Why The Savoy Believes the Future of Cocktails Is Non-Alcoholic

At The Savoy in London, every drink is expected to deliver an experience. Alcoholic or not.

We met Markus Basset at the hotel’s iconic Beaufort Bar to talk about the rise of non-alcoholic cocktails, the changing expectations of guests and why Opius has found its place behind the bar.

A London hotel with a history of innovation

The Savoy opened in 1889 and is widely regarded as the United Kingdom’s first luxury hotel. Throughout its history, it has stood for exceptional hospitality, but also for innovation.

That same mindset is now shaping how the hotel approaches non-alcoholic drinks.

For Markus, creating a great alcohol-free cocktail requires more than simply removing the alcohol from an existing recipe. It means reconsidering how the drink is built from the ground up.

The result should have complexity, structure and a memorable finish. It should feel like a complete cocktail, not a compromise.

What makes a great non-alcoholic cocktail?

According to Markus, the most important step is to stop treating alcohol-free drinks as a separate or lesser category.

A good cocktail should offer balance and depth. It should contain flavours that unfold as you drink it. The presence of alcohol ultimately becomes less important when the overall experience is right.

This is also what he appreciates about working with Opius.

The Belgian brand creates non-alcoholic elixirs through an elaborate production process that includes fermentation, distillation, maceration and tinctures. Each expression has its own distinct flavour profile, giving bartenders a versatile foundation for creating original drinks.

“You can elevate the experience to the point where it doesn’t matter if it’s alcoholic or not,” Markus explains.

Why Opius works behind the bar

Markus describes Opius as a diverse range of products with real craftsmanship behind them.

Rather than trying to copy the flavour of a traditional spirit, the elixirs give bartenders something new to work with. They can explore unfamiliar combinations, complement the botanicals in each expression and create drinks with their own identity.

That creative freedom is important behind a bar like the Beaufort Bar.

His personal favourite is Opius Rubedo.

Rubedo stands apart from the rest of the Opius collection through its vibrant and juicy character. For Markus, it brings a flavour dimension that had not yet been present in the range. It is precisely that difference that makes it particularly enjoyable to use in cocktails.

Are non-alcoholic drinks here to stay?

Markus is clear about the future of non-alcoholic beverages: the demand is real and will continue to grow.

People of all ages are looking for alcohol-free options, and they are doing so for many different reasons. Some drink less for health or lifestyle reasons. Others simply want more choice during a night out.

Acceptance may develop faster in some countries and cities than in others. However, the wider shift is already visible.

Younger generations are also drinking less alcohol than the generations before them. If that trend continues, demand for high-quality non-alcoholic beverages will remain strong.

The challenge now is to make the category inclusive. It should not belong to one age group or one type of drinker. Every guest should feel represented and be able to order something genuinely exciting.

From niche category to a natural choice

In cities such as London, New York and Singapore, bars dedicated entirely to non-alcoholic and low-ABV cocktails are already appearing. They may still feel niche today, but their existence shows how quickly drinking culture is changing.

For places like The Savoy, that change is not about replacing the classic cocktail. It is about expanding what a great drinking experience can be.

A guest choosing not to drink alcohol should still be able to discover new flavours, enjoy thoughtful craftsmanship and order a drink that feels every bit as special.

That is the future Markus sees for non-alcoholic cocktails. Not an alternative hidden at the bottom of the menu, but a category that confidently stands on its own.