Beverages are becoming one of the most dynamic and innovative growth drivers in the restaurant industry, according to the National Restaurant Association’s 2026 Restaurant Beverage Trends report.
The research reveals that restaurants are increasingly serving as destinations for beverage discovery, while consumers—especially Gen Z and millennials—are fueling demand for new flavors, expanded menus and beverage-centric experiences.
An overwhelming majority (87%) of full-service operators and 80% of limited-service operators say beverages can be an important driver of restaurant traffic, while majorities in both segments say offering a larger variety of beverages is more important than it used to be.
Key takeaways from the report include:
- Younger consumers are the most active and adventurous beverage customers
- Gen Zs and millennials drive beverage-only occasions, especially mid-afternoon
- Consumers want more choice across channels, particularly lemonades, juices, smoothies, teas, coffee drinks, craft sodas and other flavor-forward nonalcohol options
- Alcohol beverages are relevant, especially for full-service operations, but success increasingly depends on discovery, local sourcing, tastings, pairings, events, and convenient takeout or delivery formats where legally permitted
- Off-premises beverage service remains underdeveloped: many guests don’t regularly add beverages to takeout and delivery orders, but 83% of delivery customers say they’d order beverages more often if they were better packaged
Giving Operators a Competitive Edge
“Beverages are more than just a drink for today’s consumers—they’re looking for something that feels personal, memorable and worth going out for,” said Michelle Korsmo, president and CEO of the National Restaurant Association. “Our Restaurant Beverage Trends report shows a real opportunity for restaurant operators. Beverages can help restaurants stand out, deliver more value to guests, and drive growth through an elevated experience, unique flavors and customizable options.”
Prioritizing Smarter Beverage Menus
Rather than adding more beverages, restaurant operators are looking to add the right beverages to their mix. As consumers seek more variety, functionality and beverage-led experiences, operators are refreshing menus to capture evolving demand. Limited-service operators are focused on growth categories such as coffees (46%), teas (31%), smoothies (29%), lemonades (27%), energy drinks (26%) and wellness beverages (24%), while full-service operators are expanding both traditional and emerging alcohol offerings, including mixed cocktails (55%), alcohol-free cocktails (49%), beer (45%), wine (42%) and alcohol-free beer (39%). Together, these investments reflect the growing role beverages play in driving traffic, differentiation and guest engagement.
Consumers Want More Than Refreshment
The data suggests today’s consumers aren’t just ordering beverages; they’re seeking novelty, customization and memorable experiences. Interest in tastings, food pairings, locally sourced beverages and special events points to a broader shift in how guests interact with beverage programs. That shift aligns with the National Restaurant Association’s 2026 What’s Hot Culinary Forecast, which highlights growing consumer demand for functional beverages, wellness-focused options, personalization and authentic experiences.
The National Restaurant Association’s 2026 Restaurant Beverage Trends report, powered by presenting sponsor The Coca-Cola Company, is based on surveys of restaurant operators and consumers conducted by the association’s economists. The report examines consumer preferences, beverage purchasing behaviors, beverage-only occasions, alcohol and nonalcohol beverage trends, off-premises opportunities and operator menu plans.
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