While the holidays are a season for joy, our packed social calendars can sometimes offer challenges around alcohol, leading some to take a break from drinking at the beginning of the new year. The sober-curious movement is gaining traction in the cultural zeitgeist, especially as Gen Z and millennials prioritize health and inclusivity, creating an opportunity for sober spaces to thrive.
Rochester’s Alt Bar offers a nice restaurant space where people can socialize and celebrate without alcohol. Co-owned by Meg Hartman, Alt Bar is the city’s first non-alcoholic bar and bottle shop. Meg recently shared her inspiring story with Kelly Bush on Getting Real with Bossy Podcast, revealing how Alt Bar is challenging cultural norms while fostering community and innovation.
Key Takeaways:
Entrepreneurial Persistence: Building a non-traditional business demands resilience and adaptability to societal shifts.
Community and Inclusivity: Alt Bar's success stems from its commitment to creating inclusive spaces, backed by heartwarming customer stories.
Thriving Non-Alcoholic Market: The rise of non-alcoholic beverages is more than a fad—it’s a lifestyle choice shaping the future of hospitality.
🎙️ The Growing Movement of Sober Curiosity
Non-alcoholic options are no longer just a novelty—they’re becoming a mainstay in social life. As Kelly Bush shares on the podcast:
"93% of people buying non-alcoholic beverages are also buying alcoholic products." - Kelly Bush, Marshall Street Bar + Grill
This statistic shatters the myth that the market is solely for non-drinkers. Non-alcoholic options are stepping into the spotlight, not as an afterthought, but as a serious contender in the beverage industry.
It’s clear: non-alcoholic choices aren’t just meeting consumer demand—they’re redefining what it means to celebrate, socialize, and live in alignment with evolving values.
Hartman emphasizes this growing demand through offerings like dry weddings and private events, where the absence of alcohol enhances, rather than detracts from, celebrations. This trend reflects a cultural shift in how we view health, wellness, and social connection.
🌅 Embracing a New Vision for Hospitality
Meg Hartman entered the non-alcoholic business world as a response to her husband Bob's decision to adopt a sober lifestyle in 2019. Discovering a lack of social options for non-drinkers, they envisioned a space where evenings could still sparkle without alcohol. Their vision turned into reality when they sold out their first non-alcoholic cocktail pop-up with 80 tickets.
Alt Bar has evolved into a full brick-and-mortar restaurant space, offering more than a business—it’s a community hub.
"We’re redefining what it means to raise a glass. You don’t need alcohol to make a toast." - Meg Hartman, Alt BAr
This philosophy resonates with customers, like one couple who hadn’t stepped into a bar in 30 years. They found joy at Alt Bar, which Meg described as “a beautiful moment of belonging.” Such stories highlight the importance of inclusive spaces in reshaping the nightlife experience.
Shaping the Future of Social Spaces
Alt Bar’s success showcases the potential of non-traditional business models in industries long thought unchangeable. With visionaries like Meg Hartman leading the way, the rise of non-alcoholic spaces signifies an exciting evolution in hospitality to make a cultural statement, proving that every glass raised—alcoholic or not—can reflect authenticity and create a safe space for socialization without centering around alcohol.
Mocktail Moment
Are you feeling inspired by Alt Bar’s vision?
Try these refreshing mocktail recipes at home for Dry January!
🍊 Sparkling Citrus Spritz
Ingredients:
1/2 cup freshly squeezed orange juice
1/4 cup sparkling water
Ice cubes
Orange slice for garnish
Instructions:
Fill a glass with ice cubes.
Add orange juice and top with sparkling water.
Garnish with an orange slice.
🍓 Strawberry Coco Fizz
Ingredients:
1-2 Tbs. Strawberry cocktail syrup - like this one from The Farmer’s Jam
¼ cup sparkling water or craft soda such as Poppi
¼ cup Coconut water
Instructions:
Fill a glass with ice cubes.
Starting with the syrup, put all of the ingredients in a glass. Give it a stir and enjoy!
⛱️ Tropical Sunset Cooler
Ingredients:
1/2 cup orange juice (freshly squeezed for best results)
1/4 cup pineapple juice
1/4 cup coconut water
1 tsp grenadine (optional, for a layered “sunset” effect)
Ice cubes
Orange slice or cherry for garnish
Instructions:
Fill a glass with ice cubes.
Combine orange juice, pineapple juice, and coconut water in a shaker or directly in the glass. Stir well.
(Optional) Slowly pour grenadine over the back of a spoon to let it settle at the bottom for a layered look.
Garnish with an orange slice or cherry, and enjoy!
Redefining Nights Out
Alt Bar isn’t just redefining what it means to socialize without alcohol—it’s setting a new standard for inclusive, health-conscious hospitality. Whether you’re sober-curious, embracing Dry January, or simply seeking a refreshing way to connect with others, Alt Bar proves that meaningful social experiences don’t need to revolve around alcohol.
Ready to raise a glass to a healthier, more inclusive social scene? Check out the menu on Alt Bar’s website and follow on Instagram and Facebook. You can also find more information about the movement here. Cheers to authenticity and connection in 2025! 🥂✨
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