Residing in one of the smallest markets in the country currently supporting an AF bottle shop, Lafayette, Indiana's Generation NA has become a leader in the non-alcoholic beverage movement. In this episode, owner Rob Theodorow shares his founder story, including who is primarily coming into the store, and how each generation has its own expectations and attitudes toward the growing category. He also talks about the ways in which he's built the store experience around the premise of functional drinks, and how that positioning away from one-to-one replacements for alcoholic beverages has  helped change the conversation when people walk into his store.