BETHLEHEM, Pa. — Non-alcoholic drinks aren’t just for dry jamouries anymore.
Nationwide, the trend is only growing, according to a report from consumer research firm NielsenIQ.
“From August 2021 to August 2022, total non-alcoholic beverage sales in the United States were $395 million, up 20.6% from the previous year,” the NIQ webpage states.
“We saw a really big opportunity, especially in this age group. For lack of a better word, we wanted to be ahead of the curve.”
Tony Baggio, Shelby’s director of operations
They gained enough popularity and nicknames that Lehigh Valley bars began including them on their menus and began calling them mocktails, non-alcoholic cocktails or zero-proof cocktails.
Industry insiders, both in brick-and-mortar establishments and mobile bartending services, say this isn’t just a way to increase revenue, but also to make non-alcoholic customers feel included.
It’s a big hit
And it’s been a big hit at The Shelby in Lower Macungie Township.
The restaurant on North Crox Road is offering mocktails for the first time on its fall/winter menu, which director of operations Tony Baggio called a “pioneering step.”
Currently, Shelby offers Panoma, Navel Creamsicle, Summer Spritz, Pink & White, Tropical Delight, Gentle Guava and soft drinks as part of the mocktail section of the spring and summer menu.
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Shelby (via Tony Baggio)
“We saw a really big opportunity, especially in this age group, and for lack of a better word, we wanted to be ahead of the curve,” Burgio said.
“What we’re aware of right now is that we may have a large group of people coming in, and for whatever reason, whether it’s work or personal, they obviously don’t want to drink alcohol. That’s nothing to do with us.”
Burgio said the restaurant sells 150 to 200 mocktails a week, and the Panoma is popular. Although mocktails aren’t as popular as alcoholic drinks, he said, customers still show up for them.
“Our pars have been very consistent from week to week,” Burgio said, “so the sales are definitely there. We just let them know what we’re doing and it’s the right thing to do for our business.”
“A boring mocktail just isn’t good enough.”
Beth Van Horn, owner of mobile bartending service Haus Bar, said she’s seen demand for non-alcoholic cocktails grow as well.
“Most restaurants understand that. [but] If you don’t have a full menu of alcohol-free cocktails and only offer juice and soda, you’re missing out on sales.”
Beth Van Horn, owner of House Bar
Van Horn said she’s seeing an increase in customers asking if her mobile bartending business has zero-proof menu options for themselves, their families and friends at events where she offers bartending services.
She said she has noticed that most of her customers are looking to adopt a healthier lifestyle and eliminate the hangover that comes with consuming tasty drinks.
“It’s definitely an uptick,” Van Horn said, “and most restaurants are noticing it. [but] If you don’t have a robust menu of alcohol-free cocktails and only offer juice and soda, you’re missing out on sales.
“And boring mocktails just aren’t enough anymore. People want something special that feels like a cocktail, but without the bad side effects.”
Van Horn said mocktails have a number of benefits: Non-alcoholic spirits mean there’s no tingly aftertaste or physical sensation, making them more acceptable to people with a non-alcoholic lifestyle, and they can be shaken and garnished like a regular cocktail, making them feel more special.
“We are not breaking the law.”
From a business standpoint, Dani Johnson, manager of ZEST Bar & Grill in Bethlehem, said it allows employees to comply with the law while still ensuring customers can enjoy their meal.
“I definitely feel like it started in Dry Jamwary, and it never went away,” Johnson said, “and especially being so close to Lehigh University. [University]It’s good because we have the Pizza Hut Law.”
Pizza Hut’s exception refers to a provision of Pennsylvania liquor law that means alcoholic beverages cannot be served to minors who are not accompanied by a parent or legal guardian or under “proper supervision” by someone over the age of 25, according to the Pennsylvania Liquor Control Commission.
“I think this makes people feel more involved in the dinner.”
Dani Johnson, manager of ZEST Bar & Grill
“So if two 22-year-olds and a 20-year-old are out, the 22-year-old can’t drink alcohol, but now they’ll all be able to have a mocktail,” Johnson said.
“They’re also having a clean drink and taking Instagram photos outside that everyone will be interested in, and we’re not breaking the law.”
ZEST initially offered two mocktails on its menu: the “No” Jito, a non-alcoholic mojito, and the Cordino Spritz, a non-alcoholic spirits-based take on the Aperol Spritz.
The menu was expanded about three months ago to add four more cocktails, some of which were suggested by patrons, Johnson said.
It’s a win-win: Staff can enjoy a fun, non-alcoholic drink at work, and non-drinking customers can feel more included in the dinner, she said.
And if there’s enough support, she said she hopes to continue expanding the restaurant’s non-alcoholic beverage offerings.
“We wanted to give people who don’t drink alcohol an option,” Johnson said.
“People who previously would have just had water can now have a clean drink right in front of them from the bar on their tray.
“I think this makes people feel more involved in the dinner.”
