Every few months, the conversation around the pricing of nonalcoholic cocktails resurfaces, prompting debate over why these drinks often cost as much, if not more, than their alcoholic counterparts. Historically, it was understood that alcoholic beverages carried a premium due to their rarity during Prohibition, but that perception is becoming outdated.

At craft cocktail bars, the preparation of nonalcoholic drinks involves just as much time, labor, and overhead as alcoholic ones, if not more. Creating these sophisticated cocktails isn’t just about mixing juice and soda; bartenders need to consider texture and balance without relying on alcohol. As Harrison Ginsberg from Overstory explains, “We wouldn’t serve the nonalcoholic drinks we make to a kid; they’re developed for a sophisticated palate.”

Traditional cocktails benefit from established recipes and structures, but nonalcoholic drinks require innovative approaches to achieve a similar depth of flavor. With ingredients like gin or whiskey, alcohol serves as an effective extractor of flavor compounds, whereas water can only deliver a fraction of that profile. According to beverage consultant Christopher Longoria, this often means needing to use double or triple the amount of raw ingredients to create adequate flavor in alcohol-free beverages, significantly raising production costs.

Some drinks, such as those found at Vandell in Los Angeles, can involve processes like sous vide cooking and multi-day preparations. Ginsberg notes that their hojicha tonic requires high-quality ingredients and extensive preparation, making it a labor-intensive project with slim profit margins.

Moreover, many nonalcoholic spirits are priced comparably to their alcoholic counterparts. For instance, a 700-ml bottle of Seedlip nonalcoholic spirit can cost over $30, similar to mid-tier whiskey. However, using a de-alcoholized spirit in cocktails isn’t always effective since these substitutes tend to lack the bold flavors found in traditional spirits and may require additional adjustments to maintain balance.

There’s also a growing trend of combining nonalcoholic beverages with mood-altering ingredients, such as adaptogens, nootropics, and mushrooms. These alternatives are often at par price-wise with high-quality spirits, complicating the price expectations around nonalcoholic drinks.

Ultimately, the perception of nonalcoholic cocktails as being overpriced reflects broader misunderstandings about the intricacies of food and beverage service. Bartenders emphasize that their goal isn’t to overcharge patrons but rather to cover their operational costs and create inviting communal spaces. As consumer perceptions evolve and knowledge of the true costs of inclusivity in drink service grows, it is hoped that all patrons can appreciate the value and craftsmanship behind every cocktail, alcoholic or not.