Loews Hotels & Co Raises a Glass to New Low/No ABV Beverage Program

Zero-proof cocktail enthusiasts rejoice, Loews Hotels & Co just announced the debut of its Free Spirited by Loews Hotels program, a curated selection of non-alcoholic beverages “that are as thoughtful and intricate as their alcoholic counterparts,” according to a press release from the hotelier. Loews Hotels & Co aims to welcome guests like family, and the brand shared that it sees its Free Spirited by Loews Hotels program as a way to continue creating judgment-free environments that accommodate visitors of all ages, abilities and lifestyles.    

“At Loews Hotels, we recognize that our guests have varying preferences when it comes to beverage choices, and we are dedicated to providing an inclusive and elevated experience for all,” said Mark Weiss, senior vice president of food and beverage at Loews Hotels & Co. “Free Spirited by Loews Hotels underscores our commitment to innovation and guest-centricity, and we are looking forward to showcasing our properties’ mixology teams and their expertise."  

Loews' New Low & No Beverage Offerings

Wondering what’s on the menu? Here are a few of the tasty concoctions travelers can look forward to.

Low ABV

• Coronado Cobbler (Available at Loews Coronado Bay Resort): Amontillado Sherry, Lemon Juice, Agave, Liquid Alchemist Peach Syrup, Dash of Angostura Bitters, Mint Sprig
• Okiru Martini (Available at Loews Miami Beach Hotel): Soto Sake, Aplos Arise, Lemon Juice, Cucumber, Honey Water

No ABV

• Boulevard of Broken Dreams (Available at Loews Philadelphia Hotel): Barrel-Aged Boulevardier, Lyre’s Whiskey, Aperitif Rosso, Italian Orange
• Pineapple-Matcha-Jito (Available at Live! By Loews - St. Louis): House Pineapple + Tarragon Shrub, Lime Juice, Honey Syrup, Matcha Powder, Club Soda

“As an added touchpoint, Loews Hotels has seamlessly integrated these specialty cocktails into its standard cocktail menus, with each drink clearly marked by an icon denoting its low or no ABV content,” read the press release. “This thoughtful approach ensures that individuals seeking alternatives to traditional alcoholic beverages have access to a wide range of options while providing complete transparency and clarity. By incorporating these distinctive indicators directly onto the menus, Loews Hotels ensures all beverages are crafted with the same attention and care.”

Loews Hotels & Co is one of the most recent brands to experiment with low/no ABV beverages — read about our managing editor’s experience sampling a non-alcoholic cocktail at Tempo by Hilton New York Times Square last fall — and the move doesn’t come without demand as, according to research from NCSolutions, 41% of Americans planned to join the “sober curious” movement and drink less in 2024. Interestingly, this “trend” is anything but, and many people have taken the time to re-evaluate their relationships with alcohol since the fad made its way into the mainstream consciousness around 2018.