Softly, softly: Catch alcohol-free customers with a premium menu

Make it premium

Fever-Tree, which has expanded well beyond its original mixer range to offer products such as sodas and cocktail mixes, targets demand for “elevated soft drinks”. James Mowbray-Pratt, on-trade controller at Fever-Tree, says: “The time of day that consumers are going out is typically earlier and often shorter, and moderation plays into that.

“Operators’ drinks menus still aren’t meeting the full range of consumer needs in terms of moderation. Some reasons not to drink alcohol are practical, such as driving, others are around health and well-being or just drinks that sound delicious.”

As a step up from standard soft drinks, this summer Fever-Tree is adding sparkling elderflower to its range, which includes ginger beer, Sicilian lemonade, and apple and mint.

Mowbray-Pratt points to the Ivy Collection as another example of an operator with a carefully segmented soft drinks offer. Alongside standard soft drinks, juices and mocktails, “it has coolers, which are lightly sparkling, and help enable a laddering of price points”. 

Devon-based Luscombe has updated its branding, with founder Gabriel David believing consumers “are buying into soft drink brands that offer more than just refreshment. They want depth of flavour, natural ingredients and an honest story.

“Showcasing premium soft drinks on menus, at the bar and in chiller displays can drive interest and increase sales. Cross-selling with food pairings or offering upgrades, such as serving a premium soft drink as a sophisticated alternative to alcohol, can further boost revenue.”

Charlotte Stainforth, marketing and brand manager, Frobishers, says: “Soft drinks are evolving as consumer demand for more diverse, premium and non-alcoholic options rises. Meeting these expectations requires brands to innovate, offering unique flavours, better quality ingredients and healthier alternatives.

“This shift is reshaping the soft drink market. Whether a guest is sober, reducing their alcohol intake or simply curious about exploring new taste profiles, a thoughtfully-crafted mindful menu ensures they don’t feel like they’re missing out.”

Mocktail mania

Cheryl Ingram, managing director of Jolly’s Drinks, which supplies a “spicy and feisty” ginger beer, says mocktails “are a great way for a mixologist or bartender to experiment with different ingredients, have fun and show off their creativity. Starting with a premium base, such as Jolly’s Ginger Beer, allows operators to experiment with different combinations and explore flavour profiles.”

The sector continues to attract innovation. Robot Kombucha cola is the result of three years of recipe development by former chef Pascal du Bois, with the kombucha-based sparkling drink replicating a classic cola flavour but with natural, organic ingredients, including honey and botanicals.

“Honey is under-appreciated as a superfood – it goes to the gut where it supercharges the kombucha,” says du Bois. “Cola is the most consumed flavour on Earth. In a restaurant or gastropub, I’d suggest using Robot in cocktails or as a mixer, as well as putting it on drinks menus in its own right.”

Juice brand Pip Organic, named Drinks Brand of the Year at The Caterer Supplier Awards 2025, has broadened its offer with a range of sparkling drinks targeting the family market. Co-founder Patrick O’Flaherty believes: “Healthier soft drinks in the out-of-home area are limited, and working with operators to address this is central to our mission.” The brand’s Pip Organic Apple Fizz “provides a fun sparkling option for older kids, from a brand they have grown up with”.

Support from established suppliers is also helping operators broaden their soft drinks offer. Stephanie Robertson, head of experience at caterer Restaurant Associates, says: “Premium craft sodas, botanical-infused carbonates and artisan tonics are gaining traction, with suppliers such as Fever-Tree and Fentimans introducing complex flavour profiles such as yuzu, hibiscus and smoked vanilla to elevate the experience.Meanwhile, the rise of mocktails is undeniable, with our venues crafting bespoke alcohol-free cocktails that are just as exciting as their boozy counterparts.”

Fresh flavours

Bury St Edmunds café Midgar Coffee has worked with syrup supplier Shott to offer a range of coolers at £4 – the mango, passionfruit and lime combination is most popular. The café’s founder and manager Stuart Hansord says: “We’ve learned how to create fresh, innovative flavour pairings that draw customers in, particularly younger customers looking for new drink experiences and who don’t necessarily want to drink tea or coffee.”

Water accounts for about 4% of soft drink sales, according to CGA, which suggests a missed opportunity. Matthew Orme, director at Wenlock Spring, says: “Spring water has the potential to be a key profit centre alongside soft drinks, yet too often venues default to tap water. Simply encouraging all servers, both at the bar and at the table, to ask ‘still or sparkling?’ can drive revenue while enhancing the customer experience.”

Midgar Coffee’s rose matcha. Credit: The Suffolk Terra & Co

Tahi Grant-Sturgis, co-founder of Jamu Wild Water, adds: “Operators can drive sales and profits with sparkling water by focusing on premiumisation, unique packaging and innovative flavours.”

Dave Lancaster, client director, GB Drinks for CGA by NIQ, sums up: “Soft drinks sit within more consumers’ repertoires than any other drinks category, but they are also bought less frequently in the on-trade than drinks such as beer or spirits. The positive is that, as consumers move in and out of other categories, soft drinks are a stable and reliable source of sales for operators.” 

Suppliers

Carlsberg Britvic www.carlsbergbritvic.co.uk

Fever-Tree www.fever-tree.com

Frobishers www.frobishers.com

Jamu Wild Water www.jamuwildwater.co.uk

Jolly’s Drinks www.jollysdrinks.co.uk

Luscombe www.luscombe.co.uk

Pip Organic piporganic.com

Robot Kombucha www.robotkombucha.co.uk

Shott www.shottbeverages.com

Wenlock Spring www.wenlockspring.co.uk

Top image: 5PH/Shutterstock