Pioneers in the Thriving NA Industry
Why Boisson closing it's doors doesn't reflect the NA drink industry
I’m Tawny, author of Dry Humping and co-author of The Sobriety Deck, co-host of the Recovery Rocks podcast, and co-founder of the vinegar-based botanical beverage, (parentheses)
You may have heard that the corporate non-alcoholic bottleshop chain, Boisson, closed its doors recently. People are speculating whether this is a harbinger of doom for those of us in the NA space (drink founders, indie bottleshop owners, pop-up event hosts, etc…) My goal for this week’s issue of Beyond Liquid Courage is to show you why the NA drink space is thriving and why we’re better off without the corporate BS.
What’s in This Issue
Bye, bye Boisson
Spotlight on the true pioneers of of our industry (Special thank you to
for contributing important research and fact-checking to this section!)Join me tomorrow in NYC for a book signing and drink-tasting
Bye Bye Boisson
The NA space heard rumblings that Boisson was closing toward the end of March. Group chats fired off. Vague posts on LinkedIn only led to more confusion. We waited for live updates from the iconic CPG newsletter,
like the Upper East Side waited for updates from Gossip Girl1. Is eComm still running? Was everyone laid off, or just some people? What about the brands that rely on Boisson for distribution? Why hasn’t Nick Bodkins made a public statement yet?!?Finally, after nearly two weeks of speculation and rumors, Nick Bodkins, the founder of Boisson, made a public statement on LinkedIn. Among the 100+ comments, most celebrate his work as a “pioneer” in the NA space.
I’m confused by people using words like pioneer and innovator to describe Bodkins. Boisson was hardly the first NA bottleshop. Raising $26M from investors to back an existing, albeit new, industry to create a chain is hardly innovative. Let’s take a moment to celebrate the true trailblazer of the thriving non-alcoholic drink scene.
True Pioneers and Innovators in the NA Space
Spirited Away is the first brick-and-mortar bottleshop in the U.S.
Open Road is the oldest NA retailer
Minus Moonshine is the first queer-owned/trans-owned/autistic-owned NA bottleshop
Sans Bar is the first alcohol-free bar in the U.S.
Sans Bar’s founder, Chris Marshall, launched the first virtual NA course to help brands and businesses get into the NA space.
Proof No More is the first non-alcoholic focused beer, wine, and spirits distributor.
Club Soda launched Mindful Drinking Fest in the U.K.
- and Maria Bastasch launched Mindful Drinking Fest in the U.S.
Listen Bar is the first NA pop-up bar
Hilary Sheinbaum wrote The Dry Challenge to help folks navigate Dry January and beyond
Hopscotch is the first Black-owned bottle shop
2048 is the first Black-owned NA wine shop
Elizabeth Gascoigne, founder and CEO of Absence of Proof, is the first Gen Z founder to make waves in the non-alc space garnering Adweek’s Creative 100 Innovators list and Fast Company’s Gen Z Builders and Founders list.
Ruby Warrington coined the term sober curious in 2015, launching a global movement which allows people to evaluate their relationship with booze without identifying as an alcoholic or going to AA.
- created a global map to help people find NA establishments all over the world.
Third Place Bar is the first NA pop up to host NA industry happy hours
Apps like Better Without and Buzzcutt help users find booze-free establishments
I know there are way more innovators in the NA space. Please comment below so I can learn more!
Want more NA talk? Listen to the latest episode of Recovery Rocks
Wanna hang with me on Saturday?
NYC April 20th, 12-3pm - Join me (and nine other sober women!) for a three hour event at Rent Money Lounge. I’ll be speaking on a panel, signing and selling books, and offering samples of my new drink. Use discount code TAWNY20 for 20% off tickets.
XO,
Tawny
I was texting with a friend in the NA space and she brilliantly referred to Snaxshot as Gossip Girl.
I was bummed to hear about Boisson's closing but happy to see this list about all the innovators in the NA space. I look forward to seeing the industry continue to grow!