Americans are drinking less alcohol, especially younger generations. Gen Z is leading this trend, with 61% planning to drink less in 2024. Meanwhile, 49% of Millennials are aiming to reduce their alcohol intake.

The reason? A major shift towards health and wellness. 

Yet there are few places where health-conscious people can gather, socialize, and work. Few brands are catering to this booming demographic.

Premium & elevated, Non-alcoholic - functional - cocktails, coffee and coffee alternatives.

Drinks with health & wellness-focused added ingredients that produce focus, energy, anti-inflammatory, gut health, and calming or uplifting feelings.

Soft cocktails: A soft cocktail is an intentionally crafted NA cocktail using advanced bartending techniques to produce a sophisticated and unique taste profile.

Non-alcoholic beer, wine, sparkling and ready-to-serve drinks

Coffee + Coffee Alternatives: Mushroom coffee and coffee alternatives include a combination of mushroom ingredients that contain health benefits and high-quality coffee, teas, matcha, spirulina, or cacao.

Entering a (near) trillion-dollar industry.

The non-alcoholic beverage market is worth $987B, and is expected to grow to $1.8T in the next decade. 

Meanwhile, the functional beverage market is valued at $243B, with projections putting it at $449B by 2032. These figures represent a growing trend among younger consumers for healthier products.

The alcohol industry has been undergoing societal and regulatory pressure which is getting a lot of media attention:

Welcome to Soft Bar

Located on the Greenpoint Williamsburg border, in Brooklyn.

The Greenpoint Industrial area is an up-and-coming neighborhood surrounded by successful hotels, businesses, and Michelin-rated restaurants. 

Surrounding Area & Businesses

Soft Bar is in a prime location to attract customers from different walks of life. The interior design of the location will serve to differentiate the location, standing out above the traditional bar or coffee shop.

Williamsburg and Greenpoint have been undergoing a massive development initiative including a "wellness corridor", several boutique hotels, and the opening of many luxury and trending retail concepts. 

Soft Bar has received local press coverage:

Leveraging the “Bravo effect”

Co-founder, Carl Radke just concluded filming his 9th season of Bravo's Summer House with ~2 million weekly viewers. 

The benefit to Soft Bar is decreased advertising costs, immediate press coverage, early customer adoption, all of which drive better bottom line profits.

Soft Bar has immediate access Carl's significant social media platform with ~500k Instagram followers and has developed a strong following of their own with 21,000 followers and growing.

Previously, Carl helped launch Loverboy an alcoholic tea and more recently an NA version of the same which had quick adoption and success - in large part due to the television show.

Soft Bar was filmed as a natural extension of Carl's life on the upcoming season of Summer House which begins to air on February 12th, 2025. 

Soft Bar has conducted several successful initial events and pop-ups, including a series of events in The Hamptons, an appearance at Kate Spade's Global Women's Health Summit, a partnership with Lululemon, and a prominent Dry January event in Brooklyn. 

They’ve begun offering their services for corporate and private events, capitalizing on the growing trend of companies and groups seeking non-alcoholic options for their gatherings.

Additionally, they have been fielding a lot of interest from hospitality groups interested in licensing their branded soft cocktail offering.

6 Key Revenue Streams 

Soft Bar's multi-faceted business model focuses on creating a unique social experience around non-alcoholic and functional beverages. 

They plan on monetizing the Soft Bar name through several revenue streams: 

• On-premise sales of food and beverage

• Events and experiences corporate parties, private events, and ticketed on-premise paid events
  

• Brand partnerships and sponsorships, including high-visibility brand activations (eg. Kate Spade, Barry's, and Lululemon)

  

• Retail merchandise sales and ready-to-serve products

• Licensing branded menu to hospitality groups, commissions from distributers, and fees paid from product companies to be included in license portfolio.
  

• Brand Pilot Program which generates valuable market intelligence for brands looking to launch in the NA space delivered via data, content, and promotion.

A clear path to growth

Soft Bar has outlined a phased roadmap for their business activation and growth. Their strategy calls for gradual expansion, starting with pop-ups and events, moving to a permanent location, and eventually scaling to multiple locations and product lines.
             

Their plan emphasizes building a strong brand foundation before rapid expansion, focusing on team development, operational excellence, and revenue growth at each stage.

Our vision is to be the leading lifestyle brand in the NA space. To galvanize the NA movement through our locations, offerings, experiences, and community. 

Soft Bar is not a single restaurant or bar. 

Soft Bar is a platform which generates value for and from brands, hospitality groups, and customers. 

Soft Bar is influential through our collective social & earned media.

Soft Bar provides valuable market feedback data to product companies.

Soft Bar hosts corporate, private, and ticketed events that drive revenue, thought leadership, and community. 

Soft Bar is a multi-location brand with plans to achieve up to 9 locations in 5 years. 

Soft Bar is a valuable brand name that is ripe for licensing and franchising opportunities.

Soft Bar is looking to raise up to $1.23M.

Primary use of funds will go to CapEx to open our primary location and headquarters in Brooklyn, NY. and operating expenses. 

Carl Radke is an experienced sales leader, entrepreneur and founding member of Loverboy, a better for you alcohol/non-alcoholic drink brand spanning 40+ states and a national retail footprint at Whole Foods, Total Wine and Wal-Mart.

He is also known for his role on Bravo TV’s "Summer House" which began in 2017 and now in its Ninth Season. He is a podcaster, influencer, host and mental health advocate. 

He began his sobriety journey on January 8, 2021 and has shared his mental health journey and incorporating meditation, therapy, and fitness into his life, and uses his platform to inspire others and raise awareness about addiction and living a non-alcoholic lifestyle.

Brian McNamee is a successful entrepreneur. Having started, grew, and sold Resolute Digital, a digital marketing company, to publically-traded media holding company, Interpublic Group. 

Brian has vast experience establishing, growing, and managing organizations from seed series through acquisition.  

Soft Bar represents an immediate opportunity to invest in the changes taking place in the consumer market in regards to alcohol consumption, the growing alternative coffee market, and the need for new third spaces.

Ample revenue streams and an ambitious growth plan make Soft Bar a valuable investment opportunity.