Monday Morning (Pacific Beach)

Monday Morning on Garnet Avenue was San Diego's first exclusively non-alcoholic bottle shop and tasting room, opened in Pacific Beach in late 2024 by founder Zane Curtis after he stopped drinking and found the city had nowhere to buy anything decent that was not alcohol. His own summary of how the business came about is the best line anyone in this category has given: "I joke that my drinking problem materialized into sobriety for San Diego." Pacific Beach is a pointed place to have put it — the most relentlessly drink-forward neighbourhood in the county, where Garnet Avenue is essentially a corridor of bars — and opening an alcohol-free shop in the middle of it was a statement as much as a business decision.

The range is what makes it a destination rather than a novelty: more than 500 zero-proof products across upwards of fifty brands. Non-alcoholic beer covers IPAs, lagers, stouts, sours and wheat beers; there is dealcoholized wine, a full set of spirit alternatives across gin, whiskey, tequila and rum, ready-to-drink cocktails, and functional drinks built on adaptogens and nootropics. Athletic, Bravus, Partake, Seedlip and Ritual are all stocked. Crucially there is a tasting bar, so anything can be sampled before it is bought, with staff walking customers through the choice — which addresses the single biggest problem with this category, that non-alcoholic products vary wildly in quality and cost enough that a bad guess puts people off for a year. Beyond retail, Curtis's business also runs non-alcoholic distribution, custom recipe development, staff training for other venues and events, which is why its influence around San Diego runs wider than one shop. In January 2026 it opened a second location in Ocean Beach, on the first anniversary of this one.