The art of designing an irresistible drinks menu
A drinks menu is more than a list of options – it’s a reflection of your brand and a key tool for influencing guest choices, boosting spend, and shaping memorable experiences. The festive season, with its sense of indulgence and excitement, presents the hospitality sector with a vital opportunity to capture profit at the close of a challenging year. Diners are far more willing to upgrade their choices during this period, and seasonal drinks such as decadent hot chocolate and festive mocktails provide the perfect reason to celebrate in style.
Spicing up Mocktails
Recent CGA data highlights cocktails as a particularly strong performer over Christmas, with year-on-year sales growth of 1.6% in 2024 and a 3.3% rise in outlets serving them – the first increase since 2021. Cocktails and mocktails blend flavour, presentation, and experience, making them especially appealing, and innovation is driving demand further. “Small additions like a hint of vanilla, smoked tea or sparkling apple juice can elevate the drink,” says Julian Ebbutt, Managing Director, Anon. “The goal is a well-balanced flavour profile – sweetness, acidity and spice working together – so that the mocktail feels just as exciting as an alcoholic option.”
Osvaldo Romito, Bar Manager, TRIBE recommends using house-made syrups, premium spirits and seasonal purées as well as sorbets, which TRIBE make as part of their zero-waste program. “Use premium alcohol-free spirits, dealcoholized wine, and teas,” he says. “Add exciting garnishes and infused carbonation, and present non-alcoholic alternatives with the same care as a signature cocktail.”
Consumers are increasingly drawn to new styles and ingredients. More than a quarter of guests actively try a new drink category when ordering, showing strong appetite for experimentation – from tequila-based serves to spritzes and no-and low-alcohol alternatives.
“Ingredients with a bit of a kick, like fresh ginger, provide the warmth and ‘bite’ that many people miss from alcohol,” says Bethan Higson, CEO & Founder, Mother Root. “Acidity is also crucial for balance; something like apple cider vinegar can add a sophisticated, sharp note that cuts through richness. Finally, incorporating bitters or bitter botanicals introduces an adult complexity, moving the drink away from a simple soft drink into a genuinely satisfying, slow-sip experience.”
Table Theatre Tips & Garnishes
Presentation can be just as important as the drink itself. Research carried out by Lotus Bakeries reported that serving a complimentary biscuit alongside drinks makes 60% of customers feel more valued, with this driving loyalty amongst 87% of respondents.
“Garnishes should work harder than just looking pretty. We use them to add depth and character, like our martini which is served with a biscuit topped with rose gel that both complements the blossom vermouth in the glass and adds a subtle shimmer on top. Not every garnish has to be edible, but when it is, it gives guests another layer of flavour and theatre to enjoy,” says Ant Everett, General Manager, Side Street.
“A garnish should add to the aroma and flavour of the drink,” adds Bethan. “Instead of a simple wedge of lime, try a long citrus twist or sprig of fresh herbs, such as rosemary or mint. Dehydrated fruit wheels look beautiful and add a concentrated flavour. For warming drinks, a dusting of cinnamon or nutmeg can turn a simple serve into something truly special and multisensory.”
Garnishes are just one way to make an impact. Serving your drinks with a few table theatrics always goes down well with consumers. “For something more dramatic, try a tabletop smoker with a glass dome to create a smoked cocktail effect – it’s surprisingly easy and always impresses,” recommends Julian.
Seasonal Ingredients
As menus are refreshed for the season, winter offers a rich palette of flavours for chefs, caterers and bar teams to explore. “Seasonal flavours such as cranberries, chocolate and spices are also key to capturing the festive spirit. Our indulgent Chocolate Martini is a great way to add a warming, luxurious treat to menus,” says Louise Wagstaffe, Senior Culinary Advisor at Premier Foods.
“Menus that evolve with the seasons not only stay current but also taste better,” agrees Ant. “We refresh ours every six months to capture produce at its peak, whether that’s tropical fruits like mango and coconut with a hit of chilli in the summer, or spices and toasted nuts when winter rolls in.”
