BETHLEHEM, Pa. — Non-alcoholic beverages aren't just reserved for Dry January anymore.
Nationally, reports by consumer research firm NielsenIQ indicate the trend is only growing.
"Between August 2021 and August 2022, total dollar sales of non-alcoholic drinks in the U.S. stood at $395 million, showing a year-on-year growth of +20.6%," an NIQ webpage said.
"We really saw a great opportunity — especially in this demographic — we wanted to be ahead of the curve, for lack of a better term."The Shelby Director of Operations Tony Burgio
They've gained enough popularity — and enough nicknames — that bars throughout the Lehigh Valley have adopted more to their menus, referring to them as mocktails, non-alcoholic cocktails and zero-proof cocktails.
Those in the industry, both at brick-and-mortar stores and traveling bartending services, say it's not just a way to make more money, but to allow alcohol-free customers to feel included.
They're a hit
And they've been a hit at The Shelby in Lower Macungie Township.
The restaurant off North Krocks Road first offered mocktails on its fall and winter menus, which Director of Operations Tony Burgio called "the pioneer phase."
Now, The Shelby features a panoma, navel creamsicle, summer spritz, pink & white, tropical delight, the gentle guava and soft drinks as part of its mocktail section on its spring and summer menu.
"We really saw a great opportunity — especially in this demographic — we wanted to be ahead of the curve, for lack of a better term," Burgio said.
"What we realize now is there's a huge audience that might come out. Whatever the reason, you don't want to consume alcohol, whether it's business or personal — it's really none of our business."
Burgio said the restaurant sells anywhere from 150 to 200 mocktails a week, with the panoma being a favorite. The mocktails aren't as popular as alcohol-based drinks, but they bring in a steady flow of customers in search of them, he said.
"Our par is very consistent every week," Burgio said. "So the sales are definitely there, just telling us what we're doing is the right thing for our business."
'Boring mocktail not cutting it'
At Hausbar, a mobile bartending service, owner Beth van Horn said she's seen a similar growth in demand for non-alcoholic cocktails.
"Most restaurants are picking up on it, [but] they're missing out on sales if they don't have a good liquor-free cocktail menu, if it's just juice and soda."Beth van Horn, owner of Hausbar
Van Horn said more customers have approached her to ask whether she offers zero-proof menu options for her mobile bartending business, whether it be for themselves, family or friends at the events where she caters bartending services.
She said she finds most customers want to embrace a healthier lifestyle and ditch the hangovers after indulging in a tasty drink.
"There's definitely a rise," van Horn said. "Most restaurants are picking up on it, [but] they're missing out on sales if they don't have a good liquor-free cocktail menu, if it's just juice and soda.
"And a boring mocktail — it's not cutting it anymore. You know, people want something special, that feels like a cocktail, but doesn't have the the bad negative effects."
Van Horn said mocktails offer a variety of benefits: liquor-free spirits don't have a burning after-taste or physical feeling; they let those with an alcohol-free lifestyle feel included; and the drinks still feel special because they're often shaken or garnished like a regular cocktail.
'We're not breaking any laws'
From a business perspective, Bethlehem's ZEST bar and grille Manager Dani Johnson said it also lets staff ensure that customers enjoy their dining experience while obeying the law.
"Definitely Dry January I feel like is where it started and then it just didn't go away," Johnson said. "And then, especially being so close to Lehigh [University], it's nice, because we have the Pizza Hut law."
The "Pizza Hut" exception refers to the section of Pennsylvania Liquor Code, which, according to the Pennsylvania Liquor Control Board, means alcoholic beverages cannot be served in the presence of a minor who is without a parent, legal guardian, or "under proper supervision," by someone who is at least 25 years old.
"I think it just makes people feel like more included in the dinner."Dani Johnson, manager of ZEST bar and grille
"So if two 22-year-olds and a 20-year-old go out, the 22-year-olds can't drink, but now they can all get mocktails," Johnson said.
"They're also getting that pretty drink, and their Instagram pictures outside that everybody's interested in and we're not breaking any laws."
ZEST initially offered two mocktails on its menu: The "No"Jito — a non-alcoholic mojito, and the Cordino Spritz, a liquor-free spirit-based spin on an Aperol Spritz.
That menu expanded about three months ago to add four more cocktails, including one with the help of a regular customer's suggestion, Johnson said.
It's a win-win: Even staff can indulge in a fun liquor-free drink at work and alcohol-free customers can feel more involved in dinner, she said.
And with enough support, she said she hopes to continue expanding the restaurant's zero-proof offerings.
"We wanted people who don't drink... to be able to have options," Johnson said.
"Just including somebody that, before would have just been drinking water, now also has that pretty drink in front of them from the bar on the tray.
"I think it just makes people feel like more included in the dinner."
