The holiday season, traditionally associated with indulgence, can present unique challenges for individuals who are sober or consciously moderating their alcohol consumption. However, a growing trend of nonalcoholic beverages is offering new options for those seeking to participate in festivities without alcohol.
The Rise of the Non-Alcoholic Movement
Over the past several years, nonalcoholic drinks have become increasingly available in the United States. Bars are expanding their alcohol-free menus, and specialized establishments are emerging. Examples include pop-up events like Bar Nuda and brick-and-mortar bars such as Free Spirited in Alhambra, California, which exclusively serve nonalcoholic beverages. The trend has even attracted celebrity endorsements, with figures like Tom Holland, Bella Hadid, and Lewis Hamilton launching their own nonalcoholic brands.
Businesses specializing in nonalcoholic beverages are anticipating a surge in demand, with January typically marking the peak of their business due to the popularity of “Dry January”—a month-long commitment to abstaining from alcohol.
Advice from Non-Alcoholic Beverage Founders
Several Latino-owned nonalcoholic brands shared advice for navigating the holidays while moderating alcohol intake. Brianda Gonzalez, founder of The New Bar, established in 2022, suggests that having nonalcoholic options available at parties can help avoid the “crash and burn cycle” of overindulgence and subsequent restriction. She recommends switching to a nonalcoholic drink as a nightcap.
Danny Trejo of Trejo’s Spirits advises opting for “mock liquor” to ensure safe transportation and avoid hangovers, while also suggesting a tactic for politely declining offers of alcoholic beverages: always keep a glass in hand.
Cecilia Rios Murrieta, co-founder of Jas, emphasizes the importance of intention and finding nonalcoholic options that feel satisfying and inclusive. She notes that having a special nonalcoholic drink can empower individuals to make conscious choices.
Bryant Joel Orozco, bartender at Entre Nos, highlights the value of inclusivity and hospitality, suggesting that menus should cater to those who choose not to drink. He also encourages prioritizing time with family during the holidays.
Pablo Murillo, co-founder of Bar Nuda, sees the holidays as an opportunity to redefine the season’s relationship with alcohol, while Rudy Aldana of Parch Spirits Co. points to the prevalence of alcoholism in Latino culture and hopes increased options will encourage more mindful choices. Aldana recommends bringing your own nonalcoholic beverages to events to ensure availability.
Frequently Asked Questions
What is Dry January?
Dry January is a month-long period, typically in January, where individuals abstain from consuming any alcohol.
What types of nonalcoholic beverages are becoming available?
Nonalcoholic options now include wines, beers, spirits, and cocktails, often crafted with adaptogens and inspired by flavors like those of the Sonoran Desert.
What advice was given for navigating holiday parties while moderating alcohol?
Advice included having nonalcoholic options available, always holding a drink to politely decline offers, and choosing options that feel intentional and satisfying.
As the nonalcoholic beverage market continues to expand, it may offer more individuals the opportunity to participate fully in social events while prioritizing their well-being. Will this trend lead to a lasting change in how we approach celebrations and social gatherings?
