In New Orleans, a city known for its boozy traditions, an unexpected development is taking root: non-alcoholic bottle shops. The latest addition, Cali Sober Market, offers a curated selection of alcohol alternatives, both THC-infused and not.
But while non-alc retail has seen rapid growth in the past five years, it also faces challenges—as any new category does. Certain early movers have even closed their doors. What prevents some non-alc bottle shops from thriving, and why are others experiencing such great success?
Cali Sober Market: A Bold Bet in a Boozy City
Cali Sober Market is the first shop of its kind in the area. Founded by Monica Roerig Olano, it offers a unique alternative to the city’s alcohol-centric culture.
Monica’s own journey to reduce alcohol consumption in 2023 inspired her interest in the non-alc category. She then decided to launch a non-alc bottle shop because she “saw a gap between what people are looking for and what’s actually available—both in terms of alcohol alternatives and honest conversations about why those options matter.”
Cali Sober Market, as the name implies, will incorporate THC-infused beverages once their hemp permit is approved. While awaiting this permit amid shifting legislative changes, the shop has already attracted an early wave of customers seeking other non-alc options. One key element to Monica’s success: her engaged online community. “After building a community around [my content platform] Cali Sober Mom, I realized that real change happens when people can see, taste, and talk about these products in person, not just online,” she shared. “The overwhelming support in just the first two weeks—without signage or paid advertising—proves what I already knew: I’m not the only one looking for better choices,” she continued.
The Boom and Growing Pains of Non-Alc Retail
Cali Sober Market is part of a broader movement that has taken off since the launch of America’s first non-alc bottle shop, Spirited Away, in 2020. These shops first emerged as a niche concept but quickly gained traction, riding the wave of health-conscious consumerism and the growing “sober curious” movement.
While demand continues to increase, there have been notable bumps in the road. In March 2024, Boisson—one of the largest non-alc retailers in the US—filed for bankruptcy and closed its retail locations. Los Angeles-based Soft Spirits downsized to a store-within-a-store model, and is currently fundraising to be able to continue operations. Other shop owners have downsized to online-only, citing their lack of business experience to effectively run a brick-and-mortar concept.
These shops’ rise and fall raise important questions: is there truly a market for non-alc bottle shops? Or does this simply reflect the typical growing pains of a young category?
Why Some Shops Struggle, While Others Succeed
In Boisson’s case, raising too much capital—with the attendant pressure to expand too quickly into multiple business lines—seems to have been a key issue. For other shops, the biggest challenges are narrow profit margins and competition from major retailers, which have started carrying their own selections of alcohol alternatives. For yet others, the challenges are more fundamental to business and less specific to the non-alc bottle shop model. While some come to this category with business know-how, others are purely driven by their passion for non-alc, and can find themselves in over their head.
Despite these cases, other non-alc bottle shop owners remain optimistic about the category’s future. The most popular prediction is that non-alc retail is simply evolving; shops that focus on curation, education, and community-building are finding ways to thrive. Spirited Away, for example, has benefited from a second revenue stream: offering brands the opportunity to showcase their products with dedicated displays and tasting events. Other bottle shops diversify their revenue streams by renting their shops as after-hours event venues, running their own ticketed events, and expanding their local delivery efforts.
How Visibility Plays a Hand in Non-Alc Success
Beyond diversifying revenue streams, one of the most important factors in the success of a non-alc bottle shop is visibility. The shops that survive in this space are the ones that effectively communicate their value through marketing. Spirited Away has benefited from both top-tier media features and early TikTok virality. Orangily (formerly Loren’s) focuses on email marketing to keep their broad range of customers continually engaged. The New Bar has pursued high-profile partnerships, such as sponsoring the non-alc options at the popular Coachella music festival.
Meanwhile, Generation NA gains attention with innovative offerings: namely, an “adaptogenic slushie” that they serve each weekend. “Customers can ‘choose their own adventure’ by adding functional toppings like hemp-derived THC, CBD, kava, l-theanine, or functional mushrooms. These slushies (made with zero-proof spirits) have developed almost a cult following, with people traveling from all over the Midwest just to try them,” founder Robert Theodorow shared with Dry Atlas.
A strong marketing strategy—whether organic, paid, or earned—can make all the difference in building a loyal customer base. In general, shops that have achieved reach, created compelling narratives, and cultivated engaged communities have seen far greater resilience than those that focus too much on quickly scaling, or simply rely on foot traffic. For businesses like Cali Sober Market, tapping into the founder’s existing audience can be key. By positioning herself as a trusted resource for those exploring non-alc options, Monica has already built a strong foundation that extends beyond retail transactions.
What Does The Future of Non-Alc Retail Hold?
The demand for alcohol alternatives remains strong, and for Cali Sober Market and other non-alc bottle shops, the lesson is clear: thoughtful expansion, effective marketing, and a focus on curation and community will define success in this space.
Monica has positioned her business as more than just a shop; she’s part of a movement. This kind of grassroots marketing is a strong signal of her success potential. As Monica and her team continue to carve out space in New Orleans, Cali Sober Market stands as a testament to the fact that even in cities known for heavy alcohol consumption, there’s room for a different kind of bottle shop.
