In a crowd of cowboys, dust, and twangy guitars, ice cold beer has long lived as a staple at the Stagecoach Country Music Festival. However, for Brianda Gonzalez, the owner and creator of the non-alcoholic The New Bar, this notion takes a different theme.
“We always get a person or two who might come up to our bar and think ‘Well, what’s the point of this when we can just get a normal alcoholic drink?’ but those are actually my favorite conversations to have with customers because it’s so much more than just a drink, it’s the opportunity to look at how we all consume things in a way that can actually be beneficial for our health,” Gonzalez shared over a phone call just days before the Empire Polo Club grounds in Indio opened its doors for the festival.
The New Bar, a Latina-owned establishment nestled in Los Angeles, operates on the principle of posing deeper questions without judgment.
Its ethos and mission is to unravel the motivations behind why individuals engage in various phenomena, including drinking. This very question, pondered by several potential customers, mirrors the introspection of Gonzalez herself. A year prior to conceiving The New Bar in the summer of 2022, she grappled with the same inquiry that now propels her project forward.
The inspiration for the spirit-free bottle shop is deeply rooted in Gonzalez’s relationship with her father. At the age of seven, Gonzalez and her family migrated from Guadalajara, Mexico, to the island of Catalina. It was there that her father embarked on a decades-long career in bartending. Yet, it was his later diagnosis with an autoimmune disease that prompted a profound shift in perspective for Gonzalez. This event sparked a deep contemplation on how to redefine their relationship without the reliance on alcohol.
The New Bar initially established its roots with a flagship shop in Venice, back in July 2022. The overwhelming success of this first location swiftly led to the opening of a second shop in West Hollywood. Now, as of May 4th, the brand is expanding further with the launch of its third location in San Francisco.
“The concept of The New Bar lit a fire under me and made me look for other ways to continue to enjoy those things with my father without hurting his health,” Gonzalez said. “And while starting that journey, I found myself more aware of why I was consuming certain things and creating a bit more space in decision making. In turn, it actually made my father also look at drinking differently, and we’ve both changed our relationship with how we see it but also our own relationship together. He’s one of our biggest fans now.”
The New Bar stands as the first non-alcoholic sponsor of both Stagecoach and its sister festival, the Coachella Valley Music & Arts Festival, heralding a new era of non-drinking options for Gen Z and millennials attending these events. Gonzalez notes that establishments like The New Bar validate the necessity for diverse options at mainstream events, where the demand for alternatives has never been higher.
“We’ve seen the rise of sober curiosity throughout California, and it’s only growing,” Gonzalez said.
The transition to Stagecoach felt natural for The New Bar, building on its successful stint at this year’s Coachella. Despite feeling a mix of nerves and excitement, Gonzalez remained confident that introducing a brand like The New Bar to a beer-dominated festival like Stagecoach would strike a chord with attendees. Her faith was well-placed, as evidenced by the bustling lines of fans eager to savor signature offerings like the Golden Hour Marg or the Smoke Signal drink proved right.
The menu at Stagecoach featured a diverse selection of mocktails, non-alcoholic beers and spirits, each priced between $14-$20 per glass. Every drink was meticulously chosen, from its source and distributor to its flavor profile and presentation—a point of pride for Gonzalez, who values both quality and aesthetic appeal. Despite its modest size, the bar boasted a charmingly decorated ambiance, with a scattering of chairs, vibrant red accents and a white sign bearing the motto “Good choices, good drink,” a mantra that has been with The New Bar since its inception.
As Stagecoach unfolds over the weekend at the Empire Polo Club, Gonzalez holds the hope that, ultimately, it’s about sowing seeds in the right environment. She aims to encourage festival-goers to reconsider how they engage with the festival atmosphere, one that respects their mental, physical, and emotional well-being, even if it’s just for the day.
“If I can help somebody be a little less hungover and a little less dehydrated so that they are more happy, then I think I’ve done my job,” Gonzalez said.
Related Articles
Stagecoach 2024: Diplo’s Honky Tonk stage brings line dancing, EDM acts to the country event
Stagecoach 2024: Jelly Roll, Elle King wow during Day 1 of country music festival
Stagecoach 2024: Eric Church’s performance gets backlash from fans
Stagecoach 2024: Carin León makes history at country music festival
Stagecoach 2024: Lana Del Rey makes surprise appearance at Paul Cauthen’s set