It
turns out that Gen Z and Millennials may not be so different from their parents
after all—at least when it comes to flavor preferences. Today’s food and
beverage trends are embracing nostalgia with open arms. From Sunny D-inspired
spritzers to Lucky Charms garnishes, both alcohol-infused and
alcohol-free beverages are tapping into the comfort of childhood with the
sophistication of adulthood.
Steven
Johnson, Grocerant Guru® at Tacoma,
WA based Foodservice Solutions®
wonders, what is the real twist in 2025? The growing dominance—and value—of
alcohol-free drinks. Whether in fast food, full-service restaurants, or grocery
store delis, alcohol-less drinks are becoming a customer magnet and a profit
center. And in the grocerant world—where Ready-2-Eat and Heat-N-Eat reign—these
beverages are mix-and-match menu magic.
Food Facts & Marketing Data Points
·
12.5% year-over-year growth
in alcohol-free beverage sales in Q1 2025 (Beverage Marketing Corporation).
·
71% of Gen Z
consumers say they are interested in fun, flavorful alcohol-free beverages when
dining out or ordering in (Technomic 2025).
·
Alcohol-free drinks generate 25%
higher margins than traditional fountain sodas, especially when branded or
bundled in signature offerings (NPD Group, 2024).
·
Alcohol-free wine and spirit sales are
projected to reach $4.3 billion globally by end of 2025 (IWSR Drinks
Market Analysis).
5 Restaurant & Fast-Food Use Cases: Driving Value with
Alcohol-less Beverages
1. Starbucks
Reserve®: Cocktail-Style Mocktails
o Starbucks
locations in select cities now offer “Evening Mocktails,” using cold brew,
orange zest, lavender, and foamed oat milk in glassware that mirrors cocktail
service.
o Result:
Average check boost of 18% on orders featuring mocktails and a strong
social media response.
2. Taco
Bell Cantina: Frozen Fusion Fun
o Taco
Bell Cantina outlets now allow customers to choose from a rotating selection of
alcohol-free frozen beverages inspired by margaritas and piña coladas,
garnished with chili lime or candy dust.
o Grocerant
Magic: These drinks drive both dine-in buzz and takeout
customization with flavor add-ons.
3. Sweetgreen:
Wellness Waters & Spritzers
o Sweetgreen
bundles alcohol-free kombucha and sparkling botanical waters with salad bowls
and warm bowls as part of their "Clean Eating Pairings" program.
o Impact:
Helps boost bundle purchases and elevate brand perception among
wellness-focused customers.
4. Shake
Shack: Seasonal Lemonade Lab
o Shake
Shack rotates limited-time lemonade flavors like blackberry basil or vanilla
peach, served in branded takeaway bottles.
o Fast-Food
Value: Brings craft-beverage energy into fast food without the
complexities of alcohol handling.
5. Panera
Bread: Charged-Up & Alcohol-Free
o Panera’s
Charged Lemonades—with caffeine and fruit-forward flavors—target young
consumers looking for energy without alcohol or synthetic additives.
o Bundling
Tip: Often featured in discounted lunch pairings to boost meal
satisfaction and upsell rates.
5 Grocery Deli Use Cases: Bringing Take-Home Beverage
Innovation
1. Whole
Foods Market: Mocktail Meal Kits
o Bundles
like “Tropical Tofu & Tonic” pair deli-prepared Caribbean tofu bowls with a
take-home mocktail mix using hibiscus and mint.
o Result:
Shoppers are spending more time (and money) in the deli area as mix-and-match
meal customization grows.
2. Kroger
Fresh Kitchen: Nonalcoholic Sangria Bottles
o Ready-made
fruit sangrias, made with zero-proof wine and fresh fruit, are sold adjacent to
rotisserie chicken and pre-made tapas trays.
o Insight:
Placement and pairing drive impulse buys and elevate weeknight take-home meals.
3. Publix
Aprons: Mocktail & Charcuterie Pairings
o In-store
demos feature alcohol-free sparkling juice blends and “perfect pairings” with
specialty cheeses and cured meats from the deli.
o Cross-Promotion
Bonus: Encourages new product trial while reinforcing the store’s
premium entertaining options.
4. H-E-B
Meal Simple: Global Flavors, Zero ABV
o Global
meal kits—like Indian Butter Chicken or Korean Bulgogi—are paired with matching
nonalcoholic drinks (e.g., mango lassi or ginger-lime sparkling tea).
o Consumer
Engagement: Encourages culinary exploration
without alcohol, supporting family dining and cultural experiences.
5. Wegmans:
Cold Case Craft Sips
o Alcohol-free
canned mocktails, artisanal sodas, and functional beverages are now stocked in
the deli cold case next to sandwiches and sushi trays.
o Data Point: Wegmans reports a 22% increase in per-trip spending for customers who purchase from both the deli and cold beverage sections.
The Grocerant Guru® Perspective
It’s
not just about removing alcohol—it’s about replacing it with joy, flavor,
and familiarity. When alcohol-free drinks evoke childhood nostalgia while
offering modern sophistication, they resonate across age groups and dayparts.
And when bundled with meal solutions—whether in fast food, grocery, or
grocerants—they drive top-line sales and bottom-line profits.
Operators who create flexible, mix-and-match menus with flavorful alcohol-free drinks aren't just catering to a trend—they're crafting a future-proof brand.
Want
help building your alcohol-less mix-and-match strategy?
Visit www.GrocerantGuru.com
or email Steve@FoodserviceSolutions.us.
Success
does leave clues—and the beverage aisle just might hold your next big win.
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