What’s In and What’s Out for Brand Experiences in 2025?
What’s out: Alcohol-centric experiences
The sober-curious movement has made its way to events, with food and beverage professionals citing innovative mocktails as a catering trend to watch this year. Louisa O’Connor, managing director at Seen Presents, said that brands should explore alternatives to cater to demographics that don’t want to imbibe.
“Alcohol is out. With Gen Z, two things are clear: They prioritize wellness and love capturing every aspect of their lives on camera. Being under the influence of alcohol doesn’t align with either,” said O’Connor. “When organizing experiences, we’ll need to cater to those needs by incorporating more innovative and locally inspired food and beverage options that promote well-being.”