From underwhelming O’Doul’s to award-winning craft brews, Tate Huffard and his team are carving out room for flavor, fun, and belonging in the non-alcoholic beer scene.
Sparking a Sober Revolution—One Sip at a Time
If you’d told anyone a decade ago that non-alcoholic craft beer would be the “it” drink on a Friday night, you’d be met with raised eyebrows and maybe a polite chuckle. But as Tate Huffard, founder and CEO of Best Day Brewing, explains in his lively chat with Alysse Bryson and Justin Lamb on The Sober Curator Podcast, times—and tastes—have changed dramatically.
The NA beer market is now booming, and Best Day Brewing is at the center of this cultural shift, inspiring drinkers to embrace a lifestyle that’s less about deprivation and more about connection, flavor, and celebration. In this episode, we find out exactly how—and why—Tate and his hop-loving crew are raising the bar for sober living.
The Grassroots of a Great Beer
For Tate, the journey to brew the “ultimate” non-alcoholic beer was personal. He recalls his earliest NA beer experience—choking down an O’Doul’s during family dinners and parking the leftovers in the fridge. “Boy, was it underwhelming,” Tate laughs, highlighting what was then the sorry state of non-alcoholic beers: lackluster branding and even worse product quality. “It’s hard to imagine…the brands were terrible, right? Non-existent. And the products were even worse.”
But as he began taking stock of his life—marriage, fatherhood, outdoor adventures—Tate noticed a pattern: alcohol didn’t fit every lifestyle, but great-tasting beer should. And that sense of communal joy that beer brings? It shouldn’t be lost just because you’re skipping the alcohol.
Crafting a Better Brew—And a Better Brand
Determined to bring flavor, community, and optimism to the NA space, Tate and his team refused to settle for “slightly better O’Doul’s.” Instead, they set the bar sky-high: create a non-alcoholic beer so good you wouldn’t know the difference if you weren’t told.
Best Day’s innovation lies in its full fermentation method—an ambitious, tech-heavy, and costlier route that maintains the beloved flavors, aromas, and “punchy hop feel” real craft beer fans crave. “Unless someone could drink this and, unless I told them it was non-alcoholic, they wouldn’t know…it wasn’t worth doing,” Tate insists.
And it works. With brews like their flagship Kolsch and the much-loved (and returning!) Galaxy Ripple IPA, Best Day is making it clear: non-alcoholic beer can be complex, refreshing, and endlessly interesting.
Branding for Belonging
Beyond the can, Best Day is intentional about its brand. “Your cans are very approachable…they just read happy,” Alysse notes. The branding is bright, gender-neutral, and, yes, fun. Their recent “Sober Sex” Super Bowl campaign had everyone talking (and some blushing), blending humor with a healthy dose of self-awareness. Sober doesn’t have to mean boring or self-serious. As Justin puts it, “This space is still cool. The community is still cool. How can I do that without all the bullshit that comes with alcohol?”
That’s the ethos Best Day Brewing wants to bottle, and their broad, growing consumer base across the U.S.—from the coasts to the Midwest—suggests it’s resonating far and wide.
What’s Next? Innovation and Inclusion
The innovation doesn’t stop. Collaborations with organizations like the Surfrider Foundation, small-batch experimental brews like the Yuzu Ginger Shandy (hello, US Open Beer Championship gold medal!), and shoutouts to wild flavor territory (mango habanero stout anyone?) show that Best Day isn’t just keeping pace—they’re pioneering.
Best Day brings their beer to community events, beach clean-ups, yoga studios, trail runs, and beyond, making sober socializing not just possible, but celebratory. “So much of this is grassroots,” says Tate. “It’s connecting with people where they are and meeting them in the moment with a great beer.”
Sober, Not Boring—The New Pop Culture
Best Day Brewing and The Sober Curator Podcast share a mission: to prove that sober living is vibrant, dynamic, and worthy of the spotlight. “Sober pop culture at its finest,” Alysse calls it. Whether you’re NA-curious, fully alcohol-free, or just in it for the flavor, there’s room at the table—and in the beer fridge. The best days aren’t behind us; with brands like Best Day Brewing leading the charge, they’re right ahead.
Let’s raise a glass (of NA beer!) to a future where hangovers are cancelled, and community is always on tap.
Sober Curator Fun Fact: Check out all of these NA reviews of Best Day Brewing by our resident NA beer nerd, Justin Lamb.
- Best Day Brewing Kolsch Is a Perfect Light, Balanced NA Beer, Full of Flavor & Sexiness
- Best Day Brewing – Galaxy Ripple Imperial IPA – Smells SO Good It Should Be a Glade PlugIn
- Best Day Brewing – Nature Pils: It’s Better Than a Perfect Cheeto!
Getting sober is one thing—but staying sober? That’s where the real adventure begins.
This show is for you if you’ve ever wondered:
– Where can I find inspiring sober podcasts, apps, and creators?
– How do I give back or stay plugged into the sober community
– What are the best sober-friendly drinks and travel tips?
– Where do I find the good NA drinks that don’t taste like regret?
The Sober Curator is your go-to for sober pop culture, booze-free travel, apps, creators, and community.
We’re not here to help you get sober.
We’re here to help you live sober—and love it.
In this fiery debut of Hot Takes, Alysse Bryson, Tamar Routly (AKA T-Boog), and new co-host Lane Kennedy unpack SNL’s controversial “Non-Non-Alcoholic Beer” sketch. Was it harmless satire or tone-deaf comedy at the expense of sober folks? The trio digs into stigma, humor, and timing — with personal stories, laughter, and a few very real emotions along the way.
Takeaways:
Why the SNL sketch sparked such mixed reactions in sober circles.
The fine line between dark humor and damaging stereotypes.
How comedy can both start conversations and reinforce stigma.
The reality of “non-alcoholic” drinking for those in recovery.
- Why open dialogue matters more than outrage.
Key Timestamps:
[00:02:00] The SNL sketch setup — and why it hit a nerve.
[00:05:00] Humor vs. harm: where’s the line?
[00:10:00] The non-alcoholic beer debate — harmless or high-risk?
[00:14:00] Cultural obsession with alcohol as identity.
- [00:18:00] What we wish SNL had done differently.
Notable Links:
Watch the original SNL “Non-Non-Alcoholic Beer” sketch on YouTube.
Read Alysse’s full editorial on The Sober Curator.
CTA:
Join the conversation: Was SNL’s take funny or foul? Comment on Instagram @thesobercurator or tag us with your own #HotTake.
Connect with Us:
Website: www.thesobercurator.com
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Sobriety isn’t the end of the party—it’s just the start of a better one.
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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.
TRIGGER WARNING: People in early sobriety may want to proceed with caution. Always read labels. Please hydrate responsibly … #becausedrunkneverlooksgood.
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Resources Are Available
If you or someone you know is experiencing difficulties surrounding alcoholism, addiction, or mental illness, please reach out and ask for help. People everywhere can and want to help; you just have to know where to look. And continue to look until you find what works for you. Click here for a list of regional and national resources.
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