I stepped into Maya Moon Collective, a cacao cafe in Normal Heights, one busy December night. Outside, a band drew in a crowd, while inside, friends chatted over the lively music.
My friend and I squeezed into a small table, ready to tackle our studying. It was finals week, and we thought a coffee shop would be a peaceful escape. Instead, we found ourselves in a vibrant social hub. Here, the community gathered to enjoy vegan coffees, connect through spiritual activities, and engage with local artists.
Kathryn Rogers, the founder of Maya Moon, shared that in 2023, they launched a zero-proof menu. “We wanted to create a space for those looking for sober options,” she said. This move came as more young people sought places without alcohol, and Rogers noticed a demand for non-alcoholic drinks.
“They’re really interested in alternatives,” she explained. More than ever, college students are choosing to drink less. At San Diego State University (SDSU), a shift towards healthier lifestyles is evident.
Janhavi Shah, a master’s student in Marriage and Family Therapy, has never tried alcohol. “I dislike the effects on my cognitive function. The smell makes me nauseous,” she admitted. Other students echoed this sentiment, preferring to stay clear-minded and content with themselves.
David Madrigal, another SDSU student, expressed similar views: “I like where my head is right now. Drinking isn’t my thing.” Some students do drink, seeing it as part of the college experience, but many plan to cut back after graduation. Nicole Natividad, for instance, feels confident in social settings with a drink but recognizes her limits.
The rise of zero-proof cocktail bars in San Diego reflects this cultural shift. Just a couple of years ago, there were only two such venues. Now, many coffee shops have joined the trend, offering unique non-alcoholic options.
Recent statistics highlight this change. According to SDSU Counseling and Psychological Services, 61% of students reported drinking about two times a week in 2024, while 30% said they don’t drink at all. The California Health Care Almanac for 2025 further illustrates this trend, noting a drop in substance use among young adults. In 2023, only 16.4% of those aged 18 to 25 reported substance use disorders, down from 28% the previous year.
This growing interest in sober spaces shows a shift in social habits. People are exploring new ways to connect without relying on alcohol. The conversation around sobriety is changing, with many seeking healthier, more fulfilling experiences.
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