Smoother Sailing: How Multi-Generational Cruising Is Changing the Way We Serve Drinks.

The cruise industry is charting a bold new course.  Multi-generational cruising is no longer a niche, it’s fast becoming the norm. Families spanning three, sometimes four, generations are embarking together, and with them comes a fundamental shift in how onboard experiences, particularly beverage services, must evolve.

In 2023, 47% of cruise passengers were travelling in multi-generational groups, according

to Cruise Lines International Association (CLIA). This is not a trend; it’s a structural change

in consumer behaviour.  As travel becomes more about shared experiences than ticking destinations off a list, the cruise and wider travel sectors must rethink how they cater to vastly different tastes, expectations, and crucially, drinking habits. At CSS Group, we see

the challenge clearly. And we also see the opportunity.

One Need, Many Wants: The New Beverage Challenge

Consider the classic drinks menu. Traditionally, it was simple. A selection of spirits, a few cocktails, beers, and wines – job done! Today, however, passengers range from Gen Z’s 'sober curious' travellers to Baby Boomers who still enjoy a robust Bordeaux at dinner.

The reality is stark: not everyone is drinking alcohol anymore. A 2022 YouGov report highlighted that 30% of UK adults are now actively moderating their alcohol consumption, for Gen Z, that figure rises to 39%. At the same time, older generations continue to enjoy traditional cocktails, albeit often with an eye toward health-conscious options.

Cruise lines, airlines, and travel retailers must now cater to multiple drinking profiles simultaneously. And it’s not just about offering alcohol-free options. It’s about matching taste, texture, and visual appeal; ensuring no one feels left out or compromised, regardless of what they have in their glass. This brings us to one of the most powerful innovations in beverage service today: mirror menuing.

Mirror Menuing: One Menu, Two Worlds

Imagine opening a cocktail menu onboard a cruise ship. On the left: a classic Negroni.  

On the right: a carefully crafted non-alcoholic Negroni that looks, tastes, and feels almost identical. This concept – mirror menuing – allows venues to satisfy diverse audiences without splitting the social experience. It fosters inclusivity. It preserves that all-important sense of occasion.

At CSS Group, we are working closely with brands and suppliers to bring mirror menu solutions to our clients across travel retail, airlines, and cruise operators. The objective is simple yet powerful: mirror every key alcoholic option with a non-alcoholic twin, crafted with care and authenticity. But it's not as easy as swapping gin for 'no-gin'.

Getting it Right: Authenticity Over Tokenism

Taste is king. Texture is queen. Appearance rules the court. Simply offering a basic soda in place of a G&T won't cut it for today’s discerning guests. The non-alcoholic versions must mirror the mouthfeel, complexity and visual presentation of the originals.  Whether it’s the viscosity of a rich Manhattan, the aromatic lift of an Elderflower Spritz or the bitterness of an Aperitivo, the alcohol-free alternative must deliver a credible experience.

According to Distill Ventures, the market for non-alcoholic spirits is growing by 34% year on year globally (as of 2023). This is a space where quality is paramount. Brands like Smiling Wolf, Wilfred’s Non-Alcoholic Aperitif, Sea Arch, Jump Ship (www.Koredrinks.com) have raised the bar, and rightly so.

At CSS Group, we help clients navigate this space.  We work hand-in-hand with cruise lines and airline catering teams to build drinks lists that are future-proof, offering both alcoholic and non-alcoholic profiles that excite and engage all generations on board.

Meeting the Juxtaposition: Flexibility and Education

Serving four generations in one venue is complex. It's not just about offering choice; it's about communicating that choice clearly and celebrating it. Menus should be designed intuitively, helping guests find what they want without confusion or stigma. Staff training is equally crucial.  Bartenders and servers need to be knowledgeable about both sides of the menu, able to recommend a zero-proof Margarita with the same passion as the original.

Moreover, packaging and presentation matter. Premium cues must be consistent.  

A beautifully garnished alcohol-free cocktail in an elegant glass says: "You belong here too."

One actionable step cruise and airline operators can take immediately is to audit their current beverage offerings. Ask:

• How many mirror options do we truly offer?

• How are they presented?

• Are staff enthusiastic ambassadors for both sides of the experience?

CSS Group provides bespoke auditing and consultancy in this field, helping partners design menus, train teams, and source products that align with this new dynamic reality.

Partnership Over Procurement

Ultimately, success in this new multi-generational, multi-profile environment hinges on partnerships, not transactions. It’s not enough to stock a few bottles of non-alcoholic spirits and call it a day. Travel operators must work with suppliers who understand the landscape, anticipate future needs, and curate offerings that drive loyalty and elevate the guest experience. At CSS Group, we don't just supply products. We collaborate. We advise.  

We innovate alongside you. Whether it's crafting a new mirror menu for a luxury liner, helping airlines refine their onboard bar experience, or advising travel retailers on assortment planning, we bring deep market expertise and operational know-how to the table.

Sailing Ahead: Turning Challenge Into Opportunity

Multi-generational cruising and, by extension, multi-generational travel, is not a problem to solve.  It’s an opportunity to seize. By embracing sophisticated, inclusive drink offerings through strategies like mirror menuing, travel brands can not only meet the needs of today’s guests but build loyalty across generations for years to come. The sea change is already here.  Those who act now will sail ahead of the curve. At CSS Group, we’re ready to help you set that course.