What are Well Drinks? Examples & Strategies to Boost Sales

Well drinks are an integral part of bar and restaurant beverage selection. They help balance affordability for customers while driving consistent revenue for your business.  

In this guide, we’ll answer the question “What are well drinks at a bar,” explain how they impact your bottom line, and propose methods to creatively incorporate them into your menu. Whether you're aiming to increase profitability or improve the customer experience, understanding well drinks is key to your bar's success. 

WHAT ARE WELL DRINKS? 

Well drinks are either mixed or neat alcoholic beverages made using lower-cost liquors known as house brands or house spirits. These drinks are typically within easy reach of bartenders in an area behind the bar called a well (also called a rail or rack), hence the name well drinks. 

Bars rely on well liquors for their affordability and versatility in mixing with many drinks. They also help with speed and consistency, especially when it’s busy. Other common items on bar wells for quick and easy access include: 

• Mixers 
• Garnishes 
• Syrups and bitters 
• Ice 
• Straw and stirrers 
• Bar tools like shakers, jiggers, and muddlers 
• Glassware 

WELL DRINKS VS. CALL & PREMIUM DRINKS: KEY DIFFERENCES  

It's important to understand the difference between well, call, and premium drinks to optimize your offerings and pricing strategies. Each type serves a purpose that impacts the customer experience and profitability. Learn about them all below: 

WELL DRINKS 

When a customer orders a well drink, they don’t ask for a specific brand of liquor. They would simply order the drink by its general name, for example Gin and Tonic or Rum and Coke.

Well drinks are key revenue drivers for bars. As the affordable option on the menu, they encourage higher volume sales, while ensuring a semi-consistent flavor profile. 

The combination of high turnover, lower cost, and consistent taste is a winning formula. It ensures steady revenue while maximizing cost-efficiency. Despite producing lower margins, the greater volume generated by well drinks can boost cash flow and overall profitability. 

CALL DRINKS 

Call drinks are beverages in which a customer requests a specific liquor brand. As opposed to ordering a Gin and Tonic, you’d explicitly ask for Bombay Sapphire and Tonic. This preferred choice will generally come with a higher price point than standard well drinks. 

Upselling to call drinks is a strategic way to boost profits. Many customers are loyal to a particular brand or taste and will happily spend more for a brand-specific option. It also adds a personal touch to their experience. 

PREMIUM & TOP-SHELF DRINKS 

Premium and top-shelf drinks use high-end spirits. These liquors are coveted for their superior quality, richness in flavor, and brand reputation.

As a result of their exclusivity, premium drinks naturally cost more than both well and call drinks. Think Glenfiddich 18-Year-Old whiskey or Grey Goose vodka. And while they typically generate a lower volume of sales, they can significantly increase your revenue per drink. 

By offering these premium options, bars can attract affluent clientele or those seeking a special experience. Just make sure you’re strategically pricing your premium and top-shelf drinks to support profitability. It will ensure that, even with their higher cost, they still contribute to overall profits without being priced out of reach for your target demographic. 

WHAT ARE WELL DRINKS EXAMPLES?  

Wondering how well drinks can work for any crowd? We’ve put together a few examples that show their versatility. 

5 CLASSIC WELL DRINKS EVERY BAR SHOULD KNOW 

These classic well drinks are staples on any bar menu. Here’s a breakdown by spirit, along with the main ingredients:

1. Vodka Well Drinks:

• Vodka Soda: Vodka, soda water 
• Vodka Cranberry: Vodka, cranberry juice 
• Vodka Tonic: Vodka, tonic water 

2. Rum Well Drinks:

• Rum and Coke: Rum, Coca-Cola 
• Rum Punch: Rum, orange juice, pineapple juice, grenadine 
• Daiquiri: Rum, lime juice, simple syrup 

3. Whiskey Well Drinks:

• Whiskey and Coke: Whiskey, Coca-Cola 
• Whiskey Sour: Whiskey, lemon juice, simple syrup 
• Old-Fashioned (Low-Cost Version): Whiskey, simple syrup, bitters, orange peel 

4. Tequila Well Drinks:

• Tequila Sunrise: Tequila, orange juice, grenadine 
• Tequila Soda: Tequila, soda water, lime 
• House Margarita: Tequila, lime juice, triple sec, simple syrup

5. Gin Well Drinks:

• Gin and Tonic: Gin, tonic water 
• Tom Collins: Gin, lemon juice, simple syrup, soda water 
• Gin Fizz: Gin, lemon juice, simple syrup, soda water 

WHAT ARE WELL DRINKS AT HAPPY HOUR? 

Well drinks are a hit for happy hour promotions. They help attract more customers during off-peak periods by offering discounted prices and deals. As a result, customers will order more frequently, creating a steady flow of business when foot traffic is typically lower. 

