Feature: Thirst Quenchers
Provide an exceptional drinking experience that extends beyond the booze
Move over, alcohol – for you are no longer the focal point of the on-trade occasion. For too long you’ve sat there comfortably, high up on your pedestal, thinking you were the crème de la crème of the out-of-home drink selection. But, with consumers’ growing health awareness and the rise of conscious consumption, it would seem that’s no longer the case. And with the market valued at £2.1bn, soft drinks and mixers are officially the sector’s new liquid gold.
Sensational softs
In recent years, there has been a considerable rise in drinking-age adults looking to swerve the booze, with Alcohol Change UK noting that around one in five Brits would consider themselves teetotal. In the words of Cheryl Ingram, managing director at Jolly’s Drinks: “This has shifted consumer demand toward soft drinks and mixers, presenting a huge opportunity for restaurants to increase their alcohol-free options and add diversity to their offerings. Getting soft drinks right is more important than ever, since a third of adult on-trade visits are now alcohol-free.”
With demand feeding supply, the increasing appetite for no- and low-alcohol (NoLow) options caused the subsequent boom in NoLow versions of beer, wine and spirits – but sometimes simple is best, and many guests are actively choosing classic soft drinks despite the growing prominence of NoLow products. And what’s one of the greatest perks of softs as a segment? Its ability to cater for a broad demographic. As Tom Styman-Heighton, development chef at Funnybones Foodservice, explains: “On the flip side, soft drinks are excellent mixers for guests who continue to drink spirits, and are suitable for mocktails, cocktails, smoothies, milkshakes and more. So, regardless of guests’ preferences, soft drinks are vital.”
The appeal of a soft drinks menu is key to the overall spend of the table. Think about it – if the beverages offered aren’t tempting, your guests are more likely to revert to tap water, potentially causing repeated missed sales that add up to thousands over time. “With this in mind, a varied soft drinks range is vital,” says Karen Green, marketing manager at Aimia Foods for Professionals. “This includes convenience bottled/canned options, and made-from-scratch options too.”
A preference for premium
Soft drinks are an essential part of the customer experience at Willow Mere Green – a Mediterranean-inspired restaurant and part of Paragon Group. While these serves are sought-after throughout the day, they are particularly popular when it comes to lunch service, with many guests opting for simple, refreshing options, such as cola or lime and soda, making them a staple of the venue’s offering. But, beyond standalone softs, a well-curated selection of mixers is key to elevating the overall drinking experience. “Skilled bartenders rely on premium mixers to craft exceptional flavour combinations, ensuring every spirit, from gin to rum, is paired with the perfect complement,” notes Jon Walton, the restaurant’s bar operations director. “A great gin, for example, is only as good as the tonic it’s served with, which is why variety and quality in the soft drinks and mixers category should never be underestimated.”
Consumers today are eager to soak up small luxuries and experiences they can’t recreate at home, marking a significant cash opportunity for operators who go above and beyond to impress. And, while customers are going out less often, they are willing to fork out for a more premium, memorable moment when they do. This is especially true for special occasions, such as birthdays, where spending has increased by 20% over the last few years (Lumina Intelligence, Pub and Bar Report, 2023).
“To make the most of this demand for elevated experiences, operators should consider trade up opportunities when it comes to soft drink serves,” Adam Russell, director of foodservice and licensed at Carlsberg Britvic, suggests. “A ‘good, better, best’ approach works well – whether you’re garnishing, or offering trade-up options on soft drinks when it comes to a set lunch or drink menu.”
Upselling softs requires the same level of detail, care and enthusiasm as with premium wine or spirits. Presentation plays a fundamental part in the serve’s perceived value, which is why the team at Willow place strong emphasis on garnishes, quality glassware and overall aesthetics. “A well-presented drink not only enhances the guest experience, but also encourages return visits,” states Walton.
“Equally important is staff training,” he adds. “We collaborate closely with suppliers to provide our teams with hands-on tasting experiences and in-depth knowledge of our soft drink offerings. Understanding the history, flavour profiles and best pairings of each product enables our staff to make more informed and engaging recommendations to guests. Whether it’s suggesting a unique mixer or introducing an elevated non-alcoholic option, our goal is to inspire curiosity and heighten the experience in every possible way.”
Fruity and refreshing serves at Willow
While Knightsbridge restaurant Vatavaran specialises in Indian cuisine, its soft drinks and mixers extend the venue’s commitment to providing high-quality, sustainable and innovative menu items. Responding to the surge in non-booze-drinkers among its clientele, the team sought out a range of artisanal tonics and sodas as sophisticated alternatives that could cater to every palate. As Prem Kumar, group operations director, posits: “By prioritising well-crafted, refreshing beverages, we ensure that every guest – whether indulging in cocktails or choosing alcohol-free options – feels valued and catered for, ultimately boosting both customer satisfaction and sales.
“Our menu highlights the distinctive qualities of each option, from the delicacy of London Ginger Ale to the boldness of Spiced Ginger Beer, making them just as appealing as a cocktail or spirit. We also offer curated pairing suggestions, allowing guests to explore complementary flavour profiles. This approach encourages exploration and ensures our non-alcoholic offerings receive the same appreciation as our alcoholic selection.”
Cool and customised
Giving guests the chance to personalise their order is bound to help your menu cause a stir. The ability to mix and match ingredients to their preference means every order can be tailored to the guest’s specific taste, thus driving the growing interest in customisable dining options.
“A fantastic way to provide customisation is with the ever popular (and classic!) milkshake,” says Paul Richards, UK sales manager at Carpigiani. “Not only does it give customers the chance to create their own drinks and make them their own, but it also helps keep menus fresh and exciting. Now is the ideal time for operators to add shakes to their menus, as our independent research, Iced Insight, shows that almost three-quarters (73%) of consumers buy milkshakes, freakshakes and/or thick shakes all year round.”
With spring in bloom and summer on the horizon, it’s certainly worth exploring the potential of all kinds of frozen drinks, from mocktails, to cocktails, to slushies and beyond. “Out-of-home operators can get creative by blending the nostalgia of the slushie with other foodie trends, using either in-house recipes or pre-mixed bases to create them,” adds Richards.
Menu mavericks
Eager to capitalise on the burgeoning potential of soft drinks and mixers, Walton ensures these drinks have a dedicated space on Willow’s menu. It’s a conscious choice that puts these serves on a par with their booze-containing counterparts, but it’s also an ingenious strategy that subtly steers guests towards making more premium and creative purchase choices. “We take great pride in the way we showcase our drinks,” he says. “Our menu is presented as a hardback book, with each drink – both alcoholic and non-alcoholic – featuring a dedicated page complete with a beautifully shot image. This allows guests to truly engage with the selection, making it easier for them to discover and appreciate the variety of soft drinks and non-alcoholic cocktails we offer.
“By giving equal prominence to every drink, we reinforce the idea that a NoLow option can be just as exciting and thoughtfully crafted as a classic cocktail or fine wine.”
Main image: Jestic Foodservice Solutions
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