In recent years, consumer demand for a healthier way to party and socialize has led to spirits in various categories taking a hit on-premise. Statistics on business trend websites, such as TheHustle.co, presented data supporting the long term effects of this trend with alcohol’s share of total beverage sales dropping consecutively from 2022 through 2025.
This has left some owners, beverage managers and bartenders thirsting for a way to bring the creativity and color of the pre-pandemic “before times” along with lost customers back to their premises. Beginning at this time of transition, around 2021-22, pre-mixed canned, bottled and on-tap cocktails generated interest. Soon after, low- and no-ABV spirits dupes for tequila, gin, vodka and others hit the scene, some infused with “healthy” adaptogenic components taken from centuries-old Ayurveda and Traditional Chinese Medicine practices. Consequently, herbs, mushrooms, antioxidants, vitamins and minerals were in recipes filling up alternative cocktails and beverage menus.
Some savvy bar decision-makers are recognizing the new wave of enhanced water, sodas and flavoring agents flowing in correspond with the sober-curious/zero-proof/low-proof movement driven by Millennials and Generation Z. “Wellness plays a big part in this movement, but so does self-control,” affirmed Melissa Nastis, Monin’s beverage innovation director, whose product range expanded well beyond flavored syrups that are mainstays in bars and coffee houses. “Younger (consumers) are smarter about their intake and less likely to drink for the sake of getting drunk.”
“Consumers are not giving up their favorite drinks...they are widening their choices,” agreed Sam Garfinkel, SVP of commercial operations and strategy, Tilray Wellness, producer of Hi*Ball Energy drinks. “As consumers take a more active role in their health and wellness, low-sugar and low-calorie options are gaining traction without sacrificing routine, nostalgia or enjoyment.”
Contentment, Not Compromise
There is evidence customers of all generations “want in” during this watershed moment. Nowhere was this more apparent than the 2026 Natural Products Expo West in Anaheim, Calif. Here, numerous emerging, regional and nationally-established purveyors of functional waters, “dirty” sodas and water-adjacent products with protein, adaptogens and nutritional benefits staged elaborate displays and sampling stations to introduce their products to bar and restaurant owners and buyers along with off-premise buyers.
Brands like Good Wolf, Pricklee, Culture Pop, Bitter Love “Sparkling Drinking Bitters” and Lumen have opened up new on-premise channels of profit based on consumer demand for “smarter” drinking and expanded bartender creativity. The same holds true for functional syrups, purees and products from Monin allowing bartenders to create their own elixirs and tonics in-house to keep the spirit of their craft alive.
“The market is seeing beyond the limitations of soda water and non-alcoholic beer and creating environments where mocktails are becoming an attraction rather than an afterthought,” said Mark Gillian, founder at Kyoto Botanicals. “Customers want to feel connected to what they are consuming. The appeal lies in these alternatives being a ‘sober social ritual,’ while creating an opportunity for non-alcoholic products that prioritize botanical integrity and complexity over simplicity and sweetness. Once operators move beyond indulgence into wellness, it opens up entirely new markets for them to attract customers and bring in exciting new products.”
“As customers, we want something on ice in a nice glass, but we’re finding it doesn’t always need the alcohol,” added Taja Dockendorf, co-founder/chief creative director of Bitter Love, a bottled drink with digestive herbs that can be enjoyed mixed, straight, or over ice. “(The movement) is about changing lifestyles and preferences. Some people discovered that (over time), alcohol did not serve them the same way as it did pre-pandemic or during their younger years.”
Kun Yang, co-founder/CEO of Pricklee Sodas, believes that general societal shifts towards increased productivity, the current economy and cultural zeitgeist led to the shift away from alcohol. Although consumers are still seeking out the ritual and intentionality inherent in socializing, he said the latest wave of drink alternatives has opened a conversation between customers and bar staff about drinking smarter and exploring unfamiliar flavors that until now were found in limited areas.
“(Our sodas) start with real prickly pear, a heritage ingredient that's been used across the Americas and Mediterranean coasts for centuries,” he said, pointing to the recent trend of “global flavors.” “People find it interesting that it is a natural source of antioxidants, electrolytes and betalains…not because we engineered it that way, but because that’s what the fruit actually delivers.”
