At cocktail chain Be At One "virtuous" cocktails now make up seven per cent of the sales mix.
For those wondering what on earth such drinks might be, they are generally accepted to be tipples with fewer calories, less sugar and, generally, lower in alcohol too.
Perhaps you are wondering what is the point of these kinds of drinks? Punters flock though your doors for a spot of indulgence, you might think.
But so-called "skinny cocktails" have been on the radar for some time, reflecting the move in all food and drink categories to healthier alternatives.
We can see it in soft drinks too, where Coca-Cola distributor Coca-Cola European Partners says sales of low and no sugar Coke should overtake that of Classic next year, for example.
The RTD category has got in on the action - SHS Drinks launched Skinny WKD at the end of last year. In wine Skinny Prosecco from start-up Thompson & Scott hit the headlines in 2016 and just a few months ago, in May, Mitchells & Butlers rolled out Skinny Fizz across 400 of its sites.
The latter, a sparking Spanish wine, has barely a gram of sugar per bottle and its makers, Milton Sandford Wines, swear it tastes just as good as standard wine.
And that bit is important. For, just like gluten-free bread, alcohol-free beer and all the other "better for you" alternatives that came before it, such drinks will have to break through the idea that they taste as bad as they did 20 years ago – which is to say, pretty rank.
Technology in drinks production has moved on, though, and the end results are a vast improvement on those drinks of old (just compare the alcohol free beers of today with those we remember from the 80s).
Clearly such products currently remain niche (non and low alcohol wines account for less than one per cent of total wine sales by volume in the UK on-trade, according to CGA).
But with better for you alternatives dominating many other categories it would be foolish of us to assume the pub was immune from the power of the virtuous.
- It's no different on your food menus, either. Check out how you could be making more from healthier food.