Ballymaloe Festival of Food: Drinks Theatre

Few places have shaped Irish food quite like Ballymaloe. It has long been a place where tradition and innovation sit comfortably alongside one another, where curiosity is encouraged and conversations about the future of food feel just as important as celebrating its heritage. It was therefore the perfect setting to explore one of the most exciting shifts taking place in hospitality today: the evolution of the no and low alcohol movement.

I was delighted to spend two days at the 2026 Ballymaloe Festival of Food, contributing to the programme in two very different ways. The first was through an immersive Drinks Theatre experience, designed to take guests beyond a traditional tasting and into a world where flavour, food and storytelling came together. The second was joining a panel discussion exploring the intersection of wellness, hospitality and drinks, alongside industry leaders and with Darina Allen herself contributing to a conversation that reflected just how far this category has come.

From the outset, I wanted the Drinks Theatre to feel immersive rather than instructional. Every drink was paired with a carefully curated seasonal bite, allowing guests to experience how flavour changes when food and drink are considered together. More than that, I wanted each pairing to transport people somewhere else. One moment we were exploring bright botanical flavours that evoked an Irish summer garden; the next we were inspired by citrus groves, fragrant spices or Nordic forests. It became less about tasting drinks and more about experiencing a sense of place.

I’ve always believed that food and drink are capable of telling stories. They can transport us to a season, remind us of a memory or introduce us to a place we’ve never visited. When hospitality embraces that kind of storytelling, something shifts. Guests stop consuming and begin experiencing.

“The future of hospitality isn’t about offering more or less. It’s about offering better experiences and giving people the freedom to choose.”

That idea shaped the entire session.

The no and low alcohol category has evolved at remarkable speed over the past few years, moving far beyond sugary soft drinks and simple substitutes. Today’s premium botanical spirits, fermented drinks and alcohol-free wines are being developed with extraordinary care and complexity, and some of the world’s leading restaurants are giving them the same attention traditionally reserved for wine pairings.

During the session, we explored some of the trends redefining modern drinking culture, from the rise of zebra striping—where guests alternate between alcoholic and alcohol-free drinks throughout an evening—to the growing influence of Michelin-starred restaurants embracing sophisticated no and low pairing menus. These aren’t passing trends; they reflect a broader shift in how people are choosing to socialise, celebrate and experience hospitality.

One of the questions I’m asked most often is where to spend your money. With so many products entering the market, it can be difficult to know which brands genuinely deliver on quality and which are simply responding to demand. Sharing those insights is one of the aspects of my work I enjoy most. It allows me to cut through the noise, introduce people to products that truly deserve their attention and help consumers feel confident navigating a category that is changing almost monthly.

What made the Drinks Theatre particularly rewarding was the level of curiosity in the room. Guests weren’t simply interested in tasting new drinks; they wanted to understand the thinking behind them, how to pair them with food and how they could recreate those experiences at home. It reinforced something I’ve observed for some time: people are increasingly seeking experiences that feel intentional, inclusive and beautifully considered.