Work Parties See a Surge in Non-Alcoholic Drinks

Summer 2024 is redefining the corporate party scene with a notable shift towards sobriety and inclusivity. Demand for non-alcoholic drinks has surged by 639% year over year, increasing sixfold. This significant rise reflects a growing trend towards creating high-quality, unique experiences. As people become more health-conscious, traditional summer parties are evolving into events that prioritise wellness and inclusivity.

Interestingly, the budget for alcoholic drinks has decreased by 5%, possibly reflecting the growing trend towards non-alcoholic beverages. Gin demand has decreased by 38%, while demand for beer and wine has each declined by around 20%. It becomes apparent that this decrease has been in favour of cocktails like the Aperol Spritz or Margaritas. The shift signifies a movement away from traditional options towards more elevated drink choices, reflecting a trend where consumers prefer quality over quantity.

Togather, an event booking platform, researched what this summer has to offer in terms of summer corporate party trends compared to 2023, with venue demand up 42% year on year, indicating a heightened interest in organising and hosting these events. It's clear that companies are now more inclined to host events outside of their office, seeking out more vibrant and dynamic venues for their gatherings. This trend towards off-site entertaining reflects a desire for unique and memorable experiences.

Hosting a Summer Party Will Cost You £20,913 on Average

The average budget for a summer corporate party has significantly increased, now standing at approximately £20,000 for 200 people, which translates to about £100 per person. This rise reflects a growing trend among party planners to allocate more funds towards creating exceptional and memorable events. For comparison, a lower-end budget would range from £60-£80 per person, while spending above £120 per person would allow for a more premium experience. Notably, the estimated average cost of hosting a summer party has soared to £20,913, indicating that hosts are sparing no expense in making their celebrations unique. The increased spending also suggests a competitive market for high-quality venues, premium catering, and exceptional entertainment, as employers strive to deliver unforgettable experiences for their employees.

In-Demand Locations

When choosing a venue for corporate work parties in the UK, organisers prioritise locations that are both convenient and stylish. They seek venues near major transport hubs to ensure easy access for all guests. The venue's atmosphere should be professional yet inviting, setting the right tone for a corporate event. Flexibility in space and capacity is important to accommodate various group sizes and event formats.

London remains the top choice for party venues, with high demand for:

• Central locations

• Areas near major stations such as Euston and Kings Cross

• Historic venues and spots near the Thames

Cities like Manchester, Birmingham, Bristol, Cambridge, and Cardiff are attracting considerable interest outside the capital.

Emerging Trends in Summer Party Planning

Demand for office summer parties between May and September has shown distinct booking patterns this year. While January bookings remained stable compared to last year, there was a notable increase in early bookings, indicating a big interest in securing venues well in advance. This trend shows a proactive approach by companies to ensure they can host memorable events during the busy summer season. More people are inquiring about office summer parties earlier this year, with significant increases in February and March. This shift indicates a trend towards early planning, while last-minute enquiries have decreased compared to last year.

Changes in Guest Preferences

Guest preferences for summer parties have evolved, reflecting a shift towards more informal and sustainable options. Demand for canapés has dropped by 25%, and interest in French food and afternoon teas has decreased by 23%. Companies are prioritising greener practices, leading to a significant increase in bookings for caterers specialising in sustainable and seasonal offerings. Notably, demand for Halal meals has increased by 15% year-over-year, while demand for Gluten Free, Kosher, and Dairy Free options has remained stable. However, there has been a slight decline in demand for Vegetarian and Vegan food, down 3% year-over-year. This shift underscores the importance of inclusivity, as companies strive to accommodate diverse dietary needs and preferences, ensuring that all attendees feel welcome and valued at corporate events.

These changes underscore a broader trend towards health-conscious and sustainable choices, reflecting evolving consumer preferences and priorities in summer party planning. The landscape of summer events is transforming, with early bookings, sustainable practices, and non-alcoholic beverages taking centre stage.

Why Are These Changes Happening?

The significant changes in corporate summer party trends, particularly the surge in demand for non-alcoholic drinks and the shift towards wellness-focused events are driven by evolving consumer preferences and corporate values. As sober curious trends rise, employees and employers alike are favouring experiences that promote people’s needs and inclusivity. With 34% of employees avoiding work socials due to alcohol, there is a growing demand for venues that offer alcohol-free options and activities, ensuring everyone feels comfortable and included. This trend is evident in the remarkable 639% increase in demand for non-alcoholic beverages year over year. Additionally, the willingness to invest more in creating high-quality, unique experiences is reflected in the increased average budget for corporate parties, which has risen to £20,913. 

Corporate events are evolving to prioritise wellness and inclusivity, ensuring that all employees feel comfortable and included. More people are inquiring about office summer parties earlier this year, with significant increases in February and March.. The increased interest in high-quality venues, premium catering, and exceptional entertainment also points to a competitive market where hosts strive to deliver memorable and unique experiences for their guests.