Ellicottville Brewing Company just became the newest brewery in Upstate New York to release their own nonalcoholic beer. In early July they announced their first ever NA brew on social media. Their first non-alc brew is a less than 0.5% ABV version of their wildly popular Blueberry Wheat.
According to their website the nonalcoholic Blueberry Wheat beer is produced entirely in-house at their production facility in Cattauragus County. The new brew is one of only a few nonalcoholic beers produced in Western New York. Plus, it is likely the only fruited nonalcoholic beer in all of Upstate.
As more Americans choose to drink less alcohol, breweries everywhere are trying to find ways to accommodate customers with options. While producing a nonalcoholic beer has gotten more approachable for breweries, it’s still complex and can be costly.
The new nonalcoholic Blueberry Wheat from Ellicottville Brewing Company is available in cans only right now. It’s available at each of the Ellicottville Brewing locations, but it’s also sold in stores around Upstate.
When Dry A.F. Craft Beverage Shop opened in early March 2024, it became one of the first nonalcoholic bottle shops in Upstate New York. Owned by Jennifer Barnett, the small storefront on Main Street in Schoharie originally occupied half the space. Within six months, the shop expanded to fill the entire location as interest grew.
What began as a curated collection of nonalcoholic beverages quickly evolved into a community hub for the sober and sober-curious. The shop offered a welcoming space for those exploring alcohol-free lifestyles to discover new and interesting NA options. The variety includes dealcoholized wines, nonalcoholic beers, functional beverages, and lots more.
Dry A.F. soon became the only brick-and-mortar nonalcoholic bottle shop within several hours’ drive of Schoharie. While big box stores and supermarkets have started adding nonalcoholic products to their shelves in response to growing demand, dedicated shops like Dry A.F. provide a far broader selection. They also offer educational tastings, community-building events, and access to small-batch brands that often can’t scale to national distribution.
On July 23, 2025, the closure of Dry A.F. was announced via social media. The brick-and-mortar location is set to close its doors on October 25 of this year.
Find Place To Purchase
Dry A.F. will still maintain hours with their brick-and-mortar shop through October 25th. If you’re looking for other nonalcoholic bottle shops in Upstate New York you’ll find a list here. For a global map of nonalcoholic bottle shops you can visit an interactive map at Zero Proof Nation.
The U.S. Open Beer Championships have given out thousands of medals since they first began the competition in 2009. The contest hosts 8,000 different entries from around the country to rank in over 150 categories. The majority of the categories are all alcoholic beer, but there are a few non-alcoholic categories, and even two root beer categories and one for hop water.
This year there were six categories related to non-alcoholic beer with 18 total medals given out for near beers.
Western New York earned some bragging rights though when Big Ditch Brewing out of Buffalo was awarded a Silver Medal for Best Non-alcoholic IPA.
Big Ditch’s NA Burner
In November 2024 the Buffalo-based brewery released their NA Burner nonalcoholic IPA. Coming in at under 0.5% ABV it’s a “near beer” version of their popular Hay-Burner IPA.
Available in cans from the brewery and in stores all over Upstate New York, the NA Burner IPA has become a local favorite for good reason.
As the demand for nonalcoholic beverages continues to grow, so too does the diversity of options available to consumers. From alcohol-free craft beer to functional adaptogenic drinks, the sober curious movement is no longer a niche — it’s mainstream.
But with so many alcohol alternatives on the market, it raises an important question: What do consumers really want in a nonalcoholic beverage?
Exploring Preferences in the Sober Curious Community
People choose nonalcoholic drinks for a variety of reasons. For some, it’s a step toward better health and fewer calories. Others want a beverage that mimics the appearance of alcohol to blend in socially, while some are drawn to mood-enhancing or functional ingredients like CBD, adaptogens, or nootropics.
To better understand what drives these preferences, nonrocaholic conducted a recent Sunday Survey via Instagram, targeting sober curious individuals in the Rochester, New York area.
