Maggiano’s Little Italy started out more than 30 years ago offering simple, authentic classic Italian fare. The company, which now operates 50 restaurants nationwide and is part of Dallas-based Brinker International, in spring 2024 retooled its beverage program, resulting in a lift in alcohol sales and guest satisfaction. It’s also a BevX Award winner for best Single-Concept Restaurant Beverage Program this year.

For starters, Maggiano’s updated its drink menu for the first time in seven years and launched the Mixologist Collection, “comprised of four of signature recipes from our menu that we wanted to elevate in both flavor and presentation,” says Cami Lehmann the brand’s director of marketing. “As Maggiano’s evolves, it was important to ensure that we weren’t abandoning or removing any of the things guests love about the restaurant, but instead, amplify and enhance what already resonates with our guests.”

Captivating the senses 

The Mixologist Collection blends classic cocktails with contemporary mixology trends. The drinks, all presented tableside, aim to captivate the senses using flourishes such as house-made foams and aromatic cocktail garnishes, as well as dramatic visual elements like a smoke box. 

For example, the Smoked Old Fashioned, presented tableside in a smoking box for unique visual appeal and full depth of flavor and notes of oak. Made with Knob Creek rye, Luxardo Maraschino liqueur and bitters, and served over a large whiskey ice cube, “it has become our best-selling cocktail and a new guest favorite,” says Lehmann.

The Grand Margarita, named after the original Maggiano’s location, which opened in 1991 at Clark Street and Grand Avenue in Chicago, combines Patrón silver tequila, Disaronno Amaretto, lime and orange bitters, and is topped with Maggiano’s signature, house-made Italian foam.

The Pomegranate Martini, with Absolut Raspberri vodka, Cointreau, pomegranate, cranberry and fresh sour, is shaken and served tableside in an ornate glass shaker. And the Rosa Spritz, with Malfy Gin Rosa, fresh sour, strawberry and topped with Mionetto rosé prosecco, is served in a carafe on a gold tray, poured tableside and finished with a spritz of rose water.

Where did the inspiration for these elevated drinks come from? “Based on his experiences at notable destinations like MGM Resorts in Las Vegas and properties in Europe such as Monte Carlo Beach, Maggiano’s president Dominique Bertolone saw a unique opportunity to transform these cocktails by enhancing their presentation and enriching their flavor profile – providing an unforgettable experience that keeps our guests coming back,” Lehmann says.

Grape expectations

Maggiano’s also partnered with Master Sommelier Jason Smith – one of just 168 certified professionals in North America – and Italian Il-Borro winery owner, Salvatore Ferragamo, to curate an elevated wine selection for the new Master Sommelier Selection. Smith has hand-selected the exclusive selection of six distinct bottles, designed to pair with the restaurant’s dishes and enhance the culinary experience. 

Wines include Oberon Cabernet; Lingua Franca Avni Pinot Noir; Dr. Loosen “Dr. L”; Mount Veeder Winery Cabernet; Borrigiano Toscana red wine; and Lamelle Chardonnay. To date, 23% of wine mix has come from Master Sommelier Selection.

The selection offers guests a taste of some of the best wine regions around the world. As with the Mixologist Collection cocktails, these new and elevated elements were inspired by luxurious experiences from Las Vegas and Italy and brought to Maggiano’s restaurants on a national scale.

The revamped cocktail menu and improved guest experience has led Maggiano’s to an increase in alcohol mix for the first time in a decade, with alcohol sales averaging 10% growth since the launch. Nearly 40% of the liquor mix comes from the new Mixologist Collection.