Summer 2024 marks a transformative period for UK corporate parties, with a significant shift towards sobriety and inclusivity.
- Demand for non-alcoholic drinks has dramatically increased by 639%, reflecting a move towards health-conscious events.
- Budgets for alcoholic beverages see a notable decline, as companies align with changing consumer preferences.
- A rise in early venue bookings suggests a proactive approach to planning inclusive and memorable events.
- Overall, corporate parties are becoming more diverse, offering a range of dietary options and sustainable practices.
The UK corporate party scene is experiencing a notable transition towards inclusivity and sobriety this summer. The demand for non-alcoholic beverages has surged by 639%, signalling a distinct shift towards health-conscious and high-quality experiences. This trend is accompanied by a 5% reduction in budgets for alcoholic drinks, alongside a 38% decrease in gin purchases and a 20% decline in both beer and wine, according to Togather, an event booking platform.
As the demand for alcohol-free options and activities grows, corporate events are increasingly focusing on inclusivity. With 34% of employees avoiding work social events due to alcohol, companies are investing in venues that cater to everyone’s needs. This change reflects a broader ‘sober curious’ trend, as businesses aim to create environments where all attendees feel comfortable and valued.
Early booking patterns from January to March highlight a proactive trend in event planning. Businesses are securing venues well in advance to ensure the availability of suitable locations, demonstrating a keen interest in hosting memorable events. Such forward-thinking planning is reducing last-minute enquiries, showing a shift in corporate strategies.
The average drinks budget has contracted to £1,915 within a total event budget of £20,000, indicating a preference for more low-key, yet inclusive celebrations. Alongside this budgetary adjustment, guest preferences are also evolving. Demand for traditional canapés has decreased by 25%, while interest in French cuisine and afternoon teas has dropped by 23%.
As companies become more conscious of sustainability, there is a significant rise in demand for caterers offering seasonal and sustainable options. This shift aligns with a 15% increase in requests for Halal meals. Interest in Gluten Free, Kosher, and Dairy Free options remains stable, while Vegetarian and Vegan choices have slightly declined by 3%.
Hosting a summer corporate party now averages a £20,913 budget for 200 people, equating to approximately £100 per guest. This increase underscores a competitive landscape, where organisations are willing to invest in exceptional venues, premium catering, and entertainment to create unforgettable experiences.
Venues that are both accessible and stylish are highly favoured. Preferred locations include central London, especially near major transport hubs like Euston and Kings Cross, alongside historic venues by the Thames. Other cities such as Manchester, Birmingham, Bristol, Cambridge, and Cardiff are also attracting considerable interest.
The transformation of UK corporate events towards sober and inclusive practices reflects an evolving landscape of health-conscious and diverse experiences.