The Survey: What Matters Most in a Nonalcoholic Beverage?
The survey asked one central question: “What do you most look for in a nonalcoholic beverage?”
Instagram polls are limited in space, so participants were given three response options, plus the choice to simply view the results:
A flavorful experience — for those who prioritize taste and quality.
Functional, mood-boosting properties — including drinks with calming, energizing, or psychoactive effects (like CBD, magnesium, or THC).
Simple and low-calorie — ideal for people focused on clean, light refreshment with minimal ingredients.
Survey Results
Total views: 218 people saw the poll
Total responses: 72 votes (6 chose to only view results)
Top priority: Flavor
48 respondents (67%) chose “a flavorful experience” as their top priority when choosing nonalcoholic drinks.
While the survey didn’t dive into specifics, this category could include everything from L-theanine and Lion’s Mane to hemp-derived THC beverages.
Low-calorie options:
10 respondents (14%) indicated a preference for simple, low-calorie drinks.
Key Takeaways
Although this was an informal poll targeting nonrocaholic’s Instagram followers, the results offer a snapshot of consumer interest — particularly within the sober curious and alcohol-free community.
Flavor clearly dominates the list of priorities. While functionality and health benefits matter to some, the majority of respondents simply want a nonalcoholic beverage that tastes great.
This aligns with broader trends in the beverage industry, where premium flavor profiles and quality ingredients are helping brands stand out in a rapidly growing market.
Conclusion
Whether it’s for wellness, social ease, or a night off from drinking, today’s nonalcoholic beverage consumers are thoughtful and selective. But if this survey is any indication, great taste remains king.
As the nonalcoholic category expands, brands that prioritize flavor — while also offering functional benefits or low-calorie options — will likely resonate most with today’s evolving drinkers.
While more people are getting interested in the sober curious movement there are more companies producing nonalcoholic beverages. With the advent of zeroproof spirits, dealcoholized wine, and nonalcoholic beers there comes an ever expanding frontier of hospitality and retail. Welcome to the Non Alcoholic Bottle Shop!!!
At its core, a nonalcoholic bottle shop is exactly what it sounds like: a store that sells beverages that look, feel, and often taste like traditional alcoholic drinks—but without the booze. You’ll find everything from hop-heavy IPAs and zero-proof botanical gins to alcohol-free red blends and celebratory bubbly. Many shops even curate collections for different tastes and offer events or tastings to help you discover your favorites.
But this isn’t just about novelty. These shops exist because something much bigger is happening culturally. We’re entering a moment where people are starting to question the role alcohol plays in our lives.
The Rise of the Sober Curious Movement
If you’re not familiar with the term “sober curious,” it was coined by author Ruby Warrington in her 2018 book Sober Curious, and it refers to people who are actively questioning the role alcohol plays in their lives—even if they’re not planning to quit entirely. For many that looks like cutting back, taking breaks, or exploring alcohol-free alternatives.
What’s noteworthy though is it’s not a small group of people. According to a 2023 NielsenIQ report, sales of nonalcoholic beverages in the U.S. grew by more than 31% over the previous year, and the nonalcoholic beer, wine, and spirits category is now valued at over $500 million. Even more telling? Over 80% of people buying these beverages still drink alcohol. That’s the essence of sober curiosity: it’s not all or nothing—it’s about having a choice.
There are still those (like me) who are 100% sober 24-7, but the group that is dabbling in sobriety and nonalcoholic options is growing exponentially.
Why These Shops Matter
When I walk into a non alcoholic bottle shop, I don’t feel like I’m missing out anymore. These spaces are specifically designed to celebrate mindfulness and an experience steeped in being present. There’s no awkward looks. No “just have one!” type of peer pressure. Just a carefully curated world of delicious drinks and like-minded people who get it.
And it’s not just about lifestyle—it’s about mental health, inclusion, and public health too.
