Astro Bug

NEW YORK - AstroBug -- A new chapter in hospitality has begun in New York City. Elixirs, a bar-only category defined by their ability to serve as both zero-proof and spirited drinks, are now debuting across the city's most forward-thinking venues.

At the center of this movement is SOBREO, an oak-aged, zero-sugar, zero-proof elixir handcrafted for bartenders. Unlike traditional mixers or non-alcoholic spirits, SOBREO is designed to be the foundation of a drink whether served Clean (zero-proof) or Spirited (with alcohol) a dual-serve approach that redefines inclusive hospitality.

"Mocktails opened the door but are mostly sugar," said Eliott Edge, Head Bartender at Hekate, one of the first New York bars to adopt Elixirs. "Elixirs improve options for nondrinkers and diabetics. SOBREO gives bartenders something they've been missing: structure, complexity, and freedom to create with zero sugar."

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The category has already made its mark at Mockingbird in Brooklyn, where SOBREO Elixirs headlined the summer menu, and at Hekate in the East Village, America's longest-operating alcohol-free bar. Both venues have introduced guests to the elevated possibilities of Elixirs, with menus that demonstrate how one recipe can serve all — drinkers and non-drinkers alike.

The exclusivity is deliberate: SOBREO Elixirs are available only in bars, not in retail stores or online. This bar-first strategy keeps the category rooted in hospitality, giving bartenders the tool they need to meet shifting guest expectations while preserving culture behind the bar.

"Culture doesn't happen on a shelf it happens in hospitality," said Kirk Reynolds, founder of SOBREO. "Elixirs were created in New York for New York. We believe this city is where the next era of drinking begins."

With cocktail sales softening and guest demand for alternatives growing, New York hospitality leaders are embracing Elixirs as both a creative outlet and a profitable new path forward.

SOBREO Elixirs