As commodity prices rise and competition between restaurants and hotels grows fiercer, selling more high-margin beverages is one way operators can increase their profit margins. To achieve this goal, better marketing is the key.

A few facts and trends:

1. Sales growth continues to be in the superpremium category.  Mainly Vodka followed by Tequila, Irish Whiskey and Flavored Rum.
2. Cocktails in martini glasses continue to rise, largely because of their image. They are especially popular among women in their 20s. « It’s an accessory ».
3. Beverages account for 20 to 25 % of a restaurant’s sales and 50 % of the profit. However, they only get 10 to 15 % of research, training and other resources. Drink promotions are commonly perceived by consumers as « old » and « boring ».
4. America’s leading hotel chains want to turn their bars into cocktails destinations by teaming up with renowned mixologists to upgrade quality and performance standards.
5. Upscale bar patrons are looking for fresh ingredients, a culinary approach and crafted cocktails.
6. Hot foods and ingredients for the bar: Açai, blueberry, cucumber, energy drinks, fresh juices, green tea, herbs, goji berries, pomegranate, skewers, signature bar snacks.

New methods of marketing profitable beverage programs:

1. List wine and spirits on the food menu rather than on a separate beverage menu and recommend a wine for every dish. Cocktails may be listed like wines, by regional identity, as it tells a story and piques the interest.
2. Use table tents with spectacular pictures to promote cocktails in casual-dining restaurants.
3. Offer non-alcoholic versions (ex. litchi lemonade) of the main cocktails promoted (ex. litchi martini), but in the same fancy glass.
4. Offer out-of-the-ordinary options, like lemonade with strawberry fruit purée.
5. Train servers not to say « What can I get you to drink » but to arrive with a suggestion, as two-thirds of customers don’t know what they plan to drink when they enter a restaurant.
6. Expand beverage culture by training the staff on what they are selling.
7. Offer wine-by-the-glass options.
8. Do staff competition to sell the most of a particular product.

Source: Nation’s Restaurant News, 2007