Non-alcoholic drinks are no longer a niche—they are a burgeoning category that challenges traditional perceptions and offers untapped potential for venues. Sam Cooklin-Smith, co-founder of Kore Drinks is a specialist distributor reshaping the low-and-no drinks market. With over 14 years in the drinks industry and a focus on building premium, innovative brands, Sam has worked across the value chain, from wineries in Australia to developing Enotria’s non-alc portfolio. In this conversation, Sam shares actionable insights into operational challenges, pricing strategies, and the psychology of menu design, offering venues a blueprint to elevate their non-alcoholic offerings.

Sam, what operational challenges do venues face when adding or scaling non-alcoholic options, and how can these be resolved to ensure consistency and profitability across sites?

The biggest pain points are still around the rate of sales and wastage rates. So working with venues to overcome this is key. There are various solutions, including offering products in multiple serves like 'serving in cocktails and spritz, for example. Wastage issues can be overcome by utilising smaller formats. However, this in practice isn't possible for many brands so it's about activation. Initiatives like moving the 'low & no section' from the back of the menu front and centre and giving it a better chance to stand out. 

Offering classic cocktails that are easy and recognisable to the customer. Other examples include positioning 'as an aperitif before food in restaurant settings or not featuring the 0% alcohol-free which is associated with stripping out or taking away. 

The better the offering and the positioning of the range, the better chance it's likely to succeed. Furthermore, it brings in a larger pool of customers who are actively looking for great drinks without alcohol. 

What strategies would you recommend to bar managers for pricing non-alcoholic drinks in a way that balances production costs, perceived value, and profitability?

This depends on the category of product, venue, and location. But as a rule, if you provide amazing experiences - consumers are willing to pay for these experiences. So if you can offer incredible cocktails, that taste delicious and offer a unique service all of this together gives that feeling people are willing to pay for. We know that there's a large movement towards competitive socialising for instance so incorporating this into your drinks offer can be great to help with premiumising your drinks offer and charging accordingly. 

Wine and Beer I would perceive as more price sensitive in the non-alcoholic space, so there's a limit to how much you can charge on a menu. However, offering a few key options in a simple ladder format with small incremental £ pricing can help push people down the list. 

We're working with brands that are 0%, but replace the alcohol with a functional element i.e. using a nootropics blend. This again is all about the experience and rather than taking away you're adding something that consumers are willing to pay for. We see huge growth in this space now and in the coming years.

Finally, there are several brands that are robust and offer enough flavour and intensity so that you only require a small 'modifying' serve like 20-25cl to elevate a hi-ball or cocktail. This can often help achieve higher levels of GPs for the venue. 

Image: Some of Kore Drinks’ portfolio brands at The BoTree in London.

How can bar managers design menus to highlight non-alcoholic options effectively and challenge the perception that these drinks are less premium?

Menu design is key in venues, so it's really fundamental to under the psychology behind it. I see 100s of menus and often the section is penalised by having the 0% drinks selection with one of the following;

- Back page of the menu

- Merged into soft drinks 

- Lack of choice 

I'd like to see more brave and strategic menus with wines 0% and cocktails 0% integrated into the drinks list with regular drinks. The venue is likely still achieving a standardised margin across the product mix so this gives it a better chance to sell. 

Pricing strategy is a delicate space, and there are consumers who perceive non-alcoholic drinks as inferior. I'd refrain from pricing too low or with a large gap from classic cocktails for instance. Instead, add something else like extra garnishes or beautiful glassware.

Image: Kore Drinks - full menu.

How can venues integrate sustainability and storytelling into their non-alcoholic offerings to elevate their appeal and connect with eco-conscious customers?

Venues and operators need to have a full analysis of their supply chain before embarking on storytelling regarding sustainability in order to avoid any greenwashing or false statements. It's no longer attractive to give one or two key quotes about measured changes made because of the scale of the task of getting to Zero Carbon, if in fact that is the aim. When it comes to attracting an eco-conscious customer it would be wise for operators to engage with brands that have a fully accountable production and supply chain, alongside some marketing budget to promote listings and drive rate of sale.

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Non-alcoholic drinks often require different supplier relationships than alcoholic beverages. How should bartenders and bar managers navigate this part of the value chain to maximize quality and cost-efficiency?

This has been true, as non-alcoholic offerings have been seen as peripheral products on distributors and wholesale product portfolios as well as large brand owners adding line extensions. Kore Drinks was set up with this in mind, and as an objective we want venues to have Kore at the front of their mind when reviewing their 0% range. 

Cost efficiencies can be achieved through providing an exclusivity deal with one brand or range of SKUs from one brand. On the one hand, this can help with investment and help with GPs. However, it can limit the offer for the consumer.

Working with several brands can give a diversity of choices for customers whilst allowing the venue to gain support from multiple partners. It will also give great insight into what works across the range. Brands are often able to support with stock support and retros to help drive listings - with a golden rule of featuring and highlighting their brand on the menu. 

Image: Unwined in Tooting and Waterloo are now listing Real Drinks, Wednesday's Domaine & Mother Root.

What metrics should bar managers focus on when evaluating the success of their non-alcoholic drink offerings, and how can they use this data to refine their menus further?

When looking at non-alc offerings it's important to factor in menu positioning. Anecdotally we've found integrating non alc's into the main menu with clear communication works best. Also, not pricing too low, the perception is that if someone has gone to the effort to make exceptional non-alcoholic drinks, then there is a charge for that similar to that of a cocktail with abv. Aside from that, keeping tabs on classic metrics like increased spend per head, top-line revenue that would not otherwise have been there, seasonal trends, customer feedback, and re-order numbers.

Conclusion:

As non-alcoholic drinks continue to evolve, their potential to reshape customer experiences and boost venue profitability is undeniable. Sam Cooklin-Smith’s expertise underscores the importance of treating these options as integral to the overall menu strategy, rather than sidelining them. By leveraging storytelling, sustainable practices, and thoughtful pricing, venues can cater to a growing demand for premium non-alcoholic experiences. Kore Drinks’ mission to disrupt a traditional market offers a clear path forward for those ready to embrace innovation and meet consumer expectations head-on. The low-and-no revolution is here—are you ready to join it?

In conversation with Malvika Patel Editor, and VP, Beverage Trade Network

Also Read:
The Movers and Shakers of London’s No & Low Alcohol Beverage Scene
The Rise and Rise of Mindful Drinking: Non-Alcoholic Beverages Take Center Stage
Inside the No/Low Boom: Josh Kelly on Curating the Perfect Pour