Looking Forward SEPTEMBER 2026
Happy September! That was a fast summer, right? Now with the sun, surf, and sail behind us (wishing I did all those things) and looking toward this final quarter of ’26 and into 2027, I thought it would be nice to share a few insights into the ever evolving national on-premise landscape and the minds of the decision makers. We’ve compiled some observations from us and a number of experts that is helping Trellis plan and present better. Please take a look and let us know what you think so that we can work together to continue to excel and grow in this dynamic channel. WHAT’S HAPPENING IN THE ON-PREMISE Beverage Programs Are Becoming More Curated, Strategic & Experiential As operators navigate rising costs, labor challenges, evolving consumer preferences and increased pressure on profitability, on-premise beverage programs are becoming more intentional. Rather than offering expansive, generalized menus, successful operators are focusing on curation, profitability, discovery, and guest engagement. For wine, spirits, and non-alcoholic brands alike, the opportunity is to become a more meaningful part of the overall beverage strategy—not simply another item on the list. 1. THE BARBELL EFFECT: VALUE + PREMIUMIZATION Consumers are increasingly navigating a divided economy, creating demand at both ends of the pricing spectrum. Successful beverage programs are finding ways to deliver accessible everyday value while simultaneously creating opportunities for guests to trade up into premium and luxury selections. For suppliers, this means having a clear role at multiple price points:
The opportunity is not simply to sell more products—it is to create a portfolio architecture that supports the operator’s business at every level. 2. MENU ENGINEERING: LESS CHOICE, MORE DISCOVERY Operators are rethinking beverage menus to make them easier to navigate and more effective at driving profitable purchases. Rather than overwhelming guests with lengthy lists, menus are increasingly organized around occasion, flavor profile, experience, and price point. Discovery is becoming a powerful driver of premium purchases through:
For suppliers, the question becomes: How can your brand help an operator create an experience rather than simply add another SKU? 3. PREMIUMIZATION WITHOUT LOSING APPROACHABILITY Guests continue to demonstrate a willingness to spend more when they understand why something is worth more. Premium wine, spirits, cocktails, and specialty beverages can command higher prices when supported by the right story, presentation, serve, pairing, or experience. This creates an opportunity for brands to provide operators with more than product: Training + Storytelling + Menu Placement + Serves + Pairings + Experiences = Premiumization The strongest supplier partnerships are helping operators translate product attributes into a reason for the guest to trade up. 4. THE MODERATION CONSUMER IS A BEVERAGE CONSUMER The non-alcoholic consumer should no longer be viewed exclusively as the sober guest. Today’s moderation-minded consumer may enjoy wine or spirits with one course, switch to a zero-proof cocktail with another, and finish the evening with a traditional cocktail or glass of wine. It’s called ‘Zebra Striping’. In other words, moderation is often about beverage choice—not abstinence. This creates an opportunity for both alcoholic and non-alcoholic brands to participate in the same guest occasion and throughout the entire dining experience. 5. THE RISE OF SOPHISTICATED NON-ALCOHOLIC Non-alcoholic beverages are evolving well beyond traditional soft drinks and basic mocktails. Operators are increasingly looking for premium, sophisticated, high-margin alternatives that can command the same menu attention and pricing consideration as alcoholic beverages. Emerging opportunities include:
For operators, the goal is not simply to accommodate guests who are not drinking alcohol—it's to capture the beverage occasion and protect the revenue opportunity. 6. THE HUMAN FACTOR: STAFF STILL SELLS Even as technology and automation become increasingly important to restaurant operations, personal recommendation remains one of the most powerful tools in beverage sales. Bartenders, servers, sommeliers, and beverage managers influence what guests discover, order, and ultimately purchase - making staff education and engagement a critical component of supplier strategy. The best supplier partnerships give teams the confidence to:
