Hangouts over hangovers: Inside Counterculture Club’s alcohol-free social experience
For Molly Ruggere, founder of Counterculture Club and a certified life and alcohol freedom coach, living in Charlotte and being content with her decision not to drink led to a first in the Queen City: a non-alcoholic space that became a fun and supportive community.
The only problem was that Charlotte — home to more than 60 breweries — is often known for its craft beer and cocktails hangouts. Ruggere, who is also a writer for CharlotteFive, didn’t know where to find people who wanted to do fun activities without the headaches or weary effects that alcohol has to offer.
“I can’t be the only person that feels this way,” she said.
Ruggere launched Counterculture Club in 2020, creating a group where folks can have a great time and de-stigmatize the choice to not drink.
ABOUT: When the club launched in 2020, Ruggere hosted virtual events during the COVID-19 pandemic stay-at-home order. The club met online and started book clubs and online discussions.
A few months later, Counterculture Club hosted its first outdoor yoga session at Camp North End. It was so successful that she turned it into a monthly event, held the last Sunday of the month from May to November.
Laurie Somerville, a new member of Counterculture Club, attended June’s yoga session, rocking an all-black yoga outfit and showing off her sleeve of colorful tattoos.
“It’s a really fun community. I’m a sober person so it’s really hard to make friends a lot of the time, but this kind of allows me to meet new people with similar interests,” she said as she enjoyed a refreshing can of Athletic Golden non-alcoholic beer.
All Counterculture Club yoga sessions are offered free due to their series sponsor, EVRYBDY STUDIOS- a podcast studio founded by Robbie Shaw who is also Champagne Problems host. Champagne Problems is a podcast covering alcohol’s impact on today’s culture.
The alcohol-free social club also has beverage partnerships including Athletic Brewing Company and venue partner Camp North End.
Counterculture Club had its first “big” event in 2021, an alcohol-free happy hour. It ended up being a huge success and sold out to people of all ages.
The growing Counterculture Club also hosted its first festival celebrating “the innovative and expansive world of nonalcoholic beverages” in January at Camp North End. It featured live music, panel discussions, giveaways and more.
“That was a huge milestone,” Ruggere said.
The festival ended up selling out, with over 500 people showing up to experience Charlotte’s first alcohol-free celebration.
Ruggere has created Counterculture Club as a space for all people, whether they want to be sober or just want to cut back on drinking. She wants it to be an opportunity to build real connections and make new friends while enjoying non-alcoholic favorites like kombucha.
“We wanted to just create spaces where people could experiment with socializing alcohol-free, not like a recovery meeting,” Ruggere said.
Counterculture Club offers free and paid memberships in which the applications are open to everyone:
The free membership has basic access to the members-only online network, invitations to both virtual and in-person events, special interest groups and early access to VIP membership applications.
VIP membership is a paid experience that offers everything the free membership offers, plus access to VIP-only areas, a complimentary welcome gift bag and invitations, and access to VIP-intimate events. VIP applications are now closed but will be available during open enrollment periods.
In addition to Counterculture Club, Ruggere offers alcohol freedom and life coaching sessions to those looking for support or strategies to help reduce or eliminate their alcohol intake.
Counterculture Club isn’t the only alcohol-free community in Queen City. The growth of sober businesses is on the rise, bringing more than an alcohol-free space.
Sober Sisters Events, a new upcoming events company, and Sugar Lounge, a booze-free bar and social club, both follow the trend of providing a social experience without alcohol. The Roaring Social is also holding alcohol-free popups while looking for a permanent space to open.
NEW CHANGES: When Counterculture Club was first launched, it was just for women and nonbinary folks. Recently, it became co-ed, making the club more accessible and diverse.
Ruggere said the main reason the club only accepted women and non-binary people at the beginning was that members of the club were having sensitive conversations about personal issues.
“It’s helped people get to broaden the way that they are socializing without alcohol by creating an even more diverse, normal environment,” said Katie O’Donovan, Counterculture Club’s events coordinator.
O’Donovan said it’s been great to see that there’s so much demand from men and any new people who show interest in the spirit of normalizing not drinking.
FUTURE EVENTS: Counterculture Club is hosting a clothes swap event later this year, and continuing the “Sip & Stretch” yoga session every last Sunday of the month.
Ruggere hopes to make the festival an annual event in the Charlotte community and create more events like non-alcoholic happy hours for its ongoing and VIP members.
“It’s all kinds of experiences for all kinds of people — if you’re willing to go hang out and not drink, then you should join us,” Ruggere said.
Editor’s note: Counterculture Club yoga sessions are now free due to sponsors and partnerships. An earlier version of this story stated an older price. Also, the club’s clothing swap, previously set for July 16 at Hi-Wire Brewing, has been postponed.
Counterculture Club
Instagram: @counterculture_club
This story was originally published July 3, 2023 at 6:00 AM with the headline "Hangouts over hangovers: Inside Counterculture Club’s alcohol-free social experience."
