Couture & Cocktails
DRY JANUARY
01
Long Lane - West Sussex UK
A new alcohol-free hotel and private members’ club - Long Lane, will open in May 2026 within the woodlands on the 55-acre estate in the South Downs National Park of West Sussex. Entrepreneurs Louis Blake and Harrison Hide are behind the 30-bedroom site, which will also be home to a wellness hub and the world’s first ‘precision nutrition’ restaurant. Long Lane’s commitment to wellbeing goes a step further than hotels which claim to be wellness-driven but still serve alcohol.
02
Aston Martin x BERO - F1
Aston Martin F1 partners with Tom Holland’s non-alcoholic beer brand - BERO, marking a significant shift in sports sponsorship. This deep dive explores the $40 billion non-alcoholic market, the 'sober curious' movement and how luxury racing is pivoting toward wellness-driven partnerships in the era of the modern, health-fan. The British actor launched BERO as a luxury alternative in a market dominated by mass-market brewers and is creating ripples way beyond the usual car enthusiast circles.
photo courtesy Aston Martin - BERO
03
The Maze - New York City
The Maze, planned as New York City’s first alcohol-free, members-only social club in the Flatiron District - blends wellness and connection with intentional design. Redefining luxury socializing - without the hangover. Website THE MAZE
photo courtesy of The Maze
04
Burden of Proof is the San Gabriel Valley’s first non-alcoholic bottle shop. Located in the heart of South Pasadena - it has redefined how people experience non-alcoholic beverages. Burden of Proof offers a curated selection of non-alcoholic beer, wine and spirits. Aiming to prove that not drinking can be just as fun and just as delicious.
photo courtesy Burden of Proof
