PHOTO COURTESY OF MONIN
said Erica Deucy, founder of the Business of Drinks strategic advisory company and podcast. “It’s a story about consumers editing what they drink, and this offers more opportunity for operators to expand their choices at the bar; integrating low-ABV, no- ABV and full-strength drinks into one menu.” Whether we call it zebra striping, flexi- drinking, mindful consumption or sober curiosity, these customers are looking for more choices. CRAFTING A DRINKS LIST At Milly’s, a neighborhood bar in Brooklyn, New York, master mixologist and co- owner Lynnette Marrero offers an eclectic mix of flavor-forward cocktails in several categories: low-alcohol, nonalcoholic and full-proof. Her goal is to create beautiful
cocktails that people can’t do at home with ingredients they often don’t have on hand. The Red House, for example, is a blend of rum, ginger, hibiscus and lemon and can be made full-strength or zero-proof, while Le Moné-Ade is a low-ABV drink crafted with Meyer lemon, elderflower, quinquina (similar to vermouth), white wine and soda. All are integrated into the same list. “It’s a bar where everyone can get what they want,” Marrero said. Nonalcoholic (N/A) sales are outpacing spirits on some nights and pricing is thoughtful, she adds, with specialty cocktails going for $16-$17, classics for $15 and zero-proof drinks in the range of $12-$15. Tempo by Hilton was a pioneer in the mindful drinking space, launching a Spirited and Free-Spirited cocktail program in 2023.
The original list included nine signature drinks where the recipes used the same ingredients, swapping in nonalcoholic products in the Free-Spirited cocktails for the traditional tequila, vodka and bourbon. The presentation and flavor of the drinks mirrored each other, and the dual-branded program listed all the options on the same menu. “Over 25% of the cocktails ordered were Free-Spirited,” said Kevin Morgan, global brand leader of Tempo by Hilton. This January, a refreshed lineup is coming to the five Tempo by Hilton properties. “We turbo-charged the program, partnering with expert Derek Brown to create 10 new drinks,” said Morgan. Brown is the founder of the Drink Company, which is dedicated to fostering mindful drinking and a more inclusive bar culture through innovative
JANUARY 2026 RESTAURANT BUSINESS
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