On August 11, Soft Bar opened its doors to a hot summer collaboration with household staple brand Emergen-C, bringing the brand’s “Drink of the Summer” campaign to life.
For years, Emergen-C has been a familiar go-to when cold season rolls around. This summer, though, the brand is stepping into the growing functional wellness scene.
The “Drink of the Summer” campaign paints the brand’s signature drink mixes in a whole new light. Far more than an old home remedy, the multi-beneficial packets prove to be an easy way to stir wellness into any occasion. Offering health benefits like immune support, natural energy from B vitamins, and electrolytes, Emergen-C is relaying that feeling good and having fun don’t have to be mutually exclusive.
The campaign launched in collaboration with Soft Bar, a non-alcoholic spot in Greenpoint, where the brand brought its wellness-forward approach to life through a one-day-only tasting experience featuring custom summer mocktails. Tucked into 200 Banker Street in Greenpoint, Soft Bar challenges the idea that nightlife and wellness can’t go hand in hand. Founded by former Summer House star Carl Radke in 2025, the sober bar has made its name as the go-to spot for anyone looking to mingle over elevated 0-proof sips.
Doubling as a wellness bar and coffee shop, Soft Bar was designed as an experience-first destination with a social atmosphere that doesn’t center around alcohol. It’s a place to find community and connection while feeling good about what’s in your glass, whether that’s a mushroom-laced latte or a craft mocktail.
The Emergen-C launch event featured two custom mocktails, designed by the Soft Bar team to highlight Emergen-C’s Multi-Benefit Support. The Hello Summer is a bright, citrus-forward pour made with Emergen-C Orange, Orange Infused Abstinence Lemon Bittersweet, Everleaf Marine, housemade Fuji apple soda, and Prima Pavé—with its clean apple notes and salty botanical edge, the drink is flavorfully reminiscent of a dreamy summer afternoon by the coast. Its counterpart, the Stay A While, is a smooth berry blend made with Emergen-C Raspberry, raspberry-guava syrup, Monday Rum, vanilla-infused Amethyst basil, and lime. Fresh, sweet, and tangy, the drink brings luxury to healthy living.
The collaboration is an apt extension of Radke’s original vision for Soft Bar. Since getting sober in 2021, Radke has openly shared his sobriety journey with fans across the globe. He has noted that while there are plenty of non-alcoholic drinks hitting the shelves, the sober community is lacking shared spaces and experiences. He wanted to create a space that felt just as animated as any other bar in Brooklyn’s thriving nightlife scene—but without alcohol defining the experience.
“More people are choosing non-alcoholic cocktails, and they should be just as intentional and taste as good as anything else you’re putting in your body,” Radke remarked. “That’s what we’ve built at Soft Bar, so partnering with Emergen-C felt like a really natural fit.”
Anna Nolan, Brand Director of U.S. Marketing for Emergen-C, echoed the sentiment: “We want people to enjoy every part of summer without feeling like prioritizing their health has to come second.” Their message is coming right on time, as younger generations are increasingly prioritizing health and wellness over heavy drinking. With this change, spaces that offer the same spirited social atmosphere as traditional bars while also supporting health-forward lifestyles are crucial. No one should have to choose between enjoying a spontaneous night out and a healthy lifestyle; this collaboration shows that they can be one and the same.
As interest in the sober and sober-curious lifestyle continues to grow, venues like Soft Bar are offering a new kind of nightlife: one where ordering a zero-proof drink doesn’t mean sipping sparkling water on the sidelines.
