Soberish

Soberish opened in August 2023 in Kirkwood, at 1963 Hosea L. Williams Drive, founded by Mehrnush Saadat — a real estate attorney who came to the business from outside hospitality. The premise is in the name: sober means something different to everyone, and the shop is built for the whole range rather than for one definition of it. Its own description is a destination for holistic wellness, blending education and inspiration in a warm, welcoming atmosphere.

The buying is unusually opinionated. Saadat vets ingredients personally, favouring natural and low-sugar formulations, and the selection skews deliberately toward women-owned producers — a curation decision rather than a marketing one, and rare enough in this category to be worth noting. The shelves span non-alcoholic spirits and aperitifs, de-alcoholized wine, zero-proof beer, and ready-to-drink cans, with St. Agrestis, Lyre's, De Soi, Figlia, Best Day Brewing, Renude and Nowadays among the confirmed names. Barware and gifts round it out.

Education is the operating model rather than an add-on. Weekly Saturday tastings let customers try before buying, which in a category where a bottle can run past thirty dollars and taste like nothing anyone wants is the difference between a repeat customer and a one-off. The shop passed its first anniversary in 2024 and opened a second location at Serenbe in Chattahoochee Hills, which remains listed.

One thing to know going in: alongside the non-alcoholic drinks, Soberish stocks hemp-derived THC products and functional mushroom items. Those are psychoactive and are a different proposition from a zero-proof aperitif, however adjacent the shelving. For anyone whose sobriety excludes all intoxicants — which is most people in formal recovery — the two categories need separating, and the staff are equipped to do it if asked. Saadat has said publicly that health and wellness sit at the front of what the shop does, and that is the frame to hold it to.