At El Prado, a moody natural wine bar in Los Angeless Echo Park neighborhood, the aged mirror backsplash behind the silhouettes of bartenders advertises a healthy selection of natural wines, hoppy beers, and hard ciders. The Sunset Boulevard mainstay is known for its live vinyl nights and facsimile of a European-style cafe scene, with conversations and smoke breaks that spill out onto the sidewalk. But its also known for its unique nonalcoholic beverage options: sparkling nettle tea, alcohol-free beer, and kombucha on tap. The beauty of these options, of course, is that they mimic the look and taste of their alcoholic counterpartsfermented and bubbly, in line with the visual language were accustomed to when we think of a cozy, clout-aware bar.El Prado isnt so unique in putting its nonalcoholic drinks on equal footing with its boozy options. A greater number of bars, restaurants, and nightlife venues are now incorporating alcohol-free drinks into their menus, or are being designed to decenter alcohol altogether. Meanwhile, many N/A brands are also moving away from their health-centered positioning to make a play for the partying set. Theyre rebranding away from the simple health option, and into party beverages with just as much nightlife appeal as the hard stuffas suited for bars and raves for the 365 party girl as a picnic sipper for the morning workout class community.THE RETURN OF NIGHTLIFE, AND A NEW MARKET FOR N/ASThis big rebrand is happening at a time when the popularity of the alcohol-free beverage category continues to climb. Gen Z is drinking 20% less than millennials, and one-in-three people are saying theyre going alcohol-free, says Troy Gorczyca, the Senior Marketing Director at Casa Lumbre, the parent company of N/A brand Almave. This helps to explain the strong sales year the nonalcoholic beverage category enjoyed in the U.S. in 2023, with overall volumes rising by 29% versus 2022, according to IWSR Drinks Market Analysis data.[Photo: Chelsea Kyle/Almave]It could also be due to what some are describing, in short, as the sober curious movement, which the National Institute on Alcohol Abuse and Alcoholism (NIAAA) describes as more mindful approach to alcohol consumption. Its study of sober curious and abstinence events like dry January found that the movement may be versatile and effective in changing drinking behavior among young adults. A sober curious drinking approach has become more mainstream too, thanks to coverage by Good Morning America, ABC, BBC, and Forbes. Even an episode of Netflixs Emily in Paris broke down the sober curious movement succinctly (naturally, screen grabs of were posted to N/A brand Ghias TikTok account.)The sober curious trend predated a report from the U.S. Surgeon General linking alcohol consumption to increased risk for certain cancers, and the sector only stands to grow as more people reconsider their drinking habits. Generally younger consumers are going out less, and this is driven because theyre focused a little bit more on their health, maybe driven a little bit by COVID, and driven by the fact that they dont really want to drink anymore, says Brianda Gonzalez, founder of Los Angeles spirit-free bottle shop The New Bar. These spaces have to start catering to that consumer so that they can begin to envision themselves in those spaces, participating in a way that feels good for them.[Photo: courtesy The New Bar]Susie Goldspink, Head of No- and Low-Alcohol Insights at IWSR, says: An increasing consumer focus on moderation, health, and wellness is having a positive impact on all no-alcohol sub-categories, with growth rates higher than their full-strength equivalents.With these attitudinal shifts in mind, coupled with how thoroughly Brat summer saturated culture this summer, its really no surprise everyone is looking for a way to turn N/As up a notch.[Photo: Ghia]SO HOW DO N/AS SECURE A PARTY INVITE? LOOK TO GHIAOne brand that has already adapted to the changing tides of nightlife drinking trends is Ghia, a mainstay in both the ice buckets of event open bars, and on menus at a range of venues. Melanie Masarin, founder & CEO of Ghia, says when she launched the nonalcoholic aperitif company in 2020 her intuition told her that the supply for nonalcoholic beverages would drive demand, and she took a chance on that hunch by building a better-for-you drink in many senses of the word.Because our product uses only natural sugars with no added sugars and doesnt have any alcohol in it, its naturally a healthier product, but we dont try to market it as such, she says. Instead, its a more colorful, joyful product that I hope people gravitate towards not just when theyre sitting at home, but at a party too.