Foodservice forum: Alcohol

Marie Phalippou
Head of wine, BM Caterers
The little things really do matter when we are looking to energise workplaces through their events or employee dining operations. Wine and alcohol are a huge part of this. We don’t really see it being about indulgence, but more about creating a thoughtful experience that feels considered and memorable.

ithe tone. It tells a story, complements the food and shows that we’ve paid attention to the details. But how we serve alcohol is changing. People’s expectations are shifting and we’re adapting with them. 

One of the biggest changes we’ve seen is the rise of alcohol-free options. More guests want to enjoy something special without the alcohol. We’ve made it a priority to offer non-alcoholic drinks that feel just as enjoyable as a glass of wine without compromising on quality or experience. Thanks to someone like Laura Willoughby at Club Soda, we now have platforms that helps navigate the alcohol-free world and choose the right option for the right occasion. My personal favourite is Noughty Sparkling from Thompson and Scott, great for a celebratory fizz!

Sustainability is also just as important to us. The wine world is evolving too, with more producers working sustainably – growing organically, cutting down on waste, and caring for the environment. Our partners at Ellis Wines share these values and bring that ethos into our drinks programme, by monitoring their sustainability progress and aiming to be certified B Corp by 2026. Indeed, they are the first UK wine supplier to run their fleet on HVO fuel. 

When we design a drink offer for a client, we start by listening to what their drivers are. Are they focused on wellness? Do they want to support local producers? Are they planning big events or day-to-day hospitality? Whatever the brief, we build something that reflects their brand and their guests.

Alcohol does play a significant role in catering, but only when it’s done with care. Whether it’s a glass of Champagne or a sparkling tea, our goal is simple: to elevate the moment and make sure no one feels left out.

Kerri Barrett
Operations director, Grazing
When you’re hosting an event — whether it’s a work dinner or something on a much bigger scale — every detail is important. There are three things that can really elevate hospitality and make it awesome: the wine, the service and the food. Get these right and you’re onto something special — the kind of event people remember.

Whatever we do should leave a good impression. That goes for wine, too. It’s not just something to tick off the list — it’s a key part of the whole experience.

Because we’re caterers, we’ve had plenty of experience pairing the right wine with the right event. That could mean working within a budget, finding something that fits the vibe, or just choosing options that really work with the food.

One of the perks of being in this game for a while is the access we’ve built. We’ve got strong relationships with wine merchants and boutique suppliers, which means we can get hold of some great bottles — premium, rare, small-batch — often at prices that might surprise our clients.

People sometimes assume that, because we focus on workplace catering, we’re all about lunch. But events have been a big part of what we have done from the very beginning. It has been a part of the Grazing journey from the early days.

We’ve had years of experience sourcing, recommending and serving wine — and we’ve got a team that knows what they’re doing. Our clients trust that what we bring will be well-chosen, well-priced and well-served – whether that’s for a boardroom dinner or a big summer party.

Events aren’t just about logistics. They’re about creating something that feels good to be part of. The wine, the service, the setting, the people — it all contributes to the atmosphere and is often something that people talk about after an event finishes.

 As workplace culture evolves and in-person moments become more important, we see events — and what’s served at them — as an opportunity to bring people together in a way that feels thoughtful, relaxed and genuinely enjoyable. And wine is a huge part of this. 

Joe King
Divisional operational director, sports and stadia, Sodexo Live! UK & Ireland
Alcohol plays a role in the overall hospitality and matchday experience at the venues we operate, particularly in the world of sports where it remains a key part of socialising for many fans. But just as consumer habits have evolved, so too has our approach to how and where we serve alcohol, with innovation, inclusivity and speed being at the heart of our strategy.

We’ve invested in smarter, faster service solutions to reduce queues and improve satisfaction. Our partnership with EBar has brought self-serve beerwalls to several of our stadiums, enabling fans to get a pint in seconds via a contactless tap-and-go system, cutting wait times and helping venues maintain sales peaks during half-time rushes.

At Brighton and Hove Albion FC, we launched our first fully frictionless store in our UK sports venues. Powered by artificial intelligence, it allows fans to walk in, pick up a drink and walk out, with no checkout required but ensuring responsible consumption and challenge 25 – a huge win for convenience and crowd flow. 

We’ve also been exploring how alcohol fits into a broader premium fan experience. The new The Terrace, again at Brighton, is a perfect example – an elevated pre-match space where curated street food and a well-stocked bar (with local and craft options) sit alongside live entertainment, offering fans more than just a drink, but a destination.

Importantly, we’re also seeing growing demand for low- and no-alcohol options, particularly among younger fans. We’ve responded by extending our ranges in this area – from alcohol-free beers to adult soft drinks – ensuring our offer is inclusive and aligns with wider wellbeing trends.

Ultimately, alcohol remains a preferred choice for fans, but success lies in how well we integrate it into a modern, seamless customer journey. This means combining smart tech, quality choice and standout experiences, all while respecting changing attitudes towards consumption.

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