by Natasha Winkler
The scene is a familiar one across the Fox Cities: a dim, amber-lit lounge, the low hum of conversation, and a bartender carefully expressing a swath of orange peel over a chilled glass. But look closer at the label on the bottle. There’s no ABV. The drink is a Sassy Rose, a blend of nonalcoholic (NA) Aperol, house-made ginger beer, and a fresh rosemary sprig.
Welcome to the new Appleton nightlife. While Wisconsin’s identity has long been tied to its legendary tavern culture and the ubiquitous brandy old fashioned, a massive cultural shift is bubbling up in the Fox Cities. The “sober-curious” movement is no longer a niche health fad; it’s becoming the hottest trend in our local hospitality scene.
Beyond the Shirley Temple
For years, the nondrinkers’ options were limited to a soda or a cloyingly sweet Shirley Temple. Moving into 2026, however, the trend is toward sophistication. Local establishments are treating NA drinks with the same culinary respect as their spirited counterparts, using high-end tequila alternatives, botanical accents, and complex bitters.
According to a survey conducted by NCSolutions (a leading consumer data and advertising effectiveness firm), national data shows that nearly 50% of Americans plan to drink less this year. This trend is led by Gen Z and Millennials, who prioritize wellness without sacrificing their social lives. In a city like Appleton, where grabbing a drink is the default social setting, the availability of high-end NA options is a game-changer for inclusivity.
Local Players Raising the Bar
Several local favorites are leading the charge. Stone Arch Brewpub has moved far beyond its famous root beer, now offering an entire “mocktail” section featuring spicy pineapple margaritas and NA lemon dreams. They even offer a low ABV old fashioned for those looking to dip a toe into the trend without the full commitment.
Even our classic neighborhood spots are evolving. D2 Sports Pub and local lounges across the Fox Cities are increasingly dedicating real estate on their menus to “spirit-free” selections. These aren’t just afterthoughts; they are complex, hand-shaken drinks that prove the ritual of grabbing a pint is being joined by the ritual of the craft mocktail.
Our retail shelves reflect the trend; the Stevens Point-based Siren Shrub Co. has become a staple in homes and bars throughout the Fox Cities. Their apple cider vinegar-based concentrates offer a tart, complex bite that satisfies the palate in a way a sugary soda never could.
Why It’s Sticking
The “why” behind this trend is simple: ritual. People don’t go to these establishments just for the ethanol; they go for the clink of the glass, the atmosphere, and the connection. The zero-proof revolution allows the designated driver, the expectant mother, the health-conscious athlete, or the curious local to remain part of that ritual.
Appleton’s social scene is growing up. It’s becoming a place where the quality of the conversation and the craft of the glass matter more than the proof of the pour. Whether you’re going “Dry January” or just “Mindful Monday,” the best seat in the house now comes with a zero-proof menu, and it’s never tasted better.
This article was originally published in the February 2026 issue of Appleton Monthly Magazine.
