Sober Bars Gain Popularity as Alcohol-Free Spaces Thrive

Gen Z-led sober-curious movement sparks rise of fashionable non-alcoholic bars and clubs

Jan. 27, 2026 at 9:07pm

Got story updates? Submit your updates here. ›

With the growing sober-curious movement, especially among younger generations, the demand for alcohol-free social spaces has surged. Concepts like Soft Bar in Brooklyn, Sans Bar in Austin, and The Maze members club in New York are catering to this trend, offering non-alcoholic drinks, wellness-focused amenities, and a sense of community for those seeking alternatives to traditional bars.

Why it matters

The rise of sober bars and alcohol-free social spaces reflects a broader cultural shift, driven largely by Gen Z, towards more mindful and health-conscious lifestyles. This trend challenges long-held social norms around drinking and provides inclusive environments for those who choose to abstain from alcohol.

The details

These new alcohol-free concepts are designed to cater to the sober-curious movement, offering non-alcoholic beverages infused with ingredients like electrolytes, vitamins, amino acids, and collagen. The spaces also incorporate wellness-focused elements, such as partnerships with fitness companies, to create a holistic experience. Beyond just drinks, these establishments aim to foster a sense of community and belonging for their patrons.

  • In 2022, the no- and low-alcohol category value surpassed $11 billion and is expected to increase by a third by 2026.
  • Soft Bar in Brooklyn opened in 2023, while Sans Bar in Austin opened its brick-and-mortar location that same year.
  • The Maze, New York's first alcohol-free members-only club, launched in 2025.

The players

Carl Radke

TV personality who is bringing attention to the non-alcoholic market with Soft Bar in Brooklyn.

Chris Marshall

Addiction counselor who founded Sans Bar in Austin as a pop-up in 2017 and opened the downtown brick-and-mortar space in 2023.

Justin Gurland

Founder and CEO of The Maze, New York's first alcohol-free members-only club.

Ashley McBryde

Country music singer-songwriter who launched Redemption, an alcohol-free bar in Nashville, as a haven for non-drinkers.

Aria Jahanshahi

Founder of Opa Architecture, who designed the bar at The Maze with a different approach than traditional hospitality projects.

Got photos? Submit your photos here. ›

What they’re saying

“I quit drinking to save my life. But the sad and awful truth was I no longer had a place to hang out once I put the booze down. There were such limited alternatives in Nashville when it came to socializing. The need for a cool place that's safe for non-drinkers had to be met.”

— Ashley McBryde, Country music singer-songwriter

“A traditional bar model—structured around alcohol service and its social rituals—wasn't the right template. The design process became about understanding what a sober or sober-curious patron truly prioritizes: inclusion and a sense of belonging without the presence of alcohol.”

— Aria Jahanshahi, Founder of Opa Architecture

“At its core, social work is about connection. It's about understanding people, building community, and creating environments that help others feel seen and supported.”

— Justin Gurland, Founder and CEO of The Maze

What’s next

The sober-curious movement is expected to continue gaining momentum, with industry experts predicting further growth in the no- and low-alcohol category. As more alcohol-free bars and clubs open, it will be interesting to see how they evolve to meet the changing needs and preferences of their patrons.

The takeaway

The rise of alcohol-free social spaces reflects a broader cultural shift towards more mindful and health-conscious lifestyles, particularly among younger generations. These concepts not only provide inclusive environments for those who choose to abstain from alcohol but also challenge long-held social norms and create a sense of community for the sober-curious.