Mingle Mocktails
Yes, this really is a true story: When Laura Taylor quit drinking eight years ago after a battle with alcoholism, she found herself confronted with a new problem – how to still feel included during social outings while choosing not to drink.
She started by camouflaging drinks when out at parties and dinner, adding a splash of cranberry juice to sparkling water and throwing away clunky straws to temper the questions about what was in her glass. She then started experimenting with juices and mixers at home, all in an effort to make a fun beverage that made her feel included.
That’s when Mingle Mocktails was born – a line of sparkling mocktails made specifically with women in mind. Mingle offers six delicious flavors, including favorites such as Key Lime Margarita and Blackberry Hibiscus Bellini, and are available in ready-to-drink cans as well as bottles for more premium mixing.
“I wanted everyone to feel included and proud of their choice to give up alcohol instead of feeling like it was something to hide,” Taylor said. “Mingle Mocktails were created for anyone who chooses to give up alcohol for a night, a week or as a lifestyle choice but still wants to feel part of the party.”
Since launching the brand in 2017, Laura has transformed Mingle into the fastest growing non-alcoholic spirits brand in the category and secured distribution in some of the nation’s top retailers including Costco, Walmart, and Amazon.
Her next big target? Placing Mingle on more on-premise bar and restaurant menus, both stand-alone and at hotels, and educating on-premise accounts on how inclusivity is actually good business.
The profit potential of mocktails cannot be underestimated. While the cost of ingredients for alcoholic cocktails can be high, mocktails are typically made with less expensive components, meaning higher profit margins for every mocktail sold. Only adding to that profit potential is the fact that patrons are generally willing to pay a similar price for mocktails as they would for alcoholic cocktails, making them a lucrative addition to menus.
Sartiano’s, Soho’s newest dining hotspot from hospitality magnate Scott Sartiano at the Mercer Hotel, opened this summer with a robust no- and low-ABV beverage menu to complement their robust cocktail list.
“[Guests] want more than just a boring juice option and prefer a more imaginative Non-Alcoholic cocktail that doesn’t take away from the social inclusion aspect of enjoying a night out,” said Adam Baca, Beverage Director at Sartiano’s. “It has been a very popular category on our menu to the point that we want to keep expanding the options.”
Other hotel bars including at the Baccarat in New York and Four Seasons properties throughout the country also feature a section on their menus with creative non-alcoholic drinks.
Recent Nielsen data further underscores the growing demand for choices that support healthier lifestyles. Nielsen’s analysis of the Adult Non-Alcoholic Beverage Industry reveals that 2023 marks the category’s most significant growth in off-premise sales in the past five years, with a 31.2% increase compared to the previous year. This trend is expected to continue as on-premise establishments take greater interest in non-alcoholic beverages.
Mingle has already seen great success at specialty event venues with recent placements at the likes of Madison Square Garden and Bank of America Stadium.
According to Nielsen, 94% of non-alcoholic beverage consumers also purchase alcoholic beer, wine, and spirits, reflecting the preferences of today’s sober-curious, mindful consumers. By serving mocktails, bars and restaurants can expand their customer base and increase the likelihood of repeat business from a diverse range of patrons. This approach enhances customer loyalty and patronage among those who appreciate a venue that respects their choices.
“Guests truly notice when you use the same creativity and detail that you would normally put into creating an alcoholic cocktail,” said Baca.
Taylor agrees.
“I feel eternally grateful when I’m meeting up with friends at a bar or restaurant that has a dedicated Zero Proof or Non-Alcoholic section,” Taylor said. “It says to me ‘we see you and care about you, so we’re providing choices to ensure you enjoy yourself!’”