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how to create an attractive and profitable cocktail menu

Do you own a catering business? Then you've probably long understood that there's no getting around it: cocktails are a must in your business. The sweet, fresh, bitter or spicy drinks with a hearty punch are more popular than ever. There is at least one cocktail lover in every company. And yet it is not immediately obvious to just put cocktails on your menu. After all, you want to offer quality but also create sufficient turnover. Pamper your guests, but don't spend hours making your cocktails a showpiece. How do you put together a cocktail menu that is attractive enough for your customers and profitable for your business? Find out here, with advice from industry experts. 

To cocktail or not to cocktail?

To put together the best cocktail menu, it can actually go one of two ways. Situation 1: You currently already have a number of cocktails on your menu and have a good idea of what your customers appreciate. That's easy! Situation 2: You're starting from 0 and have absolutely no idea what direction to take. While that requires a little more effort, with our help you'll quickly be on your way. If you already serve cocktails, it's easier to assess what will be a successful formula for your customers. You already have an audience to survey and can do the math on what they really like to drink. Your customers' top favorites will immediately get a spot reserved on your menu!

Not serving cocktails yet? Time to scrutinize your target market. Do you benefit primarily from your location in a big city or in a major market? Then you'll get a lot of one-dayers coming in from all over the country or even the world. So you will always have to put a few classics on the menu that always score. In addition, it's fun to have them enjoy local delicacies, or just very seasonal flavors.

Do you have a small, local café with many regulars and visitors from the village circle? Then it's totally okay to keep your offerings a little smaller because you can also better understand your target audience. In fact, chances are you'll have fewer different types of people coming over and it will be easier to interact with them about what they would really like to see on your menu. Get started! 

Your cocktail menu: classics, suggestions and mocktails.

Classics

A few toppers that every map should have, even if you have small map in a small community. This is all about the signatures. Choose four real toppers that you don't alternate immediately, but your guests can expect as standard in your establishment. Even passers-by or one-dayers are always happy with these products on the menu. Success is guaranteed anyway because the drinks are easy to make, always following the same process. These are the cocktails you should take a lot of margin on because they will normally be sold most often. Our recommendation?

Many cocktail drinkers have quite a "sweet tooth. The sweeter cocktails are generally the most popular with the larger crowd. Therefore, the all-time favorite 'Mojito' simply cannot be missed. A sweet classic with a fresh touch. The 'Lazy Red Cheeks' complements it perfectly with its fruity character. And although the 'Pornstar Martini' really needs no introduction, we would like to put this tropical cocktail with its soft vanilla flavor in the spotlight again. A topper that will make even non-cocktail drinkers go completely crazy. And for coffee lovers, an "Espresso Martini" should not be missing from any cocktail menu. Did you know that this last cocktail is also often drunk by people who don't like coffee? Just saying... 

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Suggestions

If you have about four regular cocktails on the menu, it's a good idea to complement them with something fun, something eye-catching and special. About three cocktails that keep your offerings exciting and surprise your regular guests. You can change this offering every season, for example, or adjust it based on certain trends. Keep in mind that the flavor profiles of the cocktails should not be too similar. For example, opt for a stronger Manhattan or a bitter drink like the Negroni and don't just indulge the sweet tooth in your establishment. Notice that your target audience does like the same flavor profile? Then stay within that profile, but choose a different type of fruit and spirit so the whole thing is still completely different.

Within this varying cocktail list, it is also fun to work with local products. These drinks always score well with tourists and passersby, but also provide authenticity to your regulars from around the neighborhood. Feel like going one step further? Turn your suggestions into real showstoppers. Incorporate a creative element into your cocktail or, for example, create a drink that you finish at the table. Do something eye-catching and unique. Create an experience that people are only too happy to share with each other. In 'real life' and on social media: #instaproof!

Therefore, these suggestions are welcome to take a little more time than the classics. Dare to compromise on the margin you gain from them. Think of it as a kind of investment in service to pamper your regular customers. It always pays off in the long run. They return to your business more often, possibly with a whole new group of people, just because they had such a special experience. Since most people from such a large group choose the classics anyway, your margins remain completely balanced. 

Mocktails

And finally, it is a must to take into account people who do not drink alcohol, but still want to enjoy a convivial moment with titillating drinks. Mocktails have been a staple of our hospitality business for some time now. From the moment you serve one cocktail, you must also provide a mocktail. And we're not talking about a casual fruit juice with grenadine, but a full-bodied drink with a balanced flavor profile that any cocktail lover will enjoy sipping. Put three of them on your menu. Find out what your customers like and, if necessary, alternate occasionally to keep it innovative for your regulars.

Classics

Your establishment's signatures that are standard on your menu. Flavors appreciated by the general public. Always the same quality, speed and margin. 

Mojito

Based on white rum, cane sugar, lime and lots of fresh mint.

Pornstar Martini

A soft vanilla aroma and tropical passion fruit based vodka.

Lazy Red Cheeks

An Antwerp classic based on vodka, raspberries and violet.

Espresso Martini

An ice-cold espresso drink with strong coffee, vodka and a sweet touch. 

Suggestions

The special cocktails, changing depending on the season or trends of the moment. The showmakers of your menu that attract and surprise customers.

Seasonal

Vary with fruity, summer flavors and winter spicy specialties.

Showstopper

Give your cocktail a show element. Finish it at the table or do something crazy.

Local

Integrate local products: fun for tourists, nostalgic for regulars.

*Choose a different flavor profile from your signature cocktails so that there is something for everyone and you have plenty of variety on your menu. 

Mocktails

Alcohol-free toppers that are an absolute value for any café. Beautiful creations that don't need alcohol to taste like more. 

Surprising

Not your regular "orange juice with grenadine. Surprise your guests with new flavors.

Varying

Change your non-alcoholic cocktails from time to time so that the choice always remains exciting.

damn good

Choose quality and the right balance for sublime taste.

Sip back and relax

And so suddenly you have a surprising, creative cocktail menu with as many as 10 sublime drinks. A group of 10 ambient guests can thus enjoy a different drink each. Or your regular guest can try a different drink each time on 10 different days. Plus, with the varying section from the menu, you make sure your offerings change quickly. That way your drinks always stay up to date and interesting. Want to bet this will be a success? Cheers!

Want to expand your menu with profitable cocktails? Explore our offerings.