The airport bar has evolved, and today's travelers expect the same craft cocktails, curated wine lists, and elevated experiences they'd find at their favorite neighborhood spots—only delivered in a lot less time.
Brittany McCarthy, national beverage manager for the Dining Division at leading North American travel retailer and restaurateur Paradies Lagardère, operates at the intersection of these competing demands. Her job is to translate national beverage trends—from the no/low-ABV movement to agave's continued rise—into programs that work within the unique constraints and opportunities of airport environments.
Vibe chatted with McCarthy about how her team balances craft with throughput, why Gen Z and Gen X travelers require fundamentally different menu strategies, and how operational engineering can protect quality even during peak ticket times.
Vibe: How have guest expectations shifted about airport bars and cocktails, and how are you evolving programs to match national beverage trends?
Brittany McCarthy: Travelers expect the same craft standards they get at their neighborhood bars—creative builds, clean presentation, and credible wine lists—delivered on an airport clock. We’re evolving by mirroring national trends (no/low-ABV, agave, and spritz culture) and engineering them for throughput: batched and draft cocktails to protect quality at speed, premium mixers and fresh juice for consistency, and a robust zero-proof lineup. We also localize with regional spirits and wines to give a true sense of place, while tightening specs, prep, and training so peak ticket times stay in the two- to three-minute window without sacrificing the guest experience.
What consumer behaviors are unique to the airport setting, and how do they influence what you put on the menu compared to a traditional bar or restaurant?
Airports create two distinct behaviors: guests racing the clock and guests with dwell time. Our menus reflect both. We streamline cocktails so they can be executed quickly during peak demand, but we also build in discovery opportunities, like wine flights or premium pours, for travelers who want to linger. Portability and shareability are also factors you wouldn’t emphasize as much in a traditional bar.
How do you balance the demand for speed and convenience in an airport with the rising expectation of quality and creativity in cocktails and wine?
We engineer creativity for throughput. That means tight specs, smart bar design, and training. We pre-batch only the stable components, run draft/batched signatures for peaks, and finish à la minute for freshness (citrus, aromatics, garnish). Premium mixers, fresh juice, and a lean, cross-utilized items set protect quality; station layout, POS button layout, and par levels protect speed. Net: Guests get craft-level cocktails and curated wine without feeling they traded quality for convenience.
How you identify which national beverage trends will translate well in an airport environment?
We evaluate trends through the lens of travel. Does it fit the occasion? Will it resonate with a wide demographic? Does it have a stable supply chain across markets? No- and low-alcohol cocktails are a great example — they’re growing everywhere, but they’re especially relevant in airports where people want to enjoy a drink without feeling sluggish mid-flight.
What is currently trending with airport customers?
We’re serving a multi-gen traveler—Gen X through Gen Z. Gen Z (and younger Millennials) will pay for an elevated, experience-forward bar moment and are leading the no/low-ABV shift, so we feature discovery items, zero-proof builds, and premium upgrades. While Gen X guests want a comfort choice—that stable, consistent, familiar name—we anchor the menu with recognizable brands and classic profiles. Therefore, our menus have a bit of both: a menu that supports both discovery and dependability. Overall though, customers are still wanting an elevated experience with speed.
What factors do you look for when choosing bar concepts that will fit best in airports?
It’s a balance of local identity and broad appeal. Travelers want a taste of place — the local brewery or regional wine list — but also need the comfort of familiar touchpoints. Operational strength is equally important: a concept has to deliver consistently in a high-volume, high-turnover environment.
What are some of the biggest challenges in sourcing and executing premium beverage programs in airports, and how are you overcoming them?
Distributor limitations and logistics inside airports can make sourcing tricky. We overcome that with long-term supplier partnerships, advance menu planning, and training teams to adapt when availability shifts. Sometimes constraints spark creativity — we’ve developed some of our best-selling cocktails that way.
What role does beverage play in the overall profitability of airport F&B operations?
Beverage is essential. It not only drives margins, but also elevates the overall guest experience. A memorable glass of wine or cocktail increases check averages and strengthens loyalty.
With increasing competition from premium lounges and grab-and-go concepts, how do you ensure airport bars stay relevant?
It comes down to experience. Lounges and coolers can’t replicate the hospitality, storytelling, and sense of place that a great bar delivers. We train our teams to connect with guests, and we design menus that invite exploration.
Looking ahead, what do you see as the biggest opportunities for innovation in airport beverage programs?
Premium non-alcoholic cocktails, sustainability-driven beverage programs, and technology integration — from mobile ordering for cocktails to AI-driven recommendations — all have huge potential. I also see opportunities in deeper partnerships with local producers to create offerings travelers can’t get anywhere else.
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