Monday Morning, a San Diego alcohol-free bottle shop and tasting room that started in Pacific Beach, is rapidly graduating from neighborhood hangout to regional supplier. After opening a second walk-up outpost in Ocean Beach and assuming downtown fulfillment, the business is angling to stock restaurants, campus displays and retail shelves across the city. The owner also says the company plans to roll a private-label nonalcoholic beer into the market this spring.
Warehouse takeover and a distribution push
Last Sunday the company said it would take over warehouse operations at a downtown Market and 16th Street location, converting the space into a fulfillment center to support retail and wholesale accounts, as reported by San Diego Business Journal. The hub is intended to centralize shipping, store replenishment and restaurant deliveries. Company leaders describe the move as the linchpin for a growing distribution arm that can scale the brand beyond its tasting room model.
Two shops and a beachside vibe
Monday Morning opened its first bottle shop and lounge in Pacific Beach in November 2024 at 1854 Garnet Ave, according to Monday Morning's website. It added a second location on Jan. 2 at 4967 Newport Ave in Ocean Beach, the Times of San Diego reported. The Ocean Beach outpost is smaller and leans on a walk-up window aimed at boardwalk foot traffic rather than a full lounge setup.
Numbers behind the growth
The business says it stocks more than 500 nonalcoholic products and holds exclusive or first-to-market distribution for roughly 65 brands. It reported about 10,000 customer visits last year, employs roughly a dozen people and posted roughly 300% year-over-year revenue growth, per the San Diego Business Journal. Those figures also include a wholesale footprint that already supplies some 34 restaurants, data the company cites as justification for centralizing fulfillment downtown ahead of its product launch.
Events, training and services for restaurants
Beyond bottles and tastings, the shop promotes mocktail classes, tastings and event programming, and it advertises a services arm that offers staff training and recipe design for restaurants on its website. Founder Zane Curtis said the concept grew from his own move away from heavy drinking and from a desire to broaden nonalcoholic options. "I joke that my drinking problem materialized into sobriety for San Diego," he told the Times of San Diego.
Why it matters for local bars and buyers
The push mirrors a national shift toward sober-curious consumption and fast growth in no- and low-alcohol categories, with market trackers and surveys showing rising demand for nonalcoholic beers and spirits, according to Circana. At the same time, mainstream alcohol sales have softened, Barron’s reports. That dynamic gives small, well-curated retailers room to scale quickly into wholesale as restaurants and stores hunt for alternatives that satisfy a broader set of customers.
Curtis says the downtown hub, the Ocean Beach window and an upcoming private-label beer complete a rapid pivot from a single Pacific Beach shop to a multi-channel San Diego brand aimed at keeping flavor and service while removing the booze. The company plans to roll its first self-made product into local accounts in the spring as it expands distribution across the region.
