Shelves at a NH Liquor and Wine Outlet show mocktail mixer ingredients like simple syrup, bitters and barrel-aged maple syrup. (Courtesy of NH Liquor Commission)
As dry-January-themed mocktails and nonalcoholic beverages take root in New Hampshire, local establishments say these alternative drinks can foster social inclusivity and bring healthy choices to customers’ bar tabs.
Although data from the National Institute of Alcohol Abuse and Alcoholism says alcohol consumption has been rising, the National Institute on Drug Abuse has found that lifetime drinking among younger generations has been declining since the year 2000.
NHLC Chairman Joseph Mollica says the NH Liquor and Wine Outlets began offering alcohol-free products in 2021 as part of Mocktail Month, an annual event recognized every January for those who want to abstain from drinking after the holidays.
This year, about 70 New Hampshire restaurants participated. Mollica says as the market for alcohol-free products grows, the NH Liquor and Wine Outlets have been increasing its inventory.
“Offering mocktails and alcohol-free options makes good business sense for restaurants and NHLC. Having a well-curated mocktail menu can be a draw versus an establishment that only offers soft drinks. We’re all in the customer-service business and need to cater to new trends and evolving tastes,” Mollica says.
But he adds that safety is still a priority.
Pictured is a bottle of Bud Zero, a zero-alcohol, zero-sugar beer. (Courtesy of Anheuser-Busch Budweiser)
“We’re in the alcohol sales business, but we are also in the responsibility business. The two go hand-in-hand, and the program has grown each year,” Mollica says.
Anheuser-Busch, which has a brewing facility in Merrimack, offers three nonalcoholic beers: Michelob Ultra Zero, Budweiser Zero, and Stella 0.0., all marketed as zero-alcohol options with the same tastes as regular beer.
Chief Commercial Officer Kyle Norrington says customer demand drove their decision to create non-alcoholic drinks.
“Anheuser-Busch’s leadership position in nonalcohol beer is double that of our next closest competitor, and that success can be attributed to ensuring our portfolio of brands deliver what consumers want,” Norrington says.
Ember Wood Fired Grill in Dover began offering mocktails about two years ago. Low alcohol by volume (ABV) cocktails arrived last fall.
“It was important for us to be sure to include folks who may not want to partake in drinking alcohol,” says Ember’s general manager, Charlie O’Neill.
O’Neill says low-ABV cocktails contain less alcohol than the standard 1 ½ ounce serving of an 80-proof spirit. Some of Ember’s cocktails incorporate lower-proof liqueurs, amaro, vermouths and aperitifs as a base rather than as a complement.
“This gives our guests the option of still enjoying craft cocktails, without having to be as concerned about their alcohol consumption,” O’Neill says.
Kate Boyle, owner of Dry Cellar in Portsmouth, which opened in 2023, says hers is the first and only exclusively nonalcoholic beverage store in New Hampshire. Dry Cellar sells alcohol-free liquors like gin and vodka; wines with the alcohol removed; adaptogenic drinks — plant-based drinks that promote well-being; and nootropic drinks, also known as “functional” beverages, which can aid in cognitive function.
Boyle says Dry Cellar’s rising sales may be attributed to this healthy living movement.
“People are aiming to improve their overall health, but they don’t want to miss out on the flavors and experiences that they enjoy. These types of beverages offer the best of both worlds,” she says.
Wood Stove Kitchen, based in Goffstown, sells concentrated cocktail and mocktail mixers. (Courtesy NH Liquor Commission)
Boyle formerly used her professional training in hospitality management to curate food pairings with beer, wine and spirits. Once alcohol was dropped from her work routine, Boyle noticed she felt better.
“There was a natural reduction in my overall alcohol consumption (it was no longer a part of my daily job requirement to taste alcohol). It was not lost on me that I felt better both mentally and physically as a result,” she says.
Boyle says the notion that these drinks are just for people who are sober is antiquated, and more customers now are seeking healthier alternatives to traditional beer and wine.
Root Awakenings in Nashua seeks to create a nonalcoholic, inclusive atmosphere by serving kava, a plant found in the Pacific Islands. The drink is sometimes shared communally, and is culturally significant.
Bartender Ben Smith of Manchester says drinking kava with others generates a more welcoming atmosphere than traditional bars.
“It creates a social environment that people don’t have to worry about drinking alcohol,” Smith says.
Auspicious Brew in Dover serves kombucha, a fermented tea, alongside traditional alcoholic drinks. Bartender Paige Doyle says kombucha contains less alcohol than cocktails or standard beer.
“We offer three classic flavors, which are only 1% alcohol. All the other ones are 0.5% alcohol, kind of like a light beer (or a sour beer),” Doyle says.
“Even the kombucha you buy at the grocery store is typically 0.5% alcoholic,” Doyle says.
Practicing cleaner living while still being able to participate in nightlife and social events is now seen as an attractive concept for some abstaining from alcohol.
Pictured is the Hibiscus Cosno, a mocktail created at Ember Wood Fired Grill in Dover. It’s made with house-made hibiscus syrup, orange juice, lime juice and topped with soda water. (Courtesy of Cheyenne Hansen, Ember Wood Fired Grill)
Meghan Barricklow of Bow is a recovering alcoholic who likes to socialize with her friends in bars. But she’ll often order a seltzer water with lime to give the impression that she’s drinking alcohol, she says.
“It looks and feels like I’m drinking. I don’t want to feel alienated,” she says.
But quitting alcohol was a priority for her.
“Once (drinking) started to affect my work life and my social life, I was like, ‘This is a huge problem. I can’t keep doing this anymore,’” Barricklow recalls about her January 2025 decision.
To cope in those early days, she consumed a lot of “stress” tea, but then found that kombucha was a good alternative for her, as it reduced her anxiety and stress levels.
“Coffee is great for people that aren’t very anxious. I’ll get a coffee sometimes, but that’s just for waking up,” Barricklow says.
Barricklow also sought advice on alternative beverages online through Reddit’s “stop drinking” forum. She says others there found success with kombucha, kava, and other herbal teas and drinks.
Barricklow says the kombucha that she drinks is considered nonalcoholic.
“It has less (alcohol) than mouthwash, but it’s kind of a fizzy, bubbly drink,” Barricklow says.
Another thing she found comforting to drink: hot chocolate.
“When I first stopped drinking, I did drink a lot of hot chocolate. That’s not the same as going out and drinking a nonalcoholic beverage. But it was very soothing.”
