So much for après. Vail Resorts announced today that the American mountain resort company will be banning the sale of beer, wine, and booze at all of its 19 properties.
The move comes as Vail tries to crack down on fun and set a more serious tone for the ski industry.
Alcoholic beverages will be replaced with a variety of kombucha teas and coconut waters.
In an effort to promote “mindful mountain experiences,” Vail is also rolling out a new Après Zen Hour, where guests will be encouraged to sip herbal teas in total silence while listening to the soothing sounds of melting snow. Ski patrollers will be equipped with essential oil diffusers, and lifties will begin each day with a gratitude circle. “We just felt like skiing was getting a little too enjoyable,” said a Vail spokesperson. Reactions have been mixed, with some guests vowing to bring their own flasks, while others embraced the idea, noting that nothing pairs with a $27 veggie wrap quite like a warm turmeric tonic.
The new ban will go into effect on April 1, 2025.
Happy April Fools Day.