The partnership has been forged to develop a comprehensive beverage program catering to consumers who prefer non-alcoholic beverages.

Hilton India announced a strategic beverage partnership program with Sakurafresh Beverage and Food. The collaboration marks a first-of-its-kind partnership, to drive innovation, sustainability and healthy beverage offering across all participating Hilton properties in India, showcasing Sakurafresh’s zero alcohol liqueurs, spirits and cocktail bitters.

According to Prashant Kulkarni, director F&B, India-Hilton, this collaboration will enable an elevated on-property beverage experience that will meet the evolving needs of today’s guests who choose to be sober yet socially engage with family, friends or business associates with healthier options.

As part of the strategic partnership, the Sober Soirée series of Zero Alcohol Cocktail Menus will be launched in all participating properties across India in February 2022.

The sober curiosity movement, for instance, with low-to-no ABV alcoholic beverages, is gaining momentum around the world with more people mindful of their health and drinking habits. According to Social Standards’ July 2020 COVID-19 Insights: Food & Beverage Report, the “non[1]alcoholic [category] grew 22 percent year-over-year (comparing May-Jul 2019 to May-Jul 2020).