Raising the Bar: The Evolution of Shot Culture

By Dylan Fusco

As a spirits brand founder who works closely with bartenders, I’ve observed a critical shift in consumer preferences that many bars are missing: the demand for quality ingredients in shots and mixed drinks. This insight actually led me to create Kamoti, where we’ve reimagined popular shots using natural ingredients and better-quality spirits. While traditional shot programs prioritize margins through cheap mixers and artificial ingredients, this approach may actually be hurting long-term business success.

The typical bar shot program relies heavily on pre-made sour mixes loaded with high fructose corn syrup, artificially colored liqueurs, low-quality spirits, synthetic preservatives and mass-produced mixers. While these ingredients can mean significant savings compared to premium alternatives, they’re increasingly turning away the modern consumer. As bar owners, we need to consider whether these short-term savings are worth the long-term cost of losing health-conscious customers.

Today’s bar patrons are more ingredient-conscious than ever. They’re reading labels, asking questions about sourcing and willing to pay premium prices for quality. This represents an opportunity for bars to differentiate themselves. While better ingredients cost more, consumers are willing to pay for quality.

Many bars I work with have found success by offering premium shot menus featuring natural ingredients, creating signature shots with craft spirits, highlighting house-made mixers and stocking ready-to-drink alternatives made with clean ingredients.

Staff education plays a crucial role in this evolution. Bartenders are often the first to champion better ingredients because they can speak confidently about what’s in each drink and feel proud serving quality products. This generally creates better relationships with health-conscious customers and results in fewer complaints about artificial tastes or colors.

For bar owners looking to upgrade their shot programs, the first step is a thorough audit of current offerings. Review ingredients in popular shots, calculate true costs — including waste — and gather staff feedback about customer preferences. This information becomes invaluable when sourcing better alternatives.

The next phase involves researching brands using natural ingredients and considering ready-to-drink options for consistency. Many bar owners find success in partnering with craft spirit producers and developing house-made alternatives to artificial mixers. Staff training becomes essential at this point — educating about ingredients and sourcing, developing talking points about premium options and sharing customer feedback and preferences.

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Marketing your commitment to quality doesn’t need to be complicated. Highlight quality ingredients on menus, create transparent pricing strategies and build authentic social media content around your dedication to better products. The key is authenticity in communication with both staff and customers.

The bar industry is at a turning point. While some establishments continue with traditional shot programs, others are seeing the business benefits of offering better options. Through building Kamoti, we’ve seen firsthand how bars that stock our natural alternatives to popular shots have built loyal followings among health-conscious customers. We’re just one of many innovative brands creating alternatives that help bars meet this growing demand while maintaining healthy margins.

Our journey of creating a better-for-you shot option wasn’t just about the product — it was about proving that bars can successfully transition to quality ingredients without sacrificing profitability. When we developed our recipes, we worked directly with bar owners to understand their margins, storage needs and service speeds. This collaborative approach helped us create a product that works for both consumers and operators.

Through my experience building Kamoti, I’ve seen bars transform their shot programs from basic profit centers to distinctive offerings that attract new customers and command premium prices. One of our partner bars reported a 40 percent increase in shot sales after introducing our natural alternatives alongside their traditional options. They found that customers were willing to pay more for quality ingredients, and many became repeat visitors specifically because of these better options.

As both a spirits brand founder and industry participant, I’ve seen how better ingredients can transform a bar’s shot program from a margin-driven necessity to a profitable differentiator. While traditional shot programs may seem more profitable on paper, the long-term benefits of offering quality options — from customer loyalty to premium pricing power — make a compelling business case for change.

Let’s be clear: alcohol will never be “healthy” — and as industry leaders, we have a responsibility to be honest about that. However, when customers choose to drink, they deserve access to better options. Just as restaurants have evolved to offer cleaner ingredients and more transparent sourcing, bars can lead by providing alternatives to artificially flavored, high-sugar shot options. At Kamoti, we’ve seen that customers appreciate this honesty, and it actually builds more trust when we acknowledge that while alcohol isn’t healthy, we can at least offer better-quality options with natural ingredients when they do choose to indulge.

The future of successful shot programs will belong to bars that balance profit margins with quality ingredients, meeting consumer demands while building sustainable businesses. Whether through house-made alternatives or partnerships with quality-focused brands like ours, the time to evolve is now. The bars that recognize and act on this trend won’t just survive — they’ll thrive in an increasingly competitive and quality-conscious market.