Austin, Texas knew exactly what it was doing when it rolled out perfect November weather for the Third Annual Sans Bar Academy Awards Weekend, held November 6–8. Three days, dozens of sober trailblazers, one mechanical bull, a sparkling avalanche of disco fringe — and a movement proving yet again that the non-alcoholic landscape isn’t just growing… it’s thriving, vibing, and rewriting culture in real time.
I was on the ground (and occasionally on a bull) capturing every moment for The Sober Curator, and let me tell you: this year’s celebration didn’t just raise the bar — it lassoed it, disco-fied it, and sent it home with a VIP swag bag.
THURSDAY, NOVEMBER 6: The Calm Before the Slay — Güero’s Oak Garden
We kicked things off with a warm, intimate welcome dinner nestled under the twinkle lights of Güero’s Oak Garden, the perfect backdrop for sober creatives, founders, dreamers, and doers to swap stories and set intentions. No pressure, no pretense — just laughter, a cool evening breeze, and conversations that reminded us why this movement matters so damn much.
It was the kind of evening that felt like exhaling — a soft landing before the sparkle storm.
FRIDAY, NOVEMBER 7: SALOON 54 — Where the Wild West Meets Disco
If Dolly Parton and Studio 54 had a non-alcoholic baby, it would be Saloon 54.
Hosted at Sans Bar’s home turf on Congress Ave, guests rolled in wearing cowboy hats, disco-ball earrings, bell-bottoms, sequins, boots — and enough glitter to blind a small town.
The Highlights:
- ???? DJ sets from The Creative Sober & Joyraye Just Own Yourself — the soundtrack of a sober renaissance.
- ???? Selfie Polaroid Station by The Sober Curator — instant memories, no filters needed.
- ???? Mechanical Bull sponsored by Get Above App — six seconds of chaos, glory, and core strength.
- ???? Trucker Hat Creation Station (The Sober Curator) + Light-Up Cowboy Hats by Pathfinder — yeehaw but make it fabulous.
- ???? A Blinged-Out NA Bar stacked with tastings from Avrohydrate, TÖST, Tomorrow Cellars, Plaid Circus & more.
And let me be extremely clear:
PLAID CIRCUS has entered my bloodstream and taken over my personality.
Zero notes. Zero misses. Zero regrets. You will be obsessed too — resistance is futile.
Saloon 54 wasn’t just a party; it was a declaration. Non-alcoholic spaces don’t need to be quiet corners — they can be bold, loud, textured, joyful, and deeply connected. Check out the action in my IG Reel HERE.
SATURDAY, NOVEMBER 8: The Sans Bar Academy Awards — Sober Excellence on Full Display
The main event arrived dripping in glamour. Guests floated in wearing red-carpet looks that rivaled the Oscars — minus the champagne flutes and plus elevated NA pours from innovators who are genuinely transforming the industry.
Guests received VIP Swag Bags curated by The Sober Curator (always packed, never boring). Then we honored the creators, makers, builders, community leaders, and culture shifters who are rewriting the rules of what it means to live alcohol-free.
And that’s the thing — this isn’t just about beverages.
It’s about people.
This movement is powered by passion, storytelling, experimentation, and the radical belief that joy and connection don’t require booze.
✨ 2025 SANS BAR ACADEMY AWARD WINNERS ✨
Best NA Beer: RationAle Brewing
Rule-breaking, campfire-born, unapologetically bold non-alcoholic brews for beer lovers who want flavor without fuzz.
“You Brew You” — and they mean it.
Best NA Wine: Oddbird
The scientific masterminds redefining dealcoholized wine through research, sensory science, and serious craftsmanship.
Best NA Spirit: Cut Above Spirits
Texas-made, minority- and woman-owned, and purpose-driven. No distillation — just innovation.
Best NA Botanical: Kava Haven
One of the fastest-growing NA spirits in the U.S., with wellness pros and sober influencers singing its praises.
Best Ready-to-Drink: Curious Elixirs
Adaptogen-infused, chef-crafted, wildly flavorful — and beloved by sober folks, wellness seekers, and cocktail enthusiasts alike.
Product on the Rise: Tomonotomo
Amanda Chen’s all-natural, non-alcoholic agave spirit born in Oaxaca and forged through grit, curiosity, and necessity. A true NA pioneer story.
Best New Product: Cherry Coffee Blast Bitters (All the Bitter + Zero Proof Nation)
A powerhouse blend of cherry, chicory, cocoa, botanicals, and adaptogens. Complex, bold, and handcrafted for both cocktails and ice cream (yes, seriously).
NA Hall of Fame: Laura Silverman, Zero Proof Nation
A true icon. Eighteen years alcohol-free, championing zero-proof culture long before it was cool.
Best Media Coverage: Mock The Toast
The leading source for adult NA beverage business intelligence. Sharp, organized, indispensable.
Best Community: Zero Proof Experiences
Connection, belonging, and tools for thriving in an alcohol-free lifestyle.
Coach of the Year: Jen Hirst, Lighthouse Sobriety
Certified coach, mom, mindset mentor, and pillar of sober leadership.
Best Social Media: Kendall Olsen (@libations_library)
The queen of NA mixology content — recipes, tips, and relentless creativity. She was also rockin’ the coolest silver platform wedges that I can’t stop thinking about.
Group on the Rise: Raising the Bar
Monthly curated NA cocktail experiences delivered to your door. Elevated ingredients, elevated lifestyle.
Best in Texas: Clair Valera
A Texas-based force leading with authenticity, joy, and sober clarity. Learn more about Clair’s story HERE.
Best Podcast: Present and Sober
Sam and Ellie bring wisdom, warmth, and weekly mentorship for anyone questioning alcohol.
Culture Ambassador: Alysse Bryson, The Sober Curator
It’s me. ✨ Proud, grateful, and deeply honored.
Leader of the Year: Jen Batchelor, Kin Euphorics
A visionary blending of Ayurvedic wisdom with modern functional beverages. A mood-boosting revolutionary. Also, if I had been giving out best-dressed awards, Jen would have won the title of fashion leader. I love watching a female power player walk her talk, like she owns the sober runway.
Check out my IG Reel of the Awards HERE and HERE. (Yes! There was so much content, I couldn’t squeeze it all into 90 seconds.)
FINAL THOUGHTS: A Weekend That Proved — Again — That Sober Culture Is Culture
The 2025 Sans Bar Academy Awards Weekend was electric. It was proof that we are well past the days of “just” NA options; we are in an era of NA experiences, NA artistry, NA community, and NA culture.
This movement has momentum because of people —
the makers, the mentors, the mixers, the media, the communities, and the curious. A big BIG shout-out goes to the iconic Chris Marshall, Founder of Sans Bar & Sans Bar Academy, Author of Faster Than Light, and Co-Host of the Clean Play podcast. Thank you for bringing your vision to life, bringing people together around the globe who share the love of all things NA, and for recognizing that the Emerald City is the best place on earth.
And if this weekend showed anything, it’s that the future of sober living is not just bright…
It’s sequined, bold, wild, intentional, joyful, and absolutely unstoppable.
Until next year — stay curious, stay connected, and as always…
stay sober, not boring. And remember, getting sober matters. Staying sober matters more.
✸ Alysse Bryson, AB *that’s me
The Sober Curator
Welcome to HAPPY EVERY HOUR, your go-to hub for all things NA (non-alcoholic). We review alcohol-free beers, ciders, wines, spirits, RTDs (ready-to-drink), and share NA cocktail recipes that taste just as good—if not better—than the boozy originals. Whether you’re sober, sober-curious, or just taking a break, this is where great taste meets zero proof.
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