We reveal how soft drinks and mixers are evolving into a dynamic, premium category, driven by bold flavours, functional benefits and changing drinking habits that are reshaping the modern bar.
The soft drinks and mixers category is no longer playing a supporting role behind the bar. Instead, it is stepping confidently into the spotlight, driven by shifting consumer expectations, evolving drinking habits and a wave of innovation that is redefining what a “soft” drink can be.
Once viewed as a simple alternative to alcohol, the category has grown into a sophisticated and highly competitive space. Today’s consumers are seeking more than refreshment; they are looking for flavour, experience, functionality and versatility — often all within a single serve. For operators, this represents both a challenge and a significant opportunity: to rethink how soft drinks and mixers are positioned, served and celebrated.
At its core, this transformation is being fuelled by a convergence of trends — premiumisation, moderation, global flavour exploration and the rise of hybrid drinking occasions — all of which are reshaping the role of soft drinks both behind the bar and as standalone choices.
The starting point for this evolution is flavour. Increasingly, consumers are rejecting one-dimensional, overly sweet options in favour of drinks that offer complexity, balance and a sense of craftsmanship. This shift is forcing both brands and operators to rethink their approach to product development and menu design.
Jonathan Fraser-Prinn, Director of Bars at The Alchemist, captures this shift clearly. “Consumers are no longer willing to accept the classic mocktails of days gone by, consisting of juice and sugar,” he says. “With a plethora of ingredients with complex flavours, the onus is squarely on the bars to develop these more adult flavour profiles that more closely mimic their alcoholic counterparts.”
This demand for elevated flavour profiles is not happening in isolation. It is closely tied to wider changes in consumer behaviour, particularly the growing expectation that non-alcoholic drinks should deliver the same level of sophistication as cocktails. In many ways, soft drinks are now being judged by the same standards as premium spirits — a significant shift from even a few years ago.
Market data reinforces the scale of this opportunity. According to Fentimans’ latest report, soft drinks and mixers are now the third largest category in the on-premise market, with combined sales reaching £4.7bn in the year to mid-2025. At the same time, their share of the total market has grown to 15%, underlining their increasing importance within the overall drinks landscape.
Within this growth, flavour innovation is emerging as a key player. As David Laidler, Brand Director of Carbonates and Lipton at Carlsberg Britvic, explains,
“The popularity for traditional soft drinks is not going anywhere, anytime soon, with cola and fruit flavoured carbonates accounting for 57% of soft drink sales within foodservice. What is changing however, is the growing demand for flavour twists on original classics, particularly from younger drinkers.”
This balancing act — between familiarity and novelty — is crucial. Consumers still want recognisable formats, but with a modern edge that keeps them engaged. That is why innovation often builds on established favourites rather than replacing them entirely.
At the same time, inspiration is increasingly global. Rebekha White, Senior Brand Manager at Aimia Foods for Professionals, highlights how international influences are shaping the category. “With 31% of UK drinkers now choosing low and no alternatives, the demand for enticing soft drinks and mixers has increased, and as customers become more adventurous with their choices, variety is essential.
“As part of this, many consumers are enjoying more exotic drinks inspired by international cuisine, such as kombucha and amazake. Spiced beverages are also becoming popular with fiery sodas and aromatic chai-inspired drinks now a hit, highlighting the importance of flavour in this competitive category,”
For brands like MONIN, responding to this demand means offering premium flavour solutions that enable creativity at scale. Tony Kousoulou, Beverage Expert at MONIN, shares, “With hundreds of flavours spanning fruit, botanical, spice and confectionery notes, MONIN can add flavour to any cocktail or mocktail.”
“Consumers want drinks that are both delicious and mindful, and lower sugar beverages must not compromise on taste, which places greater emphasis on our goal to produce products with quality ingredients and continue to craft excellent serves.”
MONIN has introduced a new Matcha Green Tea concentrate, crafted from premium Japanese matcha powder, helping venues lean into ongoing ‘matcha mania.’
“Matcha remains the number one fastest-growing tea-based beverage, meeting demand, sparking creativity, and supporting functional drinks trends,” .
MONIN’s Matcha Latte
INGREDIENTS:
40ml MONIN Matcha Green Tea concentrate
160ml cold milk or plant-based alternative
20ml MONIN syrup of your choice; Vanilla, Hazelnut, or Pistachio are on-trend choices
Matcha powder, to garnish
METHOD:
Pour MONIN Matcha Green Tea concentrate into a heatproof glass. Steam milk until frothy and pour the milk over the Matcha in the glass. Garnish and serve.
Taken together, these insights point to a category that is increasingly defined by flavour depth, diversity and intentionality — qualities that were once reserved almost exclusively for alcoholic drinks.
As flavour expectations have evolved, so too has the role of the mixer. No longer a passive component, it is now an active contributor to the overall drinking experience, capable of shaping, enhancing and even defining a serve.
This shift is closely linked to the continued rise of cocktail culture, which has placed greater emphasis on balance, texture and ingredient quality.
“Consumers are becoming increasingly experimental with their drink choices. For bars, that means the mixer matters. A high-quality soda can transform cocktails, adding instant flavour and depth in an authentic way.”
