The upcoming Coachella music festival in Indio, California, is set to have an on-site bar experience that caters exclusively to non-alcoholic drinkers. The New Bar, a small alcohol-free bottle shop in Los Angeles, has partnered with Coachella to create two pop-up bars on the Empire Polo Club grounds that will serve Hop Wtr, French Bloom wine, Heineken 0.0, ready-to-drink Kin Euphorics products, and other alcohol-free brands.
The New Bar will also mix up cocktails with Spiritless tequila and bourbon substitutes, along with custom-created festival-themed libations. The partnership with Coachella is a significant boost for The New Bar, which has only been in business since July 2022. The move is also strategic for Spiritless, a Kentucky-based brand that is expanding its distribution beyond specialty stores to mass channels like Walmart, Target, Kroger, and CVS, with its total number of shops set to exceed 17,000 in the coming months.
Image Credit: The New Bar
What Makes This Trend Stand Out
- Non-alcoholic Beverages
- Non-alcoholic beverages are gaining popularity and creating opportunities for new alcohol-free brands and drinks.
- Alcohol-free Bars
- Alcohol-free bars are becoming more popular and providing new experiences for non-alcoholic drinkers.
- Event Partnerships
- Event partnerships with alcohol-free retailers are creating new opportunities for growth and exposure.
Sectors Adopting This
- Beverage Industry
- The beverage industry can benefit by providing more options for non-alcoholic drinkers and tapping into this growing market.
- Hospitality Industry
- The hospitality industry can create new revenue streams and provide unique experiences for customers by offering alcohol-free bars.
- Event Industry
- The event industry can partner with alcohol-free retailers to provide more options for attendees and tap into the growing demand for non-alcoholic beverages.
