Social 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 resoundingly clear — the move to booze-free beverages is a deliberate and permanent lifestyle decision for many. As the founder of Calgary-based 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 zero-proof bevies, here are suggestions of local watering holes that are bringing unique approaches to meet the rising alcohol-free lifestyle.
The Derrick Gin Mill & Untitled Champagne Lounge
A few years ago, proprietor Nathan Newman decided to moderate his alcohol consumption, but quickly realized the limited quality choices that were available. This propelled him to introduce a finely crafted non-alcoholic spirits line at both of his restaurants, The Derrick Gin Mill and Untitled Champagne Lounge. In collaboration with his chefs, Newman’s approach to curating original non-alcoholic spirits involved an intricate process of trying out interesting culinary techniques to obtain the indistinguishable flavour and texture of a typical alcoholic beverage. To achieve the smokiness of the non-alcoholic mezcal, for instance, the team turned to liquid smoke that is commonly used for cooking, along with roasted peanuts infused with different cooking bases to mimic the alcoholic texture. Plus, they’ve crafted alcohol-free gin, amaro, bitters and more. “There’s clearly a burned alcohol [taste] that’s gonna be really hard to emulate in any non-alcoholic spirit, but what we’ve tried to do is come as close as we can,” he says.
Some of Newman’s favourites include the Mezcalarita made with the aforementioned mezcal mixed with house-made orange liqueur for a citrusy blend, and the Lavender Lime 75, which is largely a spin on the French 75 made with in-house, non-alcoholic gin and lime-flavoured sparkling water. “There’s gonna be a feeling like you’re drinking alcohol,” Newman says. “But you’re not getting any of the negative effects of the alcohol.”
Lulu Bar
One of Calgary’s most fun places to dine and socialize, Lulu Bar (part of the Concorde Entertainment Group) entered the local dining scene in 2019, so it’s no surprise that it offers an extensive selection of non-alcoholic drinks that lives up to the fresh, relaxed and tropical vibes of this vacation-inspired gem. “Our ethos is to create a shared experience,” says Makina Labrecque, Concorde’s regional bar manager, about the intention behind the extended alcohol-free program. “People in hospitality love going out to dine, and that’s something that’s so ingrained in the fabric of who we are that we want to make sure that [everyone] who comes to our venue can get a high-end experience, whether [they’re] drinking or not.” Lulu Bar’s zero-proof options are as plentiful as alcoholic ones, including beer, wine and cocktails galore.
In capturing the taste and texture of a fine cocktail, Labrecque says it’s all about finding balance in using alternative ingredients like apple cider vinegar and taking a culinary approach to come up with different techniques. “[We] lean a little bit more into a culinary mindset when creating the alcohol-free drinks and using alternatives like fermenting your own ingredients to add texture.”
Lulu Bar’s Hawaiian Honeycreeper is a personal favourite for Labrecque, inspired by the classic jungle bird cocktail. It’s made with in-house roasted pineapple juice, fresh lime juice, and alcohol-free dark and spicy tropical rum with honey and topped with bibi, an Italian spritz aperitivo.
Proof
At the forefront of Calgary’s cocktail culture, Proof has always devoted space on its menu for low-ABV (alcohol by volume) and non-alcoholic drinks. Taking note of the increasing preference for alcohol-free libations, Proof was quick to broaden its selection to further accommodate the zero-proof experience. Currently, Proof has a full page of cocktails dedicated to non-drinkers that includes an assortment of tropical and classic flavours. It also offers non-alcoholic red and sparkling white wines, and lower-ABV and non-alcoholic beers. General manager Callum Johnston shares that in crafting these beverages, a specific focus was dedicated to honing the flavour component by experimenting with cordials, purées and blends of teas to create the desired taste. “We’re not just taking a gin cocktail and replacing it with a non-alcoholic spirit, we’re actually dedicating the time and effort to [work] with the flavours,” he says.
In particular, he recommends Proof’s most popular cocktail, From the Start. This fruity and tropical refreshment is made with a blend of passionfruit, hop water, martini floreale, a dash of aperitivo and white cranberry juice. Johnston shares that a big challenge for bartenders in crafting non-alcoholic cocktails has been trying to preserve body in the drinks without adding sugar. “This cocktail has all the body and all the flavour you want, but it’s not sweet,” he says.
Three More Must-Try Alcohol-Free Drinks in Calgary
Major Tom’s Blazing Sevens ($13)
Served in a rocks glass, this milk-clarified cocktail is made of non-alcoholic dry gin, smoked Lapsang tea, strawberry, rhubarb and lime.
Calcutta Cricket Club’s Haaldi Tonic ($7.50)
Comprised of honey, turmeric, ginger, lemon and tonic, this flavourful refresher can be topped with chilies to add a little kick.
Luca’s Sanguine Spritz ($16)
A blend of sanbitter and aranciata rosso Sicilian blood orange soda with GiGi red bitter, topped with 0% proof blanc de blanc prosecco.