In an energetic turn for West Midtown, Atlanta’s Palo Santo transformed into a lively rooftop party last Saturday morning, buzzing with funk and house music spun by DJs and fueled not by alcohol, but by coffee.
The morning revelers entered at 9 a.m. to find a scene more akin to an evening club than a typical café, highlighting a growing trend in Atlanta’s social landscape: the coffee party movement.
Coffee Party Atlanta, a prominent figure in this new scene, hosts their ‘House Blend’ events along the Beltline, originally conceived as a pop-up at artisan market Social Space.
What began as a local gathering has rapidly evolved into a vibrant monthly event, drawing around 250 attendees each time.
Co-founder Hunter Smith, known in the music scene as Bath Toiz, shared the inspiration behind the movement, which stemmed from a TikTok video.
Smith aims to create an inclusive environment for those who seek social connection without the influence of alcohol, catering to families, the sober-curious, and anyone who prefers to skip the nightlife hangover cycle.
“I just want people to feel that if you’ve started a family, or maybe you are sober and you don’t like going out at night… that this becomes a place that you can still have fun and enjoy what you loved about electronic music or clubs,” Smith explained.
As the trend develops, Coffee Party Atlanta asserts that a shift in party culture is happening, with an invitation for others to join in building this new sober movement in the city.
Another organization, The Morning Groove, takes a similar path by featuring live DJs and coffee vendors at various venues around Atlanta.
They promote events through Instagram, previously setting up gatherings at locations such as El Ponce, Girl Diver, and Stroll Atlanta, showcasing the versatility of daytime events.
In parallel, other venues have begun to incorporate coffee parties into their programming.
Palo Santo, for instance, hosts its ‘House Brew’ from morning until the afternoon, recently charging $10 for entry.
The venue set a fun and creative dress code, inviting style variations from ‘Wake & Vibe’ to ‘Caffeinated Chic,’ while Flow Coffee Roasters provided unique beverage options and non-alcoholic Heineken 0.0 was available, with additional sponsorship from Red Bull.
This coffee-centric gathering taps into a larger cultural shift observable across the United States.
Recent data from Gallup indicates that only 58% of Americans drank alcohol in 2024, marking the lowest percentage since 1996.
Moreover, the National Institute on Alcohol Abuse and Alcoholism highlights the rise of sober-curious young individuals in the U.S. who are advocating for a more conscious approach to alcohol consumption.
Coffee parties reflect these national trends, adding a distinctly local Atlanta flair.
As the nighttime economy faces challenges — with roughly half of Atlanta’s nightlife patrons reporting they are going out less than they did a year prior — coffee gatherings may provide a critical solution for the city’s nightlife industry.
According to Atlanta’s 2025 nightlife economy report, reduced spending on drinking, dining, and entertainment could impact the $5.1 billion nightlife sector and its support of 44,000 jobs.
By fostering coffee parties and other daytime events, venues and nightlife employees uncover alternative revenue opportunities outside traditional nighttime hours.
Smith reflects on the evolution of his personal tastes as he approaches 30.
“A late night DJ scene, as fun as it is, is not jiving with my schedule as much and my abilities as a human.
So I really like the idea,” he commented, encapsulating the vibe of this refreshing, new social experience for Atlanta.
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