Menu Planning

5 Great Strategies for a Winning Beverage Program

2/10/2025

With foodservice margins impossibly thin across the board, many operators find themselves under pressure to get creative to stay out of the red.

For one, they’re developing more snack-focused menus to increase ticket averages. Some are looking to drive traffic with unconventional limited-time offerings (LTOs). Meanwhile, others are bolstering their late-night menus with adventurous globally-inspired delights and craveable handhelds.

Nevertheless, many are finding success by concentrating on strong beverage programs. According to a recent report, 54% of full-service operators who serve alcohol said they added new mixed cocktail offerings, while 51% claimed they increased their beer selections and 48% added more wine selections.¹

“These beverages can be a reason for customers to walk into a restaurant in the first place,” Hudson Riehle, senior vice president of Research & Knowledge, told the National Restaurant Association. “They’re not just something additional to sell with a meal.”

Lynn House agreed with these insights. “Every single drink that goes out is revenue towards that beverage program,” said the expert, who acts as the national spirits specialist, portfolio manager, and national brand educator for Heaven Hill Brands. “It’s essential to make them all count.”

In the spirit of making every drink count, here are five creative ways on-trend beverages can boost the bottom line of foodservice operations.

Develop a comprehensive beverage program

This is the starting point for any beverage menu. It wouldn’t make sense to feature six Latin-inspired cocktails at an establishment specializing in German fare. Same goes for a brewery highlighting Italian vino. It’s nice to mix it up; however, do it so that it complements the cuisine.

Also, according to House, pay close attention to what customers are ordering and build your list from there. “If we look at trends for how people are drinking, they are drinking more premium,” she observed. “So, we see that in restaurants and bars, they're drinking better spirits, better cocktails … it's our higher-end brands that are [performing better] than our [standard] brands.”

A comprehensive beverage program is also an opportunity to offer customers an experience they may not get elsewhere. Give them something memorable.

For example, a menu can showcase an ultra-premium cocktail made with vintage spirits, a tasting flight of rare Scotch whiskeys, or a tableside experience where a bartender tops off the cocktail with a special house-made elixir.

Consider adding adult nonalcoholic beverages, or “mocktails"

39% of adult consumers would order nonalcoholic versions of alcoholic beverages if offered, with 36% of operators serving alcohol saying they plan to add nonalcoholic cocktails, or “mocktails,” to their menus. Another 23% intend to serve more nonalcoholic beers, and 8% plan to add alcohol-free wines to their beverage mix.¹

“I think it's really important to embrace the nonalcoholic drinker or the person who's drinking in moderation and doesn't always want to have a cocktail,” House said. “When I was a bartender, I had 10 cocktails on the menu and half of them converted to a nonalcoholic version. People could read those ingredients and say, ‘Oh. I can have this experience, too. My nonalcoholic cocktail looks like my friend's alcoholic cocktail.'"

She continued, “You don’t want to take away the imbibing experience from a guest. For them to sit and have a drink that feels like a cocktail experience might encourage them to spend more because they're going to drink those more.” They’ll keep coming back, too. Great examples are the zero-proof Black Cherry Hibiscus Old Fashioned and Blueberry and Ginger Hot Toddy.

For more beverage inspiration, check out Simplot's array of beverage recipes created by the Simplot Culinary Team.

Alternative ingredients. Coffee beverages continue to dominate beverage menus. Some consumers are also looking to add nondairy ingredients to their beverages as well as other unconventional infusions. Some ideas include White Chocolate Raspberry Iced Coffee, Avocado and Coconut Cold Foam Coffee, and Cold Mango Coffee.

Dessert inspired. Dessert-inspired flavors are branching out to categories like tea and sparkling water. A refreshing example is this Avocado Mojito.

Global flavors. As more international food exploration continues, it makes sense that beverages reflect the trend as well. Here, it’s easier to execute with texture (like popping bubbles and boba), innovative flavors, and new formats. A Vanilla and Maple Horchata is a keen example.

On the menu at Chicago’s Taquizas Valdez restaurant is a traditional hot Mexican beverage called café de olla. It’s made by brewing coffee with cinnamon, piloncillo (unrefined cane sugar), cloves, and other spices in a clay pot. “It’s an iconic drink in Mexico,” said chef/operator Ivan Valez. “Back in the day, in Mexico, they didn’t have coffee machines and would brew their coffee in a pot. Hence the name, café de olla. You can find people in Mexico having it for breakfast, as a dessert, or bedtime drink.”

Infused or blended beverages. Dirty sodas. Freckled lemonades. Unique milkshakes. Fruit and vegetable smoothies. They’re all big social media hits, and they can help amp up sales at your establishment, too. Examples: Avocado Coconut Smoothie, and Choco Colada.

Seasonal. This trend is finally gaining traction in other categories beyond coffee. Think apple seltzers in the fall, fresh fruit lemonades in the summer. Another is Raspberry Citrus Ice, fruit-filled ice cubes certain to jazz up summer beverages.

Attract new customers with local offerings

Establishments featuring local spirits, craft beer, wine, coffee, tea, etc. demonstrate that they’re connected to the communities in which they’re located. It also sets them apart from most chain restaurants, although many of those venues—particularly those that are franchise-owned—are leaning more into using local purveyors on their menus.

While showcasing local offerings on the menu is great, collaborating with them may be even more impactful for both parties. The operator may use the venue as a platform to amplify various products with special dinners, cocktail parties, brunches, etc.

Drive-up ticket averages with alcohol-to-go offerings

After the Covid-19 pandemic, many states allowed restaurants to serve alcohol-to-go items. To stand out, it’s important for establishments to sell products that customers cannot typically buy at the grocery store.

Again, it’s an opportunity to team up with local breweries, wineries, and distilleries to sell their products. The operators may also bottle signature cocktails and zero-proof cocktails to go.

Cater to generational preferences

According to industry experts, the generations differ in the way they imbibe. Baby Boomers tend to stick to traditional beverages and don’t want much change in them, while Gen Xers often seek lower-calorie options.

Meanwhile, Millennials and Gen Zers are more likely to be experimental and do more research about their drinks. "Gen Z is super educated because they've come up through the cocktail renaissance, and they've seen all the books, [Bravo TV’s] ‘Top Chef’ and all the shows.”¹ Millenials and Gen Zers were also responsible for the emergence of low-ABV and nonalcoholic options on menus.¹

A successful beverage program goes beyond adding drinks—it’s about creating memorable experiences that resonate with customers. By embracing trends, offering unique options, and catering to customer preferences, operators can boost ticket averages, attract new customers, and build loyalty. Whether through a diverse menu, nonalcoholic choices, or local flavors, a well-curated beverage program can drive both satisfaction and business growth, making it essential for success in foodservice.

¹ National Restaurant Association, 2024 State of the Restaurant Industry.