Bright Lights, Sober City: AFTER Magazine's NYC Launch Party

Zero Proof Insights | I Love AF NY

Written by Cate Faulkner

AFTER Magazine: A Milestone for the NA Movement

On December 1, 2022, Nicole Pietrandrea Hough, Founder and Editor-in-Chief, launched her new magazine, AFTER, at a signature nonalcoholic event in New York City. The magazine states: "Welcome to your AFTER. No matter how you've arrived at an alcohol-free lifestyle, you are on the other side of a decision – a decision that alcohol is no longer part of the path towards your best life. We know from experience: The beauty begins AFTER." Born from a soul-searching desire to pay it forward, Nicole aims to reach those unfamiliar with the NA Movement. Her magazine, now on its fourth issue, is a testament to her passion, creativity and her dedicated team.

A Mystical Refuge in the East Village

The event unfolded at Abby Ehmann's Hekate Cafe & Elixir Lounge, an intimate sober bar and specialty tea shop fueled by feminine energy and situated in the East Village. Abby has developed a very extensive cocktail list featuring a variety of innovative products that were quite impressive. It was a cozy haven for all. Although our friend Ranwei Chiang from Abstinence Spirits couldn't attend, her presence was felt through the sponsored signature cocktail, the Royal Ruby. (Recipe is on the AFTER website)

Familiar Faces and Fresh Connections

Meeting Nicole felt like reuniting with an old friend. Her magazine, AFTER, reflects her curiosity, compassion, and unique journey to sobriety. I had a wonderful time getting to know Nicole better, and seeing how hard she has worked to make this passion project a success is deeply inspiring. The evening was a delightful blend of familiar and new faces from diverse NA backgrounds. Sober influencers Izzy Van Zuilen, @sobertopiaretreats and Carrie May, @chicagoafcommunity and Brave Recovery Coaching, were some of the best laughs of the evening and I look forward to our paths crossing again.

It was kismet to meet Aqxyl Storms, owner of the Minus Moonshine, NA bottle shop in Brooklyn. They grew up in the Twin Cities area, and we were able to connect just a few short weeks later here in Minneapolis! And Chris Becker, CEO of Better Rhodes was so much fun. He and his team have crated a fabulous online NA curated marketplace. When he gave me his business card I noticed that he lists his title as CXO — that’s awesome.

The Festive Symbolism of the Tree Lighting

Serendipitously, the AFTER event coincided with the Rockefeller Center Christmas tree lighting the previous evening. (video below) In a city celebrated for its dazzling displays, the radiant tree served as a symbolic beacon for the NA Movement and sparked my excitement for AFTER’s Launch Party the next evening.

The Bicycle Taxi Odyssey from Midtown

Because of the crowds, I couldn't find a taxi to the event, so I had to take a bicycle taxi all the way from Midtown down to the East Village. If you haven't been on one of those before, be sure to watch the video below, I arrived at the party in style.

Looking Ahead: Eager Anticipation For My Next NA NY Adventure

Though I've visited New York countless times in my career in TV advertising, this was my first trip with a sober lens. The city seemed more vibrant, leaving me with brighter, more enduring memories, and yes… I LOVED my alcohol-free perspective of New York City! I can’t wait to visit again.

Have You Subscribed to AFTER Magazine?

If you haven't already subscribed to AFTER Alcohol-Free Magazine, you can do so right HERE. It's an exceptional publication.