Where Are the Alcohol-Free Options in Airports? A Missed Opportunity in Travel Retail

I was recently in London. At Heathrow, between flights, I did a quick scan of the alcohol-free drinks in retail shops. Underwhelming.

In the duty-free section, I spotted exactly one premium alcohol-free option: a high-end sparkling tea, hidden between rows of Champagne and gin. Elsewhere, a few shops offered alcohol-free beers, and a handful of functional drinks like Trip sat quietly in fridges. That was it.

This is Heathrow, one of the world’s busiest airports. A place with caviar bars, luxury fashion houses, and even a miniature Harrods. And yet, if you're not drinking alcohol, your choices are surprisingly thin.

Which is strange, because demand is growing fast.

Mindful drinking and alcohol-free living are on the rise across all age groups. People are choosing to fly clear-headed, arrive fresh, or simply live differently. But airport retail, especially duty-free, is still playing by old rules: alcohol equals luxury; everything else is an afterthought.

One reason? Regulation.

Alcohol-free options in airports often don’t qualify as “duty-free” because there’s no tax to remove. So they don’t get premium shelf space in the main shops. Add in confusing labelling laws and tight margins, and most retailers default to what’s safe: whisky, wine, and Champagne.

But there’s a bigger, untapped opportunity in the rest of the terminal.

Gourmet food shops, concept stores, wellness boutiques, these are the perfect spaces to showcase zero-proof spirits, alcohol-free wines, adaptogenic cocktails, and more. Some airports, like Schiphol, are starting to get it. Most haven’t caught on yet.

Travelers are ready. The question is whether airport retail will catch up.

Stay sober. Stay cool.

High Sobriety Club