I still remember the first time I walked into a high-end restaurant and asked about their non-alcoholic options, just to see what they had. The waiter looked at me like I had three heads. “We have soda, juice, or water,” he said flatly.
That was a few years ago. Today, things are different.
I recently spoke with Mark, a longtime bar owner in Chicago, who told me something that really stuck:
“We added three non-alcoholic cocktails to the menu, and sales doubled in the first month.”
Think about that. A simple shift—not replacing alcohol, just adding better non-alcoholic options—resulted in real revenue growth. But beyond the numbers, what really struck me was the why behind it.
A Market Too Big to Ignore
For years, restaurants and bars treated non-drinkers like an afterthought. If you weren’t drinking alcohol, your choices were limited to sugary sodas or overpriced mocktails that felt like a downgrade. But here’s what’s happening now:
More people are choosing to drink less, or not at all, for health and lifestyle reasons.
Younger generations are drinking less than ever, but they still want craft experiences in bars and restaurants.
Guests don’t just want to “opt-out” of alcohol—they want to “opt-in” to something just as sophisticated.
Ignoring this trend means losing business to competitors who are paying attention.
A Conversation That Changed My Perspective
I was talking with a bartender friend of mine, who was skeptical about adding non-alcoholic spirits to his cocktail menu. He thought it would be a waste of time—until one night, a group of guests walked in, and two of them weren’t drinking. Instead of ordering a club soda and feeling left out, they ordered from his (reluctantly added) NA cocktail list.
The result? Instead of feeling like an afterthought, those guests felt included. They stayed longer, spent more, and most importantly—came back.
“I get it now,” he told me later. “It’s not about replacing alcohol. It’s about making sure everyone at the table has a great experience.”
That’s the shift that’s happening.
A Business Decision That Just Makes Sense
I’ve spent my career helping people find great drinks, whether it’s a fine wine, a well-aged bourbon, or now—an incredible non-alcoholic alternative. The venues that are thriving today are the ones adapting to what people actually want.
Mark, the bar owner in Chicago, told me his biggest realization was that adding NA options didn’t take anything away—it only expanded his business. He started with three non-alcoholic cocktails. Then he added a well-crafted NA beer. Next? He’s looking at carrying premium zero-proof spirits because customers keep asking for them.
He’s not alone. Across the industry, the message is clear:
✅ More choices = more customers.
✅ Inclusion means better guest experiences.
✅ Better NA options increase check averages (instead of losing a sale to tap water).
What’s Next?
This isn’t a fad—it’s a fundamental shift in how we drink and socialize. The best bars and restaurants are getting ahead of the trend instead of waiting until they’re forced to catch up.
So, to the restaurant and bar owners reading this: If you haven’t updated your menu yet, now is the time. Not just because the market is growing—but because your guests are asking for it.
And for those of us who appreciate a great drink, whether with or without alcohol, this shift is something to celebrate.
Have you seen bars and restaurants embracing non-alcoholic options? Or are you still getting stuck with soda and water? I’d love to hear your thoughts.
#SmartMenus #NARevenue #BusinessOfBeverage #StraightFromTheBottle
