Introduction to the World of Mocktails
We’re currently living through a golden age of nonalcoholic cocktails. Gone are the days of seltzer water or juice as a nondrinker’s only beverage options at a bar or restaurant. Over the past three years, the nonalcoholic (NA) sector has seen significant growth, prompting heavy hitters like Heineken and White Claw to de-booze their flagship products and encouraging innovation in dealcoholized wine and zero-proof spirit options.
The Rising Cost of Mocktails
But among all the growth, customers are noticing the price of their mocktails rise, too — and they’re not happy about it. “Why are you paying $14.99 for some damned juice, just so you can look like you’re drinking with other people?” creator @maliktheoracle says in an Instagram video about drink prices. “I do not want your mocktails, I am not buying your drinks.” Many customers share the sentiment that if a drink doesn’t have alcohol in it, it should cost less than one that does.
Understanding the Pricing of Mocktails
The part that blatant overcharge — experts have shared with TODAY.com that freshly squeezed juices, for example, could cost around $1 per serving for the establishment — makes it easy to forget, is that when a drink is developed under the care of an intentional beverage director or mixologist, the costs might add up to even more than that tequila soda. Plus, sometimes, it’s not just juice. Many of the customers who spoke with TODAY.com via Instagram direct message share the sentiment that if a drink doesn’t have alcohol in it, it should cost less than one that does. But in reality, a vodka with cranberry juice has a lower cost for a bar than a zero-proof cocktail made with nonalcoholic spirits, fresh-squeezed juice, in-house syrup, and spices.
Zero-Proof Craft Cocktails
Some bars have fully developed nonalcoholic beverage programs. Often, those bars stock NA aperitifs like Lyre’s Spirits and The Pathfinder, or other zero-proof spirits like the ones from Seedlip or Ritual. Some of these bottles can cost bars the same amount as a mid-tier bottle of booze. “They’re not shortcuts or simplified versions of traditional spirits — they’re intentionally built to deliver body, balance, and a premium drinking experience,” Lyre’s vice president of North America, Michelle Green, tells TODAY.com. “That craftsmanship and the experience it creates is what drives the value.” Depending on the ingredients and the labor cost, prices here are generally accepted — according to the experts we spoke with — at anywhere between $10 and $16.
Ready-to-Drink Options
Other programs that recognize how much work needs to go into properly developing these menus but don’t have the resources to dedicate might outsource to any of the brands making RTDs, like Curious Elixirs, Phony Negroni, Ghia, Lyre’s, and more. Much like beer or canned cocktails, the costs here are relatively straightforward: Bars pay the brand for their products and then mark it up (hopefully only slightly) to make a profit. RTDs “offer lower labor, no shrink from spillage, and minimal wastage,” Green tells TODAY.com, which makes the margins even more attractive to bars. JW Wiseman, founder of Curious Elixirs, calls some mocktails “a mockery of mocktails.”
Juice — Just Juice
Almost everyone we spoke with agreed: A glass of juice should not cost more than $5. So, yes, if you’re bemoaning that your virgin mojito is priced at $15, know that your groans are justified. Just as there are plenty of beverage directors carefully pricing out their zero-proof drinks according to cost, there are many trying to capitalize on the upward swing of NA popularity. In those cases, feel empowered to speak up.
Conclusion
The world of mocktails is diverse and exciting, with various options available to suit different tastes and budgets. While some customers may feel that mocktails should cost less than cocktails, the reality is that the cost of ingredients, labor, and expertise can drive up the price of these drinks. By understanding the different types of mocktails and their pricing structures, customers can make informed decisions and enjoy their favorite drinks without breaking the bank.
FAQs
Q: Why are mocktails sometimes more expensive than cocktails?
A: The cost of ingredients, labor, and expertise can drive up the price of mocktails, especially those made with high-end nonalcoholic spirits and fresh ingredients.
Q: What are zero-proof craft cocktails?
A: Zero-proof craft cocktails are carefully crafted drinks made with nonalcoholic spirits, fresh ingredients, and expertise, often priced between $10 and $16.
Q: Are ready-to-drink options a good alternative?
A: Yes, ready-to-drink options can be a convenient and affordable alternative to craft mocktails, with prices generally lower than those of craft cocktails.
Q: How much should a glass of juice cost?
A: A glass of juice should not cost more than $5, according to experts.
Q: Can I ask for a custom mocktail?
A: Yes, you can ask your server or bartender to create a custom mocktail using ingredients from the menu, which can be a more affordable option.
