Vibe Vista Awards Finalists Reveal the Future of On-Premise Beverages

NEW YORK, Jan. 19, 2026 – Questex’s Vibe Conference today unveiled the finalists for the 2026 Vibe Vista Awards, setting the stage for a celebration of the most innovative and successful beverage programs in the on-premise industry. The announcement serves as more than a list of contenders; it is a definitive barometer of the trends, strategies, and creative forces shaping how consumers drink in restaurants, hotels, cruise ships, and airplanes across the nation.

These prestigious awards honor excellence across the full spectrum of beverage program management, from creation and training to execution and financial success. The finalists, which include industry giants like Hilton, Royal Caribbean, and Red Lobster, were selected for their forward-thinking sales initiatives, operational ingenuity, and commitment to high-quality service.

“The Vibe Vista Awards shine a spotlight on the talented professionals who are elevating the beverage experience in on-premise establishments across the country,” commented Brandy Rand, Vice President/Market Leader of the Hospitality Group at Questex. “Their programs don't just drive sales—they create memorable experiences that keep guests coming back. We're honored to recognize their achievements and share their success stories with the broader hospitality community at Vibe Conference 2026.”

A New Wave of Beverage Innovation

A close look at the 2026 finalist categories reveals a clear narrative of industry evolution, driven by shifting consumer preferences and a renewed focus on the guest experience. Perhaps the most significant trend highlighted is the explosive growth of sophisticated non-alcoholic options, validated by the highly competitive 'Best Adult Alcohol-Free Beverage Program' category. Finalists Royal Caribbean, Seabourn, and Virgin Voyages are being recognized for crafting complex, satisfying alternatives that cater to the growing “mindful drinking” movement.

This shift is not a fleeting trend but a market transformation. Industry data shows the no-alcohol market is projected to grow by an 18% volume CAGR in the U.S. between 2024 and 2028. Driven primarily by health-conscious Millennials and Gen Z consumers, the demand for high-quality, alcohol-free cocktails and spirits has moved from a niche request to a mainstream expectation. Establishments are responding by moving far beyond simple sodas and juices, creating dedicated “free-spirited” menus that mirror the creativity and craft of their alcoholic counterparts. Hilton, a finalist in multiple categories, has exemplified this with its Tempo by Hilton brand, which features parallel “Spirited” and “Free-Spirited” menus developed in partnership with cocktail experts.

Further evidence of strategic evolution can be seen in the 'Best Overhaul of Beverage Program' category. Finalists Norwegian Cruise Line, Vail Resorts, and Yaamava' Resort and Casino at San Manuel demonstrate that leading companies are undertaking comprehensive reinventions of their beverage strategy rather than simple, incremental updates. These overhauls often involve a complete rethinking of menu design, supplier partnerships, staff training, and operational workflow, signaling a deep investment in the beverage program as a core pillar of the brand identity and guest journey.

The Business of the Bar: More Than Just Drinks

While creativity is celebrated, the Vibe Vista Awards also underscore the critical business impact of a well-executed beverage program. The finalists represent a masterclass in leveraging drinks to drive revenue, enhance brand loyalty, and create a powerful competitive advantage. In an increasingly crowded hospitality landscape, a unique and compelling beverage offering can be a key differentiator that captures customer attention and dollars.

Cruise lines, in particular, have become hotbeds of beverage innovation. Finalists in the 'Best Overall: Cruise Line' category—Norwegian Cruise Line, Royal Caribbean, and Virgin Voyages—are pioneering the concept of “eatertainment,” where the drink is an integral part of an immersive, theatrical experience. From tableside cocktail presentations using liquid nitrogen to themed bars with live music and curated drink pairings, these operators are transforming the simple act of having a drink into a memorable event. This strategy not only elevates the guest experience but also creates new revenue streams and powerful marketing narratives.

This focus on financial performance is equally apparent in the restaurant and hotel sectors. Finalists for 'Best Overall: Multi-Unit Chain Restaurant' like JOEY Restaurant Group, Lazy Dog Restaurants, and Red Lobster are recognized for programs that are both creative and commercially successful. For a brand like Red Lobster, strategic beverage promotions and new cocktail introductions have been a key component of a broader strategy to re-energize the brand and drive traffic. Similarly, hotel finalists such as HEI Hotels + Resorts, Hilton, and Hyatt understand that a destination-worthy bar or a standout wine list can be the deciding factor for a traveler, turning the hotel from a place to stay into a place to be.

Celebrating the Craft and the Creators

Behind every great beverage program are the skilled professionals who bring it to life. The Vibe Vista Awards are fundamentally a celebration of this talent—the mixologists, sommeliers, beverage directors, and trainers whose expertise and passion set the standard for the industry. The rigor of the competition is underscored by its distinguished judging panel, which includes industry luminaries like Brian Warrener of Johnson & Wales University and legendary bartender Dale DeGroff, ensuring that finalists are truly the best in their class.

Specialized categories such as 'Best Beer Program' (finalists include Lazy Dog Restaurants), 'Best Spirits Program' (Marriott International, MGM Resorts International), and 'Best Wine Program' (Silversea Cruises, United Airlines) highlight the deep knowledge required to excel. Building an award-worthy wine list for an airline, for example, involves navigating complex logistics, storage challenges, and the science of how taste perception changes at altitude. It is a testament to the meticulous planning and expertise of the teams at finalists United Airlines and American Airlines.

The 'Best Beverage Limited Time Offer' category, with finalists Applebee’s, Hilton, and Virgin Voyages, celebrates the agility and market awareness needed to capture consumer interest with timely, creative promotions. These offers require a blend of artistry in recipe development and acuity in marketing and operations, demonstrating a program's ability to be both innovative and responsive.

The winners of the 2026 Vibe Vista Awards will be officially announced at the Vibe Conference, taking place from February 23-25 in San Diego, California. As the industry gathers to celebrate, the collective achievements of these finalists provide a clear and inspiring vision for the future of on-premise beverages—one that is more innovative, inclusive, and integral to the guest experience than ever before.