Crafting Change
Phil Adams. Photo by Brian Hutson
To give local barflies and bar owners a space to learn, discuss, and (yes) debate the future of bar culture in light of new drinking trends, Ann Zadeh (exec dir. Community Design Fort Worth) and Edward Brown co-moderated a Q&A panel discussion with guests Collin Zreet, Advanced Cicerone and frequent writer on NA beer trends, Beth Hutson, co-owner of Elevated Content and publicist for NA adult beverage brands, Tina Howard, owner of Leaves Bakery & Books, and Phil Adams, owner of Proper.
Zreet: I got into it more recently. As my brewery was closing, it was a stressful time, and I decided it was best for my physical and mental health to take a break from beer. I started trying NA beers and noticed a lot more options. I even wrote a few articles exploring different trends in NA beers.
Hutson: I've always represented brands in lifestyle industries, and alcohol was a part of my job. I remember going out and finding that zero-proof cocktails were limited to club soda or O'Douls. I stopped drinking five years ago and decided I was going to make mocktails cool. With my marketing experience and passion, I started promoting zero-proof options. Now, I represent zero-proof brands and advocate for mocktails.
Adams: Along with my wife, we run Proper, where we have a great non-alcoholic cocktail menu. Several years ago, one of our regulars had to stop drinking due to medication, so I started making non-alcoholic "liquors." That eventually became known as Dave’s Menu.
Howard: We started with Leaves off South Main. Back when we had our tea shop, we considered opening in the evenings with a liquor license. During the process, we experimented with tea-based non-alcoholic drinks, and we realized there was a whole market for it—no one was asking for alcohol.
Do any of you have thoughts on how non-alcoholic beverages and the provision of such both in combination with establishments that serve alcohol and those that don’t shape our entertainment districts and the way our community socializes together?
Hutson: Offering a non-alcoholic option is just being a good host. We want people to feel comfortable and not stand out. I can’t tell you how many drinkers go for mocktails, too. There are lots of reasons people might not be drinking, and it's all about hospitality.
Adams: One thing we've lost is the neighborhood pub. There's no reason why a pub can't offer both alcoholic and non-alcoholic drinks. Right now, 10% of our sales are non-alcoholic. If we had more neighborhood pubs, people wouldn’t have to travel far to enjoy a good drink, whether alcoholic or not.
Do you see any stigmas around non-alcoholic drinks?
Hutson: In the past, stigmas were stronger, like assuming someone must be pregnant or an alcoholic if they weren’t drinking. Now, people are more open and understanding. I felt like I had to put together a messaging package to show that we're OK going to bars and that we're still fun. That’s why I built partnerships and an Instagram page to make non-alcoholic options more accessible, so no one feels awkward asking for them.
Adams: I’ve been drinking for 44 years, but in the past 10 years, I’ve narrowed down my friend base. None of my friends care about what I drink, and I don’t judge them either. You have to choose who you spend time with.
Hutson: I still get peer pressure to drink, like people suggesting I have just one drink an hour. It’s frustrating, especially at 40 years old.
What are your thoughts on the future of non-alcoholic drinks?
Zreet: From a manufacturing perspective, producing NA beverages requires specific equipment and capital. It can be tough for smaller breweries, but more craft breweries are starting to push NA beers. Even large breweries are releasing options, like Martin House’s sparkling water, branded like an NA beer.
Hutson: I think non-alcoholic drinks will become more mainstream, and we’ll see the rise of hemp and THC-infused beverages. People who stop drinking alcohol may still be "Cali-sober." Athletic Brewing is growing like crazy. The more we voice our demand for NA options, the more brands will respond.
Adams: With bars, you have to think about the culture you want to create. Do you want to be another place centered around drinking? For us, it’s never been about that. Our music is quieter, and we want people to hang out and have a conversation. Profits for NA drinks are about the same for us, so we’re pushing that concept. It’s all about creating a neighborhood pub where everyone feels welcome.
Howard: My daughters grew up meeting friends at coffee shops and smoothie stores. Now that they’re older, they want safe spaces beyond coffee shops that close early. This next generation values mental and physical health and enjoys socializing in safer, more relaxed environments. I think we’ll see a cultural shift towards these kinds of spaces.