[Photo: Ghia]Most recently, Masarin launched a product extension (Le Fizz) which she describes as a great host gift, like when you bring a bottle of wine to a friends dinner party because she missed the tannic tasting notes of wine. This also reinforces the idea that Ghia is a convivial product that is meant to be shared and should be part of the party. View this post on Instagram A post shared by Ghia (@drinkghia)The party approach plays out in its brand comms, too. On its instagram account, Ghia posted a quote from a Forbes article saying it can appeal to a guy who smokes cigarettes and hangs out in Europe, and it can also appeal to a feminine wellness enthusiast, with the caption, get you a drink that can do both. It posted a video of the Ghia bottle next to Jack Daniels and 818 tequila on Kendall Jenners bar. And its leaned into cigarettes, with hair clips that read spritz and a cig, creating an aura of a lasseiz-faire, upscale European bistro-culture infused, permanent vacation approach to socializingone that doesnt depend on a holistic, puritanical understanding of wellness but instead a realistic understanding that vices exist, and some are indulged in while others are eliminated. A form of balance, if you squint.[Photo: Ghia]VISUAL IDENTITIES THAT READ GROWN-UP SOPHISTICATIONVisual branding and packaging creates a sense of equal experience, too. At a rock show, would you rather be holding a LaCroix or a Liquid Death? asked Terrance Weinzierl, a creative type director at Monotype, who has designed several successful custom fonts, including, notably, the one for Dominos Pizza.In an era of consumer culture highly conscious of aesthetics, and the ways in which they are documented online and perceived in person, its a fair question. Aesthetically, the gothic, ironic, tallboy beer-esque branding of Liquid Death sparkling water makes more sense to see in the hand of someone enjoying a night out, than the romantic effervescence of a LaCroix can. According to Weinzierl, alcohol-free drink packaging is designed to function as a fashion accessory[an] object that signals ones values.[Photo: Ghia]In contrast to the dopamine design packaging of brands like Poppi and Bubbly, the packaging design of alcohol alternative counterparts on the market like Kin Euphorics, Ghia, and Recess play into a slightly more staid sophistication. They might have smooth gradients and a high contrast of a serif typeface that looks more trendy and sleek, Weinzierl says. Those packages, while they might have a relaxation focus in their message and design, they still signal to the viewer or consumer that this is a special moment and this is not a soda for children.Though these brands are decidedly wellness-focused (or, adaptogen-rich according to the label on De Sois sparkling nonalcoholic aperitif), the mature breeziness of their branding makes this aspect more subtle, positioning them as almost adult beverages with an aesthetic that translates seamlessly to nightlife and a party atmosphere. On the Kin Euphorics [cans] for example, the letter forms look calligraphic, they have a greater difference in stroke contrasta lot of them are a little funky because they dont want to look too corporate, which makes them relatable, Weinzierl says.The gradient color stories on packages for brands like Kin and Hiyo, which come in slimmer, more sleek cans, simulate the abstract, spiritually-conscious aesthetic look of an aura photo, and Recesss cans feature a wash of sky, which reflects the tasteful whimsy cloud gazing. Ghias offerings are housed in a slim, squat can or a glass bottle wrapped in mature, jewel tone colors, or served in a tumbler on the rocks, while Amlaves two expressions of tequila are found in rich sapphire and persimmon shades, calling to mind the natural, powerful hues of the sky as it transitions from day to night.I see a lot of parallels between nonalcoholic packaging and cannabis products, and a lot of marketing of these products as alcohol replacements, Weinzierl says. I think a lot of them focus on the ritual of a special drink after workits all about the mood and the vibes, things that look like sunsets or the night sky, so all of those things are about bringing peace not just for an evening of fun but also wellness the next day.Tom Hollands N/A beer Bero launched in October, inspired by a motivation to help people like myself reintegrate into that social environment where they might feel like theyre not necessarily welcome, he told Food & Wine, opening