Rob is the founder of Generation NA in Lafayette, Indiana. What began as a side project – an Instagram account reviewing non-alcoholic beers and a pop-up inside Rob’s tech agency – is now the first bricks-and-mortar non-alc retailer in the Midwest, employing 11 people.

Rob’s favourite NA category is beer. The appearance of a six-pack of Athletic’s Run Wild IPA ‘changed his mind on the space’ and from that moment on he knew he had to be involved in the world of alcohol-free. 

Of course, beer isn’t all that Rob is interested in. He’s a big kombucha fan, and is becoming something of an expert on functional drinks, too, which make up about 70% of all sales in his shop.

In January 2025, he and his team were winners of the Mindful Drinking Fest’s non-alc cocktail competition with one of the most unusual drinks ever created: a Cinnamon Toast Punch slushy, that recaptures the flavours of childhood using actual cereal and milk as the base!