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.” Customers are expressing their frustration over the high prices of mocktails, with some feeling that they are being overcharged for a drink that doesn’t contain alcohol.
The Pricing Structure of Mocktails
It’s true that some menus list drinks of lemonade, sparkling water and mint, or seltzer with a fruit juice floater and sprig of rosemary for $15. JW Wiseman, founder of Curious Elixirs, calls these “a mockery of mocktails.” And some bars might not even have a zero-proof list, promising instead to quench your thirst for something special based on your preferences, then hand you a juice jumble with syrup for a price you won’t see until the bill comes. Understandably, that’s infuriating. Max Stampa-Brown, a food and beverage consultant, says there are plenty of “people who are phoning it in” and using whatever was leftover from their process of making alcoholic drinks and hiking up the price to increase their profit margins.
Types of Nonalcoholic Beverages
What some consumers are missing is that there are generally three camps of nonalcoholic beverages, and each has its own pricing structure: zero-proof craft cocktails, ready-to-drink (RTD) and — everyone’s favorite to hate on — juice.
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.” Mixologists working with these in stock use them to create a balanced, flavorful and meaningful experience for anyone looking to sip. 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
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. Wiseman says his company sells Curious Elixir to bars and restaurants at $6 per bottle, and each bottle has two servings. They then have a suggested retail price of $16 a bottle or $10 per glass (one serving).
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 growing, and with it, the prices. However, not all mocktails are created equal, and the pricing structure varies depending on the type of drink. Zero-proof craft cocktails and ready-to-drink options can be more expensive due to the quality of ingredients and labor costs, but a simple glass of juice should not break the bank. As consumers, it’s essential to be aware of the prices and to speak up if we feel that we are being overcharged.
FAQs
Q: Why are mocktails so expensive?
A: The price of mocktails can vary depending on the type of drink and the ingredients used. Zero-proof craft cocktails and ready-to-drink options can be more expensive due to the quality of ingredients and labor costs.
Q: How much should a glass of juice cost?
A: A glass of juice should not cost more than $5.
Q: What can I do if I feel that I am being overcharged for a mocktail?
A: If you feel that you are being overcharged for a mocktail, you can speak up and ask the server or bartender to explain the pricing. You can also ask for a modification to the drink or opt for a different option.
Q: Are all mocktails created equal?
A: No, not all mocktails are created equal. The quality of ingredients, labor costs, and pricing structure can vary depending on the type of drink.
Q: Can I customize my mocktail?
A: Yes, you can customize your mocktail by asking the server or bartender to add or modify ingredients. You can also ask for a specific type of drink or flavor profile.