This means moving beyond traditional brand education toward sales enablement—giving the operator’s team the tools, language, and experiences needed to confidently sell a brand. 7. EXPERIENCE IS THE NEW DIFFERENTIATOR With consumers having more beverage choices than ever, successful brands need to give operators a reason to feature them. Tastings, education, chef collaborations, menu takeovers, limited-time features, pairing events, bartender competitions, consumer experiences, and exclusive offerings can transform a product into an experience worth discovering. The strongest brands are not simply asking: “Where can we get placed?” They are asking: “How can we help this operator create a better beverage experience—and a more profitable program?” THE OPPORTUNITY FOR YOU, OUR PARTNERS The on-premise environment is becoming more competitive and more sophisticated. Winning brands will be those that can help operators solve real business challenges while creating compelling experiences for their guests. That means focusing on: CURATION - Build focused portfolios and programs that make sense for the operator. PROFITABILITY - Create opportunities to drive check average, margin, and incremental sales. DISCOVERY - Give guests a reason to explore something beyond their usual. EDUCATION - Equip the people selling beverages with the knowledge and confidence to recommend it. EXPERIENCE - Bring the brand to life through events, pairings, tastings, and activations. PARTNERSHIP - Work alongside us to develop solutions—not simply secure placements. THE BOTTOM LINE The future of on-premise beverage is not about having more choices. It’s about making the right choices more meaningful. Meaning, the right placements at the right concepts is the most critical. We want to ensure that your items succeed and that the operators are happy with the results. This leads to extended time on the menu and greater opportunity for expansion. We are continually using strategy, education, and experience to earn placements, drive trial, create trade-up opportunities, and build lasting relationships with these operator buyers. Cheers,
Mark & the Trellis Team |
Current RFPs:
9/15 Darden Wine RFP: Capital Grille, Eddie V's, Ruth's Chris (Wine Only)
Expected Start: January 2027
9/15 Dividend Restaurant Group (Wine/Spirits/Non-Alc)
Expected Start: January 2027
9/16 Fords Garage (Wine/Spirits/Non-Alc)
Expected Start: January 2027
9/18 Specialty Restaurants RFP (Beer and RTD Focus)
Expected Start: January 2027
9/18 HHM Hotels (Wine/Spirits/Non-Alc)
Expected Start: 11/15/2026
10/6 Grimaldi's (Wine/Spirits/Non-Alc)
Expected Start: January 2027
10/6 ClubProcure (Wine/Spirits/Non-Alc)
Expected Start: January 2027
10/9 SPB Hospitality (Wine/Spirits/Non-Alc)
Expected Start: January 2027
10/9 Thompson Resturants (Wine/Spirits/Non-Alc)
Expected Start: January 2027
10/9 Accor Hotels (Wine/Spirits/Non-Alc)
Expected Start: January 2027
Expected RFPs:
Cheesecake Factory
Neiman Marcus
Thompson Restaurants
Mina Group
RFPs submitted over the last 3 months:
Atrium Hospitality (Wine/Spirits/Non-Alc)
Expected Start: November 2026
Chili's Grill & Bar (Wine/Spirits/Non-Alc)
Expected Start: TBD
CRO Steakhouse (Wine)
Expected Start: TBD
Crestline Hotels & Resorts (Wine/Spirits/Non-Alc)
Expected Start: January 2027
Paul Martin's (Wine/Spirits/Non-Alc)
Expected Start: January 2027
HEI Hotels + Resorts (Wine/Spirits/Non-Alc)
Expected Start: TBD
Kalahari Resorts (Wine/Spirits/Non-Alc)
Expected Start: January 2027
Landry's Casual Dining (Wine)
Expected Start: TBD
Hyatt Place & Hyatt House (Wine/Spirits/Non-Alc)
Expected Start: TBD
Joe's Crabshack Cocktails & Mocktails (Spirits/Non-Alc)
Expected Start: Fall 2026
Delaware North (Wine/Spirits/Non-Alc)
Expected Start: Spring 2027
United Polaris Lounge (Wine/Spirits)
Expected Start: March 2027
HMS Host (Wine/Spirits/Non-Alc)
Expected Start: January 2027
STK (White Wine/Spirits/Non-Alc)
Expected Start: TBD
Benihana (White Wine/Spirits/Non-Alc)
Expected Start: TBD
Hilton Managed Properties Cocktails (Spirits/Non-Alc)
Expected Start: Fall 2026
UNCO (Wine/Spirits/Non-Alc)
Expected Start: TBD
Specialty Restaurants LTO Cocktails (Spirits/Non-Alc)
Expected Start: Fall 2026/Spring 2027
Houlihan's LTO Cocktails & Mocktails
Expected Start: Fall 2026 & Spring 2027
Prime Hospitality (Wine/Spirits/Non-Alc)
Expected Start: October 2026
Bubba Gump Shrimp Cocktails & Mocktails (Spirits/Non-Alc)
Expected Start: Fall 2026 & Spring 2027
Vail Resorts (Wine/Spirits/Non-Alc)
Expected Start: TBD
Phelan Family Brands (Wine/Spirits/Non-Alc)
Expected Start: TBD
Upcoming Conferences and Events:
HAI Hospitality Leadership Summit 9/14 - 9/16
HMS Host Charity Golf Tournament & RFP Meetings 9/23 - 9/24
VinItaly USA 10/26 - 10/27
HEE West Fall 2026 Event 11/1 - 11/4
Find Trellis's Complete 2026 Events Calendar HERE
We love your feedback, please don't hesitate to reach out!