Jonathan Barembruch opened Calgary's first non-alcoholic bottle store last July. It is among many non-alcoholic bottle storefronts that have popped up over the last year or so.
WATCH ABOVE: : There is a growing movement towards exploring life without liquor. On this week's episode of “The New Reality”, Sophie Lui looks at the trend know as “ Sober Curiosity” – May 26, 2023Jonathan Barembruch and his wife would often sit with a glass of wine and unwind after long days at work.
“I saw a gap in not only the availability of good non-alcoholic drinks but also the education behind it,” said Barembruch, who has a background in the restaurant and bar industry. The non-alcoholic beverage industry is constantly improving the taste and quality of the drinks, “which is resonating with consumers,” he added.The younger generation in particular is not as motivated to indulge in alcohol as past generations, said Carter. Meanwhile, older generations are increasingly considering the health consequences of alcohol. In all, this is driving a trend toward health and wellness.
As more non-alcoholic drink varieties get placed on shelves, customers are coming in with more questions about quality, process and prices. Bevvy’s recently set up a patio, welcoming people from all walks of life to enjoy drinks on warmer days, without having to commit to purchasing a full bottle. A December 2023 Statistics Canada report showed alcohol sales in volume terms fell 1.2 per cent over a period tracked between 2021 and 2022 compared with the previous tracking period. It marked the largest drop in more than a decade.The cost and barriers to open non-alcoholic bottle stores and pubs also aren’t as high as their alcohol-serving counterparts, Carter added.
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