Brunch cocktails – especially “exceptional” ones – are gaining popularity. In fact, they’re a great way to boost revenue at a restaurant, according to Matt Jacquinot, national brand specialist for Holladay Distillery in Weston, Mo., one of the oldest distilleries in the United States.
Jacquinot noted that the profit margins with brunch cocktails can be significant, so it’s worth it for restaurant owners and operators to explore the possibilities.
“Our advice is to focus on quality over quantity,” said Jacquinot. “Fine-tune five to six brunch drinks that are truly exceptional and will keep customers coming back. Doing one thing exceptionally well can become your signature. The Buena Vista in San Francisco is a perfect example – their Irish Coffee is world-renowned and drives their business.”
Jacquinot said brunch is a social occasion where people enjoy getting together, and cocktails are a big part of that experience, along with staples like Bloody Marys, mimosas, peach bellinis, espresso martinis or other coffee-based cocktails.
Dom Delledera, director of beverage for Miami’s Sixty Vines – a globally inspired and seasonally sourced restaurant that features wine on tap – said it’s exciting to see brunch cocktails evolve as restaurants and mixologists get more creative.
“Bar programs are incorporating ingredients like matcha, espresso, and handcrafted syrups to add unexpected layers of flavor,” said Delledera.
There's a growing appetite for brunch cocktails that push beyond traditional flavor profiles. “Guests are eager to try drinks that break out of the mold,” shared Delledera. “Take our Scarlet Letter Sangrita, for example. It uniquely pairs tequila with sparkling brut rosé and layers in berry and pomegranate notes, creating a flavor profile that's out of the ordinary. This pairing resonates with guests looking for something unique. We’re also seeing a strong interest in creative twists like our Matcha Martini and our Carajillo with chocolate spiced salt that is made specifically for us with six different spices and cocoa. We want to give drinkers something bold and unexpected to explore at brunch.”
At Sixty Vines, brunch is all about delivering simple, flavorful cuisine that’s paired with a variety of sustainable wines on tap. However, they also have their inventive cocktail menu, in addition to wine flights, which allow guests the opportunity to explore a variety of wine profiles.
“Our rosé flights, for instance, feature favorites like Stolpman’s ‘Love You Bunches’ orange wine from Santa Barbara and Krupp Brothers’ ‘Reflections’ rosé made from Cabernet grapes in Napa, along with unique selections from regions like Rhône and Castilla,” said Delledera. “On the cocktail side, our menu adds creative twists that elevate the brunch experience. Take our frozé – a frozen blend of Diseño Rosé, Jam Jar Sweet Shiraz, and strawberries—for example; it offers a refreshing alternative, while our frozen Aperol spritz and the Dreamsicle bring playful, inventive flavors to the table. This mix of wine and cocktail offerings creates a dynamic and approachable brunch program that appeals to both wine lovers and cocktail enthusiasts.”
Executive Chef Eileen Andrade, founder and owner of Amelia's 1931 in Miami – who thinks brunch is an excuse to drink while there’s sunlight out – believes customers are over the traditional mimosa, which has been a staple at brunch.
“I think finding brunch ingredients like jams, fat washes, fruits and incorporating them in a way that is unconventional is always interesting and eye-catching for the guests,” said Andrade, whose restaurant has a clarified cocktail named “Pump up the Jams” that’s a blend of Legent Bourbon, Peruvian Alpine blueberry, creamy peanut butter, fresh lemon juice, and a touch of sugar. “It's like having a PB&J in a drink, and it is even served in a sandwich bag,” she said, noting that all types of spritzes – Hugo, Aperol, and Campari – are popular with brunch guests right now.
To get a better sense of what’s trending with brunch spirits and cocktails, and to get advice for brunch-time beverages, Bar & Restaurant News connected with numerous owners, operators and other industry experts from around the country.
Brunch Spirits and Cocktails – What’s Hot?
Zach Wendel – regional director of food and beverage at Raleigh, N.C.-based Concord Hospitality, which includes a vast portfolio of restaurants, bars, rooftops, and hotels – said that while mimosas and Bloody Marys will remain the all-time brunch classics, they’re seeing increased popularity in spritzes (like Aperol or elderflower spritzes), gin-based cocktails with herbal infusions, and refreshing takes on sangria.
“Brunch guests today are eager to try new flavor combinations – citrus, floral, and even spicy profiles are all the rage,” said Wendel. “For coffee-lovers, spiked cold brews or espresso martinis are also pretty popular, adding a caffeinated pick-me-up to the brunch table. We're even doing espresso martini trees at one of our rooftops during brunch.”
Wendel said guests are becoming “way more adventurous,” so he tries to add a mix of sherry-based or vermouth-based cocktails to his hospitality group’s restaurants and rooftops. He also noted that low- or no-ABV drinks are gaining traction, along with layered flavors, kombucha- and mezcal-based brunch cocktails, botanical spirits (like gin infused with lavender, rosemary, or hibiscus) and bitter-forward aperitifs that turn into refreshing, low-proof cocktails.
