DRY Soda Company announces strategic investment and partnership in Sans Bar
The first sober bar in Austin, Texas, Sans Bar was founded in 2017 and provides local residents with a brick-and-mortar location that fosters a sober community as well as national pop-up events to help people across the country connect and socialize sans alcohol.
“We could not be more excited to team up with Sans Bar to bring community events nationwide to people looking to socialize and experience nightlife without booze,” said Sharelle Klaus, founder and CEO of DRY. “As an active ally in the sober curious movement, I felt the synergy between our two companies from the beginning and together we forged a relationship to help bring elegant, refreshing non-alcoholic libations to Sans Bar patrons. We are honored to partner more closely with Sans Bar to help bring our collective mission to life. Together, we’ll help give people across the country the means to connect without alcohol and foster deeper relationships.”
DRY CEO Sharelle Klaus with Sans Bar founder Chris Marshall
Sans Bar first embarked on a historic sober bar pop-up tour in 2019, which stopped in nine cities in the United States as well as Toronto, Canada. Sans Bar’s rapid rise was sparked in large part to early product and marketing support from DRY. The Sans Bar x DRY 2020 National Pop Up Tour will visit 15 cities starting in January, including: Seattle, Wash. on January 10, Atlanta, Ga. on January 18 and Washington, D.C. on January 25. Additional dates will be announced for events in: San Francisco, Calif.; Boston, Mass.; Portland, Ore.; Cincinnati, Ohio; Houston, Texas; Albuquerque, N.M.; Phoenix, Ariz.; Minneapolis, Minn.; Birmingham, Ala.; Des Moines, Iowa; New York, N.Y.; Reno, Nev.; Chicago, Ill.; and New Orleans, La.
“Technology can give us this false sense of being more connected, but more often than not we are feeling more distracted and isolated from our friends, family and even strangers,” said Chris Marshall, founder of Sans Bar. “Sans Bar is not just about sobriety; it is about authentically connecting in a meaningful way to other people. We are excited to partner with DRY and believe this is a natural evolution of a genuine relationship that was built out of common values. There’s a real demand for Sans Bar nationally, and we need both financial and organizational support to scale quickly while staying true to our style of upscale, intimate events. Our partnership with DRY will enable us to amplify what we’ve created in Austin and continue to share it with the world.”
Marshall, a formerly licensed Substance Use Counselor, opened Sans Bar in 2017 after noticing that his patients were struggling to make connections with others after they stopped drinking as local nightlife was overwhelmingly centered around booze. To fill the need for a sober socializing space, he opened a bar with an intimate environment, and most importantly no alcohol, to give local residents a place to make memories and form connections without the haze of alcohol. Today Sans Bar is a permanent fixture in Austin and hosts pop-up locations across the country.