The Rise of the Sober-Curious Consumer
Alcohol sales boomed during the pandemic, with liquor store purchases reaching 41.9 billion from March to September 2020. This was a 20% increase over the same period in 2019. Many believed this upward trend would continue and that Americans were voting with ABV. As a result, brands capitalized on this momentum with bold alcohol-centric innovations like the Cheez-It Wine Box and the hard seltzer craze.
However, once the world settled into post-pandemic routines, consumers began rethinking the amount of alcohol they were drinking. A massive 75% of Americans have taken at least one month off drinking at some point in their lives. Of those, 52% are now replacing alcohol with craft mocktails and premium non-alcoholic beverages. In other words, quitting drinking does not mean quitting the experience of ordering a drink.
Why the Sober-Curious Movement Is Growing
During quarantine, hard spirits helped many people cope with uncertainty and isolation. Yet once that period ended, the race to drink heavily came to a surprising stop. This shift created the sober-curious movement.
Today, consumers are paying close attention to how alcohol affects their mental health and overall wellness. Because of this increased awareness, restaurant operators have a major opportunity to introduce unique, fun, and complex non-alcoholic beverages.
Mocktails for Your Margins
Mocktails are non alcoholic mixed drinks crafted to mimic the presentation and depth of craft cocktails—just without the alcohol. By blending botanicals, juices, purees, florals, and bold flavor combinations, mocktails offer an elevated drink experience guests can sip and savor.
Try our Ginger Lemon Lime Mocktail or customize it with your own signature twist. Its refreshing ginger notes and bright citrus make it a perfect spring drink.
Ginger Lemon Lime Mocktail Recipe
Ginger concentrate (33 ml)
All-natural lime (18 ml)
Lemonade (13 ml)
Water (283 ml)
Cane sugar (4 ml)
Mint (4 ml)
Mocktails don’t just delight customers—they also deliver outstanding profit margins. Using Botrista’s 33 ml Mojito-style Ginger Lemon Lime Mocktail, margins can reach as high as 85%.
“Now, consider how much you can sell a trendy mocktail for at your establishment. Our recommended pricing would be $7–$10 for this beverage, offering a staggering 500% markup,” says Botrista Sr. Marketing Manager Vanessa Famighetti. “Can you imagine the impact on your restaurant if you sold more drinks at a 500% markup?”
Why Restaurants Should Act Now
Operators must rethink their beverage menus and embrace diversification to stay ahead of evolving consumer preferences. With non-alcoholic beverage consumption expected to grow 31% by 2024, the opportunity is both real and lasting.
By tapping into the mocktail trend today, restaurants can boost beverage sales, grow their bottom line, and offer guests a more inclusive, wellness-aligned menu—all while increasing profit per drink.
