1. HIM ontrade research 2012, 2. Kantar Profiles / Mintel, August 2024, 3. Mintel Pubs & Bars UK 2024
All articles 
All articles 
Venues offering a sophisticated and diverse range of drinks can encourage socialising and, in turn, boost sales by creating an experience that keeps customers coming back. Ensuring your selection caters to various tastes and preferences will also maximise appeal, so here are some ways to optimise this opportunity…
Cocktails are crucial
Delivering a strong range of cocktails can be crucial to a venue’s success. A well-curated cocktail menu can entice customers, offering them unique and memorable drinks they can't easily replicate at home. Plus spend on drinks is 17% higher if a menu is provided1, making cocktails a win for you too.
Cocktails don’t have to be complicated, either. The Drinks recipes area of Sensational Drinks also contains some fantastic recipes to bolster a venue’s offering. The London Essence Calendar of Serves can also provide great inspiration for any cocktail menu. This calendar of key serves is designed to align with seasonal events and champion the high-quality serves London Essence is known for.
Maximise with mocktails
While cocktails are an essential, offering a good range of mocktails is the best way for a venue to cater to a broader audience and be more inclusive. Non-alcoholic cocktails have seen impressive growth, with penetration doubling from 3% in 2022 to 6% in 20242, driven by creative menus, increased demand and desire for low and no options amongst consumers3.
Whether people are drinking less for health reasons, personal choice, or being the designated driver, they still want a memorable experience. A diverse selection of mocktails ensures that these guests feel valued and have an enjoyable experience.
Based on popular cocktails consumers already know and love, the J2O mocktail range is designed for those seeking more elevated experiences and interesting twists. Recently added to the range is the J2O Tropical Punch Mocktail, flavoured with pineapple and coconut, providing a great tasting option that can rival any freshly made cocktail or mocktail.
Visuals are vital
It is essential for bars to create drinks that stand-out for customers. This not only enhances the customer's satisfaction but also encourages sharing on social platforms like Instagram, providing free advertising and promotion to a broader audience.
But it doesn’t require an in-house mixologist to create exciting drinks that appeal visually. Something as simple as a garnish can add that extra touch of class (take a look at our guide to garnishes below). And don’t forget, glassware — it can be expensive, but people are prepared to pay for presentation, and it can pay off in the long term.