Monday Morning Bottle Shop expanded its presence in San Diego in early January with the opening of a second retail location, continuing a rollout that reflects steady local demand for non-alcoholic beer and alcohol-free beverages.
The new Ocean Beach storefront opened January 2nd at 4967 Newport Ave. inside the OB Business Center. It joins the company’s original Pacific Beach location at 1854 Garnet Ave., which launched in late 2024. Together, the two sites increase neighborhood access to non-alcoholic beer and zero-proof products across San Diego’s coastal communities.
Founder Zane Curtis said the expansion aligns with how customers are incorporating non-alcoholic options into everyday routines rather than reserving them for special occasions.
From Pacific Beach to Ocean Beach
The Ocean Beach location operates in a smaller footprint than the Pacific Beach shop, a format designed around walk-up boardwalk traffic and casual visits. The space includes open service windows and a nine-seat interior intended for tastings and informal conversation.
“This one’s slightly different,” Curtis mentioned in an interview with Peninsula Beacon. “The concept is the same, but because it’s smaller, we’re opening the windows and serving drinks to people on the boardwalk.”
Operating hours run Monday through Saturday from 9 a.m. to 6 p.m., positioning the shop as a daytime retail destination rather than a nightlife venue. The model reflects broader patterns seen in non-alcoholic retail, where sampling, staff guidance, and accessibility play a central role in consumer adoption.
Curated Non-Alcoholic Beer Selection
Monday Morning stocks non-alcoholic beer alongside alcohol-free wine, spirits, and ready-to-drink beverages. Product selection is guided by internal quality and flavor standards that prioritize balance, structure, and repeat purchase behavior.
Curtis has previously said that many products are evaluated but never reach the shelves, with the shop narrowing its assortment as overall NA beer quality has improved across IPAs, lagers, and darker styles.
One non-alcoholic beer brand cited by the retailer is Beaglepuss, which met its benchmarks for flavor consistency. The shift toward tighter assortments mirrors trends observed in style-level category analysis, where retailers increasingly favor products that perform well beyond initial trial.
Distribution and Hospitality Services
Beyond retail sales, Monday Morning lists distribution to bars and restaurants as a core business focus. The strategy reflects growing interest from on-premise operators looking to add alcohol-free beer to menus that historically offered limited or no non-alcoholic options.
The shop also offers custom recipe development and staff training services aimed at helping hospitality teams integrate NA beer into beverage programs. Industry reporting has shown that menu placement, staff familiarity, and presentation can materially affect trial and repeat ordering in on-premise environments.
Market Positioning and Local Demand
Monday Morning positions non-alcoholic beer as a standalone beverage category rather than a substitute or novelty option. Curated tastings and a lounge-style retail environment are used to emphasize quality, flavor, and experience.
San Diego’s established craft beer culture has contributed to local demand, with consumers already familiar with traditional beer styles showing increased interest in alcohol-free versions that preserve structure rather than mimicking sweetness.
The expansion of alcohol-free retail, on-premise programs, and service offerings across the city suggests non-alcoholic beer is becoming a permanent fixture in San Diego’s beverage landscape rather than a temporary trend.
