4 steps to maximise your drinks menus

1. Make non‑alcoholic drinks easy to find

If options are hidden, they’ll default to water or a basic soft drink.

📋 What to do 

• Position low & no options alongside alcoholic serves, not hidden at the back, with equal space and visibility on menus
• Include at least one “grown‑up” no-alc option per category (beer, spirit-style, mixer-led)

✅ Why it pays off 

• Non‑alcoholic drinks often have strong margins
• Customers stay longer when everyone at the table has a satisfying option

Quick check: could a customer order a low/no option confidently in under 5 seconds? 

 

2. Name drinks like experiences, not substitutes

A customer will be more willing to pay for a “Citrus & Juniper Spritz” than a “Non‑Alcoholic Gin & Tonic”.

📋 What to do 

• Lead with flavour and aroma (citrus, herbal, crisp, spiced) not alcohol absence 
• Avoid leading with “zero”, “no” or “alcohol‑free” unless required

✅ Why it pays off 

• Customers are more open and will pay more to trying something new 
• It supports premium pricing
• Staff find it easier to recommend confidently

3. Call out the brands you use

In soft drinks and low & no, brands carry weight and reassure customers.

📋 What to do 

• Name the brand, not just the liquid (especially for mixers and softs)
• Use branded glassware where available

✅ Why it pays off 

• Builds perceived value (and justification for price)
• Signals quality without extra explanation from staff

 

4. Don’t undersell quality — customers will pay for it

Customers will pay for well‑made, well‑presented drinks, alcohol or not.

📋 What to do 

• Price based on experience and ingredients, not ABV
• Train staff to talk about flavour and serve — not alcohol absence

✅ Why it pays off 

• Low & no drinks can match or exceed cocktail margins
• Customers feel satisfied, not short‑changed

Final thought

Your menu is a silent salesperson. Small changes in placement, language and presentation can lift spend per head, dwell time and customer satisfaction, without adding pressure on your team.