Dry January may be over, but the non-alcoholic movement continues to gain momentum across the country. Last month, U.S. Surgeon General Dr. Vivek Murthy issued a public advisory warning that alcohol is the leading preventable cause of cancer in the United States. The report revealed a striking disconnect: while 76% of Americans consume at least one alcoholic beverage per week, fewer than half are aware of the direct link between alcohol and cancer risk.
Dr. Natalie Gentile, co-founder of Direct Care Physicians of Pittsburgh and board-certified in both Family Medicine and Lifestyle Medicine, emphasizes the importance of educating the public on these risks.
“It is becoming apparent that alcohol intake is something we need to take seriously, not just when it comes to risk for alcoholism, but as a risk factor for developing diseases such as cancer,” says Gentile. “There is evidence showing a relationship between alcohol intake and the development of certain cancers, including breast cancer in women [and] GI cancers such as esophageal, liver and colorectal, and throat, mouth and voice box.”
According to the U.S. Surgeon General’s advisory, alcohol contributes to nearly 100,000 cancer cases and 20,000 cancer deaths every year. While these statistics are prompting more people to explore sober-curious lifestyles, others remain skeptical. Historically, red wine was considered heart-healthy due to its antioxidant content. However, leading health organizations — including the American Heart Association and the World Health Organization — now state that no level of alcohol consumption is considered safe.
“There doesn’t appear to be a known safe level of alcohol intake,” warns Gentile. “Some of these cancers can develop with alcohol use of less than one drink per day.”
For those looking to cut back on alcohol, experts recommend understanding your personal motivations and recognizing when you typically drink.
“Once you have a why, it makes it easier to incorporate that change, whether it’s being sober curious or completely sober,” says Gentile. “ With the why and the knowledge of when you tend to drink alcohol more regularly, you can start to replace some of those times with a non-alcoholic beverage. For many people, there is a ritual component to having a drink (think nightcap), and you can still maintain the ritual but remove the alcohol from it.”
For Pittsburghers seeking healthier alternatives, the city is home to the Open Road, the country’s oldest non-alc specialty retailer and winner of Pittsburgh’s Best Mocktail 2023, currently celebrating five years in business. Launched in January 2020 as a pop-up bar, The Open Road established its first brick-and-mortar store in Allentown in March 2022. This year, the business is expanding — relocating to Pittsburgh’s Garfield neighborhood, where it will open a non-alcoholic bar alongside its retail store.
This womxn-, neurodivergent-, LGBTQ-owned establishment was founded by Mel Babitz. “Like many founders, I started The Open Road to solve my own problem — a desire to have fun, interesting, complex, adult beverages outside of alcohol, other than coffee and the wonderful wide world of tea,” says Babitz. “It’s so cool that adult non-alc has taken off like this in the time since I started the business.”
(Of note: Some people see “mocktail” as a controversial term, as it can suggest that non-alcoholic beverages are inferior or merely an imitation.)
The Open Road partners with local organizations to provide that social component for sober friends in Pittsburgh. Every month, Babitz collaborates with Two Frays Brewery to host Mod Monday, an entirely non-alcoholic service featuring local options. Jackworth Ginger Beer, a ginger beer brewery in Larimer, partners with The Open Road for a zero-proof cocktail night once a month. Pittsburgh Mocktail Meetup is a casual, happy-hour style monthly event for non-drinkers and the sober curious to meet new friends.
Two Frays Brewery regularly offers a variety of NA beer options on its menu, including two new collaborations — one with Dr. Gentile’s studio, Rebel Wellness, and another with The Open Road. The local non-profit, Teetotal Initiative, also frequently partners with Babitz to provide various free, fun social activities to support individuals in sustaining sobriety.
“Lots of folks feel like they need to tell us or justify why they’re at the shop, but non-alc is for everyone,” says Babitz. “Please come to the shop, ask us all the questions about the drinks you’ve seen advertised online. Everything at the shop is available by the single can, and we encourage folks to try lots of different things. New options come out all the time!”
Until its new Garfield location opens, the Open Road is running a pop-up inside Lawrenceville Hemp Co.
“In reality, the benefits many of us feel when drinking are not all due to the alcohol itself. There is a big social component to drinking, feeling like we fit in with a community and enjoying the company of others over a drink,” says Gentile. “You can still get that feeling while having a non-alcoholic beverage, such as a mocktail or NA beer, which are becoming more and more popular and available.”
This article appears in Jan 29 – Feb 4, 2025.
