Why Your Brewery Should Have a Cocktail Program—Including Non-Alcoholic Options
For many breweries, beer will always be the star of the show. But more and more taprooms are discovering that offering a small cocktail program with non-alcoholic options can bring in new customers, increase sales, and make the space more welcoming for everyone.
You don’t need to turn your brewery into a full cocktail bar to benefit. A thoughtful menu with a few simple drinks—both alcoholic and non-alcoholic—can make a big difference in how customers experience your taproom.
Here’s why it’s worth considering.
You’ll Attract Groups with Different Drinking Preferences
When people go out, they rarely go alone. Friends, couples, and families often include people who want different things to drink.
Some may love craft beer, while others might prefer:
A cocktail
Something lighter than beer
A non-alcoholic drink
If your brewery only serves beer, those groups may choose another venue where everyone can find something they enjoy. Offering a few alternative options helps make your taproom a place where everyone in the group feels welcome.
The Demand for Non-Alcoholic Drinks Is Growing
The market for non-alcoholic beverages has grown rapidly in recent years. Many customers are intentionally reducing alcohol consumption while still wanting the experience of going out.
These guests may be:
Designated drivers
People participating in “dry” months
Health-conscious customers
People who simply don’t drink alcohol
By offering non-alcoholic cocktails (often called mocktails), your brewery can serve these customers instead of losing them to coffee shops or restaurants.
Cocktails Add Variety to Your Menu
Even devoted beer fans sometimes want something different.
A small cocktail list—three to five drinks—is usually enough to add variety without complicating operations. Popular brewery-friendly options include:
Margaritas
Palomas
Old Fashioneds
Simple spritz-style drinks
These cocktails can even incorporate your beer, creating beer cocktails that highlight your own products.
Non-Alcoholic Cocktails Can Be Just as Fun
Mocktails don’t need to feel like an afterthought. When done well, they can be just as interesting as alcoholic drinks.
Some easy ideas include:
Sparkling citrus spritzers
Ginger beer and lime mocktails
Fresh fruit lemonades
Non-alcoholic margaritas
These drinks look great, taste refreshing, and make customers who aren’t drinking alcohol feel included in the experience.
It Increases Revenue Per Visit
Adding cocktails and non-alcoholic drinks can increase how much each group spends during their visit.
For example:
Someone who doesn’t drink beer might order two mocktails instead of just water or soda.
A customer who normally has one beer might add a cocktail later in the evening.
Groups stay longer when everyone has something they enjoy.
Even a small beverage program can meaningfully boost overall sales.
It Makes Your Brewery More Event-Friendly
If your brewery hosts events like:
Trivia nights
Private parties
Wedding receptions
Community fundraisers
…having cocktail and non-alcoholic options makes the venue more appealing to organizers and guests.
A wider drink menu means fewer people feeling like they have limited choices.
It’s Easier Than Many Breweries Think
A cocktail program doesn’t have to be complicated. Many breweries start with:
3–5 cocktails
2–3 non-alcoholic options
Simple ingredients and batch recipes
This keeps service fast and easy for bartenders while still expanding your drink menu.
The Bottom Line
Beer will always be the heart of a brewery—but adding cocktails and non-alcoholic drinks helps create a more flexible and welcoming taproom.
It allows your brewery to:
Attract a wider audience
Serve groups with different preferences
Increase revenue per customer
Keep guests staying longer
In today’s drinking culture, the most successful breweries are the ones that give customers great choices, whether they’re ordering a double IPA, a margarita, or a refreshing mocktail. 🍻🍹✨
