Alcohol-free bars in Italy: The Paradise Cafè FW™ experience

After 27 years behind the bar, Irene Pinasco decided it was time to create a space that was truly inclusive for everyone, from toddlers to seniors. In late 2022, she launched Paradise Cafè FW™ in Lavagna—a coastal town of 12,000 near Genoa. It is a strictly alcohol-free daytime bar, the third of its kind in Italy, following two pioneering spots in Turin. “Initially,” Irene admits, “people were bewildered. Wine culture is deeply rooted here in Liguria. But gradually, driven by curiosity and a growing focus on wellness, the community has embraced us.”

Who is your typical customer today?

Primarily Millennials, especially since the youth population in Lavagna is quite small. Beyond that, it’s incredibly diverse: we host children for birthday parties and afternoon snacks in our dedicated kids’ area, and we serve seniors and the traditional breakfast crowd you’d find in any classic Italian bar.

What does the “FW” in the name stand for?

FW stands for Freedom Way. It’s a registered trademark I created to bake the concept into the brand: freedom from the social conditioning associated with drinking. I want it to become a movement—a cultural shift in how we socialise. My goal is to open an FW venue in Milan by 2026, and eventually across every Italian region. A Freedom Way venue must put the person, not the product, at the centre (the product is simply the result of a choice) and must focus on creating genuinely family-friendly, alcohol-free environments.

How did you curate your non-alcoholic selection?

For wines, I chose Princess. I was won over by their quality—they use no preservatives or additives—and the company’s history. For mixing, I stock the building blocks to recreate any great classic in a mocktail version—from zero-proof gins and vermouths to bitters and amari. I’ve also added four signature drinks named after my cats and my dog. The menu is rounded out with botanical alcohol-free beers, soft drinks, and energy drinks. Logistics-wise, I use a single distributor for spirits and energy drinks, while I deal directly with producers for the amari and “limoncino.”

From an economic perspective, how do profit margins on “no-alc” products compare to standard spirits?

The margins remain the same, but the overhead is different. You have to consider that many of these products have higher wholesale costs than mid-range conventional bottles. For instance, high-quality dealcoholised wines and craft botanical beers require specialised production processes. Furthermore, in Italy, alcohol-free wine is subject to 22% VAT, whereas traditional wine enjoys a reduced 10% rate. That’s a significant gap in purchase price that requires careful management to stay competitive.

What is the biggest challenge in explaining the value—including the price point—of a premium alcohol-free cocktail?

The real challenge isn’t the product; it’s the narrative. We need to shift the focus from what is in the glass to the person holding it. I’m not just selling a liquid; I’m sharing the benefits of that choice, the story behind the product, and, above all, the freedom to choose. It’s a matter of semantics: explaining that the absence of alcohol isn’t a “subtraction,” but an added value in terms of well-being and mindfulness. When you pivot to the experience and the storytelling, the price point is perceived as a natural consequence of quality.

Are bartenders currently trained to handle and promote “No & Low” products?

Technically, today’s bartenders are well-prepared, but they often lack that extra “spark” in communicating the concept. We need to take inspiration from vintage advertising, which used to build entire worlds and stories. A bartender should narrate the freedom of choice behind a non-alcoholic drink. Our target is the mid-to-high-end consumer—not those looking for a cheap buzz, but the open-minded connoisseur. We are speaking to those who drink for the palate and the company, not for the intoxication. Training, therefore, must focus heavily on interpersonal skills and the “storytelling of taste.”