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Gina Fossitt, founder of Dandelion BevEd, has observed a familiar ritual slowly being rewritten. The old social script, “to drink or not to drink,” may no longer reflect how people celebrate milestones or unwind after a long day. Across bars and dinner tables, Fossitt notes that consumers are embracing a more nuanced approach, wherein they shift among high-, low- and no-alcohol choices without sacrificing the occasion itself.
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Fossitt believes that the shift has exposed a gap that the beverage industry has largely overlooked in the past.
“The fact is, it doesn’t have to be all or nothing,” she explains. “I certainly have some really great high-boozy nights out with my friends. I also have no-boozy moments for very different reasons. Then I have a lot of in-between times. That’s where, I think, the conversation’s largely missing.”
Dandelion BevEd’s initiative less booze, ALL THE BUZZ! emerged from that philosophy. The company has grown from a one-off workshop into a focused education program built around confidence, education and social inclusion. People are often told to either abandon alcohol or embrace it without question. The crux of the initiative, Fossitt explains, is to give people a middle ground where they have the knowledge to make the choice that suits the moment.
The timing couldn’t be more pertinent. Consumer attitudes, especially among Gen-Z, have shifted dramatically over the past few years, with many placing greater value on moderation, home consumption, and low-alcohol lifestyles. Recent reports show that just under 55% of Americans say that they drink alcohol, a record-low number in decades.
Within that context, Fossitt believes that drinking attitudes have become more intentional, while premium cocktail culture has raised expectations around flavor and presentation regardless of alcohol content. According to her, today’s consumers increasingly want flexibility without feeling as though they’re opting out of the experience.
Fossitt saw that demand firsthand in a single workshop, co-led with decorated bartender, health coach and Healthtender founder Amie Ward, designed to teach visitors how low-and no-ABV ingredients could stand alongside their favorite high-proof spirits.
“We honestly created this whole thing as a single workshop,” she recalls. “We intended to do it one time. But the feedback that kept coming back was, ‘I didn’t know I could do that. I didn’t know I could still enjoy my favourite bourbon and not give it up completely. How do I do more of this?’ That question opened up possibilities for us.”
When she received the feedback, she found that the bigger problem was a knowledge gap. Many participants, she notes, weren’t looking for entirely different beverages; they simply lacked practical ways to adapt the cocktails they already loved. Once they learned how to adjust proportions and work with complementary ingredients, she notes that they were able to transform a once restrictive experience into something creative and enjoyable.
That insight reshaped the project entirely.
Fossitt highlights that every gathering now begins as a social occasion, where guests are welcomed with thoughtfully crafted drinks suited to their preferences before exploring cocktail construction techniques and ingredients together. The emphasis, she points out, never falls on how much alcohol someone chooses to consume. It stays firmly on flavor and hospitality.
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Fossitt highlights that Chicagoans will be able to do just that on July 9, when Dandelion BevEd brings back the original cocktail experience with all-new cocktails to explore. Imbibers, she notes, can enjoy this at Fabrik Social Spaces in River North (440 N. Wells), leaving with a better understanding of lower-ABV cocktails, recipes they can make in their own homes, and the confidence to order (and mix) drinks that keep the buzz. Limited tickets available now.
“We want people to feel inspired and confident,” Fossitt says. “We don’t want them feeling like they have to whisper their drink order to the bartender or worry that everyone’s going to ask why they’re drinking something different.”
Small details reinforce that philosophy. Every guest receives the same elegant glassware regardless of alcohol level, removing visual cues that single anyone out. Conversations revolve around ingredients, craftsmanship, presentation and enjoyment, taking any assumptions of personal choice out of the equation. Fossitt explains, “We feel like everything is equal. You get a boozy version, a low-boozy version or a no-boozy version. It’s in the same glass because we’re all equal here. There’s no judgement, no questioning.”
Fossitt also highlights the educational element of the initiative. Participants are encouraged to learn by shaking cocktails, experimenting with variations, understanding spirits and building practical skills they can immediately recreate at home.
The news and editorial staffs of the baiduhai had no role in this post’s preparation.
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She explains, “We’re looking at one thing at a time. We want it to feel very accessible. When people leave, we want them thinking, ‘I know how to do that. I’m going to make that this weekend.’”
That accessibility now extends well beyond in-person events. Through its members-only app, membership platform, and Buzz Builder program, the community offers five-minute daily learning experiences that pair mindset, recipes, presentation techniques, ingredient education, and practical entertaining advice.
As more drinkers believe there’s room for more mindfulness and moderation in how they consume alcohol, Fossitt seeks to make people know that every occasion has room for flexibility and every guest deserves to feel equally included. The future of drinking, she posits, has never been about choosing sides but giving people the autonomy and the knowledge to choose what feels right for them.
The news and editorial staffs of the baiduhai had no role in this post’s preparation.