Common examples of happy hour well drink specials include: 

• Timed Specials: Offering discounted drinks during set periods. For example, 2-for-1 on well drinks between 5.30pm and 7.30pm. 
• Combo Deals: Pairing a well drink with a food item at a reduced fixed price. For example, one well drink and a small appetizer for $10. 

Key Takeaway: Happy hour is a great way to introduce customers to your menu and inspire them to make your bar their regular spot. 

THE ROLE OF WELL DRINKS IN BAR OPERATIONS 

Well drinks are at the heart of a bar’s offerings. As a reliable option for fast-paced bar environments, they help streamline service, maintain consistency, and boost overall sales. Learn about its benefits in bar operations below: 

SPEED & EFFICIENCY IN COCKTAIL SERVICE  

Well drinks are a game-changer during peak hours when speed is essential. Since popular well liquors are within easy reach, bartenders can prepare drinks quickly without sifting for ingredients and serve more customers. It keeps wait times low while maximizing sales. 

Using a consistent set of well liquors also means each drink tastes the same, no matter who's behind the bar. This consistency builds customer trust and helps maintain a quality experience even when it’s busy. 

COST-EFFECTIVENESS FOR BAR OWNERS 

Source well liquors that balance cost and quality to elevate profitability. Look for reliable suppliers with value-driven house spirits that deliver on taste but also keep costs in check. 

Then, balance your high-volume well drinks with a selection of premium liquor options to boost margins. Suggest upgrades when customers are open to trying different brands or higher-quality options. It’s an effective way to increase revenue and improve your bottom line. 

TRAINING BARTENDERS ON WELL DRINKS 

Keep your bartenders up to speed on the best ways to prepare well drinks. Quality and speed of service ensures a consistently excellent experience that improves measurable customer loyalty. 

Encourage bartenders to stay organized, use pre-mixed garnishes, and handle multiple orders at once, all while maintaining quality and speed. This will help manage the rush without compromising service. 

Training should also extend to recognizing customers who are willing to upgrade to a premium drink. There’s a fine line between overselling and subtly encouraging an upgrade. Bartenders should aim to increase the check average without being pushy. 

CREATIVE WELL DRINK SPECIALS & PROMOTIONS 

Get creative with your well drinks to keep things fresh and exciting. Here are some ideas to shake up your menu: 

• Signature House Cocktails: Put your unique twist on classic cocktails using well spirits. You can market these signature drinks as exclusive, creating a sense of intrigue and helping your bar stand out. Highlight them on a special menu or offer them as part of a bar marketing strategy to draw in customers. 
• Themed Nights: Spice up your week with themed nights like "Tequila Tuesday" or "Whiskey Wednesday." Offer themed pricing on well drinks to keep your menu dynamic and give customers a reason to return regularly. It’s a great way to create buzz and keep energy high. 
• Seasonal and Holiday-Themed Drinks: Rotate your well drink offerings to match the season or upcoming holidays. Think summer-inspired coolers or festive cocktails during the winter holidays. Limited-time seasonal specials create urgency and excitement, enticing customers to try something new. 

FREQUENTLY ASKED QUESTIONS ABOUT: WHAT ARE WELL DRINKS? 

There’s still so much to learn! Here are some commonly asked questions about well drinks and how they fit into bar offerings: 

What is considered a well drink? 

A well drink is a mixed drink made with house liquor, which is typically a lower-cost spirit. It’s the standard option served when customers don’t request a specific brand. 

How do you ask for a well drink? 

You can simply order a well drink by using the beverage’s general name. For instance, you can ask for a "Gin and Tonic" or "Rum and Coke," without specifying the brand. In such cases, the bartender will use the house liquor. 

Is vodka and cranberry a well drink? 

Yes, a vodka and cranberry is a well drink when you order one without specifying a particular vodka brand. However, a premium vodka brand can easily turn this classic into a high-end cocktail. 

Is Jack Daniel's considered top shelf? 

Yes, Jack Daniel's is usually considered a call or premium brand. It ultimately comes down to the individual establishment and Jack Daniel’s product, but it’s not typically used as a well liquor. 

What is the most profitable drink at bars? 

The most profitable drink at bars is typically a well drink because it uses lower-cost house spirits and generates high sales volume. However, upselling to call or premium drinks can also boost profitability thanks to their higher price points. 

MASTERING WELL DRINKS IN BARS & RESTAURANTS 

Well drinks are a cornerstone of any bar or restaurant operation. They’re a reliable, cost-effective option that boosts sales, ensures consistency, and helps manage high-volume service. By strategically incorporating well drinks into your menu, training staff, and using creative promotions, you can maximize profitability and keep customers coming back. 

Ready to take your bar’s success to the next level? Find actionable strategies to boost profitability and customer retention in the 2024 Paytronix Loyalty Guide.