Marriott International, a global hotel group based in the US, released its Future of Food 2027 report in TP HCM on 6/10. The report analyzes culinary trends in Asia-Pacific (excluding China) for 2027, drawing insights from chefs and hospitality experts across 284 Marriott hotels in 20 APAC countries.
A survey of the Vietnamese market revealed a growing demand for non-alcoholic or low-alcohol drinks, noted by 41% of restaurants and bars. Additionally, 43% of establishments reported increased sales of fruit juices and smoothies. Conversely, 28% saw a decline in sales of premium spirits and cocktails. This trend extended to wine, with a 21% decrease, and beer, with a 3% reduction.
This trend is evident in some TP HCM restaurants. Travis Nguyen, a sommelier at Akuna, a one-Michelin-star restaurant, noted that on average, four out of every 10 guests opt for non-alcoholic beverage pairings with their tasting menu. According to Travis, the number of guests choosing this option has steadily increased since the restaurant opened in 2023.
"The trend of selecting low and non-alcoholic beverages is popular among female guests and tourists," Travis stated.
In the fine dining segment, non-alcoholic beverages are also being developed to complement dishes. Tales By Chapter restaurant in TP HCM offers a dedicated non-alcoholic menu, priced at 750,000 dong per person, designed to accompany its 10-course tasting menu. A restaurant representative explained that these non-alcoholic drinks are handcrafted from plant-based ingredients.
Nguyen Linh, 31, a resident of TP HCM, frequently dines at high-end restaurants for business meetings but cannot always consume alcoholic beverages due to health constraints. When selecting venues, she prioritizes those offering both alcoholic and non-alcoholic menus, emphasizing that the non-alcoholic options should feature diverse flavors and appealing presentations to suit professional gatherings.
The trend of consuming non-alcoholic beverages is also widespread across the Asia-Pacific region, with 42% of surveyed restaurants and bars reporting increased non-alcoholic drink sales, and 56% developing dedicated non-alcoholic menus.
 |
Non-alcoholic beverages at Pisco Hana bar, TP HCM. Photo: Nguyen Linh |
Kazutaka Ozawa, co-owner of Crony restaurant in Tokyo, suggested that high-quality teas offer a broad enough range of aromas and flavors to serve as a viable alternative to wine. He also noted that fermented products, such as dealcoholized wine, provide a dry taste that pairs well with food.
Experts believe non-alcoholic options are transitioning from a health-related niche to a more mainstream component of the dining experience. Demand is increasing among young urban consumers and international guests.
Garry Berryman, global client director at Pernod Ricard, a French alcoholic beverage group, stated that consumers choose non-alcoholic drinks for specific occasions rather than abandoning alcoholic options entirely. Guests at high-end restaurants tend to seek non-alcoholic beverages made with quality ingredients and presented impeccably.
By Bich Phuong
