We’re in Our Non-Coffee Drink Era at Coffee Shops

Smart Coffee Shop Owners Are Diversifying Their Drink Menus

Matcha, energy drinks, dirty sodas, and more. Non-coffee drinks have moved from novelty to the norm in coffee shops. Look no further than Starbucks, the most closely watched barometer of consumer behavior in the industry. Cold drinks account for half of Starbucks’ sales, and the menu has evolved in turn. The cold drinks on the menu expand far beyond coffee, from flavored iced matcha with protein cold foam to colorful refreshers. 

Starbucks might be a gauge to watch, but everyone in specialty coffee knows that non-coffee drinks are an industry-wide phenomenon. They’re also big revenue generators. In this article, we talk about the shift and the categories you might consider adding to your menu. 

Our featured image is from Kind Cafe. All image sources in this post come from Texas Coffee School graduates.

Watching Menus and Consumers Shift

The Impact of Gen Z

We’ve written before about how cold, flavored, and functional drinks are growing in popularity at independent shops across the country, partially thanks to Gen Z. According to the National Coffee Association, 51% of Americans ages 18 to 24 drink coffee daily, but that still leaves a meaningful portion of people walking through your door who aren’t ordering a latte. 

Industry research from Keurig Dr Pepper found that 72% of Gen Z consumers try new beverages every month. They want options, color, and something that feels fun and a little special. (We highlight this change in our article 2024 coffee shop trends.)

Dutch Bros recognized this a decade ago and built much of its growth around energy drinks and customizable refreshers, marketing to young consumers with color and fun. Veterans of specialty coffee know this is a major departure from third wave shops who led with bean sourcing and brew methods. It doesn’t mean quality is gone (far from it). Rather, it provides an opportunity to expand your menu and reach new customers where they are. 

Technology and Products Meet the Moment

For most coffee businesses, non-coffee drinks are a great opportunity to make your menu unique, memorable, seasonal, flexible and Instagram-worthy. And, with new product options and minimal technology, you can do it all without losing quality.  

From technology like the Marco FRIIA (hot, cold, sparkling water on tap), to naturally flavored syrups and excellent milk alternatives, there are many ways for owners to easily incorporate new menu items while keeping quality and efficiency a priority. 

Are you stepping into your non-coffee drink era? Below, we walk through categories to consider, recipe options, and even some recommendations for our favorite vendors. 

Source: Odd Roots Coffee

Four Categories Worth Adding to Your Menu

Functional Energy Drinks

The energy drink category has changed dramatically. The synthetic caffeine, high sugar, and shake-inducing formulas of the early 2000s have evolved into plant-based, clean-label products built around natural caffeine sources and functional ingredients like B vitamins and amino acids. 

The global functional beverage market is estimated at $150 billion, driven heavily by health-conscious younger consumers. Gen Z in particular wants drinks that support energy, focus, and wellness without the crash. For shop owners, functional energy drinks can open the door to new customers that may not drink coffee at all.

From the Texas Coffee School Recipe Book:

Lavender Bloom (12 oz) 

• 1.5 pumps Next Level Synergy (Blue Spirulina) 
• 1 pump Holy Kakow Vanilla 
• .5 pump Lavender 
• Float freeze-dried dragon fruit on top

Very Berry Energizer (12 oz)

• 1.5 pumps Next Level Energy Base
• 1 pump Holy Kakow Blackberry
• 1 pump Holy Kakow Raspberry
• Mix in freeze-dried blueberries for color

Tea

Having tea on a coffee shop menu isn’t news. Tea has always been the mainstay non-coffee drink at coffee shops, one that we love to incorporate onto menus. (Check out our article on creative iced tea drinks worth considering for your menu.)

In addition to tea menu classics, the opportunity in 2026 is to showcase tea in creative new ways. From sparkling teas to spritzes to bobas and more, teas move beyond craft and tradition to offer something novel, flavorful, and visually compelling.

From the Texas Coffee School Recipe Book: 

Sparkling Blueberry Hibiscus Tea 

• Brew a batch of Rishi Blueberry Hibiscus Iced Tea without diluting after hot steeping to create a concentrate 
• Refrigerate until cold 
• To serve, add ice to cup, add simple syrup over ice, fill cup halfway with concentrate, then top with sparkling water. (We use the Marco FRIIA for sparkling water.) 
• Stir to combine 
• Garnish with frozen blueberries if desired

Lavender Haze (16 oz)

• 4 oz Rishi London Fog Concentrate
• 4 oz still or sparkling water
• Add ice to cup using a measured scoop
• Fill cup halfway with London Fog concentrate and top with water
• Cold foam: In cold foam pitcher, combine 4 oz whole milk and 1 pump lavender; foam and float on top

Matcha

Matcha has crossed over from niche ceremonial tea to a mainstream menu staple. We covered matcha’s rise in depth in a recent post: Matcha Meets the Moment in Coffee Shops.

Matcha’s appeal is the combination of vivid color, an approachable taste that pairs well with many fun flavors, and a wellness narrative that resonates strongly with younger consumers. For independent shops, matcha offers a popular, highly photographable drink that’s fun to dress up with seasonal add-ons.

Mundo Matcha from Pan Pan Bakery

From the Texas Coffee School Recipe Book:

Iced Strawberry Matcha (16 oz) 

• 2 oz brewed matcha 
• 2 pumps strawberry syrup
• 8 oz milk of choice
• Add syrup to measured shaker glass, pour matcha to 2 oz line, then milk to 10 oz line
• Add ice, then transfer to serving cup

Mocktails, Refreshers, and Dirty Soda

More younger consumers are choosing coffee shops over bars for social time, including evenings and weekends. They want the atmosphere and the ritual without the alcohol. (However, cocktails are another fun menu item for coffee shops or hybrid businesses.) A well-crafted refresher or mocktail-style drink gives consumers a fun way to socialize or unwind, and it gives you a revenue opportunity in a time of day that has traditionally belonged in a bar or restaurant.

Refreshers are flexible menu items because there are no rigid rules about what a refresher has to be. You can build one around lemonade, sparkling water, coconut milk, or fruit juice, then add syrups, functional boosts, or garnishes. That flexibility also makes them great candidates for seasonal or limited-time menu additions, which is a great way to increase sales at your coffee shop.

Another major trend alert: “dirty sodas.” What started in Utah’s soda shop culture has gone decisively national. Dirty sodas use a standard soda base customized with flavored syrups, fruit purées, and cream. 

Swig, the Utah-based chain widely credited with popularizing the category, has grown to more than 140 locations across 16 states, with same-store sales up 8.2% in 2025 according to CNBC. McDonald’s, Taco Bell, and Sonic have all tested versions. For independent shops, the barrier to entry is low. If you already have access to soda, syrups, and creamer on hand, you’re most of the way there.

From the Texas Coffee School Recipe Book:

Citrus Berry Seltzer (16 oz) 

• 2 pumps blackberry syrup
• 1.5 pumps lemon syrup
• Sparkling water
• Add ice over syrups using a measured scoop, top with sparkling water, and stir to combine

Build Out Your Entire Coffee Shop Menu with Texas Coffee School

Non-coffee options (as well as hot and cold coffee-based drinks) give you an amazing opportunity to create a menu unique to your business (and your customer!) We love watching our graduates share new seasonal menus that are creative, delicious, and true to their business concept.

We cover menu strategy, pricing, barista training, and recipes in depth in our 3-Day Coffee Business Master Class®. Sign up here!