Menu Copy: The Underrated Thing That Sells More Drinks In Bars
Random observations from a drinks copywriter
You’re in a bar.
You’re in the mood for something you’ve never tried before. A spirit. A cocktail. Anything that takes you out of your usual routine.
You reach for the menu and start looking at drinks you’ve never seen before.
Drinks you can’t decide on whether they’ll taste good or they’ll just knock you out after a couple of sips.
In this scenario, how likely are you to choose a drink based on how it’s described on the menu?
Menu copy is an underrated part of getting consumers to try new products. It’s the opportunity to tell a good story, showcase interesting ingredients and imbue the drink with a sense of locality.
Being the copy-obsessed drinks nerd that I am, I’m always looking for things that catch my eye and here are some great bits of menu copy I’ve come across on my travels recently.
The Steady Pete’s Ginger Brew does a great job of selling the benefits of a non-alcoholic cocktail.
‘Guilt-free’ and ‘decoy drink’ are psychological haymakers, hitting the pain point of wanting to enjoy a tasty cocktail without the hangover.