Monin’s Nastis sees adaptogenic sodas, syrups and flavor agents with natural ingredients as a means to expand the customers’ menu options. Bartenders, meanwhile, may see it as a “luxury” flavor products allowing them to create complex, sophisticated drinks customized to their business. “We want to be sure we’re putting the best products out there,” she said. “Bartenders creating experiences for customers understand an alcohol-free night out is no longer just about having club soda with a splash of cranberry and lime. We were doing low- and zero-proof cocktails for a while (before others) knew about this niche, and it drove our expansion into energy drinks, functional beverages and better-for-you beverage concentrates.”
Monin’s goal, according to Nastis, is to “create solutions for bar and restaurant owners,” from addressing tougher DUI laws, to health concerns like alcohol-related dehydration and expanding bartenders’ ability to create drinks that are both Instagrammable and designed for customers who have made a lifestyle change. The brand’s expansion is about keeping up with public health concerns and flavor trends, as customers have other reasons to order drinks beyond socialization, whether it is probiotics that support gut health, adaptogens that improve mood or a protein boost.
It’s Not Just a Drink, It’s a Lifestyle
“Being healthier is top of mind for nearly everyone today,” said Gillian. “It (didn’t happen) overnight but with a series of small wins that stacked over time. Zero-proof options, like hop waters, resonate with the bar community because they provide a social bridge. As someone who does not drink, I realized that appearance is everything. The closer something looks and tastes like a beer or a cocktail, the more comfortable everyone is. There is a psychological element where people feel self-conscious drinking around someone who isn’t, so when my drink looks like a fancy cocktail, that friction is lessened.”
Pricklee’s Yang sees a clear distinction between old school health waters from the early 2000s and today’s new arrivals. “The products from 20 years ago were built on a simple formula: Take water, add loads of sugar or artificial sweetener, a neon colored dye and vitamins, then market the label harder than the liquid,” he said. “Customers today see through that, read the back of the bottle and know 32 grams of sugar with added B-vitamins is candy with a marketing budget and not a health product. Pricklee is the opposite, with only six ingredients, 50 calories and no artificial colors/sugars. The functional benefits come from the prickly pear itself, not from a lab. Leading with a trendy, exotic ingredient like Prickly Pear gives customers a flavor that's rooted in real food traditions, not manufactured in a flavor house.”
Kris Taylor, co-founder/CEO of Lumen, said the Santa Monica-based brand’s Sparkling Protein addresses the challenge of providing a beneficial dose of protein without the rough mouthfeel of whey- or pea-based proteins. With 16 grams of protein delivered in a clear, dairy-free, allergen-free format, they are mixable and harmonious with other low-ABV and zero-proof ingredients in recipes.
“Lumen reflects how today’s consumers want functional beverages without sacrificing taste. While many products on the market still fall short of that goal. Customers, especially on premise, expect drinks that deliver real benefits but still feel refreshing and enjoyable to drink,” said Taylor. “When someone is reaching for a non-alcoholic option, flavor is paramount—and that’s where Lumen really stands apart. We’ve focused on creating bright, clean flavor profiles and a crisp finish that feels more like a craft beverage than a typical functional drink, making it something people genuinely want to sip, not just tolerate for the protein.”
The original “Cranberry Gentian” flavor of Bitter Love, founded in 2018, was created as a digestive herbal beverage alternative to the sugar-free seltzers and sodas from brands like Spindrift and La Croix that were starting to flood the market, according Dockendorf. She said that while zero-proof cocktails and low-ABV drinks were not a trend at the time and bitters were marketed to bartenders as a craft cocktail tool, she and her co-founders worked on the hunch that customers wanted sophisticated flavor and additional benefits while bar operators and their team sought something versatile. As time went on, she said BitterLove’s mix of sophisticated, un-sweet flavor profiles and digestion-supporting benefits ended up hitting the right notes.
“If you are going to spend your time drinking something, you want it to do something for you,” said Dockendorf, who notes three new flavors–cherry-lime, lemon ginger and ginger yuzu–are in the works. “That's been the biggest push for us and it is great that we heard from customers who said Bitter Love tasted great and helped their digestion. Our Cranberry Gentian, with gentian being a time-tested digestive herb, can be enjoyed straight or poured over ice. It drinks like a rose or a Cape Codder cocktail as it is light, airy, sparkling and has a cranberry bite and bitter–yet not sour–flavor profile. The Orange Turmeric, with a blend of six bitter herbs, is earthier than an orange seltzer but still juicy with its citrus-forward flavor profile.”
