Low-calorie cocktails in bars and restaurants | SmallBizTrendCast

Written by Karen Axelton on 22 February 2012

By Karen Axelton

?Real Housewife? Bethenny Frankel is known for her SkinnyGirl line of cocktails. But Frankel isn?t the only entrepreneur profiting from America?s desire to have their alcohol and lose weight, too. Low-calorie cocktails are one of the hottest trends in the bar and restaurant industry, popping up everywhere from pre-mixed, bottled blends like SkinnyGirl, to standardized offerings at restaurant chains or custom blends at independent bars and eateries.

Houlihan?s and the Cheesecake Factory are among chains that have recently introduced low-calorie cocktails, according to Restaurant Management, which says the ?sweet spot? for low-calorie alcoholic drinks is under 250 calories. With normal mixed drinks weighing in at 500 calories or more, the demand for lower-calorie beverages is clear.

As baby boomers continue to age and as health and diet concerns become more prominent for consumers, this trend is likely to grow. The success of low-calorie menus at restaurants nationwide in response to menu labeling laws is helping encourage the trend. Consumers who are counting food calories don?t want to ?blow it? all with a sugar-laden margarita, but sipping water isn?t always appealing.

Restaurants that have succeeded with low-calorie mixed drinks have these tips:

• Spring is a good time to introduce light drinks, as is January when people make New Year?s resolutions.
• Price the cocktails competitively with normal drinks; most restaurants that did this say sales were still strong.
• Create buzz by using marketing tools and social media to let customers know about the new drinks.
• Don?t assume skinny cocktails only appeal to women. Both men and women are buying the light drinks.
• Age matters more than gender. Low-calorie cocktails appeal most to younger drinkers (under 29) and older ones (late 40s-50s).
• Use premium ingredients. Brand name liquors like Absolut can up the appeal of these signature cocktails.
• Using fresh, natural ingredients like fruit and ?muddled? herbs too add flavor without many calories.

Are you using low-calorie cocktails in your bar or restaurant?

Source: http://www.smallbiztrendcast.com/2012/02/22/2127/

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