“Another trend is the use of house-made syrups and shrubs, which allows for more creative, customized flavor profiles,” said Wendell. “I'm seeing a lot of spots highlighting locally sourced or craft spirits to differentiate their menus and offer guests a story behind each drink.”
Vance Henderson, national ambassador for Hendrick’s Gin, agreed that brunch spirits and cocktails have moved beyond just the staples.
“Today’s imbibers are looking for something that won’t weigh them down for the rest of the day, while also complementing their meal in a refreshing way,” said Henderson. “For this reason, we continue to see the spritz as a rising favorite...Cocktails with a kick are also having a moment as cocktail enthusiasts get more adventurous with their choices.”
Steven Huddleston, beverage director of SquareOne Holding Company in Chattanooga, Tenn., said clarified drinks and Tiki-inspired flavors are trending with brunch cocktails, in addition to low-ABV spritzes and elevated coffee cocktails.
“Health-conscious options like adaptogenic cocktails and kombucha-based spritzers are on the rise, alongside interactive experiences like tableside mimosa and Bloody Mary carts,” said Huddleston, whose hospitality group includes STIR, State of Confusion, and Massey’s Kitchen, among others. “At SquareOne Holding Company, we’re embracing this shift by crafting innovative, sessionable, and culinary-driven beverages that enhance the brunch experience.”
Owen Bale, co-owner of R House in the Wynwood neighborhood of Miami, a popular restaurant and bar that hosts weekend drag brunches, said brunch is evolving into a high-energy social experience, where brunch and daytime occasions are celebrated with bottle service, which is typically more popular with the nightlife crowd.
“Guests want larger-format cocktails, tableside presentations, and interactive elements that make brunch feel more like an event,” said Bale. “Frozen drinks, premium spirits, and unique flavor infusions are also on the rise, moving beyond traditional mimosas and Bloody Marys.”
At R House, they offer a unique and playful take on brunch beverages with over-the-top cocktails designed to elevate the experience. “The Piña Loca is a standout,” said Bale. “It’s an entire pineapple filled with frozen piña colada, loaded with five shots of house liquor, and topped with sparklers for a true showstopper. Our frosés come in vibrant flavors like dragon fruit and piña colada, offering a refreshing twist in a hot climate like Miami. And for something whimsical, the Unicorn Martini blends piña colada with whipped cream, marshmallows, and rainbow sprinkles, bringing a fun, indulgent dessert cocktail to brunch.”
Kaitlin Garceau, general manager and bar director of Birdy's Behind the Bower, a Southern-inspired breakfast, brunch, and lunch spot in New Orleans, said – for them – it’s all about the bubbles at brunch.
“Our raspberry pomegranate mimosa is very popular,” said Garceau. “It's a little sweet, a little tart, and less acidic than a regular orange juice mimosa. Perfect to sip on our patio this spring. We are also seeing a rise in gin-based drinks. Our Blue Bird, a blueberry elderflower riff on a Tom Collins, is a new crowd favorite.”
At Birdy’s, they offer bottomless mimosas everyday of the week, as well as a cold-brew old fashioned that’s become popular at the restaurant. “We use a cold brew concentrate from Coffee Science that really adds a unique depth to the classic cocktail,” said Garceau.
Up-and-Coming and Out-of-the-Ordinary Brunch Spirits and Cocktails
Henderson said brunch guests are embracing unexpected and out-of-the-ordinary spirits and beverages, particularly when it comes to flavor. “Brands are leaning into this with flavor innovation to truly capture the attention of drinkers,” he said.
Henderson said there’s a variety of up-and-coming trends he’s seeing this year – from savory to herbal cocktails – full of unexpected, yet curiously delicious flavors.
“Savory cocktails have entered the brunch scene, blurring the line between kitchen and bar with bold, complex flavors,” said Henderson. “Alongside fresh fruit, we continue to see an increase in different techniques in using fresh vegetables and herbs. These pairings are blooming in the mixology world, blending sun-ripened sweetness with garden-fresh botanicals for a rich, aromatic taste. Kale gimlets, tomato-water Martinis, celery sodas, and carrot spritzes are here and don’t seem to be leaving any time soon.”
Huddleston, of SquareOne Holding Company, noted that some of the out-of-the-box spirits and ingredients that brunch guests are embracing include sherry, amaro, clarified tomato cocktails, and tropical-inspired brunch drinks, such as coconut-washed rum or guava-infused spritzes. He said there’s also a rising interest in beer cocktails, mezcal micheladas, and health-forward brunch drinks.
Embracing the Mindful Drinker at Boozy Brunches
Garceau, of Birdy's Behind the Bower, said mocktails and zero-proof beverages are becoming increasingly popular with brunch.
“We understand that there is a cultural shift happening and more people are shying away from booze,” said Garceau. It can be hard as a sober person to feel included in ‘boozy brunches,’ which is why we have multiple offerings for those abstaining. We offer a mocktail list as well as a daily mocktail our barista creates each morning using fresh fruits and herbs. They're always super refreshing.”