Incorporating seasonal ingredients can be simple or highly complex, as Samet Ali, Bar Manager, Oriole, demonstrates; “We transform nuts into butters, orgeats, flavoured milks, or liqueurs – my personal favourite being a peanut butter liqueur. The by-products can then be turned into powders or used to make treats like ‘peanut brittle’ for example,” he says. “Spices are incredibly versatile too. You can create your own blends and use them to infuse syrups, liqueurs, tinctures, and bitters, or turn them into powders mixed with sugar to rim glasses or sprinkle over foamed drinks. They can even be lightly burned to add a smoky aroma.”
Daytime Drinks
Not all festive drinks need to be served after dark. Cafés, schools and care caterers can seize the opportunity to create indulgent yet comforting seasonal serves. “We like to take familiar products and approach them in new ways,” enthuses Samet. “For example, one thing that we worked on recently was coffee. Instead of traditional techniques like cold brew, espresso or v60, we might ferment coffee into a coffee kombucha, bringing a fresh layer of flavour, acidity, and complexity.”
Warming milk drinks are a firm favourite at this time of year. “For a devilishly decadent Christmas delight, millionaire-layered Horlicks delivers indulgence and luxury in a showstopping drink,” says Rebekha White, Brand Manager, Amia Foods. “To make, warm chocolate sauce and pour 2cm into a clear, glass mug. Next, whisk 200ml of milk with three heaped teaspoons of Horlicks and gently add to the glass. Add caramel or maple syrup to create the third tier, before dusting with cocoa powder and garnishing with a mini millionaire shortbread square.”
“70% dark chocolate mixed with oat milk and a few bits of orange zest is my secret to hot chocolate,” says Kristy Thomas, Nutritionist, Prowise Healthcare. “But for something different for younger diners, vanilla bean or espresso shots to add depth, and peanut butter to add richness are some examples of how ice-cream milkshakes could shine.”
Festive Fun for All
Inclusivity is increasingly important, with vegan, allergen-free and no-alcohol drinks now expected as standard rather than niche. “Vegan alternatives are always part of our recipes, creating decadent textures in both cocktails and coffee drinks and are perfect for festive menus,” says Osvaldo. “We’ve found in our Grab & Go drinks, that oat and almond milks add creaminess to any type of coffee and act as a great alternative. Aquafaba is a brilliant replacement for egg whites in our cocktails, and we also use coconut cream for our Miami Vice signature cocktails to create a sketch outside the glass.”
Kirsty from Prowise Healthcare agrees that the best all all-purpose plant-based milk is oat milk, adding; “It works beautifully in frothy lattes, hot chocolates, and cocktails. Coconut cream is perfect in tropical festive beverages, but almond milk is perfect with chocolate-based drinks.”
Operators can also take advantage of vegan drink mixes to save preparation time and make service easier. “With a multi-purpose vegan drinks mix such as Iglooh, operators can whip up a whole menu of tempting vegan drinks from a single base ingredient. As a dairy-free vanilla mix which contains no artificial ingredients, Iglooh adds a naturally creamy, thick and luxurious texture to any cold, blended/mixed drink,” says Karen Green, Marketing Manager, Aimia Foods. “Also, Drink me Chai has developed a vegan blend consisting of an exotic mix of spices, soy protein and sweetened black tea. It is just as easy to prepare as the non-vegan blends and still delivers the comforting flavours and textures of a traditional chai latte,” adds Rebekha.
“100% vegan, Biscoff® can be used to create decadent drinks, allowing all guests to indulge in something special this Christmas,” says Frances Booth, Head of Marketing, Lotus Bakeries. “For a unique winter warmer, Hot Biscoff® Milk is a sweet and creamy delight. To make, gently heat 250ml of oat milk and two tablespoons of Biscoff® spread in a saucepan, stirring continuously until the spread has melted. Once smooth, pour into a mug and top with a generous swirl of whipped cream, a drizzle of Biscoff® topping sauce and a sprinkling of Biscoff® crumbs.”
As demonstrated by the number of operators already making waves in the sector, from showstopping cocktails to warming café creations, festive drinks are an open invitation to surprise and delight. Make your Christmas service extra special this year with moments of comfort, theatre, and indulgence that guests will remember long after the last glass is cleared.
