Calgary’s drinking culture is shifting fast. What used to be a simple request for a “mocktail” has become a full movement, with more consumers reaching for non-alcoholic wine, beer, cocktails, and functional drinks for weeknights, gatherings, and big celebrations. The numbers across Canada back it up, and the change is showing up everywhere; restaurants, breweries, grocery stores, and specialty non-alcoholic stores like Santé Dry Bottle Shop.

 

Alcohol Sales Are Declining, and Canadians Are Drinking Less Often

According to the latest data from Statistics Canada, the volume of alcohol sold dropped by 3.8% in 2023, the biggest decline since tracking began in 1949. Wine fell by 4.8%, beer dropped 4.5%, and even spirits were down nearly 4%.

Canadians are also drinking less frequently. In 2023, more than half of adults reported having no alcohol in the previous seven days. Among ages 18 to 22, that climbs to almost two thirds.

 

Non-Alcoholic Drinks Are Growing Faster Than Ever

While traditional alcohol sales slow, non-alcoholic drinks continue to climb. A recent NielsenIQ report shows:

• The Canadian non-alcoholic drinks market reached nearly $200 million in retail sales between mid-2023 and mid-2024, up 24% year over year
• The low and no category has grown 120% over the last three years
• Forecasts show continued growth of 5 to 7% annually through 2028

Here in Calgary, local producers are seeing the same momentum. One For the Road Brewing has mentioned 35 to 46% annual growth for its non-alcoholic beer, year after year.

Beer remains the largest part of the category, making up more than 70% of non-alcoholic beverage sales. IPA, stout, and craft lager-style options continue to lead, offering familiar flavour profiles for people cutting back.

 

Who Is Driving the Change?

Younger Canadians are leading the way. Gen Z and Millennials drink less often and choose moderation for wellness, mental health, fitness, and lifestyle reasons.

But the key insight is that most non-alcoholic drink buyers still drink alcohol too. About 75% of people buying non-alcoholic beer, wine, or spirits also purchase traditional alcohol.

These are the so-called “damp drinkers” or “zebra stripers”, who want options for nights off, early mornings, or social events where they prefer to stay clear-headed, without giving up the ritual of a proper drink.

Alcohol Producers Are Paying Attention.

Local breweries like Alley Kat and Tool Shed Brewing have both released non-alcoholic versions of their best-selling beers, and are now among their most popular products.

Across Canada, breweries, distilleries, and wineries are expanding their non-alcoholic lines, investing in better technology, improved taste, and more thoughtful recipes. Quality has never been higher.

 

Why We Started Santé Dry Bottle Shop

Our own family needed better drink alternatives. Pregnancy, early parenthood, and busier routines made us rethink what we were drinking. The more we searched, the clearer it became that Calgary needed a dedicated space for quality non-alcoholic drinks.

At Santé Dry Bottle Shop, every bottle and can is tasted, scrutinized, and curated. We focus on craftsmanship, flavour, and the small details that make a drink feel special. Whether someone is completely alcohol free, cutting back, or simply choosing a mindful night in, they deserve a better drink.

The data shows this movement is here to stay. The conversations we have in the shop every weekend confirm it.

Cheers,
Jon