Brunch better: what today’s consumers really want

Published :  September 23, 2026

B runch’s staying power is undeniable, but making the most of the occasion takes the right menu strategy.  While recent studies show that brunching has softened due to inflation,¹ many consumers still rally around brunch as an alternative to dinner thanks to its celebratory feel and lower average check. But what’s on a successful brunch beverage menu today? Operators championing brunch need a menu that lets everyone into the party, drinking or not. Take a seat and grab a glass. We’ll help you pour a brunch beverage menu that brings its A-game. 

A little bit of this, a little bit of that

While boozy brunch is on a lot of people’s weekly bucket lists, alcohol isn’t the only attraction. Consumers choose brunch for the food, the value, and the atmosphere, too. Among alcohol-at-brunch consumers, 86% rated the taste and variety of food as extremely important when choosing a venue, while 78% said the same of pricing and value.2

It’s also become commonplace for consumers to move more fluidly among full-strength, lower-alcohol, and alcohol-free choices, so it’s best to make each one appealing on its own terms.

Among recent alcohol-at-brunch visitors, 75% had multiple alcoholic drinks on their visit, while 79% also selected at least one nonalcoholic beverage.2

Brunch’s greatest hits

Brunch drinkers aren’t looking to be surprised at every turn. They want familiar, recognizable cues that remind them why they love brunch in the first place, including flavors that don’t always make as much sense during evening occasions. Think juices, coffees, and savory ingredients.

 

Here are the top four most popular brunch bevs:2 

  • Mimosas: 49%  
  • Margaritas: 34%  
  • Bloody Marys: 30%  
  • Coffee-based cocktails: 26% 

With mimosas leading the list, a brunch staple like Tropicana® Orange Juice gives operators a familiar foundation with plenty of room to make it their own.

But not everyone wants the old standards. While 1/3 of consumers ordered a go-to drink on their last brunch visit,2 74% of alcohol-at-brunch consumers also said creative, unique, or experimental alcoholic beverages would make them more likely to choose one venue over another.2

A brunch-friendly twist on a proven format can build intrigue without sacrificing recognizability.

  • PepsiCo Partners offers its own spins on brunch staples, including the Cucumber Melon Gimlet, which pairs gin and lime with Viva Sol Melon and cucumber for a refreshing take on the classic.

One menu, plenty of ways to brunch

Another way to win is to build beverages with components that can do more than one job. And a focused program doesn’t need dozens of drinks. Operators can start with one familiar classic, one signature cocktail, and one alcohol-free option, using shared juices, citrus, herbs, and garnishes wherever possible. 

Meet every guest where they brunch

Brunch beverage strategy works best when it’s designed around participation. Some guests want the expected mimosa, while others want a creative, colorful cocktail they can’t make at home. Some are drinking less, or not at all, but still want a beverage that feels celebratory. Others may move among those choices during the same meal. 

PepsiCo Partners can help bring that strategy to life. With a portfolio spanning beverages like Pepsi®, bubly™, Pure Leaf®, Viva Sol™, poppi, and Tropicana®, operators can build a brunch program with options for every kind of guest and gathering. From familiar favorites to creative cocktails and zero-proof possibilities, the right beverage portfolio can make brunch worth raising a glass to. 

Sources

1 Technomic, Ignite Special Analysis: Brunch, Happy Hour & Late Night, July 2025 

2 Datassential SIP 2025: Brunch June 2025 

3 Fast Casual, “Vicious Biscuit revamps cocktail menu after guest feedback.” March 2026