The sober-curious lifestyle is here to stay, say experts, and cities should take note
Around this time last year, Renesha Monaco gave herself a challenge: go 12 months without drinking alcohol.
Many of the businesses at the heart of urban nightlife are taking note. And as Canadians reimagine their relationship with booze, restaurants, bars and clubs are starting to question the future of cities where drinking is no longer the trend, nor the linchpin for socialization. In January, she hosted her second event: Toronto’s Mocktail Competition with six mixologists competing to create the best zero-proof beverage. More than 500 people bought tickets.
Meanwhile, governing bodies in Canada have also started to recognize nightlife’s importance to a city’s lifeblood. Toronto has had a night economy ambassador since 2019 and Ottawa is on the hunt for a nightlife commissioner to help grow economic development between 6 p.m. and 6 a.m.
“I lead an alcohol-free lifestyle. It’s newer to me over the last year and a half,” says Makina Labrecque, a regional bar manager and cocktail developer at Concorde Entertainment Group, which is a major player in Calgary’s hospitality industry with destinations such as Major Tom, Model Milk and Sweet Loretta. “It was a personal mission for me to make all our menus more inclusive.”
Cactus Club Cafe, which has dozens of locations across B.C., Alberta, Saskatchewan and Ontario, saw the writing on the wall several years ago and created their own extensive no-alcohol cocktail list with customer favourites such as the Dolce Vita Spritz , No-groni and Little Pearl .
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