Once considered an afterthought, nonalcoholic beverages are a must on modern menus. As more guests opt to moderate their alcohol intake or skip it entirely, offering compelling N.A. options isn’t just about inclusivity; it’s smart business. Thoughtfully crafted zero-proof drinks give every guest something to raise a glass with so they can feel part of a celebration. It can also raise check averages.
Spirit-free cocktails can be more than a grudging accommodation — they’re a branding opportunity. A well-designed drink can reflect the restaurant’s concept, complement the food, and command cocktail-level pricing. But that requires more than a few splashes of juice and soda. Like any great cocktail, these drinks demand balance, complexity, and intention. It’s important to ensure that your N.A. drinks offer different flavor profiles; don’t fall prey to false assumptions that all of them are sweet, or that a seasonal lemonade is a one-size-fits-all solution.
Recreating the structure and mouthfeel of alcohol without its defining ingredient takes effort and skill, but with the growing range of N.A. beers, wines, and spirit alternatives, it’s getting easier to create alcohol-free drinks with the depth today’s guests want. And with the right tools and approach, a spirit-free program can benefit both the bottom line and the guest experience.
Leith Steel is the director of insights and brand communications at Carbonate, a creative agency that builds, reinvigorates, and grows brands and hospitality concepts. Specializing in food, beverage, restaurants, hotels, and hospitality tech/B2B, Carbonate’s services include brand strategy, identity development, trend insights, design, and integrated brand communications. Prior to launching as an independent company, Carbonate was a division of San Francisco-based af&co. Together, af&co. and Carbonate produce an annual Hospitality Trends Report with insights consistently cited by outlets including The New York Times, Forbes, and more. Carbonate also produces Insight Out, a weekly insights publication dedicated to emerging hospitality & branding trends. Carbonate was ranked #45 on the 2025 Inc. Regionals: Midwest list—the most prestigious ranking of the fastest-growing private companies in the Midwest. Follow along @carbonategroup.
