Senior living residents of tomorrow aren’t only interested in upscale dining, they also want high-quality libations. How operators sling those drinks is shifting with the new generation.
For years, a typical senior living bar program might have revolved around alcoholic cocktails, wine and beer. And today, those drinks are still popular picks among residents perusing senior living bar menus. But today’s older adults crave not just boozy beverages, but drinks such as craft cocktails made sans alcohol, Italian sodas and coffee.
To keep up with residents’ evolving preferences , operators have invested time and resources into revamping their bar programs into award-winning affairs, like what Pacific Retirement Services did at Mirabella at ASU, its life plan community adjacent to the campus of Arizona State University’s Tempe, Arizona campus.
PRS overhauled a ground-floor restaurant at the community called Dolce Vita Bistro into an upscale wine venue with a list of more than 250 bottles ranging from classic wines to modern varietals. Through that effort, the operator’s community in Arizona won Wine Spectator’s Award of Excellence in 2024 and 2025.
Not only does putting in that kind of effort aid sales at the community by wowing prospects, it also helps win over their adult children, according to Michael Sessler, director of dining services.
“They recognize things on the wine list or things that we’re offering, and it sticks in the back of their head,” Sessler said during a panel at the recent Senior Housing News DISHED conference in Atlanta.
Senior living communities awash in new drink preferences
As the baby boomers age and prepare to move into senior living communities, they are seeking to bring with them preferences for the things they’ve already enjoyed for years. That includes grabbing a drink at a bar with their friends.
When he thinks about the incoming generation, Sessler thinks about the preferences of his own parents, who are currently in their 70s. They crave wine at a variety of price points from value to high-end along with sophisticated cocktails and spirits like scotch and bourbon. Prohibition-era cocktails such as French 75s or gin rickeys are also all the rage among residents of Phoenix Senior Living, according to John Baillie, Jr., director of dining.
All of Mirabella at ASU’s dining venues have menus with alcoholic options available for purchase. Not only do bartenders sling drinks for residents at the bar, they also mix cocktails or provide beer and wine to go along with special events inside the community.
“Alcohol sells itself,” Sessler said.
But the life plan community also offers spirit pairings and tastings and a wine club. The community also sells bottles of wine and beer to residents to take to their rooms. Some residents even sign up for a plan where they receive bottles each month, he added.
But today’s residents aren’t looking for booze alone. They also desire non-alcoholic drinks ranging from juice drinks and Italian sodas to cocktails made with zero-alcohol spirits and alfalfa sprout smoothies. To cater to those preferences at Mirabella, PRS always features a crafted non-alcoholic drink on the drink menu along with other beverages like fancy tea, coffee or espresso drinks.
“People have their particular tastes, and we try to cater to as many of them as possible,” Sessler said.
Phoenix created a line of no-alcohol drinks for its memory care residents using ingredients that convey the complex flavors of a complex cocktail, but without the booze. That includes an alcohol-free drink the operator calls the “nojito,” which has caught on with residents and now serves as an extra revenue source for the operator.
“It sells probably 10 to 12, a day, if not more. And it’s refreshing. It’s made fresh, with fresh mint,” Baillie said.
Investing in a bar program for the boomers
The cost of opening and maintaining a bar program varies from one community to another, and with the scope of the services provided.
Phoenix Senior Living expects to pay about $1,000 to secure an initial product list based on what residents want. On top of that, the company pays staff to train through food and alcohol safety certification company ServSafe.
Mirabella can offer its award-winning wine and beverage program at a cost of about $150,000 per year when accounting for the cost of drinks, obtaining a liquor license, glassware and training, representing about 8% or 9% of its total annual food costs, Sessler said.
Mirabella also brings in wine representatives to teach staff how to properly read wine labels and discuss different kinds of wine. Mirabella also pays for some staff to attend sommelier school in Scottsdale, Arizona.
Phoenix has found success in training its resident care assistants (RCAs) interested in picking up extra shifts for helping in the company’s bar settings, alongside having one location with a full time bartender.
“They’re the most pleasurable people,” Baillie said. “It’s a break for them … they’re having a little fun with the residents.”
The post How Phoenix Senior Living, Pacific Retirement Services Raise the Bar for Senior Living Dining appeared first on Senior Housing News.
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