Two Different Reasons Guests Order Beyond Alcohol
The expanding drinks menu is serving more than one kind of request. In a January 2026 release, IWSR distinguished alcohol substitutes, such as nonalcoholic beer and wine, from a broader group that includes functional beverages and drinks such as sparkling tea.
Its research found different motivations across those groups. Moderation and lifestyle considerations featured in the choice of alcohol substitutes, while curiosity and interest in functional ingredients played a role in the adjacent category. The findings draw on an August 2025 survey across ten markets, including the United States.
The Brunch God view
A useful menu should help a guest choose by flavor and occasion. Someone seeking the familiar ritual of a beer may want something different from a person exploring an unfamiliar tea or botanical drink.
Describe what is in the glass and how it tastes. Avoid treating every alternative as the same product, and do not turn a consumer’s motivation into a health claim. Clear descriptions make a broader beverage list easier to enjoy.
Sources
Written by Brunch God. Source information checked September 27, 2026.