Meet Aldo Covarrubias | Founder and Partnerships Lead

We had the good fortune of connecting with Aldo Covarrubias and we’ve shared our conversation below.

Hi Aldo, any advice for those thinking about whether to keep going or to give up?
The answer lies in having a strong “why”. A purpose so deeply rooted in your identity that giving up would mean abandoning a part of yourself.
Sin Booze didn’t start as just a business idea. It was born from one of the most challenging and transformative decisions of my life: getting sober. When I stopped drinking, I knew I needed more than willpower to stay on this path. I needed a mission, something that would anchor me during difficult moments and give my sobriety tangible meaning. That’s when Sin Booze came to life, a business dedicated to providing the best non-alcoholic Michelada Experience for people who, like me, want to enjoy the flavor without the alcohol.
What makes this relationship unique is that Sin Booze and my sobriety are interdependent. Sin Booze keeps me sober by giving me purpose, direction, and a daily reminder of why I made this choice. My sobriety, in turn, keeps Sin Booze running. Every experience and product I develop, every customer I serve, every late night I put into the business is a reflection of my commitment to this new life. They fuel each other in a cycle that’s become unbreakable.
When doubt creeps in, because it always does, I’ve learned to look backward before looking forward. I compare where I was when I was drinking to where I stand today as a sober business owner. The contrast is huge. The person I was then couldn’t have imagined the clarity, the energy, the sense of possibility I have now. That difference isn’t just motivation; it’s proof of what’s possible when you align your life with your values.
And here’s what keeps me going: if I could accomplish what I’ve accomplished in less than a year, building a business from scratch, maintaining my sobriety, creating something meaningful, then I can’t imagine what’s coming next. That unknown isn’t scary anymore; it’s exciting. It’s a horizon full of potential that only exists because I chose to keep going.
So when I’m asked whether to keep going or give up, I know the answer. As long as my “why” remains stronger than my “why not”, the choice is clear. Keep going.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Sin Booze provides non-alcoholic Michelada Experiences at private events, community gatherings, pop-ups, and any social occasion where people want to celebrate without alcohol. But it’s so much more than just a beverage service, it’s a bridge between cultures, a celebration of sobriety, and a reimagining of what it means to enjoy life’s moments fully present.

I’m from Mexico City, where the michelada isn’t just a drink, it’s an art form, a ritual, a piece of our culture. There are countless variations across Mexico City, each with its own story and flavor profile. I grew up watching these drinks being crafted, tasting them, loving them. When I used to drink alcohol, micheladas were my go-to, So when I stopped drinking, I knew exactly what I was missing, and more importantly, I knew exactly how to recreate it without alcohol.

That authenticity is what sets Sin Booze apart. I’m not guessing what a michelada should taste like or copying a recipe from the internet. I’m bringing a little piece of my city, my culture, my memories to San Diego but reimagined for a sober lifestyle. Every michelada I create is authentic to the Mexican tradition while being completely alcohol-free. It’s the real deal, just without the hangover, the regret, or the compromised judgment.

The path to Sin Booze started with a simple observation. When I stopped drinking, I began attending networking events, community gatherings, and social functions completely sober. What struck me immediately was how limited the non-alcoholic options were. It was water, soda, or maybe basic juice. Nothing exciting. Nothing that made you feel like you were truly part of the celebration. I felt that gap deeply, and I knew I wasn’t alone.
That’s when the idea sparked: what if I could create mocktails that weren’t just “good for non-alcoholic drinks” but were genuinely delicious, creative, and celebratory? What if I could bring the complexity, the ritual, the joy of a great drink to people who, like me, choose not to drink alcohol?

Slowly but surely, through experimentation, feedback, and a lot of trial and error, I developed what is now a mobile mocktail business. Sin Booze has evolved into something that creates memorable non-alcoholic Michelada Experiences for people across San Diego, whether it’s a wedding, a corporate event, a community festival, or an intimate gathering among friends.

Was it easy? Absolutely not. It still isn’t easy. But here’s what I’ve learned: the biggest challenge in entrepreneurship isn’t the logistics, the funding, or the competition (which I don’t think there is competition, we’re all peers). The biggest challenge is yourself. Your own internal fears. The voice that tells you you’re not ready, not good enough, not capable. The fear of failure. The fear of success. The fear of being seen.

What’s been remarkable about building Sin Booze is that every business challenge has also been a personal growth opportunity. I’ve grown not only as a business owner but as a person, spiritually, emotionally, mentally, etc. Every fear that surfaces is a chance to evolve, and you always have two options: cuddle in your fear and let it paralyze you, or overcome it and work through it.

