The UK is getting its first fully sober hotel – where is drinking culture heading?

Long Lane, set to open in West Sussex in 2026, will combine a wellness hotel and members’ club with an entirely alcohol-free drinks experience, including an Elixir Bar and herbal distillery.

For years, alcohol has been central to hospitality. Think raiding the hotel minibar, perusing the dinner wine list, or relaxing at the cocktail bar. Long Lane is essentially asking whether we can create the same sense of occasion, connection and indulgence without it.

From our side, the increase of the no- and low-alcohol movement suggests consumers aren't necessarily rejecting alcohol, instead they are increasingly looking for choice, deciding whether they want to drink, rather than feeling that they have to. Long Lane might be exactly what’s needed for those looking to fully switch off and avoid temptation (or a terrible hangover!).

This opportunity isn't simply creating alcohol-free alternatives for guests, but drinks with their own identity, purpose and sense of occasion.

The future of drinking therefore may not be down to alcohol vs no alcohol, it could simply be about having more choice, and becoming a part of the hospitality landscape.