From Bartender to Alcohol-Free Bar Owner: Josh James’s Story
Aug 11, 2025
Josh is the founder of Ocean Beach Cafe in San Francisco, one of the first alcohol-free bars in the country. But before that? He was a bartender. His story is proof that the road to reinvention isn’t linear, but when it clicks, it clicks.
We talked about how a one-year break from alcohol completely rewired his productivity, clarity, and even how his brain functioned. He got curious, did the research, dove into the science, and emerged on the other side ready to build something that challenged everything we assume about drinking culture.
Josh is a walking encyclopedia of beverage knowledge. He breaks down how alcohol impacts the blood-brain barrier, why so many people don’t even realize their mouthwash has alcohol in it, and why most non-alcoholic red wines are a disappointment (except for one very specific Austrian blend he swears by). His passion is infectious, his science is legit, and his vision is clear: the alcohol industry is overdue for disruption.
What I loved most about our conversation was how real Josh is about the identity shift that comes with sobriety. For him, it wasn’t about hitting rock bottom. It was about waking up to the potential of what his life could be without alcohol dulling his edge. He now sees sober curiosity as an invitation to innovate, connect, and rethink the way we socialize.
Josh is also working on a six-part docuseries that explores how alcohol-free spaces are emerging across the globe. From functional spirits to zero-proof cocktails to adaptogen blends that support mood and clarity, the future of drinking is evolving, and Josh is at the center of it.
If you're curious about what it looks like to not just remove alcohol from your life, but to build something bigger and bolder in its place, this episode is for you.
Listen to Sober Fit Life here 🎧
Connect with Josh:
-
Ocean Beach Cafe: oceanbeachcafe.com
-
Instagram: @joshthenonalcoholic
-
YouTube: Josh the Non-Alcoholic
- Home - Zeronimo Wine
