Photographs and Video Documentary

The San Francisco Sober October Festival on Oct. 4 at the Eye & Hand Society was sponsored and hosted by Joshua James of Ocean Beach Cafe at 734 La Playa St. Several non-alcoholic beverage brands, such as Best Day Brewing, Dappy, Aplos, The Pathfinder, Tam, Tomorrow Cellars, Kava Haven and Jungle Dog were at the event giving away free samples and selling cases and bottles of drinks. Two different bands performed in the back area of the shop. An estimated 300 guests came through the all-day event, and, since it was on Balboa — not far from Golden Gate Park — it brought in a portion of the Hardly Strictly Bluegrass Festival crowd.

Alcohol consumption continues to be declining with the U.S. population. Many individuals at the event said they are happy to have great tasting and complex non-alcoholic drink options which allow them to socialize without needing to consume as much alcohol or any at all. James projects that non-alcoholic beverage consumption and new brand development will increase by 2030, with the non-alcoholic cultural shift becoming mainstream and the NA industry becoming the next multi-billion dollar industry.