If you ask restaurant trend database Datassential what is the fastest growing non-alcoholic beverage in restaurants, guess what you will get as an answer? Matcha Latte? Cold Brew? You would miss the mark by a mile.
According to a deep dive analysis for tomato juice from Datassentials*, mocktails (non-alcoholic cocktails) grew on restaurant menus by 48%* in just the past year and an astonishing 280%* in the last four years.
The growth of top non-alcoholic beverages on restaurant menus. Led by mocktails.
The extraordinary growth of mocktails is still at a paltry 1% of menu penetration but represents an important shift in a consumer trend with big implications for bars and restaurants. For operators that heavily rely on income for bar drinks and in beverages overall, this shift also represents an opportunity to connect with Gen Zs who are leading this zero-proof revolution.
According to Datassential, mocktails haven’t even reached half of their menu penetration projected through 2027.
The “sober curious” movement adopted by the younger generation are choosing sobriety for health and wellness reasons more so than to avoid alcohol dependency. Thus, the sales of booze-free drinks have skyrocketed 113% between 2020 and 2021. These include alcohol-free beer, mocktails in cans, and CBD-based drinks.
Mocktail Opportunities
Beyond the nostalgia of a Shirley Temple, or another energy drink to the menu, where do opportunities reside for restaurant operators in crafting a buzzworthy booze-less mocktail? The elements to messaging to a trending mocktail to Gen Zs is the vibrant color to be messaged through TikTok, Instagram and other social platforms and the functional benefits of its ingredients.
One tips would be to add juices with some functional benefits as an ingredient. Beyond the calorie inducing fruit juices, another green smoothie, or oppressive drinks like cold pressed kale juice, look for twists on mocktails that add color, have a functional benefit and are familiar.
All three tomato juice-based cocktails have grown in the past year and are projected for continued growth through 2027.
Virgin Bloody Marys (# 2* vodka-based cocktail in menu penetration behind martinis), Virgin Bloody Marias (non-alcoholic tequila, up 21%* on menus in the past four years), and Micheladas (non-alcoholic beer, up 23%* on menus in the past 4 years), and all grew on bar menus in the past year.
Tomato juice is also familiar as the most menued vegetable beverage and ahead of mango and grape juice*.Overall, there has been a 10% increase in tomato juice in regular cocktails over the past four years and here are some inspirations for crafting your own, or as a twist to you next mocktail.
Datassential menu mining easily finds trend-forward tomato-based cocktails worthy of exploration as one for your menu as a cocktail or mocktail.
Premium Sacramento® Tomato Juice is the go-to for top steakhouses, bars, and restaurants. Its formula holds up well when mixed with ice and has just 45 calories per serving as well as dietary fiber, calcium, and potassium as functional benefits.
Premium Sacramento Tomato Juice and Bloody Mary Mix are the best way to serve tomato-based cocktails or mocktails.
The brand is offered in a variety of packaging including, 7.2oz. single-serve cans. Sacramento Bloody Mary Mix can likewise make virgin or regular bloody marys as easy, quick, and consistently delicious.
Tomato water cocktails and mocktails are a new, emerging twist on refreshing beverages.
Another trending tomato ingredient in both cocktails and mocktails is tomato water. Currently made from fresh or crushed ground tomatoes such as Red Gold® Crushed Tomatoes through a filter, the drink is delicious with or without vodka. Fresh squeezed lime juice, salt, and a few dashes of hot sauce are the other ingredients. Add a few cherry tomatoes and a lime slice for garnish.
Exploring unique and intriguing tomato-based cocktails and mocktails can preserve and potential growth of your beverage income and attract more heathier-focused Gen Zs to your restaurant or bar. If you would like to explore you next great beverage success, Red Gold®, the makers of Sacramento Tomato Juice is willing to help get you started. Request your free samples now.
*Datassential, Jan. 2024