Opening a restaurant is tough, with nearly 49% closing within five years. In Modern Restaurant Management, Gino and Henry Santos, founders of Premium Blend, share how wine-based cocktails can boost restaurant success and offer practical strategies for thriving in a competitive market.

Gino and Henry Santos, brothers and founders of Premium Blend®, have been transforming the beverage industry for over 35 years by offering wine-based liquors that empower restaurants with only beer and wine licenses to serve high-quality cocktails!

The Hidden Costs of a Full Liquor License and a Cost-Effective Solution

Across the U.S., obtaining a full-service liquor license can vary significantly in cost, but Florida's process is especially challenging due to a county-based quota system that limits the number of licenses available. Restaurant owners looking to purchase an existing license can face prices up to $1 million depending on demand.

This financial burden is not unique to Florida. In California, annual fees for a liquor license can also reach up to $1M, depending on factors like operating hours, customer policies, and whether the establishment offers on-site brewing. Renewals, inspections, and compliance costs add even more overhead, making it difficult for new restaurants to manage these expenses. Beer and wine licenses, however, provide a sustainable, cost-effective alternative, allowing restaurants to invest resources elsewhere.

On the other hand, beer and wine licenses are more affordable and easier to obtain, often costing one-third to half as much as a full liquor license. These licenses allow restaurants to serve beer, wine, and wine-based liquors, offering opportunities for innovation without the financial burden of full-service licenses.

Innovation Through Wine-Based Cocktails

Although not having a full liquor license may seem restrictive, it actually creates opportunities for innovation. A beer and wine license allows restaurants to craft a unique cocktail menu featuring wine-based liquors without the need for liquor insurance or the extensive paperwork associated with a full liquor license. 

Wine-based spirits can be used to create popular cocktails like margaritas, daiquiris, and mojitos, allowing smaller restaurants to compete with larger chains that can afford full liquor licenses.

The Broader Impact of Creative Licensing Solutions

The benefits of using a beer and wine license extend beyond cost savings and creative drink options. According to the National Restaurant Association, 70% of beer drinkers, 69% of wine drinkers, and 67% of cocktail enthusiasts are more likely to choose a restaurant that offers their preferred drinks. This trend highlights a shift in consumer behavior, with dining places increasingly seeking unique experiences rather than just a meal. By curating a distinctive cocktail program, restaurants can tap into this demand, attract a broader audience, and encourage repeat business.

Strategies for Restaurant Success

Here are key strategies to help restaurants succeed:

Know Your Market: Understand your audience and tailor offerings to their tastes. A well-crafted menu and unique ambiance can encourage customer loyalty.

Stay Cost-Effective: By using a beer and wine license, you avoid the high costs of a full liquor license and still deliver creative cocktails.

Build Community Connections: Engage your local community through events and partnerships that build customer loyalty.

Adapt and Prepare: The restaurant industry is unpredictable. Keep your operations flexible and plan for challenges by managing costs wisely.

The Future of the Restaurant Industry

With restaurant sales projected to exceed $1 trillion in 2024, the competition is fierce. Differentiating your restaurant through a creative cocktail program using a beer and wine license can set you apart. This strategy offers a lower-cost way to serve innovative drinks, attract a wider audience, and control overhead—ultimately helping restaurants survive and thrive in today’s market.

Gino and Henry Santos

Gino and Henry Santos, brothers and founders of Premium Blend®, have been transforming the beverage industry for over 35 years by offering wine-based liquors that empower restaurants with only beer and wine licenses to serve high-quality cocktails. Inspired by their father, Cuban singer-songwriter Orestes Santos, and their experience growing up in a family-owned nightclub, the brothers founded Premium Blend® in 1989 to help restaurants overcome the challenges of costly liquor licenses. Today, Premium Blend® provides not only innovative products but also mixology training, creative recipes, and marketing support, helping local establishments thrive. 

Vine Importers LLC is proud, as a small, and family-owned business, to partnership with this family-owned business, who is a door opener, and game changer for so many venues.

Don't hesitate to contact us for getting our comprehensive portfolio with wine-based liquors, and mixers, and we love to come by with a recipe booklet to tell you all about your opportunities when adding cocktails to your menu.

Many thanks to our appreciated partner, Premium Blend®, their founders, and their whole team, for your trust in us, and this amazing opportunity representing their unique wine-based portfolio. Cheers to that!