Shifting Palates at Altitude: Why Zebra Striping, Menu Mirroring and Health-First Drinking Are Reshaping the Global Travel Experience.

The modern traveller doesn’t just want more choice, they want the right choice, for the right moment. As expectations evolve, so too must the drinks menu. The old binary of “alcoholic or soft drink” no longer reflects how people actually consume. Whether sipping on an elderflower spritz at 38,000 feet or reaching for a rehydrating kombucha before boarding a cruise, today’s consumer mindset is changing. Permanently.

At CSS Group, we’ve been watching four key trends converge: zebra striping, menu mirroring, low and no alcohol, and health-conscious drinking. Together, they are rewriting the way drinks are selected, marketed, and consumed across the global travel retail, airline and cruise sectors. Let’s unpack what they mean, why they matter, and how operators can respond.

Zebra Striping: Alternating with Intent

Coined from the visual of black and white stripes, “zebra striping” refers to the intentional alternation between alcoholic and non-alcoholic drinks. It’s not about abstinence, it’s about balance.

This concept has gained traction among Gen Z and Millennials, who are reshaping the social norms around alcohol. According to Drinkaware’s 2023 Monitor Report, 39% of UK adults aged 18 to 24 now say they are regularly moderating their drinking, an increase from 34% in 2021. Travel is no exception. The same behavioural patterns seen in bars and restaurants are being mirrored on cruise ships, in airline lounges and throughout duty-free retail.

Zebra striping is not a fad. It is a new mode of drinking that reflects a desire for control, wellness and experience. By providing high-quality non-alcoholic alternatives, travel operators give customers permission to enjoy both, without compromise.

Menu Mirroring: Reflecting Modern Habits

Menu mirroring is the logical next step. It involves ensuring that for every traditional alcoholic option, there is a credible, premium non-alcoholic counterpart.

This approach is already being implemented successfully across selected airlines and premium cruise lines.  Consider a menu where a craft IPA is paired with a citrusy 0.5% pale ale, or where a botanical gin sits beside a distilled, alcohol-free version that holds its own in a classic G&T. According to IWSR’s Low and No Alcohol Strategic Study 2023, this category grew by 5% in volume across ten key markets, including the UK, United States, Germany and Australia.  This growth is especially significant when compared with a slight contraction in the overall global alcohol market over the same period.

What matters here is parity. Travellers expect the same level of thought and craft in the no-alcohol option. They are not looking for sugar-heavy fruit mocktails or bland sodas. They want complexity, provenance and a drink that fits the moment, whether they are flying to a business meeting or unwinding on a luxury liner.

The Low and No Alcohol Boom

The UK has become a frontrunner in this movement, with the low and no alcohol category now valued at over £200 million as of 2024. This data, sourced from Kantar’s UK FMCG Panel, reflects sustained retail and on-trade growth. From the aisles of Waitrose to the shelves at Heathrow’s World Duty Free, shelf space is expanding for zero-proof drinks that offer substance without the ABV.

Travel retail has traditionally lagged behind domestic markets. That is beginning to shift.  Brands like Lyre’s, Seedlip and CleanCo have now secured listings with several global duty-free operators. We are also seeing a rise in travel-ready formats, such as 100ml alcohol-free cocktails designed for inflight service or lounge menus.

The challenge is no longer product availability, it is knowledge. Frontline staff and onboard crew need the right information to present these drinks with confidence and clarity.  At CSS Group, we work closely with all our partners to ensure that every product we supply comes with the education and support required to maximise uptake and repeat purchase.

Health-Conscious Drinking: It’s Not Just About Alcohol

Across all categories, health is the unifying red thread. Travellers are more mindful than ever of calories, sugar content, ingredients and aftereffects. The Portman Group’s 2023 Consumer Insights Report shows that 75% of UK adults consider their health when choosing what to drink; among Gen Z consumers, that figure jumps to 82%.

Hydration, functionality and cleaner ingredients are no longer niche concerns, they are front and centre. Drinks that offer adaptogens, reduced sugar or functional benefits such as electrolytes are in demand. In wellness-focused travel environments, these options are becoming standard. This includes business class lounges, health-led travel packages and cruise itineraries focused on wellbeing.

This shift also extends beyond alcohol, it’s influencing soft drinks, mixers and ready-to-drink formats.  Kombuchas, tonics, shrubs and adult soft drinks are claiming more space, driven by a desire to maintain routine and wellbeing, even when on the move.

What Does the Future Look Like?

Looking ahead, drink menus across global travel retail will become more dynamic, modular and responsive to individual traveller preferences. Personalisation, already a growing trend in inflight dining, will play an increasing role. We anticipate digital pre-order platforms that allow guests to select drinks aligned with their dietary, wellness and social preferences before they even step on board.

Operators who continue to treat the low and no alcohol category as a niche will find themselves out of step with consumer demand. The category deserves proper investment. That means full portfolio planning, merchandising strategy and visibility across all customer touchpoints.

Distributors and wholesalers must adapt too.  At CSS Group, we have prioritised partnerships with brands that align with health-forward innovation, shelf stability and travel practicality. Our model is built for agility. We help clients pivot quickly as trends evolve, whether that means sourcing a limited-release zero-alcohol spritz or adding a health-focused functional soda to an onboard offering.

How CSS Group Can Support

Our role extends beyond sourcing, we act as a strategic advisor, providing insight, education and product solutions that help operators deliver a drink offering that is commercially sound and culturally relevant.

Whether you are planning a new cruise bar concept, curating a retail space in an airport terminal, or rethinking your inflight menu, we work with you to build assortments that reflect the traveller of today and tomorrow.

Travel is a sensory experience, with every element mattering. Drinks should be an expression of taste, health, and choice. By embracing the trends of zebra striping, menu mirroring, and health-conscious drinking, we help our clients stay ahead of the curve and shape a better, more inclusive offering for every journey.

Let’s move beyond the status quo and raise the standard one sip at a time.