The hotel bar's most overlooked profit center

How did your background in hospitality shape your approach to non-alcoholic beverages?

I made the jump to fine dining at a restaurant called Oxalis in NYC that had a Michelin star, where I was helming their beverage program—specifically their cocktail non-alcoholic program and their non-alcoholic pairings for their carte blanche menu. That had such a huge impact on me, because before that moment, everything had been very milk and honey style, pretty straightforward cocktailing, but the ingredients that we were able to use, the collaboration with the kitchen and this new lexicon of non-alcoholic beverages were just really dazzling to me.

Non-alcoholic beverages are a little bit more challenging in my opinion, from a technical standpoint. You have to work a little harder to be able to create something that is worthwhile and memorable and elevated... People may or may not choose to drink for whatever reason, but non-alcoholic [drinks] are a very inclusive experience, and I feel like that is at the heart of hospitality.

What are some misconceptions about zero-proof cocktails, and how do you overcome those?

I think the biggest misconception is that they’re going to be saccharine sweet. I think everybody has had an experience where [a bartender] is perhaps trying to make up for a lack of texture, a lack of flavor with a bunch of syrups, or perhaps you have an over-acidic component, like a shrub, that you’re trying to balance with way too much sugar. An adult palate is really important to us. Having something that is balanced, something that leans a little bit more bright as opposed to a little bit more sweet, has been a revolution for us in many ways.

Where do most operators go wrong with designing these zero-proof programs?

I think for the most part it’s about understanding who your guest is. These are beverages that need to be curated through the lens of an adult palate. I think for a long time, folks have had to push their non-alcoholic menu to the side, or perhaps it’s something that doesn't feel specific. Like any good cocktail program, I think [programs] are still looking for their voice. You're still looking for your negative narrative in that expression of non-alcoholic beverage.

Again, just making sure that you’re balancing those needs of having an herbaceous offering, a fruit-forward offering, a citrusy offering, a more floral offering... The worst thing that can happen is you order a non-alcoholic drink, and then it looks like it's for a young person. This is an inclusive element of beverage. It needs to feel and look like that as well.

How do you keep your zero-proof program profitable, managing inventory across multiple hotel outlets? 

We are extremely fortunate to exist with the powerhouse kitchen that is Luminosa. There is an incredible amount of trim that we are able to cross-utilize, both in cocktails and non-alcoholic beverages alike—trim that would otherwise literally go in the garbage can. As a team, we are consistently having conversations like, “There’s whey from some hung yogurt that we have; is there something that you can do with that?” Or, “Bar team, you’re manicuring all of your citrus peels over the course of your service; how can we utilize all of that would-be garbage into the beverage program?”

So, a lot of that comes into play through the use of teas and complex syrups. We are relying on these beautiful ingredients to do the heavy lifting, and as far as cost is concerned, it's pretty modest.

What are the core elements of this program that you think are most worth emulating across other Indigo Road properties, and why do those specific pieces translate so well to other hospitality markets?

The first one is inclusivity, again. For the most part, no one is going to turn down a non-alcoholic offering; it’s about making people feel welcome in the space and making sure that everyone has an opportunity to join in this collective experience. I think the other thing is chasing that specificity. There are so many cool ingredients that all of the kitchens...have that feel like, this is something that is unique, important, and is an emotional touch point for us.

How can I best use this ingredient to help our guests understand every little facet of it? And then I would say, it's a profit maker. It’s a way that you really can make something out of nothing. Every little opportunity you have to have better margins to drive revenue is important, and non-alcoholic beverages are a huge component of that.