Saturday morning in Los Angeles, people were dancing at CineVita before 10 a.m. with a can of sparkling rosé in hand. Nobody was hungover from it. Nobody was going to be.
That’s the setup for Daybreaker’s “Let’s Be Friends” tour, and this summer the official pour is Giesen 0%, the New Zealand wine brand that’s been quietly winning the premium non-alcoholic wine category in the U.S. Daybreaker hit CineVita in LA on June 27 and Superior Ingredients in New York on June 28, both nine-to-noon dance parties, both stocked with Giesen’s new 0% Spritz in Sauvignon Blanc and Rosé. Miami is next, date still to be announced.
What Giesen 0% actually is
This isn’t the “mocktail lifestyle” version of NA wine, the kind that’s an afterthought at the bar. Giesen makes real wine first, then removes the alcohol while keeping the aroma and flavor intact. The new Spritz line is lightly sparkling, comes in at 50 calories a can, and sits alongside Giesen’s existing 0% lineup: Sauvignon Blanc, Chardonnay, Rosé, Sparkling Brut, and more. Per Nielsen scan data, it’s currently the top-selling premium NA wine brand in the country above the $10 mark.
Richard O’Brien, Giesen’s General Manager, called the Daybreaker partnership part of a shift toward “more mindful ways of socializing and celebrating.” Fair. Nine a.m. dance floors and canned spritz weren’t exactly the culture five years ago.
Why this matters beyond one weekend
Daytime, alcohol-free dance parties used to be a niche thing sober people found because they had to. Now a wine brand with actual retail muscle is showing up as the official sponsor. That’s the market catching up to what this audience already knew: you don’t need a 2 a.m. bar to have a good night, you need a good playlist and people who aren’t checked out by hour two.
The tour isn’t a one-weekend thing either. “Let’s Be Friends” runs through the summer and into the fall, with 150 stops across the U.S. and international cities including London and Melbourne. Giesen’s broader “All In, Never Out” campaign also includes stops at Pride House LA/West Hollywood during World Cup opening weekend and Venice Run Club’s Abbot Kinney One, so this is a full season of NA-friendly programming, not a one-off activation.
We’ve added the full run of Let’s Be Friends Tour stops, LA to London, New York to Melbourne, to the Sober Events Calendar, so you can find one near you before the season’s booked up.
Happy Every Hour Review: Giesen 0% Spritz Sauvignon Blanc vs. Rosé
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Is Giesen 0% actually alcohol-free?
Yes. Giesen makes wine traditionally, then removes the alcohol using a process that keeps the aroma and flavor. It’s not a wine substitute, it’s de-alcoholized wine.
Where is the Daybreaker “Let’s Be Friends” tour happening?
The tour runs through summer and fall 2026 across roughly 150 stops worldwide, including Los Angeles, New York, Miami, London, and Melbourne. Full listings are on TSC’s Sober Events Calendar.
Do I need a ticket to attend a Daybreaker event?
Ticket requirements vary by city and venue. Check the specific event listing on the Sober Events Calendar or Daybreaker’s site for that stop.
