Ditch Draconian Drink Development
by David Klemt
This is not a viable business strategy.
As we enter the holiday season we need to reiterate that a single person can influence the bar and restaurant decision for an entire group.
Let me be even more blunt, now that I’ve got you here. As we head into 2026, I find it a bit shocking that we still need to address alcohol-free programming.
A recent trip to Colorado is putting this topic back in the spotlight for me. Pair it with menu programming for clients and I simply can’t let it go.
KRG Hospitality was in Denver for The Hospitality Show and Bar & Restaurant Expo 2025. President and principal consultant Doug Radkey spoke on a panel with chef and restaurateur Adrianne Calvo and chief marketing officer Lauren Barash.
While we were in town for the show, we attended other education sessions. One of these was “Trend on Tap,” which focused on beverage trends.
The entire panel was insightful, but something said by Miranda Breedlove, the national director of bars for the Lifestyle Division of Hyatt Hotels, really stood out to me.
To summarize, a single person—the non-drinker—has the power to decide which bar or restaurant a group chooses to visit.
Who, not Why
Let’s be clear about a crucial point: It doesn’t matter why someone has chosen to not consume alcohol.
A person may never drink alcohol. They may choose to forego alcohol for a month, week, or day. Someone may decide to stop consuming alcohol during a visit to a bar or restaurant.
None of that matters. What’s important is being respectful of that decision, being hospitable regardless.
One effective way of showing respect for that choice is giving more than a few seconds consideration to your zero-proof options.
In this situation, the who is more important than the why.
Who is the guest your zero-proof program is trying to reach? The guest who decides they want a zero-proof drink.
Why don’t they want to drink alcohol? It doesn’t matter. Why doesn’t it matter? It’s nobody’s business.
The only “why” relevant to this situation is, why are you taking the time to consider a well-crafted, zero-proof program? To be hospitable and serve all of your guests to the best of your ability. That’s good business in the hospitality business.
Which Sounds Better?
I’m going to present you with two options to consider.
Which sounds like a more enjoyable experience to you:
Option 1: Guests who want a non-alcohol drink are limited to water, soda, or juice in a bottle or can, or off the gun.
Option 2: Guests find a curated, zero-proof section on your menu, and experience the same service and presentation as guests who order low- or full-proof cocktails.
Of those two options, which seems like it delivers a memorable guest experience? Which option ensures a guest who doesn’t want to consume alcohol feels comfortable and valued?
I know I wouldn’t bother returning to a bar or restaurant that made me feel alienated rather than welcomed. And if I’m in a group of people, as Breedlove said, I can influence them to avoid that venue while we’re discussing where to go.
Rolling the Dice
Failing to develop an intentional, well-curated non-alc program is rolling the dice.
You’re rolling the dice on the guest experience. Rolling the dice on transforming first-time visitors into repeat guests.
And, in 2025, nearing 2026, you’re rolling the dice on your brand’s perception.
Sure, ten years ago or so the viability of zero-proof was debatable. Some operators and bartenders saw the value in appealing to guests, whether sober or sober in the moment, and treating them to the same experience as every other guest.
In the other camp, operators and bartenders who saw non-alc cocktails as a waste of time. I remember hearing bartenders say that making zero-proof drinks was pointless because they didn’t make the bar money, and didn’t make them tips.
However, it’s no longer debatable; refusing to be intentional about a zero-proof program for your bar or restaurant is bad business.
The proof is in the decision-making process. If the non-alcohol drinker can make the final choice for bar or restaurant selection for an entire party, it proves the importance of non-alc.
Not Done Yet
Breedlove made another excellent point that also relates to outdated thinking about beverage programs.
To paraphrase Breedlove, “batching” is not a bad word.
This is particularly true for high-volume bars. Likewise, it’s true of high-demand signature drinks that drive sales for a particular bar or restaurant.
As Breedlove said, if the drink won’t suffer, put your high-volume orders on draft. The reasoning is simple: your team likely can’t put out as many of a high-performing, high-volume drink to order as they can if it’s batched.
More of that popular, revenue-driving order going across the bar means more revenue, more tips, and reduced ticket times. Overall, it’s a win-win: better for the bottom line, and better for the guest experience.
And, as I’m sure you’ve put together, this can apply to your zero-proof menu. Have a killer non-alc Margarita? Put it on draft, save time in service.
The key to success, whether batching alcohol or non-alcohol drinks, is in the presentation. Give careful consideration to your ice program, glassware, garnish, and presentation so guests don’t feel shafted regarding the experience.
We’re having to adapt in hospitality once again. We need to make sure we’re moving past outmoded ways of thinking so we can move forward quickly and with strategic clarity.
Image: Leon-Pascal Jc on Unsplash
