.Bottle-Free at Bottle Rock, Annual Fest Hits ‘Play’ on Non-Alcoholic Options 

In December of 2013, the day before my 22nd birthday, I decided to get sober. 

No need to get into the gritty details here, but it was a necessary, and messy, decision that came after a great deal of hemming and hawing. I realized that I could not live a manageable life if drugs and alcohol were involved, and that a drastic change was necessary. At the same time, given how young I was, it felt like in making this decision, I was effectively shutting the gates to ever having fun again. 

So much of how we, especially younger people, socially organize ourselves revolves around drinking. We drink at parties, concerts, bars and wine tastings. We go out to nice dinners and ask for recommendations on wine pairings. We meet up with friends and first dates for drinks to catch up or get to know each other. 

As a result, venues, restaurants and events tend to give the most attention to people who drink. They design extensive menus of craft beers, craft custom cocktails and advertise various flights of spirits to sample. While there are always non-alcoholic options, in 2013, they often felt like an afterthought. 

Given that it’s named Bottle Rock and is located in Napa, perhaps the most renowned global destination for wine, it is easy to deduce that the upcoming music festival, now entering its 13th year of existence, is friendly toward drinkers. The festival markets itself as a big-budget event with an epicurean spin. Along with huge music headliners, there is an extensive culinary and wine schedule, with a curated selection of wineries and cellars pouring at booths throughout the event. 

While this level of attention is expected for a major event in Wine Country, it is a welcome surprise to see that the festival has also built out a rather robust selection of non-alcoholic options and even given space to an event company dedicated to alcohol-free experiences on the festival grounds.

Charlie Krebs is a lifelong veteran of the food and wine industry in Northern California. Born and raised in Napa, he has worked as a bartender and beverage program developer across the county and has developed a tight-knit community with other members of the hospitality industry. During the Covid lockdowns, he found himself taking a hard look at his drinking and decided to go fully sober. While he doesn’t regret the decision one bit, he acknowledges the initial difficulty and social impact not drinking had in his line of work. 

“I experienced a divide from my community,” he says, “and that was really tough.” He encountered a similar sense of alienation, or lack of consideration, as I did when first getting sober. “I’ve felt alienated going to restaurants and festivals,” he reports. “I’d go, and all they’d have for me is a Sprite.” 

From this sense of alienation, coupled with a lifetime of professional experience, Krebs started Good Times Alc Free, a catering and events company dedicated to making sure folks who don’t drink aren’t stuck with Sprite when they go out. 

“I think it’s important no one feels like an afterthought,” he says. “We are dedicated to bringing an elevated experience to non-alcoholic orders.” Thanks to industry connections and his long standing reputation in local hospitality, Krebs was able to bring Good Times into Bottle Rock two years ago and has been invited back ever since.

“There are so many venues I go to where I have to order a soda water with a splash of cranberry juice and lime,” says Sativa Gonzales, “like they don’t have preset non-alcoholic options, so I have to make my own concoction.” 

Gonzales is a Napa resident who works in marketing and runs Sober In the Valley, a connections and event platform for sober people looking for community in the heart of Wine Country. “There is so much to be said about inclusivity in marketing,” she says, “and there is strength in numbers.” 

Sober In The Valley has been working hard in the area to partner with restaurants, bars and other event spaces to create non-alcoholic events, mocktail menus and beverage pairings in order to prove to local industry insiders that creating a more inclusive menu is good for business. 

“People are hesitant to work with us sometimes, but are always happy they did,” Gonzalez says. “It’s one thing if two or three people come in and order a mocktail, but it’s entirely different if 30 people do.” 

This story is obviously not occurring in isolation. Over the past five years, there has been a surge in the non-alcoholic beverage industry. Most major breweries have their own dedicated brand of NA beer. Fine-dining establishments have begun creating upscale mocktails. Trends like Dry January are becoming more popular for people beginning to interrogate their relationships with alcohol. In the process of preparing for Bottle Rock this year, Krebs reports he’s even been able to open a NA bottle shop in Napa. 

Addiction has often been called a disease of isolation, but getting sober can be lonely too. It was tough enough to go to concerts in early sobriety without drinking. But to then be relegated to a selection of what were essentially mixers for beverage options served to increase a deepening sense of division between me and the world of entertainment. That is just to say, a little goes a long way as far as inclusivity is concerned. 

To go to a festival like Bottle Rock and see that someone put thought and attention into NA drink options creates a sense of belonging. To be able to go somewhere on the grounds where it’s possible to meet other folks who, for one reason or the other, aren’t drinking either creates an opportunity for connection and community. As the work and successes of Krebs and Gonzales show, this sort of attitude is good for business as well. 

I’m looking forward to going to Bottle Rock and trying some fancy mocktails. Krebs and Gonzalez will be there too. Gonzales says she may even try to organize a small mixer at the Good Times booth for sober attendees to come and mingle. Maybe I’ll see you there. Cheers.