Be At One refreshes drinks offering after 30% sales uplift
UK hospitality chain Be At One is rolling out a refreshed drinks menu and evolved guest experience across its 32-site estate following a successful trial at its flagship venue in Piccadilly, London.
Last week (24 March), Be At One began rolling out an updated drinks menu and guest experience as part of a ‘new chapter’ for the cocktail bar brand.
The refreshed concept was first introduced at Be At One Piccadilly in November 2025 following a significant investment and transformation of the site.
Since reopening, the venue has delivered a strong trading performance, with like-for-like sales up by more than 30% since launch, showing strong guest engagement with the updated format.
David McDowall, CEO of Stonegate Group, said: “Be At One has always been known for delivering incredible cocktail experiences and unforgettable nights out. What we’re doing now is building on that heritage and evolving the offer so that it feels even more relevant for today’s guests.
“The success of the Piccadilly relaunch has shown how much appetite there is for a more versatile Be At One experience – one that celebrates the craft of our drinks, creates memorable moments for guests and works across more occasions, from daytime socials to late-night celebrations.
“This next chapter is about dialling up what we do best while making sure every visit feels intentional, energetic and fun.”
Following the success of the trial, key elements of the Piccadilly concept – including the updated drinks menu, elevated food range, and new brand creative – will now be introduced across all sites simultaneously as part of Be At One’s latest ‘offer change’.
This ‘defining moment’ for Be At One will see the venues place greater emphasis on flexible, day-to-night occasions, with an atmosphere that builds throughout the day while retaining the brand’s signature energy into the evening.
Furthermore, the refreshed direction aims to ‘dial up the quality, craft and social experience’ of the brand while making the bars more versatile throughout the day.
Expanded drinks range
The move has introduced a streamlined drinks menu, new signature serves, and an expanded drinks range, alongside bar bites and newly introduced draught beer across the estate.
Highlights include a range of ‘Collab Cocktails’, which combine two ‘iconic’ serves into one innovative drink, as well as the introduction of Bellini Bumps and Caviar Slammers – Prosecco served alongside fruit caviar in flavours such as passion fruit, raspberry and strawberry.
With a nod to the brand’s founding in 1998, the menu also introduces 1990s-inspired twists alongside contemporary creations.
The brand has also ‘doubled down’ on its Margarita credentials with a new ‘House of Margs’ focus, designed to position Be At One as a go-to destination for the cocktail classic, with £5 (US$6.60) Margaritas offered mid-week.
The refreshed offer also introduces a bar bites menu and sweet treats, including chips and dips and a pick & mix option, designed to increase dwell time and provide guests with more options to accompany drinks.
In a bid to reinforce Be At One’s reputation for being an ‘after-work destination’, the brand’s Happy Hour is remaining central to the offer, with an updated proposition including two-for-one cocktails alongside fixed price offers across beer, wine and spirits, as well as a two for £7 (US$9.30) shooters deal, strengthening its value-led appeal.
The group-wide evolution will also see updated brand creative, music programming, and in-bar storytelling inspired by the Piccadilly concept, and rolled out across POS, digital channels, and in-venue screens to create clearer guest moments throughout the week.
To mark the launch of the new era and a nod to the brand’s founding in 1998, Be At One hosted a series of in-bar activations over the weekend (27-29 March), which included drinks offered at 1998 pricing until 6pm.
For the upcoming Easter Bank Holiday weekend (2-5 April), the programme will feature music-themed moments, including a 1990s revival on Saturday and a Disco Party on Sunday.
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