Laura Willoughby, Founder of Club Soda, on how functional drinks are reshaping the pub and bar experience – from rising demand for wellbeing-led drinks to the real commercial opportunity for operators willing to rethink what an “evening drink” can be.
Functional drinks with adaptogens and nootropics are gaining real demand amongst drinkers. What’s the real opportunity for pubs and bars here?
The opportunity is bigger than a trend, it’s about meeting a clear consumer need. Our research shows that 79% of UK adults are open to drinks that support wellbeing, rising to over 90% for younger drinkers.
What’s interesting is why people are choosing them. The top need states are relaxation, better sleep and stress reduction, which puts functional drinks right into the evening occasion, traditionally dominated by alcohol – which itself is one of the most popular functional ingredients! It offers a drink with a feeling or experience.
For pubs and bars, that’s a real opportunity. These drinks aren’t just alcohol alternatives, they’re adding a new reason to visit. They can sit alongside alcohol, not replace it, and help venues keep people in the space for longer, especially those moderating or switching between drinks. Done well, they also drive value. People are willing to pay for drinks that feel purposeful, crafted and a bit different.
From a bartender’s perspective, how can operators incorporate adaptogenic and nootropic ingredients into cocktails and menus?
The key is to treat them like any other flavour-led ingredient first, function second.
Bartenders don’t need to reinvent everything. Start with pre-made functional spirits or bases (adaptogen-led aperitifs, nootropic blends); functional modifiers like tinctures, drops or cordials; and ingredients like matcha, cacao, mushrooms and botanicals that already have a place in drinks
Then, build from familiar serves: a spritz with a functional base, a highball with a nootropic mixer, or a short serve using a functional spirit alternative, for example.
The important thing is balance and experience. Texture, bitterness, aroma, length – these matter just as much as any claimed benefit. And don’t overcomplicate it. One or two well-executed serves will outperform a long, confusing menu. You can find great examples at The Alchemist – where they have a functional cocktail menu designed for experience – just like all their other drinks.
There’s a lot of marketing around functional benefits – what should bar owners be mindful of when communicating these to customers?
There’s strong consumer interest, but low confidence in understanding ingredients. That means people are curious, but also want to know more. Drinks in this space can’t make health claims unless they have scientific data to back it up.
So…
- Do list the key ingredients – people who are interested will know them and make a decision based on this.
- Focus on how the drink makes you feel – no one wants medical language on a cocktail menu anyway!
- Use simple, accessible language rather than technical terms
- Train staff to explain ingredients confidently, but lightly
- First and foremost, position these drinks as thoughtfully crafted drinks with excellent ingredients.
For venues new to the category, what are the most practical first steps to introduce functional cocktails – ingredients, staff training or customer education?
A mix of all three – start small and get it right with a couple of functional drinks – a spirit, beer and maybe a wine with added benefits. Find brands that will work with you on getting it right on your menu, who will also train your staff. The UK is home to brands at the forefront of this category. Most of all, make sure your staff are confident talking about them. If they believe in them, customers will too.
And finally, treat them with the same respect as any other drink – glassware, garnish, storytelling, all of it matters.
