What Makes a Great Non-Alc Bottle Shop? (pt. 1)
I’m super excited to bring you this travel-based series of What Makes a Great NA Bottle Shop. Our virtual worldwide trip takes us from Indiana to Portugal and everywhere in between. This is the first of several installments.
The Other Bottle |📍 Lisbon, Portugal
Q+A with Jeremias Loock, owner of The Other Bottle.
The Other Bottle | 📍 Lisbon, Portugal
What makes a great NA / functional bev bottle shop?
For me, a great NA bottle shop is not just a place that sells alcohol-free drinks. It needs to be a space of discovery, trust, and edutainment.
The category is still new for many people, so curation is everything. Customers need to feel that every bottle has been selected with a clear point of view: quality, taste, occasion, and real drinking experience. A great shop helps people understand when and how to drink these products, whether it is for dinner, a celebration, an aperitif, pairing with food, or simply replacing a ritual they already enjoy.
The best bottle shops also create confidence. Many shoppers have tried bad alcohol-free products in the past, so you need to guide them, let them taste, explain the difference between wine alternatives, proxies, aperitifs, kombuchas, beers, and functional drinks, and make the category feel exciting rather than restrictive.
In the end, a great NA bottle shop should feel like a modern wine shop: curated, welcoming, knowledgeable, and full of products and info about the producers that make people curious.
What’s one of your favorite brands of the moment?
One of my favorite brands of the moment is Royale, the first Portuguese high-end alcohol-free sparkling brand.
Royale
For me, it is simply the best quality alcohol-free sparkling I have tasted so far. Portugal may be a little late to the category compared to some other markets, but what is coming out now is genuinely top notch.
I also see this with other new Portuguese producers: for example, Oyá is probably the best alcohol-free beer I have tasted. So while the market here is still young, the quality of the new generation of products is extremely exciting.
What I really like about Royale is that it brings a very pure, quality-driven approach to the category. It feels elegant, premium, and genuinely made for special occasions, not just as a compromise.
It is also a female-founded brand, which makes it even more interesting in a category that is still being shaped by strong independent producers and new perspectives.
Royale Cabernet Blanc
What tip do you have for potential / new shoppers?
My tip would be: do not start by looking for the perfect copy of your favorite alcoholic drink. Start by asking what occasion you are shopping for.
Is it for an aperitif? Dinner? A wine pairing? Something fresh after work? A celebration? Once you think in occasions, the category becomes much easier and much more exciting.
Also, be open to tasting. The NA category is incredibly diverse now, and some of the best products are not trying to imitate alcohol directly. They create their own experience.
Herban Flow |📍 St. Petersburg, FL
Q+A with Caitlyn Smith, co-owner of Herban Flow.
Herban Flow | 📍 St. Petersburg, FL
What makes a great NA / functional beverage bottle shop?
A great NA / functional bottle shop creates a welcoming environment where people can explore without judgment. Education is a huge part of what we do at Herban Flow — there are so many new ingredients, effects, and experiences in this space, and customers often come in overwhelmed or unsure where to start. We focus on helping people discover products based on how they want to feel, whether that’s relaxed, social, energized, focused, or simply enjoying a great-tasting drink without alcohol.
We also think variety and accessibility matter. Having options across different potency levels, flavor profiles, and functional ingredients allows people to personalize their experience and feel comfortable trying something new. Most importantly, it should feel fun, approachable, and community-driven.
What’s one of your favorite brands of the moment?
One of our favorite brands right now is Herbal Oasis. They’ve done a beautiful job blending functional botanicals with a social drinking experience that still feels elevated and approachable. Their focus on plant-based ingredients, relaxation, and mindful connection aligns closely with what we love sharing at Herban Flow, and they’ve done a great job making functional beverages feel approachable for new consumers.
Herbal Oasis - Lemon Lift
What’s one tip you have for potential / new shoppers?
Start low, stay curious, and don’t be afraid to ask questions. A lot of people walk in thinking they need to understand every ingredient before trying anything, but the best approach is focusing on the experience you’re looking for. Whether you want to unwind after work, replace alcohol socially, or just try something new, there’s usually a great starting point for everyone.
Generation NA |📍 Lafayette, IN
Q+A with Rob Theodorow, owner of Generation NA.
Generation NA | 📍 Lafayette, IN
What makes a great NA / functional beverage bottle shop?
I’m going to talk about this a bit more in our 4-years anniversary video tomorrow, but IMO it’s all about the experience. It’s not just buying a slushy machine or signing up for a farmer’s market – those are just the tools. It’s all about creating a community and something people want to be a part of – oh and giving them a little FOMO too. Focusing on what you are versus what you aren’t. We don’t dwell on the non-alcoholic part but rather show the benefits of functional drinks and what they can offer - fun / improved lifestyle / vibes!
What’s one of your favorite brands of the moment?
Mellow Mood Hemp Co. – they are vertically integrated and own a hemp farm just south of our shop. The quality and variety of products are second to none in the space. They have options for just about anyone – elixirs, gummies, salves, bath bombs, etc.
Mellow Mood Hemp Co.’s D9 Chemdog Elixir
What’s one tip you have for potential / new shoppers?
Stop asking us “what’s the point?” LOL, just kidding – but for real though. Don’t think about these shops as “sober” shops necessarily and that you have to refrain from alcohol 100% to enter. We’re community hubs that offer alternatives to booze for any occasion.
Killjoy |📍 Nashville, TN
Q+A with Stephanie Styll, co-owner of Killjoy.
Killjoy | 📍 Nashville, TN
What makes a great NA / functional beverage bottle shop?
The COMMUNITY!! Hands down! Our community is so engaged and loving that showing up and being at the shop is a F*CKING JOY!
What’s one of your favorite brands of the moment?
Namari, is it ever not Namari season???!! Guinep, these are great for the summer and an active lifestyle. Cali Sober, my fav THC go to, they are just floaty, social and f*cking DELICIOUS!!
Namari
What’s one tip you have for potential / new shoppers?
Ask the staff about the product or recommendations! We love guiding folks through this tasty space! There are many options available, so being curious and quizzative is a must!
Orangily |📍 Indianapolis, IN
Q+A with Kris Patrick, co-owner of Orangily.
Orangily | 📍 Indianapolis, IN
What makes a great NA / functional beverage bottle shop?
A great NA bottleshop needs to have a flexible setup or arrangement. Customer tastes change weekly. Availability of some products can be unpredictable. We need a space where we can rearrange the shelves and products within an hour or two. We also need a flexible space to accommodate workshops, yoga classes, and guest speakers.
What’s one of your favorite brands of the moment?
We are convinced that little fairies make the Five Corners Beverage Co. out of Chicago.
Pickleback by Five Corners Beverage Co.
What’s one tip you have for potential / new shoppers?
Sweet can be sophisticated. Don’t reject alcohol-removed Rieslings or Moscatos because you think they aren’t dry enough.
Discover all the world’s non-alcoholic bottle shops and booze-free bars with the Zero Proof Nation Global Map of AF / NA.
Zero Proof Nation Global Map