Founded by Zane Curtis, Monday Morning first gained traction with its Pacific Beach bottle shop in 2024 before expanding to a second location in Ocean Beach earlier this year. Both locations introduced San Diegans to a wide range of alcohol-free alternatives, including beer, wine, and spirits designed to replicate the complexity and ritual of traditional drinking without alcohol. Now, the company is moving beyond retail to help shape the future of the category itself.
According to the company, the new San Marcos facility will open in the former home of Creative Creature Brewing (and Stumblefoot Brewing before that) and operate as a fully dedicated non-alcoholic contract brewery and co-packing operation, producing non-alcoholic beer, functional beverages, and ready-to-drink products for both emerging and established brands. Unlike traditional breweries retrofitted for non-alcoholic production, Monday Morning’s facility is designed from the ground up to eliminate alcohol cross-contamination while supporting the specific formulation and stability challenges unique to the category.
The move positions Monday Morning as one of the only production partners in Southern California, and potentially one of the few nationwide, focused exclusively on non-alcoholic beverages. The facility is intended to serve a growing wave of alcohol-free brands that have struggled to find specialized manufacturing partners capable of meeting both quality and scale demands.
“This isn’t just about making drinks,” Curtis said in a statement announcing the expansion. “It’s about building products that actually compete. The non-alcoholic category deserves the same level of quality, intention, and execution as traditional alcohol.”
In addition to production capabilities, the facility will offer flexible batch sizing for startups and scaling brands, co-packing services, and experience working with functional ingredients such as adaptogens, botanicals, and kava. Packaging options will include standard 12-ounce and 16-ounce cans, allowing brands to move efficiently from concept to shelf.
Monday Morning’s expansion comes as San Diego has quietly emerged as a national hub for non-alcoholic beverage production. Industry leader Athletic Brewing, widely considered the most popular non-alcoholic beer brand in the United States, operates a major West Coast headquarters and large-scale production facility in the former Ballast Point headquarters in Miramar, significantly expanding capacity in recent years to meet growing demand. The company’s continued investment in San Diego underscores the region’s growing importance in the fast-evolving alcohol-free category.
Monday Morning San Marcos location will also serve a consumer-facing role, though not immediately in the form of a traditional tasting room. The space will initially operate as a bottle shop carrying more than 400 non-alcoholic products, bringing one of the region’s largest selections of alcohol-free beverages to North County. Plans for a full tasting room experience remain part of the company’s longer-term vision as production ramps up.
Beyond manufacturing, Monday Morning aims to provide broader support for partner brands, including product positioning, go-to-market strategy, and access to retail and wholesale distribution channels across Southern California. The company’s leadership says the goal is not only to produce beverages, but to help brands succeed in an increasingly competitive and fast-growing segment.
The expansion comes amid continued growth in the “sober-curious” and moderation movements, with younger consumers in particular driving demand for high-quality non-alcoholic alternatives. While San Diego has seen a rise in alcohol-free retail concepts, production infrastructure has lagged behind, a gap Monday Morning is now working to fill.
Since launching in 2024, Monday Morning has steadily built a reputation as a hub for alcohol-free culture in San Diego, blending retail, hospitality, and now production under one umbrella. With the addition of its San Marcos facility, the company is positioning itself not just as a participant in the non-alcoholic movement, but as a key force helping to build its foundation.
Monday Morning’s new North County location is situated at 1784 La Costa Meadows Drive in San Marcos. For more information, visit mondaymorning-af.com.
Originally published on April 9, 2026.