As the business has been growing, I’ve been growing alongside it. I’m learning to trust myself, to speak up, to take risks, to believe that what I’m offering has value. And honestly, that internal growth is just as exciting as any business milestone. Seeing results in revenue or customer feedback is amazing, but feeling the shift within myself, the confidence, the resilience, the clarity, that’s priceless.

The biggest lesson I’ve learned came from my dad. When I was in college, he wrote something on the whiteboard in my room that I’ve carried with me ever since: “La Constancia es la madre del ÉXITO” – Consistency is the mother of success.
When I started Sin Booze, I quickly realized the truth in those words. Consistency, persistence, constancy, coupled with a strong “why”, are what separate those who make it from those who don’t. Success, however you define it, doesn’t come from one viral moment or one perfect event. It comes from showing up day after day, refining your craft, connecting with your community, learning from mistakes, and refusing to quit when things get hard.

There were days when I questioned everything. Days when sales were slow or null, when events got canceled, when self-doubt crept in. But I kept showing up. I kept making micheladas. I kept telling my story. And slowly, the momentum built. Sin Booze isn’t where it is today because of luck or talent alone, it’s here because or relentless consistency.

Here’s what I want the world to know about Sin Booze and my story. Great things can come from taking the leap of faith and leaving alcohol behind. For me, sobriety wasn’t about quitting drinking; it was about reclaiming my life, my potential, my future.
I’m a completely different person now than I was when I was drinking. In every possible way. My relationships are deeper. My mind is clearer. My goals are bigger. My confidence is stronger. My health is better. I wake up every morning without regret, without fog, without the weight of wondering what I said or did the night before. I’m present. I’m building something meaningful. I’m becoming the person I was always meant to be.
And that’s the message I want to spread: the return on investment of leaving alcohol or any substance that’s holding you back is far greater than anything you’re giving up. Society tells us that alcohol is necessary for fun, for connection, for celebration. But that’s a lie. The truth is, you can have all of that and more without compromising your health, your clarity, or your dreams.

Sin Booze exists to prove that you don’t need alcohol to enjoy life’s best moments. In fact, you can enjoy them even more without it. Every michelada I serve is a reminder that sobriety doesn’t mean sacrifice, it means freedom. Freedom to be fully yourself, to pursue your passions, to build something from nothing, to wake up proud of who you are and what you’re creating.
If my story can inspire even one person to reconsider their relationship with alcohol, to take a leap of faith toward sobriety, to realize that their best life is waiting on the other side of that decision, then Sin Booze has already succeeded beyond measure. Because at the end of the day, this isn’t just about selling drinks. It’s about offering hope, possibility, and proof that you can transform your life and help others do the same.

That’s what Sin Booze represents. That’s the story I’m telling, one authentic, delicious alcohol-free michelada at a time.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
We’d start with Balboa Park because it’s not just a park; it’s the cultural heart of San Diego. You could spend days exploring the museums, gardens, and architecture, but I’d make sure we visit the House of Mexico, this place feels like a piece of home transplanted to San Diego. The exhibits celebrate Mexican art, history, and culture in a way that’s both authentic and accessible.
Maybe day 2 we’d explore the non-alcoholic scene, starting with Good News Bar, the first non-alcoholic bar in San Diego. This place is a game-changer. It proves that you don’t need alcohol to have an amazing night out. The mocktails are creative, the atmosphere is vibrant, and the people who gather there are intentional about enjoying life without alcohol. For someone building Sin Booze, Good News Bar isn’t just a spot to grab a drink, it’s inspiration, validation, and community all rolled into one.
Pomegranate for some of the best Russian food in the city. San Diego’s food scene is incredibly diverse, and Pomegranate showcases that beautifully. The flavors are bold, the portions are generous, and the experience is unlike anything else in the area.
Tacos El Franc in Plaza Bonita for what I genuinely believe are the best tacos in San Diego. As someone from Mexico City, I have high standards for tacos, and Tacos El Franc delivers every single time. The “lengua”, the al pastor, the freshness of the ingredients, the perfectly griddled tortillas, it’s all there.
No trip to San Diego would be complete without La Jolla. The coastline, watching the seals at La Jolla Cove, maybe even kayaking through the sea caves if you’re up to it. La Jolla has this effortless beauty that never gets old.
I’d add Mt. Helix to the list, where I live and where I go to reset. This spot is my sanctuary. Whenever I need to relax, meditate, journal, or just clear my mind, I come here. The views are breathtaking; you can see the entire city, the ocean, and the mountains. It’s the kind of place that puts everything into perspective. Mt. Helix has been a grounding force for me throughout this journey with Sin Booze, and sharing it with someone would be special.

