I’ve served a lot of drinks in my time. As a former winery manager, I know the feeling well of pouring a much-needed glass for someone and watching them take that first sip and immediately relax. At this moment, I’m sitting in a café drinking a strawberry lemonade cold brew coffee. I’d never heard of that, and immediately ordered it, excited to write this piece.

Beverages can make or break a first impression. They’re often the first thing that hits the table for guests, so it’s important to level up and diversify your offerings, and there’s so much you can do with them.

Not only do beverages create great first impressions, they can also drive add-on sales, social media traffic, trends, and be great limited-time offers. Much like a well-run tasting room, the strategy isn’t about offering more; it’s about offering an experience. A thoughtful pour, a stronger visual, a smarter pairing. That’s where the value lives.

Espresso Yourself

Coffee has moved far beyond the morning rush. It’s now one of the most versatile (and profitable!) foundations across your beverage program. Think the never-going-out-of-fashion-espresso martinis, but also:

• Cold brew with bourbon for a low-lift nightcap

• Coffee liqueur folded into dessert-style cocktails, like this Coda Coffee® S'mores Blended Martini. I’ll have two, please….

• Iced coffee builds that blur the line between daypart and occasion (like my stellar lemonade coffee concoction!)

A strong base matters. Using a high-quality coffee like Coda Coffee® delivers consistency and depth, which means your drinks hold up whether they’re shaken, stirred, or blended.

From a service standpoint, coffee cocktails also sell themselves — familiar flavor, elevated format. Guests understand them, which makes upselling easier.

Ice Ice Baby

Now let me wow you — cubes are trending! They’re often overlooked, but remain one of the fastest ways to elevate a drink from standard to standout. Giant cubes and spheres? Yeah, I want that cool drink with the fancy thing keeping it chilled.

I was out with a friend last week at a new restaurant known for its cocktails. We walked in, and I spotted someone sipping a bright blue drink with a six-inch-tall rectangular ice block in the center.

Not only is it cool (pun intended), but going the pre-made route removes the need for in-house production and keeps service moving during peak volume. When the bar is three-deep, that matters. You’re delivering a higher-end drink without slowing the line.

Large-format cubes and spheres, like Ascend® Craft Ice, change the equation: slower melt means better flavor retention, a cleaner look creates premium perception, and consistent sizes ensure repeatable execution. But the real win is speed. You already have a freezer — just unload, serve, and watch the orders roll in.

The Pour-fect Match

During my time in wine, I paired wines with donuts, cupcakes, Girl Scout cookies, and everything in between. We hosted themed tastings, seasonal events, and curated flights designed to spark conversation and discovery. Guests weren’t just coming in for a glass of wine — they were coming for the feeling attached to it.

Your beverage program shouldn’t operate in silos and pairings don’t need to be complicated — it just needs to make sense, and you can definitely use what you already have.

• A coffee-forward cocktail alongside a Dulce de Leche Biscuit Bomboloni

• A bright Sauvignon Blanc or Pinot Grigio paired with Bay Winds® Charred Scallops & Grilled Shrimp or other seafood dish

• A crisp lager or pilsner alongside Ranahan Ranch® Pollo Pibil Nachos, burgers, wings, or anything fried to balance richness

• A housemade lemonade, agua fresca, or flavored tea paired with something spicy to provide a refreshing contrast and appeal to guests skipping alcohol

This is where your team matters. A confident suggestion at the table often outperforms anything printed on the menu, but it still doesn’t hurt to call it out in print as well.

Zero Proof

While my background may be boozy, not every premium drink needs alcohol.

Juices, teas, and smoothies are some of the most flexible and high-margin offerings on a menu. These shine during lunch, family dining, and low-ABV occasions, and they’re ideal for batching, which keeps things quick — and that’s where Rejuv® comes in.

These juices are shelf-stable, ready to drink, and offer a variety of flavors to lead as the base for your beverage program. Plant-based milk isn’t just for substitution anymore, either. It’s part of the premium conversation. Adding options like Perfect Taste® Plant-Based Milks allows you a simple way to expand your audience, perceived value, and introduce small, consistent upcharges. It also performs where it matters, beyond just the taste — texture, foam, and integration — across lattes, iced drinks, and smoothies. And here’s the key: When it’s listed as a feature, not an afterthought, guests are far more likely to choose it!

At the end of the day, beverages are one of the few places where a small change can drive a big return. A better cube. A richer milk. A more intentional pour. Stack those details together, and suddenly an everyday drink becomes a premium moment that sells itself.