When Monday Morning AF first opened its doors on Garnet Avenue in Pacific Beach, it quietly introduced something San Diego hadn’t seen before: a dedicated non-alcoholic bottle shop that treats alcohol-free drinks with the same care, craft, and credibility as their boozy counterparts. Just twelve months later, the Monday Morning AF bottle shop is opening its second location in Ocean Beach, signaling that the sober-curious movement is here to stay.
Drinking "Less" is the New "More"
The expansion of Monday Morning AF comes at a time when America's relationship with the bottle is reaching a historic tipping point. According to recent Gallup data, the percentage of U.S. adults who consume alcohol has fallen to 54%, the lowest level recorded in nearly 90 years.
This movement is being spearheaded by Gen Z, a generation that is fundamentally redefining "going out." A recent study showed that 65% of Gen Zers planned to drink less in 2025, with nearly 40% aiming for a completely dry lifestyle year-round. As a result of these cultural shifts, the non-alcoholic sector in the U.S. has ballooned into a $1 billion industry.
Your "Sober Sommelier"
To help customers navigate this growing non-alcoholic category, the Monday Morning AF team acts as a “sober sommelier,” offering guidance tailored to taste and occasion.
“Monday Morning opened with the plan to help San Diego learn to drink differently,” says founder Zane Curtis.
The inspiration behind the bottle shop is deeply personal for Curtis, who spent twenty years in traditional drinking culture before making the shift to a sober lifestyle. However, his alcohol-free journey revealed a major gap in the market: most non-alcoholic beverages were either flavorless, watery, or packed with enough sugar to rival a bag of cotton candy.
Determined to find sophisticated alternatives, founder Zane Curtis scoured the globe for the best AF spirits, wines, and brews. The Monday Morning AF bottle shop was born from that search and the response has exceeded all expectations.
"The expansion after only 12 months is truly thanks to the community for their love and support,” says Curtis. “This second location is just the beginning of what we have in store for 2026."
The Pacific Beach location has been host to tasting sessions, wellness events, and a spacious lounge for coworking and community gatherings. The Ocean Beach location is also anticipated to act as another “third space” for community connection.
Monday Morning AF: Grand Opening in Ocean Beach
To celebrate the expansion, Monday Morning AF is throwing a grand opening bash in OB this Friday with free tastings and a free kava slushy with any purchase.
Date: Friday, January 2nd, 9:00am – 6:00pm
Address: 4967 Newport Ave, San Diego, CA 92107
For shop location and hours, or to order non-alcoholic beverages online, visit mondaymorning-af.com.
Keep Reading: Where to Find Mocktails + Sober-Curious Social Clubs in San Diego
More resources to help you find your sober-curious community in San Diego:
- Where to Find Sober-Curious Social Clubs + Non-Alcoholic Bars in San Diego
- Zero-proof sipping: The Best Mocktails in San Diego
- 3 easy mocktail recipes from Curious Juniper, a local botanical syrup brand.
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