De Soi in San Francisco, CA

The New Bar is San Francisco's dedicated alcohol-free bottle shop and tasting bar, the Cow Hollow outpost of the brand founded by Brianda Gonzalez, who opened the original Los Angeles location in July 2022. The SF store opened in March 2024 on Union Street, in the former home of plant shop The Sill. Everything sold is zero-proof: one wall holds non-alcoholic wines, ciders, and sparkling bottles, while the other side carries NA spirits, beer, aperitifs, bitters, mixers, and canned mocktails. The shop keeps 40–50 curated labels at a time — names like Ghia, Lyre's, De Soi, Wilderton, Three Spirit, Ritual Zero Proof, Seedlip, Athletic Brewing, and Kin Euphorics — and runs daily in-store tastings with staff who specialize in booze-free alternatives. Online ordering, in-store pickup, and local delivery are also offered.