Why Do We Need Alcohol-Free Brick & Mortar Shops?
Alcohol-free drink makers and booze-free establishments are essential pillars of the non-alcoholic industry and community. Recently, a friend of mine shared something so heartwarming with me, and it was about our local alcohol-free bottle shop.
My friend doesn’t drink alcohol, not because she ever struggled with addiction or dependency, but because she just doesn’t like it (shoutout Gen Z), and because of this, she regularly buys alcohol-free drinks. Her mom is now experiencing some health issues and has dealt with addiction in the past. My friend tried to tell her about all the NA options available now, and how it could be beneficial for her to cut out alcohol without losing any of her favorite drinks or rituals (like a specific celebratory or weekend drink).
But just hearing about it didn’t seem to be enough motivation for her mom, so she took her into a zero-proof bottle shop and watched her face light up. Her mom was genuinely surprised by the huge variety in what was available, but also how luxurious, thoughtful, and adult everything felt.
And she’s right, before the big boom of new alcohol-free drink makers in 2019, everything booze-free felt like it was flat, boring, or for kids. The NA beer, wine, and spirits lined up with pretty lighting in a boutique bottle shop portray them as they deserve to be - like unique, craft products that, when being developed, involve a lot more care and consideration than Captain Morgan; I can promise you that based on my personal experience working with many of the founders you’ll see on those shelves.
Sam Bail, founder of the Third Place Bar in NYC, introduced me to the idea of a “third place,” which was first coined by sociologist Ray Oldenburg to describe places, outside of work or home, that foster social connections.
I love the idea of a third place and feel like I had plenty of them until I quit drinking.
Not everyone living alcohol-free struggles with feelings of isolation or social anxiety, but many of us, myself included, do fight through those things.
Spaces with alcohol feel different once you’re not drinking, and spaces without it, or not centering it, are limited.
This is why I’m sharing some benefits non-alcoholic bottle shops bring to their communities and beyond. Feel free to save this as a part of your pitch for opening an NA space or send it to an NA shop you love. 😉
Not Entering the Liquor Aisle
A true specialty experience. Most larger chain retailers will put the non-alcoholic section, if there is one, near the booze. In my local Target, for example, the NA products are in the same aisle and on the same shelves as the wine and liquor. This positioning generally adds slight anxiety to my experience, but that’s just me. I’d rather have to walk in that aisle to get the products than there not be any at all. I was absolutely thrilled to see Target begin stocking more adult alcohol-free beverages, but I immediately thought of how that (and Amazon) impacts the small shops I love.
Asking Questions
In an NA bottle shop, you’ll often find the founders behind the counter or a knowledgeable, passionate staff member. Those working in these rare shops are used to answering questions and chatting about AF drinks. You might even get personal recommendations! This is something you likely aren’t going to find in a massive retail location selling hundreds of product categories - everything from dish soap to leggings. The niche experience allows for more time and consideration when choosing items.
The Variety
No doubt about it, if you’re looking for a “browsing” experience, a non-alcoholic bottle shop is worth the drive. Even though booze-free products are more widely available now than five or ten years ago, you will still find the most variety with a specialty retailer, by far.
An NA shop will have all or most categories, new categories, and variety within those categories. Inmoxicated, a bar and retailer near myself in Wisconsin, carries 35+ NA beer options - which is a lot considering I hardly ever see more than two NA beers on a drink menu! The variety also makes it easier to stock up, meaning you’ll run out less often and always have the bevs you want at home.
Sense of Community
As a non-drinker in the Midwest, I have struggled with feeling isolated and faced difficulty connecting with those around me. Now, this isn’t 100% of my experience, but it does complicate my social life at times.
Non-alcoholic bottle shops serve not only as your go-to source for drinks but also as a community hub. Many often hold gatherings for the sober, sober-curious, or AF-inclined such as cocktail classes, social hours, karaoke, live music, and more, bringing like-minded people together.
For example…
Bendición in Chicago does a “Sober(ish) Book Club” in person and on Zoom.
Marigold in Minnesota did a fun cheese and beverage pairing with local products.
Gem in New Jersey did a “conscious cocktails and candle making” event.
NA bottle shops, in my opinion, have the opportunity to lead the way in de-centering alcohol from socializing and be an important example of life without booze.
Samples
One of the most common updates you’ll see NA bottle shops posting on social media - tasting announcements! You might even get lucky enough to meet the beverage founder right there in-store. Whether you’re attending a tasting event or just stopping in, there is more opportunity to “try before you buy” at specialty retailers. For locations that operate as both a bar and bottle shop, you can check out the menu to see how they’re using the products or order a drink to try something you’re curious about before purchasing a whole bottle or a case of it.
Supporting Local
As Tawny Laura, author and beverage founder, says, “Indie NA drinks and indie bottle shops/pop-ups are the heart and soul of the NA drink industry.” These establishments support a variety of needs within a single community or even statewide. Non-alcoholic bottle shop entrepreneurs are building the necessary space for the ever-growing sober-curious movement.
Unique Offerings
Innovators like Generation NA are known for having NA beer on draft (and frozen adaptogenic slushies too), changing the way non-alcoholic drinks are served. I have also seen a range of items for sale in NA bottle shops - from jewelry to books to glassware and beyond. In addition to the variety of beverages, specialty shops often carry great local finds, “lifestyle” items, thoughtful gift options - you name it.
Thanks for reading!
