As part of its “Heard!” campaign, the initiative aims to bring visibility to a growing segment of hospitality — one that’s long been overlooked by platform design. This isn’t just about sobriety or temporary lifestyle trends like Dry January. Guests across generations are seeking options for wellness, medication, cultural reasons, or simply preference. What they want is thoughtful, intentional menus — and a simple way to find them. “People are groping around in the dark, try

In Old San Juan, La Taberna Lúpulo is redefining inclusivity with a bold NoLo beer menu. Co-owner Zalika Guillory, Puerto Rico’s first female Certified Cicerone, proudly offers eight NA styles, making space for all guests—drinkers or not. “We want people to know their options without having to ask,” she says. Her passion for craft and community is reshaping what hospitality looks like in Puerto Rico’s beer scene.