For ages, alcohol has played a nonnegotiable role in lives around the world. More than a choice, for many it’s a way of life. A powerful potion deemed suitable for both creating new memories, and erasing the ones you’d like to forget.

For a high percentage of people on this planet, it’s not a matter of if you’ll have a relationship with alcohol. It’s merely when.

But all that’s starting to change…

Younger generations are drinking less than any adults to come before. For some, it’s a choice for health. For others, control. But regardless of reason, the trend is clear – for the first time in centuries, people are choosing to question their relationship with alcohol.

For those making this choice, it doesn’t come easy. Puzzling looks. Invasive questions. Skipped parties and missed engagements. Choosing not to drink – for whatever reason - in a world soaked in alcohol leaves most feeling like an outsider.

YOURS is more than a destination for non-alcoholic and alcohol-free beer, wine, and cocktail recipes and reviews. It’s a community. A celebration of individuals like you who have chosen to question why alcohol has to be a part of everything.

Whether you’re sober curious, pregnant, cutting back a bit for health reasons, taking on Dry January or Sober October, or saying goodbye to alcohol forever, YOURS is here for you.

Now don’t get us wrong. Many of us still enjoy the occasional alcoholic beverage. But we want the choice. To drink when we want, and abstain without stigma when we don’t.

“I’m not drinking” shouldn’t relegate you to nursing a soda and lime in the corner. It should be celebrated. Admired. Rewarded. And seen as a sign of strength to the millions of others who secretly want to cut back themselves, but don’t know where to start.

YOURS is here to offer you that choice. A community that celebrates and educates, helping you explore the vast landscape of what to drink when you’re not drinking.

The choice won’t always be easy, but it will always be YOURS.

We’re on a mission to craft the world’s best non-alcoholic wines, and believe in a future where those who choose not to drink - for whatever reason - are as celebrated and well-served as those who do.

YOURS began its journey in January 2019, when co-founders (and husband and wife) Kelly and Marina Bertog attended their first European soccer match in Barcelona.

After finding their seats, they did what many would do at any sporting event – search for the closest beer vendor. But as they learned, the only beer for sale in the entire stadium was cerveza sin alcohol – non-alcoholic beer. Perplexed, they purchased two, returned to their seats, and took their first-ever sips of NA beer.

To their surprise, within minutes they were lost in the match and thoroughly enjoying their beers. The entire experience was exactly the same, even without the alcohol. They later discovered that non-alcoholic beverages have a rich culture in European countries, and quickly adopted them as a healthier alternative to their evening beer and wine routine.

Returning home, the couple realized the U.S. market for non-alcoholic products is woefully behind Europe’s. This was especially true for red wine. Watery. Flavorless. Super sweet and packed with sugar. They tried nearly every non-alcoholic red wine on the market, but nothing came close to replicating that wine experience they loved

So, they decided to make their own. For over a year, the couple experimented with countless ingredients, winemaking techniques, and flavor profiles, eventually landing on a proprietary blend of dealcoholized wine, natural ingredients, and production magic that allowed them to craft a rich, oaky, flavorful bottle of California Red Blend that looks, smells, and tastes just like the traditional wines they knew and loved.

After the success of YOURS Non-Alcoholic Red Blend, the pair released their second wine in November of 2022, the YOURS Non-Alcoholic Cabernet Sauvignon.

“I’m not drinking” shouldn’t relegate you to nursing a soda and lime in the corner. It should be celebrated. Admired. Rewarded. And seen as a sign of strength to the millions of others who secretly want to cut back themselves, but don’t know where to start.

YOURS is here to offer that experience. And we can’t wait to raise a glass with you.

Cheers!