Mariena Mercer Boarini, master mixologist for Wynn Resorts North America, thinks adult non-alcoholic beverages and mocktails are a non-negotiable for most bar and restaurant owners and operators. Having options on the menu is now a must-have because the modern guest expects inclusion, and that means catering to customer preferences. In fact, Boarini does not drink alcohol herself, and she really loves the rise of Champagne-adjacent, non-alcoholic sparkling options for a celebratory toast.
“Today’s guests are more mindful about what and how they drink, and they want and deserve the experience without compromise,” explained Boarini. “At Wynn, I see non-alc offerings not as a trend but as hospitality at its highest expression, ensuring every guest feels seen, welcomed, and cared for.”
According to an April 2025-relased report—“Non-Alcoholic Beverages: Market Trends and Opportunities for Alternatives to Alcoholic Beverages”—from The Freedonia Group’s Packaged Facts, the alcoholic beverage market is shifting toward non-alcoholic drinks. The report points to increasing awareness of the negative health consequences associated with alcohol consumption; growing cannabis consumption and changing preferences among younger adults; the sober curious movement and “Dry January”; and “zebra striping” (switching between alcoholic beverages and non-alcoholic alternatives during consumption occasions), as some of the reasons for the shift.
Marcos Salazar, CEO of the Adult Non-Alcoholic Beverage Association (ANBA), a global trade association that works with producers and industry partners to accelerate the growth of this rapidly growing industry, agrees with Boarini that non-alcoholic beverages are a non-negotiable for bars and restaurants.
“Up to two-thirds of customers are not drinking alcohol on a particular occasion, so for restaurants, they are missing out on a large source of revenue by just serving water, sodas, or high sugary mocktails that no one is interested in anymore,” said Salazar, who pointed out that this segment should be referred to as “adult non-alcoholic (ANA) beverages” with the keyword being “adult,” as opposed to drinks like water, soda, or coffee, etc. “I recommend that the industry starts using this terminology,” he added (Note: Many in the industry also say N/A).
According to Salazar, some bars and restaurants may be missing out on a large number of customers who are not even entering the establishment because there’s a lack of great adult non-alcoholic beverage options on the menu. “Bar and restaurant owners should not treat adult non-alcoholic options any different than their alcoholic options,” he shared. “They should put just as much time and effort into both. Otherwise, people who are not interested in drinking alcohol at that particular occasion feel like they’re being treated like second class citizens and are an afterthought.”
Boarini said adult non-alcoholic beverages or mocktails should have the same “sensory arc” as their spirited counterparts, which reflect structure, balance, aroma, and a “touch of theatre.”
“At Casa Playa at Wynn Las Vegas, we have the Bohemian Chic cocktail, which is our zero-proof Paloma with tamarind, ginger, lime, and Fever-Tree Pink Grapefruit Soda,” explained Boarini. “The rim of the cocktail is Electricdust, one of my creations that is fueled by a natural alkaloid, the buzz button. One lick of the blue sparkly dust, and your tongue starts to tingle. As you sip the cocktail, you are an ephemeral ‘supertaster’ with nuances and flavors really coming to life as your salivary glands are on a bit of a flavor rollercoaster.”
Adult N/A Beverages Aren’t Going Away, So Don’t Leave ‘Money on the Table’
Ryan Hopay, special projects and beverage manager at Flanker Kitchen + Sporting Club in Salt Lake City, Utah, shared some reasons why adult non-alcoholic beverages may be sticking around as a non-negotiable at bars and restaurants. In addition to shifting consumer preferences, he said inclusiveness and hospitality, competitive differentiation, and revenue opportunities are all reasons for the increase in interest and consumption.
“There’s been a major rise in the ‘sober curious’ movement and interest in wellness,” said Hopay. “Many customers want to moderate their drinking or avoid alcohol entirely but still enjoy a crafted, flavorful experience when dining out. Offering mocktails meets this demand without alienating guests who don’t drink.”
Hopay explained that bars and restaurants that only serve soda, water, or juice as non-alcoholic options risk excluding entire groups of customers—from designated drivers, pregnant guests, and health-conscious diners to those who abstain for cultural, religious, or personal reasons. He said elevated, non-alcoholic menus create a more welcoming environment.