As Limitless as One’s Imagination
Nasits sees Monin’s range of products as an “artist’s palette that gives bartenders a slew of colors” that they can use with intent. She explained the natural flavor profiles and vivid colors in the drinks and syrups extracted from natural vegetables, fruit and herbs, combined with nutrients like B and C vitamins and Echinacea results in cocktails and presentations on-premise that are both Instagrammable and in keeping with the growing zeitgeist of “drinking better.”
She cited Monin’s Hydration Boost, a liquid electrolyte concentrate with sodium and potassium, as an ideal component for zero-proof Margaritas and Palomas through its salinity. The Immunity Boost, with elderflower and hints of vanilla alongside immune-boosting vitamins, minerals and antioxidants, works in recipes for gin and vodka-inspired drinks while providing the added benefit of immunity.
“Crafting fun, innovative beverages appealing to the consumer shift is very popular,” agreed Darren Spicer, hospitality consultant and founder of Big Drink Energy who pivoted from Clutch Coffee to a business model focused on delivering customizable functional water, soda and energy drinks along with a customization option for on-premise sales, The line of 15 flavors allows bar and restaurant partners to mix and match those that work with their concept, avoiding the expensive mistake of stocking up on one SKU that potentially doesn't move. He projects Blue Raspberry and White Chocolate flavors will trend this year.
“Cost, quality and creativity wins for us and creating a wide variety of flavor combinations (and non-alcoholic drink options) gives our restaurant and bar partners lots of creative control,” he said. “Although non-alcoholic options require a bit more creativity. Having an energy drink that is specifically designed to be infused with flavor and ingredients allows for bartenders to craft superior cocktails and mocktails and pop their own spin on it.”
James Sutton, sales manager of Good Wolf Probiotic Soda, observes that fruit and cream flavors are trending as are “swicy” (spicy and warm) flavor profiles that work on their own or as part of a mocktail recipe. On-premise clients and their customers also like drinks with a back-story or sense of place.
“Strawberry Strength's strawberries and cream flavor is doing well, though our best-selling flavor is the Oregon Marionberry Probiotic Soda, which ties us to the agricultural bounty of the Willamette Valley,” he said. “However, we're as excited to tell the world about the benefits of probiotics as we are the wonderful, natural flavors of the Pacific Northwest. We predict another upcoming protein flavor, Mighty Mango, will excite customers looking for new fruit and cream flavor combinations. On the spicy end of things, we recently launched Ginger Yuzu and Ginger Cleanse, which quickly became fan favorites. In fact, the Ginger Yuzu flavor quickly became one of our best selling flavors. Therefore, we plan to add more savory/spicy flavored sodas this year.”
Yang points to Pricklee's appeal on-premise as a shelf-stable real fruit option with a one-year shelf-life that doesn't need to be stored chilled. “It respects the bartender's craft instead of replacing it,” he said. “The benefit is simple: you're adding a unique, on-trend ingredient that sparks curiosity, drives trial and gives your zero-proof menu something nobody else on the block has. Prickly pear is one of the trendiest flavors in many American bar programs as it is subtly sweet, slightly floral and pairs naturally with citrus, herbs and spice. It plays well in the kinds of drinks bartenders make and customers order. Our ‘Juicy Watermelon’ and ‘Mixed Wildberry’ SKUs, meanwhile, open up even more seasonal and signature possibilities.”
Testing the Waters: Marketing On-Premise
Based on global consumer intelligence company NielsenIQ’s examination of comprehensive data, analytics and insights into consumer behavior on the adaptogenic water phenomenon, the best way to get into on-premise accounts is to be direct about the product when convincing on-premise decision makers to grasp the benefits of stocking adaptogenic drinks. This can be accomplished through examples of menu highlights, staff education, sampling and signage clearly explaining what ashwagandha, mushroom blends, protein or digestive herbs can offer health-conscious customers as well as designated drivers, those counting calories and those interested in the conversation-starting fun of beautifully crafted drinks with positive rather than negative benefits.
These strategies reflect that it is up to the company owner or product representative to build trust and provide ideas and inspiration on how to stir up enthusiasm among an increasingly large and diverse market on-premise. NIQ suggests that the right language and tone is important alongside targeted customer sampling which can allay guests’ preconceptions about medicinal flavors in a “healthier” drink. Staff training prior to the rollout should involve helping them clearly understand and explain the benefits. The research also found that an emphasis on high-quality, organic and plant-based ingredients and positioning them as a sophisticated alternative to spirits-based drinks were particularly effective.