This transformation is also influencing how products are designed. Rather than acting as neutral backdrops, mixers are now crafted to bring distinct characteristics to a drink — whether through carbonation, flavour intensity or aromatic complexity.
“The Three Cents range of tonics and mixers empowers bartenders to create more dynamic and interesting flavour profiles. Our products add layers of complexity while delivering a crisp and intense fizz that lasts to the last sip.”
Crucially, this evolution is expanding the creative toolkit available to bartenders. By offering more nuanced and expressive mixers, brands are enabling operators to push boundaries and experiment with new combinations.
“Whilst classic cocktails remain a staple in bars across the country, mixologists are also mixing up drinks that put a unique twist on these tempting tipples,”
“One such option is a chai-tini, and by fusing two trending drinks – espresso martini and chai – bars can offer a flavoursome and luxurious cocktail whilst also showcasing their creativity.”
One of the most important developments underpinning this shift is the rise of hybrid drinking occasions. Increasingly, consumers are not choosing between alcoholic and non-alcoholic drinks, they are embracing both within the same social setting.
This behavioural shift is having a profound impact on how drinks are conceptualised and presented. Rather than existing in separate categories, alcoholic and non-alcoholic serves are beginning to converge in terms of style, presentation and complexity.
“Further to this is the more hybrid style of drinking, where guests combine both alcoholic and non-alcoholic drinks on the same occasion, which has created a need to homogenise the style of drinks across categories and remove the differentiation between them.”
This convergence is raising the bar for soft drinks. They must now deliver not just flavour, but also the same sense of occasion, theatre and satisfaction as their alcoholic counterparts.
“Sophisticated soft drinks, premium mixers and no-alcohol cocktails are no longer secondary choices, they are central to a successful, modern drinks menu.”
At the same time, versatility is becoming a key requirement. Drinks must work across multiple occasions — from daytime refreshment to evening indulgence — without losing their appeal.
Rebekha highlights this, “Versatile soft drinks and mixers offer a cost-effective way for operators to broaden their menu. What’s more, beverages that can be enjoyed any time of day are vital to driving a consistent stream of sales.
“Take chai for example, this beverage can be poured over ice for a refreshing day time drink, but when night sets, it can also become a flavoursome ingredient for many cocktails,”
This ability to move seamlessly between roles — standalone serves to cocktail components — is becoming a defining characteristic of the category.
Alongside flavour and versatility, functionality is emerging as a powerful new dimension within the soft drinks space. Increasingly, consumers are seeking drinks that do more than taste good — they want beverages that align with their lifestyle, support their wellbeing or enhance specific moments.
“There’s now more function available within soft drinks, with everything from CBD to protein to gut-friendly sodas available. This offers a real opportunity to deliver a mood or need to a consumer,”
What makes this particularly significant is its potential to create entirely new drinking occasions. Rather than being tied solely to social settings, drinks can now be positioned around specific needs or states of mind.
“In particular, I think we may start to see new drinking occasions arising with consumers searching out beverages to match requirements. For example, we may not be far off a world where laptop workers within bars and cafes may be searching out nootropic-enhanced serves to aid with their focus,”
This aligns closely with wider consumer research. Fentimans reports that 51% of consumers are willing to pay more for soft drinks that offer additional functional health benefits, with even higher interest among younger audiences – 68% and 61% among Millennials and Gen Z.
Russell Goldman, Managing Director of Breakthrough Brands, Carlsberg Britvic, underscores how deeply embedded health has become in innovation.
“Of the top 12 new product development trends in foodservice in the past year, at least five are related to health.
“In fact, 35% of soft drink shoppers are classed as ‘health moderates’, meaning they adopt some healthy diet and lifestyle practices, and a further 26% are health actives, meaning they adopt several of these practices,”
“The real success will come from selling a feeling rather than an ingredient as consumers can more directly understand that as a concept. Red Bull proved that 20 years ago giving us wings!”
Running parallel to the wellness movement is the continued rise of moderation. More consumers are actively reducing their alcohol intake, but crucially, they are not willing to compromise on quality or experience when they do so.
“46% (vs 36% in 2018) of people in the UK are moderating how much alcohol they drink, with 318 million soft drinks consumed as an alternative to alcohol in UK homes in 2024.”
This shift is reshaping expectations within the on-trade. Soft drinks are no longer seen as a fallback option; they are an integral part of the overall offer.
“Despite this, when people do go out, more are choosing to raise their glasses with premium drinks. So, tapping into visually appealing drinks and memorable experiences is key whether alcoholic or non-alcoholic.”
This desire for premium experiences is also driving the concept of “affordable luxury” — drinks that feel indulgent and special, even without alcohol.
Russell highlights how mixers are supporting this trend, “Whether it’s mixing the distinctive Ginger Ale or Zesty Blood Orange & Elderflower Tonic Water with an alcoholic or non-alcoholic spirit or enjoying them as a standalone drink served over ice, the London Essence range allows guests to enhance their drinking experiences with no compromise.”
Taken together, these trends paint a picture of a category in transformation. Soft drinks and mixers are no longer defined by what they lack — alcohol — but by what they offer: flavour, creativity, functionality and experience.
For operators, the implications are clear. Success will depend on treating soft drinks with the same level of care, creativity and strategic thinking as the rest of the drinks menu.
