The days of putting soda water and a slice of lemon in a highball glass and calling it a mocktail are over and savvy hospitality consultants are educating venue operators to pour more attention into the non-alcoholic offerings on their menu.
When the findings from the 2019 National Drug Strategy Household Survey were released a few years ago, the evolving trend in decreased alcohol consumption was clear. Between 2016 - 2019, the number of ex-drinkers within the Australian population rose - from 1.5 million to 1.9 million people.
Of those, a large percentage were younger people, with the survey’s findings revealing that 21 per cent of 18- 24-year-olds, and 24 per cent of those in the 25 - 29-year-old demographic don’t drink. Since a previous survey in 2001, the figures doubled and now, with the 2022 National Drug Strategy Household Survey currently underway, it will be fascinating to see if the tide towards healthier living, and a growing attitude to drinking in moderation, is continuing to turn.
For hospitality specialists behind the bar of Australia’s pubs, clubs, restaurants and cafes - and the hospitality advisors guiding them - the trend away from traditional alcoholic beverages is inspiring more venues to create interesting non-alcoholic drinks that are more exciting than simply offering a can of soft drink.
Working with a quality Hospitality Business Consultant helps venue management teams understand that putting the same care and attention to detail into drinks for non-drinkers serves up a point of difference that shows genuine, inclusive care for all patrons.
Non-tippler tips
Showing non-drinkers the same respect that drinkers receive can be demonstrated in a number of ways that are easy for hospitality providers to deliver.
Try these tips to make non-alcoholic drinks attractive (and delicious)
Include a minimum of two to three elevated non-alcoholic options that align with your other menu offerings and brand. Making non-drinkers feel limited can be construed as unwelcoming and not inclusive. By taking the same pride in creating alcohol-free drinks that bar staff take with presenting signature alcoholic cocktails, menus become more appealing to a diverse range of patrons - not just those who drink alcohol.
Create signature mocktails and be proud of them.
Serve all cocktails and non-alcoholic drinks in the same style of glassware. Non-drinkers should never be made to feel different, or lesser. For events, it’s another positive way to make everyone feel included and equal, with no immediately distinguishing difference that sets non-drinkers visibly apart from drinkers.
At events, offer mocktails and non-alcoholic drinks in the same bar area as standard drinks to offer even more inclusivity.
Understanding non-alcoholic drinks
Using a Hospitality Business Consultant can help you cut-through the confusion to help you gain more knowledge about the evolving market and the changers the non-drinker disruption may have on the way you order and manage beverage stock.
Non-alcoholic spirits are classified as either ”non-alcoholic” or “alcohol-free.” The difference between the two labels is small but can be significant - depending on what you are seeking in a mocktail ingredient.
Those labelled non-alcoholic spirits will always contain less than 0.5% ABV, while spirits carrying the “alcohol-free” label will contain less than 0.05%. It’s important to be aware that it is extremely difficult for any non-alcoholic spirit to contain no alcohol at all, so having a clearer understanding of the labelling when seeking the option with the least trace of alcohol is critical.
How to charge for non-alcoholic drinks
If you’re confused, seeking advice from an experienced hospitality advisor is always recommended but, generally speaking, you can use the same methodology as you would when marking up any ingredient-based product - based on volume used in each serving.
Although some non-drinkers seek out non-alcoholic beverages because they perceive it will be a more affordable option, the reality of pricing quality non-alcoholic drinks for today’s more discerning market means that the price difference may not be significant - especially is a signature mocktail made from seasonal, fresh ingredients, delivers the majority of the same ingredients and creative care that the alcoholic version requires.
Seeking out trusted, reliable suppliers and building a relationship to help access the best value when ordering is always recommended - no matter what you are ordering. And with an increasing number of suppliers realising the trend towards non-alcoholic choices, you will find the available options are continuing to expand.
Making non-alcoholic choices clear - and appealing
At large-scale events, based on percentages, ensuring stock supplies match the expectation, and are promoted clearly on menus and signage is key and will help alcohol-abstaining patrons understand that there are positive options to suit their beverage preferences, without making them feel like they are an after-thought.
With numbers of non-drinkers set to increase, this market disruption is one that cannot be ignored. Calling in an expert to help your business pivot and cater for an evolving clientele is a key ingredient for sustainable success in the hospitality sector.
Perfectly Paired are specialist hospitality consultants that help Australian venues make more money.
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