Sutton points out Good Wolf’s early on-premise adopters (Lone Wolf Watering Hole, Bar West, Cornell Farm Cafe and Peacock PDX in the Portland, Or. area) are proof that they are finding their market among bar and restaurant customers actively seeing drinks with no added sugar, lower calorie counts and digestive benefits and the appeal of being handcrafted with six grams of Washington grown apple juice and two billion probiotics.
“We use a shelf-stable probiotic, so our sodas can be stored for over a year and still deliver gut-healthy function,” Sutton said when asked about appealing to both on-premise buyers and their customers. “We offer five core flavors and add new seasonal flavors every quarter to drive experimentation. Adding 12 grams of clear whey protein wasn’t in our forecast a few years ago. However, we added protein when we saw it trending for 2026 and we're seeing great growth potential in our protein soda formulations already.
Restaurant chains that have adopted Monin include Texas Roadhouse and Rainforest Cafe. Nasits insists staying up on flavor trends, keeping track of social media buzz and communicating this to prospective partners plays a big role in the product lines’ on premise success. She added that while Monin beverages can be sipped straight out of the can, they should not be treated as “cocktail mixers” in the traditional sense.
“If I am going to order something with alcohol, I'd rather (stick to one) thoughtfully crafted drink,” she explained, also repeating how fatigued health-conscious consumers are with the basic vodka-cranberry drink. “Toasted Cocoanut is Monin’s (2026) flavor of the year because the “Tiki” cocktail trend is still hot. Also, those toasted flavors found in smoked cocktails resonate, which is why culinary elements and techniques are popping up more when elevating zero-proof and low-ABV drinks. Customers can order more of them with confidence. Tajin and sambal are also a popular flavors tracking in social media and our spicy products work well in alcohol-free recipes built with intention.”
Cassie Kane, senior director of field sales marketing at Monin Americas, meanwhile, said that in addition to sales and field marketing teams operating nationwide, Monin’s Flavor Innovation Centers in Florida, Texas and Nevada are outfitted with immersive café and kitchen spaces designed to bring flavors to life for industry professionals. “These hubs bring our team together with current and prospective partners to taste, create and collaborate,” she said. “Developing beverage and culinary applications and conducting R&D translates trend insights into menu-ready potential.”
Among Bitter Love’s on-premise partners, Tom Ruff, Portland, Maine-based Orange Bike Brewing Company’s founder and CEO, describes it first as a, “beautifully crafted product from a woman-owned company whose values closely align with ours.” Furthermore, introducing Bitter Love as an alternative to customers solves a gap in low-sugar beverages that still deliver on flavor and function. “Our staff takes the time to talk with customers about not only our beers, but our beverage partners and options and this helped make BitterLove is a crowd favorite.”
Bryna Gootkind, co-owner of LB Kichen, admitted she needed some persuading to bring BitterLove on board as the establishment was a cafe, restaurant and market and not a supplement store. This meant that flavor and experience comes first for the customer, who also values thoughtfully-sourced ingredients over marketing ploys and transparency behind the product.
“I want to know the founders’ story, the intention behind the brand and whether it feels values-aligned with our community,” she detailed about her decision process. “Finally, we bring it in for our team to taste and live with it for a bit. If our staff naturally start reaching for it during a shift, that’s usually the best sign it’ll resonate with customers, too. People are open to functional ingredients, but they still want a flavor experience that feels approachable or familiar. When a drink hits that balance—interesting but not intimidating—it tends to outperform.”
When introducing BitterLove to the customer, Gootkind encourages the staff to keep the conversation grounded in real-life language rather than scientific points and how the customers may experience the drink. The goal isn’t to position it as a health product, but help guests navigate the menu and find something new and exciting for them. This has helped the owners find a diverse market for Bitter Love, from younger people leaning toward functional drinks as well as anybody else looking to drink less alcohol or caffeine.
“What’s been most interesting is how cross-generational it is,” Gootkind said. “Someone might come in for lunch and grab one because they’re curious and then the next week they come back specifically for that drink because they liked how it made them feel. I’ve also seen people who wouldn’t necessarily identify as ‘wellness people’ become regular buyers once they try one they enjoy.”
“The shift toward zero-proof and better-for-you beverages has opened the door to more innovation in products that deliver function, without compromise,” concluded Garfinkel. “Consumers want more informed and selective, look for fewer ingredients, less sugar and clear functional benefits and are wary of products that rely on sweetness, artificial colors or inflated claims to create perceived value. Advances in beverage formulation make it possible to deliver tangible functional benefits, like fiber for gut health, protein for sustained energy and organic caffeine for alertness, offering both enjoyment and purpose in one package.”