Alcohol is the third-leading preventable cause of death in the U.S., according to the National Institute on Alcohol Abuse and Alcoholism. And rates of alcohol-related illness, especially among women and young adults, have been rising steadily. Meanwhile, research from Gallup shows that younger generations—especially Gen Z—are drinking less than any previous generation. They’re more interested in wellness, mental clarity, and social equity.
Nonalcoholic bottle shops are becoming a meeting place for this cultural moment. They’re providing a retail and community space that aligns with values like balance, intention, and health. They’re normalizing the idea that not drinking can be just as festive and flavorful as drinking—and that’s incredibly important.
So they’re not just built as a physical retail space. They’re built to serve as a community space and safe haven for those looking to skip the booze.
What To Know When You Go To A Non Alcoholic Bottle Shop
There are some shops that are retail only. Dry A.F. in Scoharie, New York is one example of a retail-only shop. There’s still an atmosphere of safety and support here, but without special events.
Then there are non alcoholic bottle shops that also have full bars. AltBar in Rochester, New York is an example of a retail space that also includes a bar with crafted zeroproof cocktails and mocktails. They hold different events meant to inspire socializing.
Another type of shop is one where non alcoholic beverages aren’t the primary focus. Terroir General Store in Lockport, New York has a cafe-like setting with baked goods made in house, an espresso drinks menu, and some speciality food items in their retail space. While it’s not a dedicated bottle shop, their interest in the beverage category is strong. As a result their shelves have a nice selection of products including non-alcoholic beer and zeroproof spirits. At a shop like this the selection won’t be as vast as a dedicated shop, but the intention is very similar.
As nonalcoholic options have expanded in recent years, one option is still trying to find its identity. Despite its simplicity, hop water is still somewhat misunderstood. With just two main ingredients, people still aren’t entirely sure what hop water is supposed to be. The more this beverage category expands though, the more confident the producers become in their offerings.
Simply put, hop waters are designed for those who love the taste of hops but are avoiding alcohol. In some cases they’re just sparkling waters that have been flavored with hops. Then some others have added flavors like mango, or lime, or even teas adding to its complexity.
Part of the confusion is that some producers are pushing their hop water as a beer alternative. While it could be a good alternative, that doesn’t mean hop waters are synonymous with nonalcoholic beer. A non-alcoholic beer undergoes an entirely different process and uses ingredients you won’t typically find in hop water. While hop water may be a nonalcoholic alternative to drinking beer, they’re most certainly two different products.
Still though, there may be a hop water on the market that gives you the flavor you’re looking for. Plus, they’re typically produced with zero calories!
Why Hop Waters Exist
As interest in nonalcoholic drinks continues to surge, producers are looking for ways they can capitalize on the current interest. Producing a beer and then removing the alcohol is not only complicated but it’s also super expensive. Dealcoholization technology is still long way off from being accessible to all. Breweries wanting to offer an in-house nonalcoholic beverage need to find ways to create something unique while not busting their own budgets.
Infusing a sparkling water with hops is a cost effective method of producing a beverage in house.
Hop Waters In Upstate New York
As the nonalcoholic options in Upstate New York continue to diversify, a few local folks have started producing their own hop waters. So far breweries seem to be the ones offering hop waters, which kind of makes sense. They already have the hops if they’re brewing beer, and likely already have the knowledge of how different hops varieties will perform when added to the carbonated water. As simple as it sounds though, there’s a reason you aren’t seeing it all over the place. It’s way harder than it seems to get the recipe just right.
Race Ready Refresher – Finger Lakes
Race Ready Refresher is made by Grist Iron Brewing Company on Seneca Lake in Burdett. You can get it cans on site while you’re hanging out, or in six packs from their gift shop. These are also starting to pop-up in other places. I first found it in the cooler at the Finger Lakes Welcome Center in Geneva and the tasting room at the NY Kitchen in Canandaigua carries it, too.
