Coachella 2025 Expands ‘Soberchella’ With More Non-Alcoholic Options Than Ever

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In 2009, Coachella introduced its first “Soberchella” — a sober experience at the famed music and arts festival in Indio, California. Since then, its following has grown from humble beginnings as an AA meeting into a popular movement. Organizations like the Yellow Balloon Group, which supports those living drug-free at festivals, have helped foster a more inclusive environment for sober attendees. Still, the festival’s earlier years weren’t always mindful of this community, and alcohol-free beverages were far from common. Over the years, though, non-alcoholic drinks have evolved into an art form, with brands continuously pushing the boundaries of creativity in their 0.0% offerings. This year, Coachella is selling more creative non-alcoholic options than ever before.

The New Bar is back for its third year in a row as the official non-alcoholic partner of Coachella 2025 (both weekends one and two). Located at the Terrace opposite the main entrance and 12 Peaks VIP next to the main stage, The New Bar offers a variety of drinks, including craft cocktails, wine, beer, and ready-to-drink alternatives. Brands featured at their non-alcoholic watering holes this year are French Bloom Le Rosé, Almave Blanco Blue Agave Spirit, Recess Zero Proof Classic Cosmo, Recess Zero Proof Watermelon Mojito, Free AF Apero Spritz, and Free AF Mango Margarita. Not attending Coachella? These options are also available to buy online at TheNewBar.com.

The overall atmosphere at The New Bar at Coachella 2025 is lively with a hint of sophistication. The customer age demographic ranges from roughly 18-50, and patrons are either sober, sober-curious, supporting their sober friends, or practicing the popular “zebra striping” drinking strategy, alternating between alcoholic and non-alcoholic libations to stay hydrated and present.

For example, in 2023, the brand says non-alcoholic sales at The New Bar spiked before Bad Bunny’s set as attendees paced themselves before the rapper took the main stage, demonstrating a broader cultural shift toward mindful drinking. According to the annual consumer survey by NCSolutions, 49% of Americans in 2025 are trying to reduce their alcohol intake with Gen Z accounting for 65% of this rise for reasons like better mental and physical health, a dislike of alcohol’s taste, and addiction. This marks a 44% increase since 2023.