The Struggle for Sober Bars in Los Angeles

It’s been a challenging year for non-alcoholic bars in Los Angeles. Since early 2024, at least three NA-only bars have closed their doors or transitioned to online retail, despite a broader trend of people choosing to reduce or eliminate alcohol consumption.

The Rise and Fall of Early Pioneers

The initial excitement surrounding openings like New Bar in Venice and West Hollywood has subsided. Stay Zero Proof in Chinatown has also ceased operations. Some believe these closures were, in part, a result of their own success, paving the way for increased competition.

A More Competitive Market

“I think that the non-alcoholic space has evolved,” explains Pablo Murillo, owner of the Bar Nuda pop-up. “When New Bar came out, they were pretty much the only ones doing what they were doing. There are so many more options now, with big-box retailers offering great non-alcoholic options, and possibly at a lower price point.”

Beyond Mocktails: The Need for Experience

Stacey Mann, founder of Stay Zero Proof, which opened in 2024 and closed last year, emphasized the importance of more than just quality drinks. “We built an amazing space with such a great vibe and a terrific staff and, in my opinion, the best NA cocktails around. They were exceptional,” she said. “And that wasn't enough to get people in the doors spending money.”

The Sober Curious vs. Sober Clientele

Mann noted a surprising trend: her bar attracted more “sober curious” customers than those actively in recovery. “It did not bring in the sober crowd… It's the cost, it’s the idea that a lot of sober people aren’t really thinking about sitting in bars.”

Adapting to a Year-Round Trend

Bar owners are observing a shift away from the concentrated “Dry January” phenomenon. Dean Peterson, who runs Burden of Proof in Pasadena, says, “I think it kind of spreads throughout the whole year, just a kind of lifestyle versus like a 30-day [challenge].”

Expanding Offerings and Creating Community

To thrive, NA bars are adapting by offering diverse experiences. Kavahana in Santa Monica features kava-based drinks alongside games, open mics, and yoga. Neil Bahtia, co-founder, explains, “These are different activities that I think are really important to having a brick and mortar.”

Free Spirited in Alhambra combines a 0.0% alcohol experience with vegan and allergy-friendly options. Owners Amber Pennington and Arleo De Guzman believe offering food and events adds value and attracts customers who might be hesitant to socialize sober.

Focus on Craft and Presentation

Bartenders are also focusing on creating unique, sophisticated non-alcoholic cocktails. Murillo believes customers are seeking more than just non-alcoholic versions of traditional drinks. Leena Culhane of Force of Nature emphasizes the importance of presentation, stating, “People often are choosing wine based on what the label looks like.”

As the demand for alcohol alternatives grows, it’s clear that NA bars need to offer a compelling experience beyond just a great mocktail to remain viable. They are evolving to become community hubs offering entertainment, unique flavors, and a welcoming atmosphere.