The Rise of Non-Alcoholic Beverages: How Your Bar or Restaurant Can Benefit
Have you noticed more customers asking for non-alcoholic beverages? You’re not alone.
Non-alcoholic beverages are rapidly gaining popularity, and this trend is here to stay.
Whether it’s the rise of the “sober-curious” movement or simply people looking for a break from booze, more customers want to enjoy flavorful, non-alcoholic drinks when they go out.
For restaurant, bar, and brewery owners, this shift is a huge opportunity to diversify offerings and grow your bottom line.
Let’s break down how you can take advantage of this trend and why non-alcoholic drinks could be the differentiator your business needs.
Why Non-Alcoholic Beverages Are Taking Off
So, why the shift?
From what we’ve found, the rise of non-alcoholic drinks can be attributed to health-conscious customers and changing social habits. Millennials and Gen Z are leading the charge, with many choosing to drink less or abstain entirely from alcohol, especially during social outings.
According to a report by IWSR Drinks Market Analysis, global sales of non-alcoholic beverages are expected to grow at a compound annual growth rate (CAGR) of 7% between 2023 and 2027.
The market is already worth $11 billion globally, with the U.S. being a major driver of this growth.
Practical Ways Non-Alcoholic Beverages Can Boost Your Revenue
Offering non-alcoholic drinks isn’t just about catering to a niche crowd—it’s a way to increase your per-customer spend. But it takes more than just adding one or two options to your menu.
Here are a few practical ways to make non-alcoholic beverages work for your business:
1. Upsell Premium Non-Alcoholic Options
Don’t limit yourself to soda or water. Premium non-alcoholic drinks can be just as profitable as alcoholic beverages—if not more. If a customer who isn’t drinking orders water, you earn nothing. But offering them a zero-proof cocktail, like a “Lyre’s No-Gin Martini” for $10, instantly boosts your revenue.
Action Step:
Design a few premium non-alcoholic drinks. Start small—maybe one or two zero-proof cocktails, and a local non-alcoholic craft beer. Rotate them seasonally to keep things fresh.
2. Pairing Non-Alcoholic Beverages with Food
People enjoy pairing their drinks with food, but non-drinkers are often left out of this experience.
Elevate our non-alcoholic menu by offering pairing suggestions that complement your dishes, just as you would with wine or beer.
For example, you can pair a tangy non-alcoholic sparkling wine with seafood, or a non-alcoholic dark stout with a chocolate dessert. Work with your chef to get creative.
3. Increase Visibility
Your customers won’t know you have great non-alcoholic options if they’re buried at the bottom of the menu.
Give them prominence! You should create a special section on your drinks menu and have your staff recommend these options.
It’s not just about having non-alcoholic drinks on the menu—it’s about making them appealing.
Here are a few more ways to make your non-alcoholic drinks stand out:
- Craft mocktails like you craft cocktails: Don’t just take alcohol out of an existing cocktail recipe—put as much thought into the non-alcoholic versions as you do the regular ones. Use fresh ingredients, creative garnishes, and interesting flavor combinations.
- Offer non-alcoholic beers and spirits: Brands like Lyre’s, Seedlip, and Monday offer high-quality non-alcoholic spirits that can be used to craft delicious zero-proof cocktails. Meanwhile, breweries like Athletic Brewing Co. and Heineken 0.0 provide non-alcoholic beers that mimic the taste and feel of their alcoholic counterparts.
- Train your staff to promote them: Staff education is key. Your servers and bartenders need to know why your non-alcoholic options are great—not just as an alternative, but as a premium choice in their own right. Train them to suggest mocktails or non-alcoholic beers with the same enthusiasm they would for your regular cocktails.
Finally, as the non-alcoholic beverage industry continues to grow, staying ahead of the curve is crucial—this isn’t just a passing trend.
Think of ways you can become the “go-to” sober option in your neighborhood. These days, it’s more likely that at least one person in every friendship group is a non-drinker. Standing out as the best option for them can get your name mentioned more often in social circles.
Consider adding a zero-proof happy hour to attract a new crowd. You’ll be surprised how many people, from designated drivers to health-conscious folks, will appreciate having more options to choose from.
And don’t forget to create marketing campaigns around your non-alcoholic options to draw in the sober-curious and health-conscious audiences.
More customers are choosing non-alcoholic options, and this shift can boost your bottom line.
By offering a variety of non-alcoholic drinks, you’re reaching new customers and encouraging repeat business. This not only increases sales but adds more value to every customer’s visit—without changing your main menu.
Until next time!
By MATT CIANCIARULO
