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Hyatt's New Brand Bets Big on NA Cocktails
4 Nov
Summary
- Hyatt Vivid is training bar teams for alcohol-free craft drinks.
- The brand aims to be the first all-inclusive with NA certification.
- More Americans are reducing alcohol intake or trying NA options.
Hyatt Vivid Hotels & Resorts is set to redefine the all-inclusive experience by prioritizing alcohol-free (NA) beverages. The brand is partnering with AFicioNAdo (AFNA) to train its bar staff, ensuring that NA drinks are prepared with the same craft and flair as classic cocktails.
This initiative marks Hyatt Vivid as a leader in the hospitality industry, aiming to be the first all-inclusive brand to receive AFNA's Certified Establishment designation. The program includes professional training for staff, with recipe development guided by experts like Derek Brown and Maria Bastasch.
Hyatt Vivid's strategy aligns with a national trend, as Gallup polls from August 2026 indicated a decrease in alcohol consumption among U.S. adults. The brand will feature signature AFNA recipes at each property, emphasizing locally sourced ingredients to provide guests with authentic regional experiences.
This focus on elevated NA options addresses the demand from younger travelers and the broader sober-curious movement. Guests can expect creatively curated mocktails, moving beyond simple sparkling water to enjoy flavorful, well-crafted beverages.