up about his own sobriety journey. The citrus-y Noon wheat, lager-style Kingston Golden Pils, and hoppy Edge Hill Hazy IPA will reach shelves worldwide in January, and boast unique gold cans (soon to be joined by uniquely shaped bottles) as opposed to the more traditional blues of beer brands like Bud Light or Blue Moon.Not all blue packaging signals the presence of alcohol, however; Athletic Brewing, a N/A beer whos popular Run Wild IPA comes in a can the color of bright turquoise, is frequently seen on menus in the bar sectorand at sports venues including Barclays Center, TD Garden, Bridgestone Arena, and Emirates Stadium, along with a presence at rave events like EDC Orlandoas a near-identical tasting option to the real thing.[Photo: Athletic Brewing Co.]Nonalcoholic beer accounts for the largest percentage of the overall adult alcohol alternative category, with an 85% share. Part of the reason for this is NA beers accessibility and approachability, says Athletic Brewing CMO Katz, adding: Restaurants, bars, and other nightlight venues must offer a great selection and proudly promote their NA options. Consumers are increasingly opting to participate in zebra stripingalternating between alcoholic and nonalcoholic drinksduring their on-premise visits, so representing NA offerings on menus is a must for any on-premise operator.Consider Stay Zero Proof, LAs first-ever completely nonalcoholic cocktail lounge which opened in January. It already shuttered after a brief eight months in business, perhaps proving that moderation (read: serving alcohol and alcohol-free options) is what consumers respond to best.[Photo: Bonfire/Curious Elixirs]N/ASS REBRAND AS VICES MIXERGhia launched during the height of the pandemic under a direct-to-consumer model, but now Ghias spritzes are available at a range of nightlife venues including The Eastern in Atlanta, Babys All Right and Night Moves in Brooklyn, and Zebulon in LA. We want the brand to show up where people typically consume alcohol to give them an option when theyre choosing not to partake (or need a break from alcohol in between cocktails), she says.New Bar founder Brianda Gonzalez [Photo: Nihal Shaikh/courtesy The New Bar]Gonzales, the New Bar founder, tested this theory during the first-ever spirits-free partnership with the notoriously boozy Coachella Valley Music and Arts Festival, and Stagecoach. I think we had really successful activations because wherever theres a lot of drinking, there are folks looking for another way of participatingwe have other, more interesting recreational ways to alter their state of mind, she says. She adds, Weve done events at bars or restaurants to prove out the concept and there have been a few occasions where the nonalcoholic cocktail sales outperformed the alcohol sales.First launched in 2022 with a brick-and-mortar location in Venice (now joined by one in West Hollywood and another in San Francisco), The New Bar is designed to make the discovery process of the category a bit less friction-riddenand feel more mainstream, cool, and appealing to a younger consumer, Gonzales shares.I saw that there was so much innovation in the space but from a consumer standpoint it was kind of hard to actually find the good stuff, it pretty quickly became a crowded market in some ways, the founder says, who often works with hospitality and entertainment groups to help them build out their nonalcoholic programs, due to changing tides in the nightlife market.Gonzales describes the three New Bar locations as each having their own micro culture which dictates sales and consumer behavior, and has observed that functional beverages are popular because a lot of people are looking for a flavor experience. Theres still a desire to feel something [and] people are drawn toward things that make them primarily relaxed, less anxious, and that help them unwind, she says. The New Bars success illustrates that consumers are looking for options during a night out on the town, and for a place where they can purchase N/A brands for at-home drinking, or to give as host gifts at social gatherings.