04/28/2025

Beyond the Bar

Redefining event experiences with non-alcoholic drinks

A sober-inclusive happy hour is an absolute must for inclusive events. That was the sentiment at the Beyond the Bar discussion that took place at Jimmy Kimmel’s Comedy Club during IMEX America 2024, hosted by Caesars Entertainment and OTHR Agency in partnership with CEMA (the Corporate Event Marketing Association).

Moderated by David Stevens, wellness architect at Olympian Meeting and host of the “Return on Wellness” podcast, the panel featured industry experts Alyssa Hart, global sales manager at OTHR Agency; Madelyn Olavarria, principal global sales and president of Women at AWS - Amazon Web Services; Tracy Stuckrath, founder and chief connecting officer at Thrive! Meetings & Events and Carl Radke, advisor for Loverboy, owner of Soft Bar in Brooklyn and star of Summer House on Bravo. 

Over Loverboy’s non-alc white peach tea, the conversation quickly turned candid, with raw sobriety stories and takes on the market shift towards healthy options. Some 38 percent of U.S. adults completely abstain from alcohol, according to a July 2023 Gallup survey. Several panelists noted alcohol served at their events goes untouched, making it a waste of money and projecting the wrong company image. Gen Z attendees, a rising attendee demographic, are particularly known for going alcohol-free.

Please select this link to read the complete blog post from MPI.