The Quality Makers: Brianda Gonzalez of The New Bar

When thinking about what makes a bar iconic, and not just trendy, there are many elements to consider. Aesthetics, drink concepts, the list goes on. With mocktails dotting many menus, the rise of wellness culture and the decreased interest in alcohol have led to the growth of alcohol alternatives, springboarding the nonalcoholic beverage sector’s rise as alcohol consumption declines — a trend driven by Gen Z and millennials. Today, in the wellness mecca of the world, Los Angeles boasts a new type of bar with shelves full of non-alcoholic options: The New Bar in Venice, California. This 450-square foot shop was founded by Brianda Gonzalez, a former tech employee turned entrepreneur who has created a bar that hits the mark for branding, interior design, and a menu that offers non-alcoholic alternatives exclusively, from dealcoholized wines to replacements for the "hard" stuff and more. We had the opportunity to connect with Brianda and learn a bit more about The New Bar’s mission and what’s next.

​​Let’s start by hearing a little about you and The New Bar. What’s your story?

I grew up on Catalina Island off the coast of LA in a one-square-mile town driven entirely by a hospitality economy. Within that one square mile there are 16 bars, and my dad is a bartender, so I’ve very much grown up privy to the role alcohol plays in how people gather, celebrate, and relax. A few years ago, my dad was diagnosed with an autoimmune disease, and our family had to rethink the role alcohol played in our own rituals and traditions. I became fascinated by nonalcoholic alternatives and loved how they allowed me and my dad to continue practicing our love for mixology. In January 2022, I left my full-time tech job to build The New Bar. Our mission has always been to help people discover nonalcoholic alternatives and how they can fit into their lifestyles.  

‍Talk to us about the non-alcoholic movement: why do you think it’s in vogue today?

I think there are a few reasons we’re seeing people reevaluate their relationship with alcohol. Younger generations are hyper-aware of mental health and the contributing factors counterproductive to their well-being. As more and more people gain access to information about the impacts of alcohol, the veil of glamour and clever marketing that has made alcohol feel like a nonnegotiable element of social norms is being lifted. Consumers want to feel included, and nonalcoholic alternatives make those behavioral changes more accessible and rewarding.  

The New Bar’s vibrant interior shoppe carries an expansive non-alcoholic catalog

How is The New Bar making NA more accessible to the LA area?

From day one, we’ve been focused on curating the best nonalcoholic alternatives worldwide and bringing them to our community in a welcoming, fun environment. We taste-test every product and only sell the things we love so that customers can have a great first experience with the category. We have extensive events and programming in-store and in the broader LA area so our community can experience firsthand how inessential alcohol is to have a good time. Beyond the LA area, we also ship nationwide, so customers from all over the US can discover great drinks through our website.