We’re excited to introduce you to the always interesting and insightful Joshua James. We hope you’ll enjoy our conversation with Joshua below.
Joshua, thanks for taking the time to share your stories with us today So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?
Non Alcoholic beverages are no longer stigmatized and aren’t sugary mocktails. The category is a household subject and every bar and restaurant is trying to include the NonAlc choice. CBD drinks and THC drinks (where they are allowed) are disrupting alcohol sales, adaptogenic RTD’s that destress the body, nootropic drinks that support brain function, nervines and empathogens are coming next, aphrodisiac beverages becoming more popular, Kanna drinks, lions mane, rhodiola, ashwagandha, shatavari, various mushrooms, and more.
One of the biggest trends I’m seeing in the space is people are drinking differently and alcohol isn’t the default for every event. They have an interest in functional, “better for you” and “alternative buzz” drinks socially and at home. It isn’t about abstinence — it’s about aspiration. The alcohol industry is being disrupted by all generations (Gen Z, Millennials, Gen X, Boomers) each for different reasons. What started as a niche market of “alternatives” has evolved as the pendulum swings towards more conscious consumption. Its a cultural movement centered on wellness, performance and connection. NA Wine will go way up as it gets better, Kava is hot right now, Herbalism is coming full circle, original flavor profiles not trying to copy the alcohol world and have a strong brand story and aesthetic are doing well. Wellness raves, cafe raves, substance free festivals, wellness clubs and run clubs as a place to socialize, first dates and early dating that doesn’t focus on alcohol.
Joshua, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Joshua James. I’m the founder of Ocean Beach Cafe – San Francisco’s Non Alcoholic Bar and community space est. 2020. I am Josh the Non Alcoholic on YouTube and instagram — a voice and face in the growing non alcoholic movement.
I spent over two decades behind the bar — managing wine bars, brewing over 100 batches of beer, worked at many fancy cocktail bars, and attended hundreds of wine tastings. I know alcohol. I lived it. I served it. And then one day, I decided to take a year off drinking — just to see what would happen.
What happened was: I got a LOT done. And I found out I loved being productive!
Since I wasn’t in the process of getting drunk, and I wasn’t hungover, I woke up everyday so clear, and so driven. About 11 months into that year off, I signed a lease for what would become Ocean Beach Cafe — a beachside spot in San Francisco that became one of the first NA bars and bottle shops in the country. Almost 5 years later we are definitely riding this wave! (I’m also a Native American that grew up in Hawaii and surf avidly so be ready for some water metaphors).
I’ve created a space that’s hosted hundreds of tastings, pop-ups, and events — from corporate wellness activations to private NA wine dinners. I’ve worked with over 100 non alcoholic brands and was the first account for several of the absolute best NonAlc brands on market. I’ve built menus, tasted most all of the flavors, consulted for new products, and imported and distribute the best dealcoholized wine I’ve ever tasted: ZERONIMO Wine, from Austria.
I make content, I educate, I speak, I consult — and I do it all knowing that the non alcoholic space isn’t about restriction, it’s about elevation. I know that when people get the information that I have to share it absolutely makes the world a healthier place with a new perspective on this exciting, brand new industry that will be a very big part of the way we get together and connect.
This isn’t a moral movement. It’s a cultural one.
It’s about creating options for people who want to feel good, stay sharp, and still have a damn good time. Whether you’re sober, sober curious, or just drinking less — I want to make the experience fun, flavorful, and desirable.
What sets me apart is that I’ve been deep in both worlds — I know what makes a great Bordeaux and I know what makes a great bottle of non alcoholic red. I’ve worked behind the bar and now I’m behind the movement. I speak the language of hospitality and brand — and I help companies, creators, and communities level up in the NA space and let them know they can take it seriously.
I’m proud of the community that’s grown around this. I’m proud of how many firsts have come through Ocean Beach Cafe. I’m proud of how many people are thinking differently now — and how many of them are reaching for something better.
If you’re someone who believes in this shift — or you’re just curious about what’s happening — my job is to help you understand it, feel it, and find your place in it.
We’d love to hear a story of resilience from your journey.
I believe there is a time to work really hard and keep going even when its tough. I tried to sell my business 3 different times because it was extremely hard, I wasn’t passionate about making lattes and sandwiches for tourists, and profit margins in food and beverage suck! There were things I thought I was good at, and found out I was not. But what I was able to do is create a space that attracted great talent that genuinely wanted to be a part of what I was building. And my “building” had enough space to fit other massive talent inside of it along with a high ceiling for their own growth.
When I hired an experienced GM, who’s strengths were my weaknesses, my revenue went up from $600k to $1m that next year. But, the more money you make the more expensive your problems become and you have to shift into the next levels of mindset, take care of your body and your brain, and spend your time filling that brain with knowledge so you can be as proactive as possible about learning the things you don’t know yet. I’ve heard it called “The Ignorance Tax” and its the most expensive tax out there. This knowledge of business, operations, team building, proactive tax strategy, and more, can mean the difference of hundreds of thousands of dollars as you go into the next levels of your entrepreneurship journey. Don’t doom scroll, or watch Netflix all the time. Watch YouTube for business acumen and invest in your own education with your money, and your valuable time.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
I managed a lot of bars and always worked well with others. I like people. But I realized that my fun, freestyle ways weren’t the best for staff morale and effectiveness. Expectations, systems, operations, consistency wasn’t hard wired into my ‘way’ and I needed someone who did those things well. Another big one for me was thinking I had a “small, everything is delicious” menu only to realize that I had too many orphaned ingredients on there and wasn’t managing costs or streamlining ordering very well. I’m a bartender that wanted to show people an amazing hospitality experience with delicious food and amazing drinks, and I should have had someone else manage the staff.
Taking on so many facets of the business by myself made me not as good at most of each of the things I had on my plate. Actively minimizing the amount of things that you have to think about is the best way to focus. Focus on removing things completely so you don’t have to put energy towards not thinking about them. I felt I was so good at multi tasking, and taking on many, many different things in any given day. But that’s what created the inefficiencies and decreased the viability of the business.
Employees will continue to be employee’s. No one will know how to do it faster, more cost effectively and efficiently than the owner. But you have to spend more on them, and spend more on their costly actions so you can focus on working on the business and growing it holistically.
Contact Info:
- Website: https://www.oceanbeachcafe.com
- Instagram: https://www.instagram.com/ocean.beach.cafe
- Facebook: https://www.facebook.com/joshuamicahjames
- Linkedin: https://www.linkedin.com/in/oceanbeachcafe
- Youtube: https://www.youtube.com/joshthenonalcoholic
- Yelp: Fuck Yelp.
- Other: https://www.instagram.com/joshthenonalcoholic
Image Credits
Caleb Sheridan, Stanley Liu