My Journey into the Non-Alcoholic Beverage Revolution

As someone who spent over 20 years exploring the world of liquor, beer, and wine as a bartender, beer brewer and nomad, I found myself at a crossroads when I decided to stop drinking. The journey I'm on now isn't just about abstaining from alcohol, it's about embracing more wellness, discovering new flavors, and reimagining the way we socialize now, and in the future.

Discovering a New Passion

For many years, I was immersed in the traditional bar scene during the cocktail renaissance of the 2010's, passionately delving into the stories behind alcoholic beverages and sharing those sips with others. But after giving up alcohol, I was drawn to the emerging non alcoholic market as it was burgeoning. I found I could take that same passion in discovering drinks and do my favorite thing: Share great beverages with others in a hospitality setting.

Opening a Pioneering Space

I took a leap by opening the Ocean Beach Cafe, the first non alcoholic bar and bottle shop on the West Coast. Launching this venture during the pandemic was undoubtedly risky, but the timing turned out to be perfect. In San Francisco, grants and subsidies for food establishments supported us in the early days. What started as a bold idea has blossomed into a successful business fueled by community, curiosity and high-quality offerings.

The Pathfinder is SO cool for school 👁️

Shattering Misconceptions

Many people assume that non-alcoholic bars only cater to non-drinkers, but that's far from the truth. About 90% of our customers still drink alcohol and most are just exploring drinking less or looking for interesting beverage options. This industry isn't about promoting an anti-alcohol agenda; it's about championing personal choice and wellness. My market is literally just about everyone: Those that do drink and are interested in drinking less or exploring alternatives, and those that don't drink who are SO stoked to find amazing drinks that they enjoy.

Embracing a Wider Audience

The non-alcoholic beverage market attracts a diverse crowd and multiple generations for different reasons. From health-conscious Gen Zers to Gen Xers and Boomers interested in aging gracefully, our customer base is varied. While some young people might drink less to maintain their image in the social media age, my fellow millennials often seek wellness and balance.

The Sober Curious Movement's Influence

The "Sober Curious" movement has been instrumental in encouraging people to rethink their drinking habits without stigma. This inclusive mindset has contributed to massive growth in our industry. Since 2019, hundreds of new brands has attracted media attention and, I believe, reshaped the fabric of culture itself.

Redefining Social Spaces

I've seen first hand that non-alcoholic focused venues offer more than just a drinking alternative. They serve as community hubs where you can meet likeminded people and maybe even meet someone there. As the definition of social spaces evolves, imagine places that combine the energy of a café with coworking vibes. Give me some board games and trivia nights, plants and some couches and a nice sound system. This can easily be a space for genuine engagement, free from the strong vibe of alcohol and a place to experience what replaces it.

RIP my old Speakeasy I called "Temperance Bar"

Exploring Functional Beverages

A particularly thrilling aspect, and by far the #1 selling category of this market is functional beverages. Ingredients like lion's mane, ashwagandha, and rhodiola emphasize health benefits, offering more than just a buzz. I'm excited about the innovative paths this sector is taking, which I believe will transform consumer experiences once more of these spaces exist. No doubt they will get a lot of press, just like Ocean Beach Cafe.

Embracing Positive Disruption

Despite some negative pre-conceptions and a lot of new NA bevs that aren't great, I see the non-alcoholic trend as a positive disruption toward healthier, more balanced living. Big Alcohol is a little peeved they aren't getting their previously guaranteed sale from this Gen Z, or losing market share to cannabis, but they know they can't put sandbags down to quell the tidal sea level change. Spreading awareness and understanding of these options is such an focus of my work. . When people learn about the benefits of non-alcoholic beverages, the societal changes—reduced alcohol consumption, healthier choices, and new social norms—become apparent. As each new generation drinks less, the future shines brightly with potential innovations in the beverage world. What began as a niche industry is now a vibrant, mainstream movement, reshaping how we celebrate and connect, with or without alcohol.