Belgian Inspired Hop Water – Central New York
Ommegang Brewery in Cooperstown has created a hop water using the aquifer right on site at their brewery. Then add the carbonation and hops, but they’ve also included ginger and lemon peel, giving their version a bright, refreshing finish. They also set themselves apart by packing it into a 16 oz can.
Their website says it’s only available on site at the brewery, but they’ve been selling it in four-packs all the over the place. Wegmans sells it, AJ Beer Warehouse in Henrietta has it, too. Though you can get it many places, kicking back in Cooperstown is tough to beat.
Ever-Hop – Hudson Valley
While some others on this list have just a single offering, this brand is only making hop water, and they have four offerings in their line. Their original is a hop-only flavor, then they have citra mango, lime spritz, and rose lemonade. It’s for a sale here and there (One Stop Brew Shop in Greece has it) but in March 2024 they landed a spot on the shelves at Whole Foods, too.
This week felt a little quieter with the come-down from St. Patricks’s Day media, but there are folks all over the globe plugging away at these topics. I found news on a sober dancing club, some nerdy info in a podcast about NA beer, new products, and some economics. While there wasn’t too much nonalcoholic news out of Rochester, we did at least get a mention!
Sober Dancing At The Farm
When The Farm opened in Garden City, it was meant as a swing dance hall and gathering spot for those interested in learning to dance. In recent years, the owners realized there were younger folks, even teens, wanting to learn to dance. In an effort to be inclusive for those not legally allowed in bars, they started a sober club back in October 2023. Without alcohol, younger folks are able to find a place for healthy socializing and learning to dance.
This brewery in Bend, Oregon is already popular, but this week they made some announcements earning them headlines in a lot of outlets. They’re releasing an IPA this week, which in itself isn’t exactly Yahoo! Finance newsworthy, but the fact that they’ve partnered with Sustainable Beverage Technologies to utilize the company’s BrewVo system certainly is. The move marks a huge investment from the brewery signaling their faith in an expanding market.
It’s no secret that non-alcoholic beverage sales are up overall, and Dry January typically sees a spike in sales. Now that we’re in March and businesses have had time to tally receipts, the results are official. Business Insider connected with a posh hotel and social club in the UK to find out just how high those sales went. (Spoiler: It went well.)
How Local Breweries Will Influence The Future Of NA Beer
The U.S. of N/A podcast is just getting rolling, but already host Jon Eggleton is hitting it out of the park with presenting great information. On this episode, he brought Tyler McMahon of Reducaholic on for a super intelligent chat about the future of NA beer. Both of these guys spend all their free time clocking the changes in the nonalcoholic beer scene, so their chat is filled with the most up-to-date news on the topic you’ll get this week. Plus, little old Rochester, New York gets a shout-out!!
Leading up to St. Patrick’s Day means there is a ton of alcohol talk, and not quite as much…sober talk. Still though, the non-alcoholic scene in the Finger Lakes isn’t changing too quick, but it continues to gain momentum worldwide. This week there’s news of mocktail pop-ups, the United Kingdom discussing how they should be labeling beverages, and how some folks just kept going with their Dry January routine.
UK Labels Could Be Changing
Here in the United States the label “nonalcoholic” means that a beverage has less than 0.5% ABV. There are some products, like Heineken 0.0 that claim to have precisely zero alcohol, but actually have tiny trace amounts upward of 0.03%. Globally, the rules for identifying whether or not a product is “alcohol free” vary from place to place. Recent discussions in the UK are showing a bit of shakeup on how nonalcoholic drinks could be labeled there.
Dry January Turns Into Just Being Sober All The Time
There are more and more people taking a run at the Dry January and Sober October challenges in recent years. Some folks stay dry for the month and head back to their alcoholic options, but some are realizing that month of dry time served them well. For a few people, that month has been more about the discovery that sober feels good. The Good Men Project offers a story about some people that decided to just keep going.
