By Marina Castillo, Founder of The Modern Mocktail
If you came here for a little black book of the “best” non-alcoholic (non-alc) menu choices, thinking that thereʼs a one-size-fits-all menu approach for non-alc consumers, I am so excited to steer you into an infinitely more interesting direction and menu creation methodology.
Creating an exceptional non-alc menu is both an art and a science. It’s about more than just offering alternatives to traditional alcoholic beverages; it’s about creating a unique and engaging experience that appeals to all patrons, whether they’re abstaining from alcohol for health reasons, personal choice, or simply looking for something different. Here are some key elements to consider, inspired by the principles of The Functional Mixology Method.
What is functional mixology?
Functional mixology is the art of crafting beverages that blend great taste with wellness benefits. This approach uses high-quality, functional ingredients such as adaptogens, nootropics, and various botanicals to create drinks that can change our state to varying degrees and improve overall well-being. By focusing on diversity, creativity, and presentation, functional mixology offers a holistic drinking experience that combines flavor and function in every beverage.
Notice that this definition is broad enough to include the ease of operations behind the bar, ensuring these drinks are functional for the business, too! A Functional Mixologist not only focuses on the wellness benefits for the customer but also considers the practicality and efficiency for bartenders. By using ingredients that are easy to source and prepare, and by designing drinks that streamline the bartending process, the functional mixology method of creating a great non-alc menu ensures that offering these beverages is both sustainable and profitable for the business.
Designing your menu as an experiential roadmap
When designing your functional (non-alc by nature) menu, think of it as an experiential roadmap for your customers. This means guiding them through a journey of the flavors, sensations, and benefits that your drinks can offer. Here are some key aspects to consider:
Curate a Flavor Journey
Flavor journeys are unique to each region and demographic, and they often reflect the needs of the community you serve. Consider that your menu could be a “choose your own adventure,” showcasing multiple flavor experiences to cater to a diverse audience. Alternatively, you might prefer a set seasonal theme, guiding customers through a curated progression of flavors that highlight the freshest ingredients and seasonal delights.
Highlight Functional Benefits
Clearly indicate the functional benefits of each drink. Use descriptive language to explain how certain ingredients can enhance mood, boost energy, or promote relaxation. This not only educates customers but also adds value to their experience by connecting their choices to their well-being.
Create Signature Experiences
Develop a few signature drinks that encapsulate the essence of your menu. These should be unique, memorable, and showcase your creativity. Signature drinks can become a hallmark of your brand, giving customers something special to look forward to. Pro tip: this could take time to tease out of your community, but aim for a drink thatʼs easy to make many of, easy to source, and has a great ROI considering your COGs.
Introduce Seasonal and Thematic Variations
Introduce seasonal and thematic variations to keep your offerings dynamic and exciting. Seasonal menus and ingredients can enhance the freshness and appeal of your drinks, while thematic options for holidays or special events can create a buzz and draw in more customers. Pro tip: at The Modern Mocktail, we almost always recommend having both a standard and a seasonal menu.
Consider Interactive and Customizable Options
Consider offering interactive and customizable drink options. Allow customers to choose their own combinations of flavors and functional ingredients, creating a personalized experience. This can be particularly appealing to those who enjoy experimenting with new tastes and wellness benefits. Customers are going to try to specialize their drinks in this atmosphere no matter what, so you might as well build a structure within your menu to support it and ensure all drinks and ingredients are appropriately priced.
Incorporate Storytelling Elements
Incorporate storytelling elements into your menu design. Share the inspiration behind each drink, the origins of the ingredients, and the potential benefits. This can create a deeper connection with your customers and make their experience more engaging and enjoyable. Pro tip: design doesnʼt mean “more words,ˮ but it does mean more intentional usage of shapes, colors, fonts, images, and tone.
About the author
Marina Castillo is Co-Founder of The Modern Mocktail, a consultation, design, and education company for businesses within the kava and non-alc industries. As a 13-year service industry expert, a mathematician, a former Las Vegas performer and event producer, a former kava bar Chief Operations Officer, and a sober entrepreneur, Marina is the go-to non-alc menu and business design specialist. Learn more at www.marinamars.com/themodernmocktail and www.marinamars.com/functionalmixology.
Dry Atlas is a media company focused on alcohol alternatives. We deliver non-alcoholic beverage news, insights, and recs to over five million people annually. To stay up to date on all things non-alc, subscribe to our weekly newsletter.
