BY EULA MENGULLO
PHOTOGRAPHY BY JARED SYCH
dining
CHEERSTO BOOZE-FREE
BEVERAGES
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As Calgary’s social drinking scene changes, local drinkmakers step up to meet the zero-proof demand.
ocial drinking culture has changed in recent years, driving a demand for low- to no-alcohol selections. Post-pandemic statistics show a decisive change in people’s drinking habits. Particularly among Gen-Z and Millenials, the “sober curious” lifestyle seems to have taken hold. But low- and non-alcoholic beverages are surging in popularity with others, too — parents who want a drink, but still need to parent; people who are choosing healthier lifestyles and don’t want the calories (or hangovers); and those on sobriety journeys. As well, the shift to more flexible work arrangements means more people are working outside of the regular 9 to 5, so may want to have a tasty beverage with dinner before returning to work. But, is the move towards zero-proof drinking just another fleeting trend that will eventually slip our subconscious and disappear, or is this a lasting cultural shift? For Jonathan Barembruch, the answer is re-
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soundingly clear — the move to booze-free beverages is a deliberate and permanent lifestyle decision for many. As the founder of Calgarybased Santé Dry Bottle Shop, Barembruch’s idea of creating a one-stop destination for quality non-alcoholic libations began in 2022, when his wife became pregnant. They sought a zero-proof alternative to preserve the enjoyment of sharing a drink. “It sent me down a journey of trying to find good drinks for us to enjoy so we could keep up our usual rituals of enjoying a drink together,” he says. Barembruch's curiosity eventually led him to the U.S. where he saw that non-alcoholic drinks were readily available in retail storefronts, affirming that this is not only a feasible business idea, but also highlighting the considerable lack of a comparable selection in Canada. “It was about access to 'good enough' non-alcoholic drinks,” he says. The pandemic also acted as a catalyst for many to reflect on their lifestyle choices, and, according to Barembruch, moderating alcohol intake was a huge part of that.
“COVID certainly accelerated the movement towards a non-alcoholic lifestyle,” he says. “[People realized] that they need to take care of themselves a little bit more in terms of what they’re putting in their body and keeping a healthy mind.” Calgary’s food and hospitality scene is responding to this zero-proof transition not only by offering more juice and pop, but by sourcing alcohol-free varieties of popular beers and spirits, and creating thoughtfully crafted mocktails. In some places, fulsome non-alcoholic drink menus are on offer, and, truth be told, as tempting if not more so than the alcoholic versions. “The quality has just gotten so much better, especially with a zero-proof cocktail,” Barembruch says. “Just having access to good-quality, non-alcoholic drinks allows people to make a choice on how and when they want to consume alcohol. And that’s what it really comes down to.” If you want to exercise your choice in zeroproof bevvies, here are suggestions of local watering holes that are bringing unique approaches to meet the rising alcohol-free lifestyle.
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