[Photo: Chelsea Kyle/Almave]One of the products The New Bar carries is Almave, who also served as one of their partners during the Coachella activation (where Almave enjoyed being the primary ingredient in the number one nonalcoholic cocktail across both weekends). The premium, nonalcoholic spirit made in Jalisco, Mexico, launched last year, and uses the blue agave plant and traditional tequila distillation processes and techniques (sans the fermentation step) in order to make an alcohol-free tequila spirit.Almaves introduction to the market is well-timed: In 2023, tequila became the number two value spirit category, and the companys Blanco expression shines brightly in mocktail margaritas, which is the number one cocktail in America. According to Gorczyca, In New York weve also seen the uptick in nightlife and more traditional, higher energy club accounts reaching out like Super Bueno, a Mexican focused bar in the East Village, Outer Heaven, and The Stranger.Alex Smith, the cocktail director for venues Outer Heaven and Laissez Faire (located on the cellar level of The Beekman Hotel), says theres been a huge uptick in the last three years in demand for no-alcohol based beverages, which integrates really well into an already high-end cocktail program mostly because theres such a wealth of new and interesting ingredients that are readily available on the market like Saint Agrestiss Phony Negroni, and others. Its just becoming more of a regular, everyday thing where people go out to a bar and expect to see nonalcoholic cocktails, whether youre not drinking or if you just want to moderate your drinking.Because of both venues focus on music, consumers range from people who are there for a bar experience to those who are there to dance, and less focused on consuming drinks. But they still want to feel like theyre part of the party, Smith notes. Having a well-developed nonalcoholic program is really important to have that versatility where a group of friends can go out and some people can get cocktails, some are going to get nonalcoholic cocktails, and everyone is feeling equal in the experience.The same is true for beer. There are now over 150 brands in the NA category, and weve watched as some high-profile newcomers have approached the segment with a heavy dose of sobriety-focused messaging, says Andrew Katz, Athletic Brewings Chief Marketing Officer. What we know from building this category brick by brick over the last 6.5 years is that nonalcoholic beer is not just for those who choose to abstain from alcohol. In fact, 80% of our customers still drink alcohol. Nonalcoholic beer is truly a modern lifestyle category, not the traditional penalty box category that was once envisioned by legacy brewing companies. The lesson for the company, which launched in 2018: get in the mix.[Photo: Bonfire/Curious Elixirs]NEW APPROACHES ON THE BAR MENU, NEW LOOK ON THE BOTTLEJW Wiseman, owner of Curious Elixirs (whos name predates the coining of the sober curious label), is a hospitality and nightlife veteran, as a bar owner and nightclub investor in venues like Brooklyns formerly named Output (now Superior Ingredients). As a former bartender himself, Wiseman noticed rising trends in people working in the hospitality sector going sober, and decided to launch his nonalcoholic craft drink brand 10 years ago next year.JW Wiseman [Photo: Nick Kova/Curious Elixirs]Our mission is to transform how we drink socially, Wiseman says, whose brand is the James Beard Foundations official partner on nonalcoholic drinks. He also runs an off-the-grid, sober speakeasy on Lorimer Street in Brooklyn called Club Curious, which he describes as being fun to see what works well when you have a space thats entirely non alcoholic.Regionally speaking, the southwest market favors Curious Elixirs spicy and stormy pineapple margarita, while the northeast favors the Sicilian blood orange spritz.[Photo: Erik Bardin/Curious Elixirs]We have a partnership with The Stranger, which is probably the most exciting nightclub thats opened in NY in a decade in my opinion . . . places like The Stranger and Blue Note jazz club really understand that nonalcoholic is what customers are asking for, and that they should have that and alcohol just in the same way they should have meat options and vegetarian and vegan options at any good restaurant, Wiseman says. You need to have inclusive options for people. And those are the places that are really thriving in todays hospitality world.As the alcohol-free beverage category matures, the branding and marketing strategies behind these products seem to be breakout of the good versus evil binary of alcohol consumption versus sobriety, and instead are leaning into the unique opportunity to sip something with less of an impact on physical and mental health that still delivers on flavor and plays a valuable role in nightlife settings.Over time, I think were becoming a little less reliant on alcohol as a means of explaining the value of nonalcoholic drinks, Gonzales says. Its become more like, Here are the benefits of this drink and why it stands alone.