NA bottle shops have become an integral part of the moderation movement. After a creative career in video and production, Obreanna McReynolds and her husband Dean Peterson took a leap in 2024 to open what is now Los Angeles’ largest non-alcoholic bottle shop. In this conversation, we explore how Burden of Proof became a cornerstone of the San Gabriel Valley, moving beyond the binary of "sober vs. drinker" to create a premium retail experience for all.We dive into topics ranging from the strategic choice of South Pasadena as a hub for the movement, to the complexities of navigating California’s evolving hemp-derived beverage regulations. Obreanna also shares her vision for the next iteration of the store, and how she curates a world of adaptogens, nootropics, and premium NA wines for a diverse neighborhood clientele.Key Takeaways from our conversation:NA For All. Why Burden of Proof isn’t about condemning alcohol, but providing a sophisticated alternative for those looking to drink less, not just those who don't drink at all.Navigating the Functional Universe. Are customers more focused on flavor profiles, or specific physiological effects through botanicals and adaptogens?The Small Business Tightrope. Balancing the intimate feel of a neighborhood shop with pursuing growth amid shifting economics of the niche non-alcoholic market.NA Wine, Anyone? Why Obreanna sees this category as particularly poised for growth.Mentioned in this episode:Burden of ProofWe'd love your feedback!