Booze s big rebrand: How nonalcoholic drinks took over the nightlife scene

Get the Full StoryAlcohol-free drinks are becoming the new go-to at hot spots around the country thanks to cool packaging and a turn towards sobriety.

At El Prado, a moody natural wine bar in Los Angeles s Echo Park neighborhood, the aged mirror backsplash behind the silhouettes of bartenders advertises a healthy selection of natural wines, hoppy beers, and hard ciders. The Sunset Boulevard mainstay is known for its live vinyl nights and facsimile of a European-style cafe scene, with conversations and smoke breaks that spill out onto the sidewalk. But it s also known for its unique nonalcoholic beverage options: sparkling nettle tea, alcohol-free beer, and kombucha on tap. The beauty of these options, of course, is that they mimic the look and taste of their alcoholic counterparts fermented and bubbly, in line with the visual language we re accustomed to when we think of a cozy, clout-aware bar.

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