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In 2009, Coachella introduced its first “Soberchella” — a sober experience at the famed music and arts festival in Indio, California. Since then, its following has grown from humble beginnings as an AA meeting into a popular movement. Organizations like the Yellow Balloon Group, which supports those living drug-free at festivals, have helped foster a more inclusive environment for sober attendees. Still, the festival’s earlier years weren’t always mindful of this community, and alcohol-free beverages were far from common. Over the years, though, non-alcoholic drinks have evolved into an art form, with brands continuously pushing the boundaries of creativity in their 0.0% offerings. This year, Coachella is selling more creative non-alcoholic options than ever before.

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The New Bar is back for its third year in a row as the official non-alcoholic partner of Coachella 2025 (both weekends one and two). Located at the Terrace opposite the main entrance and 12 Peaks VIP next to the main stage, The New Bar offers a variety of drinks, including craft cocktails, wine, beer, and ready-to-drink alternatives. Brands featured at their non-alcoholic watering holes this year are French Bloom Le Rosé, Almave Blanco Blue Agave Spirit, Recess Zero Proof Classic Cosmo, Recess Zero Proof Watermelon Mojito, Free AF Apero Spritz, and Free AF Mango Margarita. Not attending Coachella? These options are also available to buy online at TheNewBar.com.

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Free AF Apero Spritz Nonalcoholic Cocktail (Four-Pack)

The overall atmosphere at The New Bar at Coachella 2025 is lively with a hint of sophistication. The customer age demographic ranges from roughly 18-50, and patrons are either sober, sober-curious, supporting their sober friends, or practicing the popular “zebra striping” drinking strategy, alternating between alcoholic and non-alcoholic libations to stay hydrated and present.

For example, in 2023, the brand says non-alcoholic sales at The New Bar spiked before Bad Bunny’s set as attendees paced themselves before the rapper took the main stage, demonstrating a broader cultural shift toward mindful drinking. According to the annual consumer survey by NCSolutions, 49% of Americans in 2025 are trying to reduce their alcohol intake with Gen Z accounting for 65% of this rise for reasons like better mental and physical health, a dislike of alcohol’s taste, and addiction. This marks a 44% increase since 2023.

The most popular non-alcoholic drinks customers are ordering at Coachella? According to bartenders at The New Bar, craft cocktails like the tequila-inspired Golden Hour Marg made from Lewis Hamilton’s Almave Blanco Blue Agave, and Easy Riser made from Optimist Botanicals, lime, lemon, apricot nectar, and jalapeño are in high demand. Furthermore, ready-to-drink cans like Classic Cosmo and Apero Spritz for people to drink on their way to a set are popular purchases. “A lot of festivals think if they put a non-alcoholic beer on the menu they’ve done their job in covering the category and giving their attendees ‘a choice’ but that’s not what consumers want,” says Brianda Gonzalez, founder and CEO of The New Bar. “They want the full, same, elevated experience and level of choice that alcohol consumers get.”

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Almave Blanco Nonalcoholic Tequila

Patrons of these establishments seem empowered to have long-overdue non-alcoholic drink choices at these traditionally alcohol-heavy festivals. One attendee, who has been sober for three years, noted that in the past, Coachella offered few — if any — thoughtful beverage options tailored to sober people, aside from standard choices like Coca-Cola or other sodas. “The drinks are creative and flavorful, and mimic the creativity that alcoholic drinks have,” another sober festivalgoer said. While there were always a few customers at The New Bar at any one time during the day, once the sun set, crowds were lining up at the bar to quench their thirst after a day in the heat. Many expressed they were seeking a break from plain water or alcohol, craving something more inventive that could rehydrate them or help sober them up.

Best Alcohol-Free Sparkling

French Bloom Le Rosé Nonalcoholic Sparkling Wine

As well as activations at the Terrace and 12 Peaks VIP, The New Bar also works closely with the Coachella team to curate non-alcoholic drink menus for other establishments across the camp. Non-alc libations can be found at the Outstanding in the Field dinners, a limited menu at Veranda at the artist lounge, and within the Safari Campgrounds — a significant growth in inventory since previous years. “We’ve worked with the festival to grow the options offered, maintain a highly curated set of the best products in the market, and increase the access at touchpoints each year,” Gonzalez says. “Eventually, I’d like to see our non-alcoholic drink options expand across the entire camp.”