking habits. It’s more than just a trend; it’s a shift in consumer behaviour.
A recent report from the CSS Group highlights the growing demand for no and low alcohol (NoLo) beverages. Zebra striping integrates these options seamlessly into social drinking, balancing enjoyment with mindfulness. This trend isn’t confined to younger consumers however, it spans generations, appealing to those seeking moderation, wellness and variety in their drinking choices.
Why 'Zebra Striping' matters for Travel Retail and Cruise Lines.
Modern travellers and cruise passengers prioritise balance. The sober-curious movement has shown that people want to enjoy their journey without compromising wellness. Zebra striping allows them to do just that, alternating between a premium cocktail at the airport lounge, on-board bar or poolside and a NoLo drink mid-flight or mid-afternoon on a cruise. For travel retailers and cruise lines, this represents an opportunity to cater to evolving preferences.
Cruising has long been associated with indulgence, sophistication and celebration. Whether it's a pre-dinner aperitif, a sundowner on deck or a toast to a special occasion, drinks play a key role in the on-board experience. Far from diminishing this, zebra striping enhances the proposition, providing passengers with more ways to enjoy premium beverages, whether alcoholic or alcohol-free. It ensures that every drinking occasion is elevated, giving guests the flexibility to tailor their experience without compromise or exclusion.
Recognising this shift, many of the traditional stalwart drinks companies that have long been preferred by airlines and cruise lines are also adapting this movement. Established brands that have dominated on-board drinks menus for decades are now expanding into the NoLo space, creating versions of their signature beverages that align with this growing market. This not only ensures brand continuity for consumers but also allows operators to offer a diverse selection without straying from trusted names.
Consider this: 41% of UK adults are reducing alcohol intake for health reasons (Kantar, 2024). Additionally, 38% of UK drinkers now consume NoLo alternatives semi-regularly, with 12% drinking them regularly and 26% occasionally. This shift extends beyond younger demographics, with many consumers aged 45 and above opting for NoLo drinks. Health-conscious travellers across all age groups are driving demand for NoLo choices, recognising their role in a balanced lifestyle. Zebra striping aligns with this transformation, offering moderation without sacrificing experience.
How Travel Retail and Cruise Operators can benefit.
For those in travel retail, airport hospitality, inflight services or cruise operations, zebra striping provides a pathway to a more diverse and profitable beverage offering. Here’s some ideas on how to leverage this movement:
Curate zebra friendly pairings: highlight pre-packaged cocktail and mocktail duos or on-board meal pairings as 'Zebra Combos' to engage curious customers. Examples could include:
A Negroni paired with a citrus-forward NoLo mocktail like a Rosemary Orange Spritz.
A Mojito alongside a minty cucumber mixer.
A smoky Old Fashioned matched with a spiced apple shrub served on the rocks.
A premium Prosecco with a refreshing elderflower tonic garnished with fresh herbs.
Expand NoLo offerings: consumers expect sophisticated, high-quality alternatives, not sugary carbonated drinks. Ideal for airport lounges, inflight service, cruise bars and duty-free selections, examples include:
Botanical-infused sparkling waters like Cherry and Blood Orange or Lemon and Pink Ginger by Fentimans.
Travel-ready RTDs such as a Ginger Spritz and a Non-Alcoholic Mojito by Everleaf, which deliver vibrant, layered flavours.
Premium tonic waters from Artisan Drinks Co., such as Agave Lemon or Pink Citrus, add a touch of elegance whether served solo or as a mixer.
Enhance traditional cocktails: NoLo beverages aren’t just standalone alternatives, they're being used in bars and mixology programs to add depth and complexity to classic cocktails. Travel retailers and cruise lines can capitalise on this by offering hybrid cocktail kits that blend premium spirits with NoLo mixers.
Leverage airport lounges, cruise bars & duty-free: these spaces provide ideal settings for guided tastings and dedicated NoLo zones. Duty-free retailers can offer zebra striping bundles, pairing premium spirits with NoLo alternatives to encourage trial and repeat purchases.
Promote through staff & digital engagement: staff should confidently recommend NoLo drinks alongside alcoholic offerings. Digital displays and QR codes can educate customers on zebra striping pairings and innovative drinking experiences.
Reimagine packaging & presentation: NoLo drinks should reflect the branding of high-end spirits. A mocktail served in a sleek glass bottle at duty-free or an elegantly presented NoLo cocktail on a cruise deck reinforces the premium experience.
A cultural shift in Travel Retail and Cruise Experiences.
Zebra striping signals a broader transformation in drinking habits. Travellers and cruise guests are shifting towards balance and choice. It’s no longer about ‘keeping up’; it’s about personalisation, control, and enjoying the journey. As Ludovic Merleix, Purchasing Manager at Compass Supply Solutions, states, “This isn’t about less fun; it’s about more choice. Consumers now want flexibility, and it’s up to us to deliver.” Final Boarding Call (or Anchors Away!)
Zebra striping isn’t just a niche trend, it’s an opportunity for travel retail and cruise lines to evolve. For operators, it’s a chance to broaden appeal, drive incremental sales, and enhance the onward passenger experience. For travellers and cruise guests, it’s the freedom to drink differently while enjoying their journey. So, what’s stopping you? Bring the stripes to life in your retail, onboard or hospitality offering... your customers are ready for it!
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