I'm a San Francisco bar operator. Young tech bros are going sober — but they still want to sip on mocktails

• 03/31/2026, 4:39 AM
• businessinsider.com

Greg Lindgren

This as-told-to essay is based on a conversation with Greg Lindgren, a 57-year-old bar operator from San Francisco. He co-owns 15 Romolo, The Cordial, Rye Cocktail Bar, and the events company Rye on the Road with Jon Gasparini. It's been edited for length and clarity.