Non-alcoholic enjoyment trend

Less alcohol, more flavor, maximum relevance: No & Low is no longer just a sensible compromise, but the most exciting development on the beverage menu. From fermented super drinks to sparkling luxury alternatives – what is emerging here is a new self-image of enjoyment. For the hospitality industry, this means new target groups, new added value, and new opportunities.

In November 2025, an extraordinary gastronomic event will take place in the legendary setting of the Ikarus restaurant in Red Bull Hangar-7 in Salzburg: Under the motto Tim Mälzer & Friends – A Duel, A Promise – Mission Ikarus, four of the biggest names in German-speaking cuisine have come together to cook with and against each other. At the center: Tim Mälzer, Tim Raue, Alexander Herrmann, and Lukas Mraz – complemented by the Ikarus team led by executive chef Martin Klein.

From Japan to Vienna: Oak 107 in the 6th district is Vienna’s only Kobe restaurant and one of Austria’s top addresses for fine steaks and exceptional cuts. Selected by Japanese cattle breeder Muneharu Ozaki himself, Oak 107 has been serving his exclusive meat since mid-October. This is an honor bestowed on only a few restaurants in Europe—including renowned establishments in Munich, Amsterdam, and Barcelona—and makes Oak 107 in Vienna a real hotspot.