Alcohol-less Drinks Add Value to the Menu

 

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.