Name: Sober bars on rise as U.S. alcohol consumption falls
Uploaded: 2025-12-22T14:51:33.598Z
Duration: 2 min 54 s
Description: Nonalcoholic bars, also known as sober bars, are reshaping nightlife in New York City. Their rise comes as alcohol consumption in the U.S. hits a 90-year low. But can they turn a profit?

Nonalcoholic bars, also known as sober bars, are reshaping nightlife in New York City. Their rise comes as alcohol consumption in the U.S. hits a 90-year low. But can they turn a profit?

New York

Sober bars are becoming more common in New York City, with venues like Hecate offering alcohol-free alternatives to traditional nightlife. This trend coincides with a significant decline in U.S. alcohol consumption, which is now at its lowest point in nearly 90 years, according to a Gallup poll.

Non-alcoholic drink sales have surged, particularly among Millennials and Gen Z, who are drinking less for health and financial reasons. While the profitability of sober bars remains a challenge, owners and patrons alike highlight the value of these spaces for community and curated experiences.

'Sober bars' on rise as U.S. alcohol consumption falls

In New York City, sober bars are on the rise, offering a new option for those who opt out of drinking. Hecate was the first of its kind, opening in early 2022 as the city's first fully alcohol-free bar. Its intimate, witchy vibe has since made it a favorite alternative to traditional nightlife in the East Village in Manhattan. I typically just don't enjoy alcohol, so I'm going to an art opening where it's probably going to be a lot of like wine served, and this was a nice way to relax right before it. I do go to regular bars, but I kind of like this because I just, some days I just don't feel like drinking. For someone like me who can't drink alcohol at all for health reasons, places like this are very important because they create a community but also create spaces for people like me that want to enjoy something delicious. I don't have to like commit or hurt their health by drinking alcohol. Today, a handful of sober bars have emerged, at a time when U.S. alcohol use is at its lowest levels in nearly 90 years, according to a Gallup poll. At the same time, non-alcoholic drinks are booming in the U.S., with volumes up nearly 30% in 2023, well ahead of low alcohol consumption. And non-alcoholic beer is leading the way, making up over 80% of servings. On top of that, younger generations like Millennials and NC are drinking less, often to save money and also stay healthier. But can sober nightlife actually be a sustainable market? Abby is the owner of Heck It. She also runs a traditional bar across the street. After growing concerned about how often people were coming in just to drink, she opened Heck It as a different kind of social space. By day, it's a cafe to supplement the money the bar makes on cocktails at night. Yeah, it isn't a giant moneymaker. It's more a labor of love. We're fortunate to have fairly inexpensive land, so that helps. We just charge what we think the market will bear and hope that people come in and pay the prices and that we are able to pay our bills at the end of the month. But, you know, there's a lot of interest in it. You know, when you Google sober bars, we're the first one that comes up because we've been doing it the longest. For the city's former nightlife mayor, profitability comes down to the entrepreneur's own creativity. From what I understand, it's certainly a challenge. A lot of creative thinking needs to take place, whether it be door charges or ticket sales or higher priced non-alcoholic beverages that can match that. But even if a mocktail comes at a high price, people at this bar are willing to pay for a well-curated experience.

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