When White Columns Country Club’s Assistant General Manager challenged the food and beverage team to develop creative offerings to enhance the pool experience and support beverage sales during the summer season Jordan Thomas, Food and Beverage Manager, already had an idea in the works.
Thomas had been experimenting with fruit-infused spirits and cocktail concepts and saw the opportunity to adapt that independent interest into something distinctive for members.
Fruisions, the club’s new line of in-house crafted, organic fruit spirits was introduced at the pool, and the concept quickly gained traction among members.
Crafting the Concept
Thomas says the goal of Fruisions was simple: to create a fresh, house-prepared cocktail experience that members could enjoy during the summer while also having the potential to extend beyond the pool season.
“We wanted to introduce something that felt distinctive, approachable, and well-suited to the preferences of our membership,” says Thomas.
After Thomas and his team reviewed the club’s existing beverage offering, they believed a fruit-infused cocktail concept would provide members with a refreshing alternative while adding another memorable element to the club’s beverage program.
The concept was built around house-infused spirits. Thomas and his team began with commercially produced tequila, vodka, or rum and infused it with fresh fruit and complementary ingredients to create distinctive flavor combinations.
“The infusions are designed to be refreshing and balanced rather than overly sweet,” says Thomas. “Members can enjoy them incorporated into cocktails, such as a strawberry-peach margarita or a pineapple sunrise, while certain varieties may also be served more simply to allow the infusion itself to stand out.”
The presentation of the drinks is intentionally relaxed to fit the club and poolside environment. Drinks may be served over ice with a fresh fruit garnish or prepared in a convenient canned format for members at the pool or on the golf course.
How Members Became Part of the Program
Thomas says members’ initial response to the new offering was a mixture of curiosity and uncertainty—primarily because Fruisions was unlike anything else offered at the club.
However, the drinks spoke for themselves.
“Once a few members tried the drinks and responded positively, interest began to grow through word-of-mouth recommendations,” he says.
Over time, Fruisions developed a strong following at the pool with members looking forward to trying out the available cocktails and seasonal flavor combinations.
To Thomas, the most valuable aspect of member response has been the direct feedback from members. They now suggest potential flavors, share which combinations they enjoyed most, and offer constructive input on areas that could be refined.
“That feedback has helped make Fruisions a more collaborative and member-focused beverage experience,” says Thomas.
Keeping the Conversation Going
Thomas says the versatility of the infused spirit sets Fruisions apart from a traditional seasonal cocktail program.
The flexibility of how the beverages can be enjoyed—over ice, paired with a simple mixer or incorporated into several different cocktail combinations—allows the beverage team and members to be more creative. 
“Fruisions is therefore more than a collection of seasonal drinks,” he says. “It provides a flexible foundation for experimentation, conversation, and shared ideas. Ultimately, creating a beverage experience that can evolve based on seasonal ingredients and member preferences.”
Because of this, it gives Thomas and his team another meaningful opportunity to engage with members.
Fruisions take the conversation from member to staff beyond just a drink order. Team members can explain the infusion process, discuss flavor combinations, recommend different ways to enjoy each offering, and hear members’ own ideas.
These interactions strengthen the connection between the beverage team and membership, while also generating new inspiration for future offerings.
“For the club as a whole, Fruisions demonstrated how a creative beverage program can do more than introduce a new product,” says Thomas. “It can encourage conversation, increase member engagement, and create momentum for additional ideas that continue enhancing the overall club experience.”
Innovation Guided by Membership
Thomas encourages other clubs looking to ramp up their beverage program to not shy away from introducing new and progressive ideas.
“Innovation can be an important part of keeping a food and beverage program engaging, but it should always be guided by a clear understanding of the membership,” he says.
When introducing a new concept, Thomas says it is crucial to listen closely to member feedback, observe how they respond, and remain willing to refine the offering.
“Ultimately, our responsibility is to serve our members and provide the best experience possible every day,” he says. “Encouraging fresh ideas, involving the team, and creating opportunities for members to participate in the developmental process can help a club build programs that feel both innovative and personal.”