“The hospitality industry is highly competitive, and guest experience drives loyalty,” said Hopay, who noted that a $6 to $12 mocktail is far more profitable than a $2 soda or free tap water. “Venues that provide creative, complex, non-alcoholic drinks stand out as thoughtful and modern. In fact, many top cocktail bars now design their non-alcoholic menus with the same care as their classic cocktails.”
Colin Williams, the bar manager at The Kingsway in New Orleans, La., also believes that adult non-alcoholic beverages are mandatory for any bar program moving forward.
“To fully welcome all guests into a comfortable space, we have to have options for those that are abstaining from alcohol,” said Williams. “Options on this can be endless, from N/A beers and wines to mocktails and even canned drinks. There are so many options now in the market that not having anything for people looking to stay away from alcohol is not just irresponsible from a business standpoint, but totally antithetical to our industry’s values of hospitality.”
Alexis Romero, lead bartender at One Door North in San Diego, Calif., believes the adult non-alcoholic space has grown into its own style of bartending, which is exciting for some industry professionals.
“What excites me most is that it’s no longer just about ‘replacing’ alcohol—it’s about reimagining what drinking culture can look like,” said Romero. “We’re seeing dedicated non-alcoholic bars opening in major cities across the world, creating spaces where people can enjoy a night out, a great dinner, and the full bar experience without having to drink alcohol.”
Lucas Warren, creative director at Arcano in Coral Gables, Fla., said that at their bar and restaurant, adult non-alcoholic beverages are there to stay, and they’ll give them the same treatment as their “spirited friends.”
Today’s guests expect to see thoughtful non-alcoholic options on every menu, not as an afterthought but as a real experience,” said Warren. “People are drinking more mindfully, whether for health, lifestyle, or simply because they don’t want alcohol every time they go out. Offering mocktails isn’t just about inclusivity—it’s about hospitality. When everyone at the table has something exciting in their glass, the experience feels complete.”
Jeff Cleveland, general manager, sommelier, and partner at Birch in Milwaukee, Wisc., encourages owners and operators to see adult non-alcoholic beverages as an opportunity.
“From a business standpoint, it would be foolish not to offer N/A options,” revealed Cleveland. “As more and more guests drink less alcohol, take breaks from alcohol, or practice moderation, not having exciting options for them would be leaving money on the table.”
On the other hand, Marshall Minaya, partner and beverage director of Madame George, Lolita, and Valerie in New York, N.Y., believes the industry could see a slowdown in the N/A spirits scene. “I believe we will see a plateau in the n/a spirits scene,” he said. “I think that the cocktails will remain on the menu, and guests will continue to order/desire them. Yet, with a saturated market, there may be a decline in the amount present in the future.”
What Adult N/A Options Should Be on the Menu?
Brandon Hanson, co-founder of Goodmellow, a ready-to-drink (RTD) beverage brand that offers fruit, botanical, hemp-derived Cannabis, and adaptogenic infusions, suggested that operators think beyond mocktails and start offering true crafted experiences, when it comes to adult non-alcoholic beverages. “That means beverages with complexity, depth of flavor, and functional ingredients that deliver a feeling, not just sugar and juice,” he said.
Aaron Kim, head bartender at 53 in New York, N.Y., said their restaurant has built a robust N/A program with seven distinct mocktails, two N/A beers, and one sparkling N/A option.
“Our partner chef, Akmal Anuar, doesn’t drink and his restaurants in Dubai are entirely alcohol-free—his religious background inspired us to take our NA offerings seriously,” shared Kim. “Personally, I was also motivated when my wife was pregnant; I wanted to create drinks that looked and tasted just as good as traditional cocktails. We use high-quality N/A spirits and tea-based infusions to build complexity and depth. It’s not just about removing alcohol—it’s about crafting something intentional and delicious. That’s the standard we hold ourselves to.”
Romero, of One Door North, said a bar or restaurant should have a mix of options that will appeal to different guests. “Zero-proof spirits and non-alcoholic beers are a must because they give adults the same ritual and complexity of drinking without the alcohol,” he said.
Warren, of Arcano, said it’s key to go beyond sodas and juices. “Guests want complexity, balance, and creativity,” he said. “At Arcano, we design non-alcoholic cocktails with the same approach as our spirited drinks—layering flavors, using house-made infusions, and highlighting fresh, seasonal ingredients. Some examples from our current menu include Flor De Verano [with] yuzu, lemon balm, elderflower, gentian root, orange, thyme essence, and ginger. Citrusy, herbal, and effervescent.
