Press Release
Denver and Highlands Ranch, CO, June 10, 2026 — The new kind of night out doesn’t end at 2 a.m. It might mean a couple of craft beers over a board game, an evening at a climbing gym, or a soak and a sauna with friends — then home early enough to be on a trail by sunrise. Led by Millennials and Gen Z but increasingly shared across age groups, the way Americans socialize is being reinvented around experience, wellness and connection rather than how late the night runs.
Oakwell Beer Spa — the Denver-born concept that pairs beer-infused hydrotherapy with a craft taproom — is betting its national franchise expansion on exactly that shift.
“The younger generations have told us what they want, and it’s not a another nightclub,” said Damien Zouaoui, co-founder of Oakwell Beer Spa. “They want to go out, connect with people and still feel good the next morning. That’s the whole idea behind Oakwell Beer Spa. You can have a great craft beer with friends or your s.o. and a genuinely restorative experience in the same visit.”
The data behind the shift
According to a 2025 survey by NCSolutions / Circana, nearly half of Americans (49%) planned to drink less alcohol in 2025. That marked a 44% jump from 2023 . Of that group, roughly two-thirds Gen Z said they planned to drink less (NOTE: about half of Gen Z adults of legal age report having never had an alcoholic drink at all– NielsenIQ).
To learn more about Oakwell Beer Spa, visit oakwell.com. For franchise information, visit oakwellfranchise.com.