When Starla Wines was founded in 2021 their lineup of non-alc wines intended to break a bunch of barriers. They offer a sugar free, full bodied wine alternative that has made some decent waves in the few years they’ve been around. This past week the founder/CEO announced that they’ll be expanding their offerings in 2-packs of individual glass size servings. Rather than carting around an entire bottle of Starla Wines, you’ll be able to take one serving on the go.
While there are bottle shops and non-alc options springing up all over the place, a few cities are still jumping on board and recognizing that having options isn’t just a novelty. Some people in San Antonio, Texas are realizing the options available are better than before, and it’s catching on.
This week in the world of sober stories and zero-proof reporting, there are podcasts reviewing beers, new nightlife openings, opinions on labeling, and plenty more. Here’s just a handful of links from the last week that will catch you up to speed on some of the latest news from the non-alcoholic world.
NA Beverages Podcast Episode
The FoodAboutTown podcast hosted by Chris Lindstrom on the Lunchador Podcast Network has been the go-to food podcast in the Rochester area for years. As the first in a string of episodes that will be coming out, I joined Chris on his podcast to talk a bit about NA beverages, and we drink through three Untitled Arts beers and offer some tasting notes. Quick and easy listen just under 30 minutes!
If you’ve ever picked up a can of something figuring it was just an iced tea and then learned it was a hard iced tea, you might be wondering why the labels aren’t more clearly distinguishable. And if you have, then you wouldn’t be the only one. Turns out, more and more people are finding it difficult to navigate a field of shelves with no-so-crystal-clear labeling. Izabelle Wensley at the New Hampshire Bulletin makes a strong case this week for labels to be more clear about whether they have alcohol or are nonalcoholic.
The Mocktails For Mommy brand was first founded in Huntsville by Dr. Ashley Hunt-Poole. Her MAMA line of nonalcoholic wines includes a few different flavors, and they’ve now earned her national attention. Sam’s Club has signed a deal to carry her wines, catapulting a small business into a huge brand almost overnight.
The City of Angels now has its first alcohol-free lounge thanks to owners Summer Phoenix and Stacey Mann. The Stay Zero Proof lounge will have absolutely no alcohol available, offering a safe space for those wanting a nightlife option without the booze. They’ve selected a location with a pretty interesting history known for once being a nightclub with some pretty famous acts having passed through.
This week there was a lot of great pieces published about the sober and nonalcoholic world. From NA beer reviews to bottle shop openings, there’s some good news to catch up on. Here’s a roundup of five links published between February 25th and March 2nd I think you should read.
Northwestern Students and Non-Alc Wine
College students at Northwestern University aren’t just exploring the dealcoholized wine scene, they’re forming clubs for it! The NAWTE (Non-Alcoholic Wine Tasting Experience) student group is a fully organized club dedicated to tasting non-alcoholic wines. Their goal is to provide a learning experience in a safe social setting.
Philadelphia just got a bottle shop! WPVI-TV did a story this week about the Wallace Dry Goods store opening. The video clip does a quick interview with owner Robin Cummiskey and offers a preview of what the new shop will be serving up.
While much of the sober and serious non-alc scenesters attempt to raise the bar for options, some folks are going back to basics. A writer at Bon Appétit this week makes the case for why a simple Shirley Temple isn’t such a bad option after all.
The Italian non-alcoholic wine line Prima Pavé is making huge waves lately. They’re winning both awards and the hearts of fans from around the globe. As a result, their sales and expansion efforts are ramping up substantially. Now available in eight countries, and even in Williams-Sonoma stores!
Jarod over at the Nonalcoholic Aficionado rounded up four dark beers this week to review. He picks up the Bravus Oatmeal Dark, Athletic Brewing Lodge Life, Untitled Art S’mores Brew, and the Gruvi Mocha Nitro Stout. Don’t even try to guess which was his favorite. Just watch the video to find out.
