Drink Differently: Monday Morning Celebrates Six Months of Changing San Diego’s Drinking Culture
Six months ago, a unique bottle shop quietly opened its doors in Pacific Beach—and it’s been anything but quiet since. Monday Morning, San Diego’s first alcohol-free lounge and retail shop, has quickly become a cornerstone of the city’s sober-curious and wellness-minded community.
Founded by Zane Curtis, Monday Morning is more than just a clever name—it’s a movement. Born out of Zane’s personal journey toward drinking differently, the shop is rooted in the belief that social experiences don’t need to revolve around alcohol to be meaningful, fun, or elevated.
From Sobriety to Entrepreneurship
Zane’s journey started with a try at 75-day break from alcohol, which quickly transformed into a much deeper personal reckoning. “My wife became my why,” Zane shared during our recent conversation. That clarity led him to explore the growing world of non-alcoholic (NA) beers, wines, and spirits—first as a consumer, then as a curator. After a year of searching California, then the Midwest, and even the UK Zane had the idea for his own bottle shop. Five months later, Monday Morning AF went from concept to reality in Pacific Beach.
The space at 1854 Garnet Avenue, near PB staples such as PB Fish Shop, Juice Kaboose, and right underneath Fitness West, the shop serves three purposes:
Curate. Educate. Distribute
- Curate the best alcohol-free options from around the globe
- Educate the community about mindful drinking and high-quality alternatives
- Distribute to local bars, restaurants, and events
Inside, customers can sample elevated mocktails, browse products like Sovi and Bolle wines or Below Brew beer from the UK, and learn about functional blends like Dromme and Amethyst that offer relaxation & flavor without intoxication.
Monday Morning isn’t just for those in recovery. As Zane puts it, “We’re here for anyone who doesn’t want alcohol right now—whether it’s for a week, a season, or a lifetime.” The shop has seen foot traffic surge during Lent and Dry January, as well as from individuals with health restrictions and pregnant women seeking smarter options.
Balancing Recovery, Curiosity, and Choice
One of the most refreshing aspects of Zane’s approach is their refusal to paint sobriety with a broad brush. While they’re quick to guide newly sober customers from nearby treatment centers toward safer choices, they also recognize that for some, NA beverages can be a source of empowerment and normalcy.
“There’s no one-size-fits-all in the choice to drink differently,” Zane explains. “Everyone’s journey is different, and that’s something we respect deeply.”
The Community Grows
While Monday Morning is busy making waves and disrupting the tired beverage scene, some locals still don’t know it exists. In fact, just this week I found myself stumbling into the shop after seeing the bright aesthetic from a distance. I assumed it was a wine shop and wanted to take a peek inside to find a deep catalog of wines, beers, and spirits organized within a beautifully designed space. Over the last six months, Zane has been meeting new customers driving in from Temecula, North County, or tourists putting Monday Morning atop their places to check out while on vacation in America’s Finest City. This secret might change soon with new partnerships forming with restaurants like BoujieMana, Queenstown, and Moniker General.
Zane is also exploring delivery through Postmates and Uber Eats and eventually shipping. But for now, the in-person tasting experience remains the brand’s heartbeat.
Six Months In—and Just Getting Started
As Monday Morning AF celebrates six months in business, the mission remains clear: normalize alcohol-free drinking, raise the bar for what NA options can be, and build a more inclusive, mindful social culture.
If you haven’t visited yet, Zane recommends starting with a few personal favorites:
- Wine: Sovi or Bolle—dry, sophisticated, and sugar-free
- Beer: Go Brewing, which inspired the entire business
- Spirits: Kava Haven for relaxation, Amethyst for that “vodka” feel, and Dromme for a functional kick
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