As alcohol consumption declines across the hospitality landscape, hotels are being challenged to rethink how they serve and satisfy modern guests. Whether driven by wellness, mindfulness, or simple curiosity, more guests are choosing low- or no-ABV options—and they expect the same flavor, presentation, and sophistication they’d find in a traditional cocktail.
For hotels, this isn’t just about keeping up; it’s about standing out. Enter the rise of signature mocktails, house-crafted sodas, and curated drink menus that treat non-alcoholic beverages as first-class citizens. And no one’s taking this challenge more seriously—or more creatively—than Loews Kansas City Hotel.
At the heart of their reinvention is Fizz by Loews Hotels, a new, soda-centric beverage program that’s turning carbonated creations into the centerpiece of the guest experience. From house-made syrups to seasonally inspired spritzes, Fizz is more than a trend—it’s a signature.
“We’ve seen an uptick in our guests seeking low and no ABV beverage options when dining out,” said Mark Thompson, Director of Food & Beverage at Loews Kansas City Hotel. “Fizz by Loews Hotels expands those offerings and delivers the kind of crafted, flavorful experiences our guests are actively craving.”
Launched this summer, Fizz by Loews Hotels is rolling out across Loews properties nationwide, but its roots run deep in Kansas City, where Thompson and his team have helped shape the program from the ground up. The program offers spirit-free sodas and spritzes with local ingredients and a culinary-forward mindset—something that’s resonating strongly with guests across demographics.
“Our beverage team is always incorporating local and seasonal flavors into our drinks,” Thompson noted. “Since we’re in cherry season, the Blossom Breeze was born. It’s a cherry mint spritz with lime juice and a house-made ginger syrup—light, fizzy, and perfect for the summer terrace at Horsefeather Social.”
Horsefeather Social, the hotel’s 7th-floor terrace bar, has become the de facto testing ground for Fizz, where guests—whether abstaining or simply seeking something new—can sample and customize drinks created by in-house “Fizzologists.” These beverage specialists experiment with herbs, syrups, and garnishes to push the limits of what a soda can be.
“Fizz doesn’t mean compromising on experience,” Thompson added. “We’re treating every non-alcoholic beverage with the same level of craft and care as a signature cocktail.”
The design of Fizz drinks aims to appeal to a wide spectrum of hotel guests. Families, business travelers, and cocktail connoisseurs can all find something tailored to their taste, whether it’s a bright and citrusy cooler or something darker and spiced. Fizz by Loews isn’t a gimmick—it’s a strategy built on guest feedback, local influence, and culinary input.
“Our culinary and beverage teams are deeply involved in every beverage on the menu,” Thompson detailed. “It’s about balance, complexity, and elevating the guest experience—whether alcohol is present or not.”
That collaboration has helped Fizz establish a unique place in the hotel’s overall food and beverage identity. It also builds on the success of Free Spirited by Loews Hotels, the brand’s earlier initiative focused on spirit-free and low-ABV drinks.
“Fizz is a natural extension of Free Spirited,” Thompson outlined. “Both programs are about giving guests what they want today—beverages that are thoughtful, inclusive, and full of character.”
One of the standout aspects of Fizz is its ability to shift guest expectations, even during occasions typically associated with alcohol. Guests are asking about pairings, exploring flavor profiles, and in many cases, choosing these drinks over traditional offerings.
“We’re definitely seeing increased interest in Fizz drinks during times you’d expect high alcohol sales,” Thompson said. “It’s not just curiosity—it’s real preference. People want something exciting without the alcohol.”
That demand is influencing not just the terrace bar but also private events and catering. The Fizz program is poised to expand into those spaces as Loews explores ways to integrate spirit-free sophistication into all corners of the hotel experience.
“We’re always evolving the menu,” Thompson concluded. “We’ve already had great success with the summer lineup, and we can’t wait to introduce our fall and winter Fizz creations later this year.”
The beverage landscape is changing, and Loews Kansas City Hotel isn’t just keeping up—they’re redefining what it means to serve a signature drink. With Fizz by Loews Hotels, they’ve turned carbonated creativity into a calling card, proving that great hospitality is never flat.