Tucked into a little strip mall off Veterans Memorial Boulevard, Cali Sober Market, the brainchild of founder and owner Monica Olano, is a bright and colorful boutique that aims to get people drinking, and thinking, differently.
Cali Sober Market offers a wide range of alcohol-alternative beverages and tinctures, including zero-alcohol, ready-to-drink cocktails and beverages infused with “mood enhancing” mushroom extracts, kava root drinks, popular THC “sodas,” and non-alcoholic wines and beer.
Unlike larger stores, here customers are invited to purchase individual cans before investing in a pack, and the boutique offers a large bar setup with frequent tastings, encouraging patrons to try out beverages often not found anywhere else in the region. There are also a few comfortable chairs, an invitation for customers to stay a while, relax and chat with others.
Among the most popular products are those that promise a relaxing, unwinding affect without alcohol, like kava-infused non-alcoholic spirits.
Officially opened just after Mardi Gras in March, the market was born from the local mother of three toddlers’ other professional project, the “Cali Sober Mom” podcast (originally called “Mommy’s New Medicine.”)
“The inspiration really began back in January 2024 with my podcast,” said Olano. “And the podcast was born out of my personal journey to educate myself and others about the marketing and psychology of alcohol, the health effects it has on us, and the misinformation surrounding it. As a mom, I realized that the ‘mommy wine culture’ narrative was incredibly misleading and ultimately harmful. I also dug into the history of cannabis — why it was criminalized, the prejudice and stigma around it, and the political reasons behind its classification as a Schedule 1 substance,” she said.
She said the puzzle pieces began to come together as she dug deeper into the business of alcohol and THC products, and soon the idea for a market and a community hub came to fruition.
“What started as a passion project to help women and moms see that they didn’t have to fall into the alcohol trap turned into something much bigger,” she said. “I wasn’t trying to build a business — I just wanted to create a safe space for people to question what we’ve been told about alcohol and cannabis.”
Olano said her professional background — which includes an MBA and work at companies led by Berkshire Hathaway and Costar — along with her tenacity have helped with launching the market despite the difficulties in navigating an ever-changing legislative and legal landscape.
“The current restrictions have made it incredibly difficult to offer the variety and choice that our customers crave,” she said. “What’s especially frustrating is that the legislative changes have made the process of bringing in new products more complicated and financially expensive. I’ve been deeply immersed in the advocacy and consumer side of this space for the last 18 months, and I’ve carefully followed every nuance of these bills, understanding how they will actually ‘play out for everyone’— not just what the language says on paper.”
Cali Sober Market quickly moved beyond a business venture idea for Olano and into more of a social and political movement, as Louisiana placed restrictions on the sale of THC products.
“As I got more involved in the cannabis community, especially after meeting with a distributor in December 2023, I realized just how deep the political and industry-related issues went. The more I talked to brands and sponsors, the more I saw that this wasn’t just about helping moms or creating a fun side hustle — it was about systemic change and fighting for consumer rights.”
As of January 2025, the state of Louisiana restricts THC products to a maximum of 5 milligrams of THC per serving. Products cannot contain more than four individual servings per package and may not be sold at bars and restaurants without a permit obtained prior to June 17, 2024.
“When Louisiana passed restrictive laws last summer, I saw it firsthand: If we don’t push back, we risk the monopolization of the hemp and cannabis industry by the alcohol giants. This realization led me to fully dive into consumer and political advocacy. I wasn’t willing to partner with companies that were backing shady deals in the background, so I decided to open Cali Sober Market as a physical location that would give consumers a choice and fight against the corporate grip on this space.”
Olano said she thoughtfully chooses which brands to offer at Cali Sober, researching not only who makes them, but their calorie and sugar content — an important consideration for many of her clientele.
“We’re partners with Ochsner’s Eat Fit program,” noted Olano. “I met Molly [Kimball] at Tales of the Cocktail during the first year they had an NA feature. When we opened, her team went through our items and marked those that fit into the program. We have a lot of people that come in that are looking to lose weight and have realized how much sugar is in alcohol, so that partnership has been a huge help.”
Olano currently wears several hats as the business continues to grow organically … and quickly.
“I’m actively involved in everything from curating products to customer experience,” she said. “Cali Sober Market is a self-funded, bootstrap project, entirely driven by my vision and passion for creating a space focused on alcohol-free, functional alternatives. My husband, a bar owner, has been involved in the journey, but this venture is my labor of love — no external financial backing.”
As a unique business in an emerging industry, Olano notes that the path forward is unclear.
“I knew from the start that this was uncharted territory, and that’s what makes it so exciting,” she said. “It’s a new way of life, one that challenges existing norms, and I’m committed to pushing it forward and making it accessible to those seeking healthier options.”
Cali Sober Market has quickly become a favorite for customers from across the Greater New Orleans area looking for alcohol alternatives — whether it be to cut down on sugar, turn away from problems with alcohol, or just try out something new.
Since officially opening, Cali Sober Market has experienced impressive early growth, all driven through word of mouth, strategic partnerships and organic content. Within just a few months, Olano was able to hire two part-time employees (both early frequent customers of the market) to ensure her business can keep regular hours while she juggles the roles of mother and entrepreneur.
“In our first two months, we’ve seen our sales grow steadily, with net revenue surpassing $5,700 in March and nearly $7,000 in April,” said Olano. “What really sets us apart in this early stage is our customer acquisition cost, which is just $4.60. For context, industry standards often see CAC in the $10–$30 range, especially for new businesses, so this is a strong indication that our marketing strategies — rooted in organic content and word of mouth — are working effectively.”
Olano noted that the market’s customer return rate is 22.7%, well above average for retail, where rates typically hover around 10% to 15%.
“This is a clear signal that not only are we attracting new customers,” she said, “but they’re coming back, building a loyal base that resonates with our mission and product offerings.
While business and sales have been consistently growing, Olano emphasized that education and community connection are at the core of her vision. She recently added a private meeting room within the store designed to offer a place for customers and local community groups to gather, and to host special in-shop events throughout each month. It’s all part of the larger plan to inform, educate and provide support.
“Louisiana should be leading the way in this next trillion-dollar industry, not stifling it,” said Olano. “By fostering job growth, increasing tax revenue, and improving education, we can build a thriving market that benefits everyone. Cali Sober Market is here to be more than just a store, we want to help our community take action, engage with local policy and shape an industry that benefits all.”
Cali Sober Market
1011 Veterans Blvd. (behind Sweet Things)
Calisobermarket.com
@calisobermarket