Alma Clara [with] Citrus and herbal house-made essence, pineapple juice, clove syrup, candied pineapple. Citrusy, spiced, and uplifting. Tierra Del Fuego [with] yerba mate tea, poblano-spinach-jalapeno shrub. Bold, earthy, and layered. These drinks reflect the same attention to detail, balance, and creativity as our cocktail program, showing that non-alc options can be equally exciting.”
Hopay, of Flanker Kitchen + Sporting Club, said owners and operators should consider the following areas when creating an adult non-alcoholic beverage menu—crafted zero-proof cocktails (using non-alcoholic spirits); flavor families (highlighting smoky, bitter, herbal, and citrus-forward, so non-drinkers get more than just sweet); house-made syrups and shrubs (including infused syrups and vinegar-based shrubs to add layered flavors); tea, coffee, and botanical bases (such as cold-brew teas, matcha, nitro coffee, and kombucha); and wellness-inspired options (including adaptogens, CBD, turmeric, ginger, or functional mushrooms—ingredients with possible wellness benefits).
Andzia Hofftin, co-owner of The Altamont General Store in Occidental, Calif., said it’s important to also provide a spectrum of N/A options, including something house-made and seasonal, something sophisticated that mirrors wine or spirits, and something fun or adventurous, such as functional sodas or euphoric seltzers with kava or adaptogens). “This way, you cover casual, celebratory, and experimental drinkers all at once,” she said.
Minaya, of Madame George, Lolita, and Valerie, said owners and operators should be prepared to make their N/A offerings with alcohol, if needed, as some guests who drink may alcohol may be intrigued by the ingredients but still want the alcohol. “It is best to have that in mind and work out a recipe with your team to remain consistent,” he said. “We often have guests asking for our N/A offerings with alcohol.”
At The Restaurant at Zero George in Charleston, S.C., they take their adult non-alcoholic offerings a step further with food pairings, according to Casie Fennell, bar lead.
“Zero George serves a tasting menu that focuses on local and seasonal ingredients, and we reflect that philosophy in our beverage program as well,” said Fennell. “Our program offers a zero-proof pairing as an alternative to our wine pairing. We want our guests to know that we recognize the importance of giving everyone a complete experience in both food and beverage. We also include a separate spirit-free section on our cocktail menu, which features mixed drinks, beer, and wine. What’s most important is that there are multiple options that match the menu and vary in flavor and style. Guests who drink could potentially have hundreds of choices at a full bar, while those who are dry often only see one or two mocktails listed in the back corner of a menu. Once we expanded our offerings to a full page and added the zero proof pairing, the response was overwhelmingly positive within just a few days.”
Miranda Escalante, beverage development and front-of-house operations for Pilot Light Consulting, said that when deciding on N/A/ offerings, it’s crucial to maintain consistency with the established theme of the bar or restaurant. “There are more non-alcoholic options available on the market these days than ever,” she said. “For instance, an establishment with an Italian-inspired menu can readily incorporate excellent non-alcoholic bitter aperitivo-style options and commercially available canned non-alcoholic Negronis. Notably, Wilfred’s Aperitif or Giffard’s Aperitif Spirit serve as commendable aperitivo substitutes, and The Pathfinder offers a noteworthy canned Negroni. If you run a wine bar, an easy win in my opinion are the delicious offerings from United Ferments out of Brooklyn, who make unique fermented non-alcoholic beverages.
Hopay, of Flanker Kitchen + Sporting Club, said don’t forget about menu positioning and beverage presentation when creating a menu of N/A offerings.
“Menu positioning—list non-alcoholic drinks within the cocktail section, not at the bottom as an afterthought,” said Hopay. “Use fun, creative names instead of ‘mocktail’—words like ‘zero-proof,’ ‘spirit-free,’ or ‘crafted elixirs’ elevate the experience… Play with presentation—use elegant glassware, garnishes [like dehydrated citrus, edible flowers, smoked herbs], and bar techniques like foams or infusions. This signals that the drink is just as intentional as a cocktail.”
Best Advice for Non-Alcoholic Beverages at Bars & Restaurants, Trends to Watch
James Baugh, director of food and beverage for TMC Hospitality, the parent company to Drift Hotels and Bode Hotels, as well as numerous food and beverage concepts, said his best advice for other owners and operators when it comes to N/A is to make sure what’s being offered is good.
