Premium Water Is Taking Center Stage in Hospitality

Guest expectations are reshaping the hospitality landscape.

For years, water played a supporting role to wine and cocktails. But today, as guests drink less alcohol and prioritize wellness, hydration is stepping into the spotlight, and not just any hydration: premium, intentional, and experience-driven.

Choosing a non-alcoholic option is no longer about saying no. It’s about choosing better.

A clear shift is taking place across restaurants and hotels worldwide and water is suddenly at the center of it.

Guests Are Raising Their Expectations

The shift is unmistakable:

• 1 in 3 restaurant guests now chooses a non-alcoholic beverage when dining out
• 68% of restaurant operators report growing demand for premium non-alcoholic beverages
• Younger adults lead the trend — Gen Z is 3× more likely than older adults to choose a non-alcoholic beverage

And when guests opt for a non-alcoholic option, they choose simplicity and quality: diners prefer bottled water over soft drinks because it tastes better, feels more refreshing, and adds a sense of sophistication to the table.

Premium Hydration Isn’t a Luxury Anymore. It’s an Expectation

Across hospitality, wellness has become a lifestyle priority. According to recent studies, 70% of travelers prioritize wellness-oriented amenities during their stay, — hydration included.

But expectations go beyond taste. Guests want the brands they choose to align with their values. They care about:

• transparent environmental impact
• authentic storytelling
• local sourcing
• elevated, memorable experiences

Premium water is no longer just about flavour. It is about identity, responsibility, and experience.

Hospitality Isn’t Catching Up Fast Enough

Despite rising demand, a major gap remains in today’s offering:

• 25% of restaurant guests feel underwhelmed by current non-alcoholic options
• 55% of hotel guests say their in-room beverage offerings do not meet their wellness expectations

This disconnect represents a significant opportunity for forward-thinking hotels and dining concepts.

The Fine Water Movement Is Growing

Around the world, Michelin-starred restaurants are embracing sophisticated “water programs”:

• 60% of North American fine-dining restaurants have added elevated NA menus or water menus
• Some establishments generate over $100,000 per year in premium water service.
• Premium water menus can increase revenue per cover by 4–7%

Guests now explore water the way they explore wine, through its origin, mineral profile, texture, and ideal food pairings.

Water sommeliers are guiding the experience and shaping a new appreciation for refinement and terroir.

“No one would think it’s strange if you served different types of vodka at a bar,” says Martin Riese. “So why should it be any different for water?”

What This Means for Montreal’s Dining Scene

Montreal is already recognized for creativity, quality, and hospitality.The next evolution is clear: hydration becoming a defining part of the dining experience..

With guests increasingly prioritizing wellness, sustainability, and refined experiences, premium locally bottled water is becoming a natural essential on the table.

BE WTR is uniquely aligned with this shift, offering:

• Locally bottled still & sparkling water
• Swiss microfiltration and AQTiV+ sensory enhancement
• Reusable glass packaging
• A strong, verifiable commitment to sustainability

Montreal is ready for this evolution, and BE WTR is here to help lead it.

Ready to Elevate Your Guest Experience?

Whether you manage a dining room, hotel, or hospitality concept, we would be glad to help you craft a modern, elevated, and sustainable hydration experience.

Contact us to learn more