Dry January? Sober-curious? Merely fine-tuning your hosting abilities? Spoiler alert: there’s never been a better time to give your at-home bar some non-alcoholic zhuzh. A rolling party on wheels, your bar cart is a canvas for some of your most cherished collectibles. Bottled-up memories like the spirits you discovered on your summer sojourn, designer Champagne poised for an impromptu toast, and those rare pièces de résistance you’re saving for life’s most-treasured occasions. The best news? For every one of those spirited libations, there’s now a non-alcoholic counterpart waiting in the wings.
Moreover, if going dry is more than just a “new year, new me” kickstart, rest assured you’re on trend. Milan Martin, founder and CEO of The Free Spirits Company, a burgeoning small-batch purveyor of non-alcoholic spirits, observes that many experience an awakening during Dry January and find the non-alcoholic hype is, in fact, real. “It’s become less about ‘making it through the month’ and more about discovering just how good you can feel with a little less alcohol in your life,” Martin explains. “We see about 25% of our new customers for the year coming in just in the month of January.”
Alcohol-free libations have reached a new peak, confirming that this is indeed how many people socialize now. Melanie Masarin, the visionary founder of Ghia, the non-alcoholic spritz of the It crowd, confirms, “This is a real cultural shift, not a fad! We’re seeing about 90% of our customers identify as drinkers seeking to moderate their consumption, further proving this isn’t just for sober people.” Martin echoes this sentiment, noting, “Our business, once met with furrowed brows and questions like, ‘What’s the point?’ is now growing at triple digits, backed by the tailwinds of an ‘Adult Non-Alcoholic Beverage’ category that is on fire.”
So, where to begin in elevating your non-alcoholic home bar, or stocking a Deco-inspired cart that Gatsby would have been proud to roll out at a West Egg soirée? Below, founders, experts, and bar directors offer their wisdom on how to curate a sophisticated lineup of non-alcoholic spirits, apéritifs, wines, beers, and mixers that are sure to impress and delight.
A Few Tips to Consider
Balance
Martin says that whether you’re crafting a classic or bespoke concoction, “It’s all about balancing those big flavors on the palate: the sweets, the acids, the bitters, and the sours.” Erin Davey, the head of bars at Soho House, adds that non-alcoholic drinks come with their own superpower. “Because of the lack of booze, the flavor diversity in a lot of NA products is already more nuanced, so even doing something as simple as a Paloma is automatically elevated.”
Garnishes and Bitters
Elevate your drinks into Instagram-worthy masterpieces with one quintessential element: garnishes. Tibor Krascsenics, Group Bar Manager for La Petite Maison, notes, “citrus peels—like lemon, orange, or grapefruit—always add a zesty brightness, while edible flowers inject a touch of beauty and sophistication.” A visit to your local farmer’s market or grocery store will also unveil a trove of decorative options: think fresh mint, sprigs of rosemary, Bosc pear, ribboned fresh cucumber, or even candied ginger.
