A Bartenders Path
What began as a personal, one-year experiment of not drinking alcohol became a pioneering force in the Non Alcoholic movement.
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In late 2019, Joshua James, a seasoned bartender with over 20 years of experience, wanted to see how productive he could be without being intoxicated or hungover. That curiosity led him down an unexpected path—one that would significantly reshape his life, and shift drinking culture itself.
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The result was Ocean Beach Cafe: a groundbreaking Non Alcoholic bar and cafe nestled in San Francisco’s Outer Richmond, just one block from Ocean Beach.
More than just removing alcohol, Joshua reimagined what drinking could be. His desirable, adult Non Alcoholic cocktails brought sophistication, depth, and intention to a space long dominated by mock this, and stigma that—positioning the cafe at the forefront of a cultural shift.
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"I get to see people enter visibly excited, connecting with others over drinks, in a memorable way every single day. No one ever left here saying, "oh, I wish there was alcohol in that drink" because they just got their minds blown by the experience."
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He called it Ocean Beach Cafe to serve super delicious coffee and sandwiches, mainly to lure people in so they could see the best of the best that had come out in the Non Alcoholic beverage market. Now its known around the world as a first mover, tip of the spear, and pioneer in this booming industry that is now a household subject.
Beloved by locals and visitors alike, it’s home to the Epic Breakfast Sandwich, the Vegan Avocado Wrap, and extremely high quality coffee roasted by Four Barrel. Every plate and pour reflects Joshua’s commitment to quality, creativity, and care.
His journey—from one intentional year without alcohol to creating an internationally recognized destination—speaks to a new generation looking for more. More connection. More clarity. More flavor. Less compromise.
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Ocean Beach Cafe is now a cornerstone of the modern sobriety movement. And for Joshua, it’s just the beginning.
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Now his brand is the go-to NA bar catering company for Salesforce and Airbnb headquarters and he travels full time for NonAlc.
This is what you get for taking a year off drinking!
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Follow him on YouTube @ Josh the Non Alcoholic which is where it all started in 2020!
Owner, Joshua James
@joshthenonalcoholic
A career bartender took a year off from drinking in 2020 to see what would happen. 11 months later, and in the heart of Covid, he had secured the lease to Ocean Beach Cafe - SF's Non-Alcoholic Bar & Bottle Shop, and produced 50 non-alcoholic beverage review videos on YouTube. This was all possible because he didn't have any hangovers.
You can join Josh on his alcohol-free journey by watching "Mindful Drinker" - an 18-minute short documentary celebrating the people and places behind this exciting new category.
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Stay tuned for his Non-Alcoholic Beverage Traveling Show on Netflix! - Joshua James