Each of these spots represents something deeper than just a location. Balboa Park connects me to culture and history. Good News Bar validates the sober lifestyle I’ve chosen. Pomegranate and Tacos El Franc remind me that authentic food brings people together. La Jolla grounds me in nature’s beauty. Mt. Helix is where I find clarity and peace.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I feel that success is never a solo journey, and my story with Sin Booze is living proof of that truth. Every step forward, every obstacle overcome, every moment I chose to keep going instead of giving up, none of it would have been possible without the incredible people and organizations who believed in me, often before I fully believed in myself.
My Family:
First and foremost, I have to shoutout my family, and especially my sister Pam. From the very first day I mentioned the idea of starting a business, she didn’t just nod politely, she pushed me. Hard. Pam runs her own podcast (Cafe con Pam), so she understands the grind, the self-doubt, the late nights, and the courage it takes to put yourself and your vision out there. She’s been my constant cheerleader, my reality check when I needed it, and my reminder that I’m capable of more than I think. There are moments when you need someone who knows you deeply enough to push you past your comfort zone, and Pam has been that person for me from day one. I’m so incredibly grateful for her support and belief in what Sin Booze could become.
The Organizations:
Beyond my family, I’ve been fortunate to connect with organizations that don’t just offer resources, they offer guidance, and genuine investment in your success. The SBDC and all of their advisors have been huge in helping me navigate the complex world of entrepreneurship. They’ve answered countless questions, helped me refine my business strategy, and connected me with opportunities I didn’t even know existed.
The Program Labs and the San Diego College of Continuing Education Business Accelerator, led by Alex Waters, gave me a structured framework to develop my ideas and hold myself accountable. The Chicano Federation opened doors to a network of entrepreneurs who understand the unique challenges and opportunities within our community. City Heights Community Development has been invaluable in guiding me through the often overwhelming process of obtaining business licenses and permits, those critical but confusing steps that can make or break a new business. Their patience, support, and expertise helped me navigate the bureaucracy so I could focus on building Sin Booze.
My Mentors:
Then there are my mentors. Adri Brunner and Alexis Piotrowski. twho people who have given me something priceless: their time, wisdom, and honest feedback. Mentorship isn’t about having someone tell you what to do; it’s about having someone walk beside you, share their experiences, help you see blind spots, and celebrate your wins as if they were their own. Adri and Alexis have done exactly that. They’ve challenged me to think bigger, act smarter, and stay grounded in my purpose. Their guidance has shaped not just my business decisions but the kind of entrepreneur I’m becoming.
The San Diego Community:
The biggest shoutout goes to the entire San Diego Community. What I’ve discovered here is something rare and beautiful. A business ecosystem that’s compact enough to feel personal but diverse and dynamic enough to offer endless growth opportunities. People here genuinely want to see each other succeed, and I want them to succeed as well. They share resources, make introductions, show up to events, buy your products, and spread the word. There’s kindness and generosity that runs through this community that I didn’t expect, but that I’ve come to depend on.
Every person I’ve encountered, from the customer who tried Sin Booze at a pop-up and came back the next week with friends, to the fellow entrepreneur who gave me advice over coffee, to the community leader who connected me with the right people at the right time, has played a role in this journey. I can’t be grateful enough for the collective support I’ve received, and the beautiful part is, I’m just getting started.
I also have a huge shoutout to Sarah and Valentina from Swilarts for nominating me to Shoutout SoCal. The fact that they thought of me, that they believed my story was worth sharing, means more than I can express. Being recognized isn’t something I ever expected, especially so early in this journey. But their nomination is a reminder that when you pour your heart into something authentic, people notice. Sarah and Valentina saw something in Sin Booze and in my story that deserved to be amplified, and I’m deeply honored by their support and belief in what I’m building.

Here’s what I’ve learned: when you’re building something meaningful, especially something tied to your personal transformation like Sin Booze is for me, you realize that your success is a reflection of everyone who invested in you along the way. Every shoutout, every thank you, every acknowledgement is a reminder that we rise together. The support I’ve received has fueled my determination to pay it forward, to be for someone else what these people and organizations have been for me.
So to my sister Pam and my family, to the SBDC, The Program Labs, The Chicano Federation, City Heights Community Development, to Adri, Alexis, and the entire San Diego’s Community, this shoutout is for you. You’ve been the wind beneath Sin Booze’s wings, and I’m honored to keep building something that makes you proud.

Website: https://www.sinbooze.com/

Instagram: https://www.instagram.com/sinbooze/

Linkedin: https://www.linkedin.com/in/aldo-covarrubias-/

Image Credits
Aldo Covarrubias
Sin Booze