Spend time in any bustling pub, café, or restaurant today, and you’ll likely find an intriguing addition to the menu: drinks packed with ingredients designed to do more than just quench your thirst. 

These ‘functional drinks’ are quietly reshaping our drinking culture, with non-alcoholic or low-alcohol options infused with health-promoting elements such as adaptogens, probiotics, and antioxidants. 

The roots of this drink revolution can be traced back over two decades to a time when pubs and restaurants first began reimagining what a drink could be.

From J2O to wellness elixirs

In the late 1990s the hospitality landscape looked very different. While soft drinks and juices were always available, the appearance of J2O on the UK pub scene signalled a shift. 

Launching just in time for the millennium, J2O was one of the first branded, fruit-based, non-alcoholic drinks that offered a hint of sophistication – more hip than a standard coke and a great alternative to alcohol. 

For many venues, it was a simple but meaningful step in expanding their drinks range and appealing to customers who were cutting back on alcohol, or simply wanted a better choice than just fizzy drinks and standard juices.

This milestone paved the way for countless innovations over the following two decades. As consumer tastes and health concerns evolved, non-alcoholic options diversified. 

We saw the rise of premium soft drinks, adult-oriented sparkling waters and, eventually, a whole category of low- and no-alcohol beers, wines, and spirits. Today, we’ve moved beyond ‘just another soft drink’ to an era where beverages can function as nutritional boosters, energy enhancers or mood balancers. 

Whether they’re sipping a morning juice at a local café or trying something adventurous at the neighbourhood pub, modern consumers no longer see non-alcoholic drinks as ‘second best’. In fact, this new wave of functional drinks is now a draw in its own right.

Why functional drinks?

The rise of functional drinks mirrors a major change in consumer priorities. 

Ingredients like adaptogens (which can help manage stress), probiotics (for gut health), and antioxidants (for overall wellness) are turning drinks into daily rituals that support a healthier lifestyle.

Now, more than ever, people are more conscious of their health and wellness, and looking for foods and drinks that not only taste great but also deliver tangible benefits. 

This is especially the case in the early months of the year when many of us are feeling the effects of festive excesses and looking for ways to reset and give our bodies a well-earned break from an overload of sugar and alcohol.

New opportunities in a changing pub and restaurant culture

The traditional British pub scene has always centred around gathering for a good time and a good drink, but what a ‘good drink’ means is evolving. Prominent pub groups like Laine Brewery, Adnams, and Greene King have begun experimenting in the functional drinks space. While beer and cider remain at the heart of their culture, they’re also diversifying with new functional drinks that meet new expectations. Whether it’s introducing a kombucha-based mocktail or a low-alcohol botanical spritz, the pub scene is now more open-minded than ever and attuned to the evolving tastes and wellness aspirations of their customers.

Restaurants, health clubs, juice bars and cafes are all embracing this trend too. In upscale dining venues, bartenders are incorporating spirulina shots or ginger-infused kombuchas into bespoke cocktails and mocktails. At health clubs, post-workout smoothies are increasingly boosted with protein, probiotics or herbal extracts for recovery and vitality. In juice bars and cafés, smoothie bowls and cold-pressed juices are packed with superfood ingredients, advertised not just for their flavour profile but for their apparent cognitive, digestive, and immune-boosting properties. These venues aren’t just adding new menu items; they’re setting themselves apart in a crowded marketplace.

How to integrate functional drinks into your menu

For hospitality brands wanting to introduce functional drinks, the key lies in a well thought out integration rather than a rushed ‘us-too’ approach, so consider starting small and building up a carefully chosen selection. 

Here are some practical tips:

• Start with a ‘signature’ option: Introduce one hero product that embodies the functional drink ethos. It could be a kombucha-based cocktail, a CBD-infused mocktail, or a smoothie with adaptogens. Market it as a speciality drink that’s part of your venue’s identity.

• Tell a story: Today’s consumers love transparency and authenticity. If your drink contains a particular adaptogen, explain its benefits on the menu or through promotional materials. Highlight the source of your ingredients and the reasons why you’ve selected them. A simple sentence or two can transform a drink from ‘nice’ into a ‘must-try’ experience.

• Diversify your formats: Functional ingredients aren’t just for stand-alone drinks. Consider adding them as ‘shots’ that can be mixed into cocktails or mocktails, or as a nutrient boost in smoothies, juices, and smoothie bowls. This lets customers personalise their experience.

• Seasonal and themed offerings: Use key calendar moments like New Year’s resolutions, summer wellness trends, or even mental health awareness months, to spotlight your functional drinks. Tailoring your offering in this way can keep your menu fresh, relevant, and part of the conversation.

• Educate your staff: Invest in staff training so your team can confidently explain the ingredients, benefits, and stories behind each drink. Knowledgeable staff not only encourage sales but also elevate your customer experience.

Looking ahead and setting your brand apart

Embracing functional drinks isn’t just about following a fad, it can be a strategic move for savvy and ambitious hospitality brands. When you create an environment where health-conscious customers also feel understood and catered for, you’re more likely to win their loyalty. These products can serve as an attractor, drawing in a whole new demographic while also encouraging your existing customers to try something different.

As the idea of ‘healthy indulgence’ gathers pace, functional drinks are slowly but surely becoming a key part of the hospitality experience. By thoughtfully selecting and incorporating these drinks, you can redefine what it means to be a modern hospitality venue and create a drinks menu that not only quenches your patrons’ thirst, but also inspires and nurtures every guest who walks through your door.

Working with a specialist agency, like Whitewater, can make all the difference. As design and hospitality experts, we understand the nuances of brand-building and menu strategy. We can help you incorporate functional drinks into your wider brand narrative, making sure these additions feel organic, and resonate with your target audience. Get in touch and let’s make your brand stand out in this busy sector.