The Unexpected (and Lucrative) Benefits of a Nonalcoholic Beverage Program

On a cold Monday night in January, a group of journalists gathered at New York City’s Eleven Madison Park for a degustation dinner complete drink pairings. In 2021, EMP transformed its menu to be wholly plant-based, making it a thoughtful choice for the evening’s host, NON, a nonalcoholic Australian wine alternative founded by Aaron Trotman. A vegan tasting menu in a three-star Michelin restaurant paired to alcohol-free beverages: indeed,...