“No one wants to pay a premium for a bad cocktail, let alone a bad cocktail without any alcohol,” said Baugh. “Sometimes this is hard due to the viscosity of the body and extra volume that traditional spirits bring. Make sure they’re balanced, thoughtful, and not a sugar bomb.”
Escalante, of Pilot Light Consulting, said her best advice is to remember that crafting adult non-alcoholic beverages hinges on flavor, not alcohol.
“Seek inspiration from exciting flavor combinations you genuinely enjoy and that excite you,” said Escalante. “I'm particularly drawn to non-alcoholic bases that don’t simply mimic alcohol, such as Seedlip, which focuses on building flavor-driven bases as the foundation for N/A cocktails. You can also utilize common pantry items found in your restaurant kitchens, like verjus for acidity or tea for tannins. Approach your non-alcoholic program with the same dedication you give your alcoholic offerings, beginning with quality ingredients. If you run a craft bar that makes syrups and juices from scratch, leverage these elements or develop something unique for your N/A program to offer an exciting selection.
Escalante explained that while it's easy to suggest alcoholic beverages “can be made non-alcoholic” at an establishment, it shows more thoughtfulness to create new, dedicated options for a non-alcoholic cocktail program.
Hanson, of Goodmellow, said a non-alcoholic trend to watch is customers gravitating towards beverages that don’t just taste good, but also make them feel good, whether that’s adaptogens, mushrooms, or hemp-derived cannabinoids like THC and CBD. He said, “…people want non-alc drinks that look and feel elevated, cans, bottles, and cocktails that fit seamlessly into the social ritual of drinking. That’s where I see the most exciting innovation happening.”
Ryan Puckett, beverage manager at Holston House in Nashville, Tenn. agrees about the “feel good” part, and he’s enjoying adaptogenic N/A beverages. “Drinks that have mood-elevating ingredients like magnesium and lion's mane, and other really unique things that give the body a boost, without the negative effects of alcohol,” he said.
Ben Davis, bar manager at MIMI Chinese in Miami, Fla., is also following the functional N/A beverage trend, paying attention to offerings that are infused with adaptogens. “These drinks don’t just replace alcohol, they offer mood boosting, stress reducing, or focus enhancing qualities,” he said. “Guests are curious about beverages that serve a purpose beyond taste, and it’s creating an entirely new category that blends wellness with nightlife. I love that N/A menu crafting is no longer just about taking something out but about adding benefits in making the ritual of drinking feel intentional, healthy, and exciting.
Escalante also pointed out that the dynamic N/A category includes options such as refreshing canned spritzes, convincing wine substitutes, and innovative sparkling drinks and sodas.
“These RTD options don’t have to be standalone offerings for your guests, they can also serve as a crucial component in crafting more complex and nuanced N/A cocktails by adding layers of texture and depth of flavor that elevate your N/A cocktails overall,” said Escalante. “By incorporating a selection of RTDs, no matter how big or small, your business can capture a wider audience. RTDs also ensure consistency of offering to your guests, which can be helpful in a high-volume concept. This versatility makes RTDs a truly exciting and essential addition to any beverage program.”
Adult Non-Alcoholic Beverages Are an Invitation and Not a Limitation, Says Expert
Kyle Skene, general manager of the Giesen Group, which offers the Giesen 0% line of alcohol-removed wines, predicts the adult non-alcoholic beverage segment will continue to grow, so owners and operators may want to pay attention. “We are at the start of a long curve,” he said. “Younger consumers, in particular, are demanding choice and are willing to pay for quality… Over time, I think non-alc will be a permanent part of every drinks program, just as vegetarian or vegan dishes are now a permanent part of food menus.”
Kim, of 53 in New York, said don’t ignore the N/A trend because it’s here to stay. “Even major liquor companies like Diageo and Campari are investing heavily in the space,” he explained.
Hofftin, of The Altamont General Store, said that as demand grows, more producers will innovate, which will raise quality and variety across the board. “In a few years, I think every serious restaurant will have a curated N/A section alongside their wine and cocktail lists,” she said.
In the end, according to Boarini of Wynn Resorts North America, adult non-alcoholic beverages are not a limitation, they’re an invitation.
“They challenge us to be more inventive, to extract flavor and texture in unexpected ways,” Boarini said. “When done right, they remind us that hospitality isn’t about the alcohol, it’s about the artistry, the care, and the connection.”
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for World Tea News, and in 2024, he won two awards for his work with Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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