Delledera, of Sixty Vines, said more guests are opting for mindful drinking during brunch – whether it’s during Dry January or simply a preference for lighter options. “Our non-alcoholic offerings, like The Bright Side – which features a mix of blood orange juice, Jack Rudy tonic syrup, lemon, and Fever Tree club soda – and the garden spritz with Seedlip Garden 108, honey, lime, mint, and Fever Tree ginger ale – are crafted to deliver the full cocktail experience without the alcohol. We also offer non-alcoholic wine, such as Oddbird Presence white blend and Missing Thorn by Aaron Pott sparkling rosé. We treat these offerings with the same level of creativity and care as our cocktail selections, ensuring they’re thoughtfully developed to engage our guests.”
Jackie Carlier – training specialist at Marlow's Tavern, a casual restaurant and bar chain with locations in Georgia and Florida – said the mocktail and low-ABV beverage trend is exciting because there are so many ingredients to play with. “Listen to your guests' requests and stay educated on the new products,” she advised. “A great drink is like cooking a great dish. Always use fresh ingredients and remember to have a perfect balance of flavors.”
Wendel, of Concord Hospitality, said it’s not only low-ABV or no-ABV that’s popular at brunch. He’s seeing restaurants and guest explore THC and CBD-infused mocktail and cocktails. “The clientele is changing its liking away from the alcohol heavy brunch cocktail to – for a lack of better phrase – a different type of high, and tapping our bar teams to create interesting mixers, like tonic syrups, vinegar-based shrubs, to create complex flavors without relying on heavy alcohol.”
For mocktails, SquareOne Holding’s Huddleston suggested that owners, operators, and mixologists replace the alcohol kick with spicy ingredients like ginger, chili, black pepper, and hot sauce, or add levels of smokiness from wood or herbal elements like paprika and lapsang souchong tea. “Adding different types of vinegars, in small amounts, can increase complexity,” he said. “Using dairy products like milk, whey, or gum syrup can add body or texture to help mimic alcoholic beverages.”
Brunch Cocktail Ideas and Menu Options – Advice and Best Practices
For restaurant owners and operators, brunch beverages should be strategic, guest-driven, and operationally efficient, according to Huddleston.
“Prioritize versatile, prep-ahead ingredients like house-infused spirits, clarified juices, and batchable cocktail bases to streamline service without sacrificing quality,” shared Huddleston. “Offer a balance of indulgence and wellness, with a mix of classic brunch cocktails, low-ABV spritzes, and elevated non-alcoholic options to cater to diverse preferences. Lastly, lean into experience-driven service, such as tableside mimosa carts, Bloody Mary bars, and eye-catching garnishes, to make brunch feel special and boost guest engagement.”
Delledera, of Sixty Vines, advised operators to keep their brunch approach fresh and exciting. “Experiment with new flavor combinations and ingredients while maintaining a focus on quality,” he said. “Invest in training your staff so they understand the nuances of each drink and can confidently share that with guests. Offering tasting opportunities – whether for wines or cocktails – can be a great way to engage customers and invite them to explore different profiles. Lastly, stay on top of current trends and be ready to adapt your menu as guests’ tastes evolve.”
Henderson, of Hendrick’s Gin, said that because brunch is fun, people are more willing to experiment and be a bit more playful with their beverage choices, so keep that in mind.
“I’d suggest a tini martini flight to give cocktail enthusiasts a small taste of various flavors for their very own cocktail expedition,” said Henderson. “Whether it’s a twist on an iconic classic or a fruit forward modern classic, flights are extremely helpful in guiding people to expand their horizons without having to commit to a full-size cocktail. The Breakfast Martini, CosmopoliGin and Cucumber Eastside all show how gin’s versatility rivals that of vodka and tequila, and we want to encourage everyone to shake up tradition.”
R House’s Bale advised operators to make brunch cocktails and beverages interactive. “Guests love to feel like they’re part of the experience, so options like customizable cocktails or shareable drinks, like La Piña Loca, can elevate the atmosphere,” he said. “Also, keeping the presentation playful, vibrant colors, eye-catching glassware, and unique garnishes help create that ‘wow’ factor. Finally, don’t overlook staff training. Your bartenders should be passionate and knowledgeable about the menu, and excited to play a key role in the bottle service experience. The staff’s energy is crucial to the spectacle of the parade!”
Wendel, of Concord Hospitality, suggested that operators take a chance on different ingredients with a build-your-own Bloody Mary or mimosa flights.
“Change up your classic Bloody Mary bar and entice the guests to customize their drink with different spice levels, garnishes – like candied bacon, pickled vegetables, and artisan cheeses – and even unique rim seasonings,” said Wendel. “And if they prefer bubbles, we've done Mimosa flights with flavors like papaya habenero, blood orange, and watermelon. These interactive, customizable experiences not only taste great but also encourage social sharing and conversation.”
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for World Tea News, and in 2024, he won two awards for his work with Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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