“ We get it; everything is getting more and more expensive,” Fox adds.“ We have two locations with $ 8 Happy Hours, and all the items are great.”
Providing value is key, especially when the price of a cocktail— good or bad— tends to be about the same in most metro areas, Fox says.“ I know what ' s good or bad is subjective, but I believe guests are more educated now, and they can and should be angry about a well whiskey Manhattan for $ 18. That pains me to say, because we are all struggling and need to get by.”
Logan’ s Roadhouse has not seen a significant trend in price-driven decision-making from customers, Hall says. But its hottest cocktail right now is its signature Margarita, the Rancher’ Rita.“ It’ s served in a distinctive Margarita glass accompanied by a shaker that holds the remaining cocktail,” she explains.“ Guests love it because it feels like a two-for-one deal, enhancing their dining experience. The unique presentation and value really resonate with our guests, driving its popularity.”
THE EXPERIENCE ECONOMY
The on-premise beverage pros we spoke to agreed that more people now seek experiences when they go out, not just food and drinks.“ In some areas, the dining experience alone isn ' t enough to justify the trip, especially with ride-share prices being so high,” Fox says.
“ It all comes down to the experience. I love the pop-ups popping up around town; their uniqueness and often nostalgic feel speak to me, and I believe that resonates with many people who want to go out as well.”
That’ s why Fox is focusing on the guest experience.“ I believe in nostalgia and plan to continue down this path of connecting amazing beverages with things I loved as a kid and still love today, he says.“ For instance,“ our Lord of the Rings menu was about sharing a great moment with people who want to relive memories of maybe being at a movie theater or opening Christmas gifts. In nostalgia, we can have fun, make it memorable again and be ourselves, and that to me feels like the direction to move in.”
Guests at Logan’ s Roadhouse“ tend to be very intentional about their dining experiences, seeking to enhance them with quality cocktails and beverages,” Hall says.“ It appears they prioritize the overall experience and select drinks that complement their meals, whether it’ s a carefully crafted cocktail, a fine glass of wine or other nonalcoholic options. This focus on experience rather than price reflects a desire for quality and enjoyment that goes beyond mere cost considerations.”
Looking ahead for the rest of the year,“ we will certainly be attentive to the economy and the evolving drinking habits of our guests,” Hall adds.“ Understanding that these trends are dynamic and ever changing, our approach will focus on creating new and exciting beverages that captivate our guests. By leaning into innovative flavors and trends, we aim to provide unique offerings that enhance their meal at Logan ' s Roadhouse. Our commitment is to keep the beverage program vibrant and aligned with our guests ' preferences while adapting to the market landscape.”
Thompson Hospitality stays on top of the current data, trends, cost of goods and customer behaviors in the beverage industry, Jackson says.“ We keep our finger on the pulse of what is happening so we can be agile and pivot to meet our guests needs.” The company aims to create a stellar experience for everyone who visits its restaurants, she adds.“ We listen and we ask them often what they would like to see more of and how we can make their experience with us incredible.”
Whatever happens this year, Fox says,“ I’ m going to try to have fun and hope for the best. I hope that as a society, we can find community and more ways to help us all stay afloat. If everything falls apart, maybe it won’ t be so miserable to get a nice whiskey without some idiot buying it just to resell on the secondary market.”
Things are evolving, and it’ s a strange time, but the habits remain, he notes.“ People who want a good time are still going out, even if they aren’ t ordering as many Daiquiris and Manhattans as before.”
WHAT’ S NEXT?
Technology will continue to play a major role as all three tiers adapt with modern times.
“ In coming years, I see AI playing a vital role in our industry,” says Singh of Socialize.“ Just the other day I came across a social media advertisement on this product called‘ Stellabots’. Store owners can now hire robots for $ 3 per hour. Although I’ m not sure about the extent to which these bots can replace an actual employee, but it will be interesting to see.”
As the industry perseveres through this challenging year, the question remains: For how much longer will these economic troubles persist?
“ I believe it may be the last of the more challenging years,” says Blevins, of Heaven Hill,“ though the industry has more to go to see the light and negative trends have lasted longer than expected. The U. S. market is incredibly resilient, and many of our categories are healthy even if growth has been harder to come by after years of outperformance.”
“ The recent uncertainty from tariffs, policy changes, the interest rate environment may have caused some consumers to retreat with a wait and see approach to spending these first few quarters,” he adds.“ Some of this may settle with time and clarity with the recent legislative actions coming to a close.”
What will customers reach for on the retail shelves?
“ I believe the consumer will continue to lean into spirits, seek innovation and premiumization, and will continue to respond to brands that meet them with a compelling value proposition,” Blevins says.“ We may have to be sharper in communicating and educating about our products in relevant ways, but history shows our industry doesn’ t stay down long when bouncing back from disruption.” • www. beveragedynamics. com Fall 2025 • Beverage Dynamics 27