In just a few days, Halifax will welcome its first alcohol-free bar. The soon-to-open Soberish Bar will join Soberish Mocktail Shoppe, located within Nor’easter Apparel on Agricola Street. Both ventures are the brainchild of Jay Hiltz, who first tested the appeal of non-alcoholic drinks at his Chester clothing store. The success there convinced him to scrap plans for an espresso bar at the rear of his north-end storefront and focus instead on non-alcoholic beverages.
The response at the Soberish Mocktail Shoppe has been “overwhelming,” according to Hiltz. The appeal, he says, has transcended the stereotype of Gen Y and Millennial consumers.
“There’s a lot of talk about how Millennials aren’t drinking, but honestly, they’ve only made up a small portion of our sales. We’re serving every generation. Our customers are choosing low- and no-alcohol options for many reasons — pregnancy, nursing, liver disease, other medical conditions — and we’re seeing a lot of seniors, too. Others are simply looking to cut back.”
Hiltz himself doesn’t label as sober — hence the name Soberish.
“I never had the goal of being fully sober,” he explains. “But what I’ve discovered is that I’m increasingly excited about the non-alcoholic offerings we carry. So much so that I haven’t bought a bottle of wine from the NSLC since last November.”
No single category is driving sales. While a non-alcoholic beer from Ontario’s Bellwoods Brewery leads by volume, Hiltz says it’s low- and no-alcohol wines and increasingly, spirits, that are fuelling the growth. Local restaurants are also getting on board, purchasing products as demand for mocktails continues to rise.
The surge in interest hasn’t gone unnoticed by local producers.
Over the past two decades, I’ve witnessed Nova Scotia’s beverage scene flourish. From small-batch craft beers and artisanal spirits to a robust wine industry, the province has earned a reputation for quality and creativity. While the craft alcohol scene thrives, a quieter revolution is underway — one inspired by innovation, wellness, and inclusivity.
Admittedly, this evolution mirrors my own journey. Whether due to age, self-awareness, or a desire for balance, I find myself drinking less. And I’m not alone. According to Statista.com in 2023 consumption stood at 94.5 litres per capita, the lowest level to date, a shift that’s changing not only drinking habits but also how local producers are envisioning the future.
For Eric Jackson, founder of Truro’s Elix Beverage Co., the motivation to create non-alcoholic drinks was deeply personal.
“As a winemaker, we always had interesting things to drink at home — always alcoholic, of course — until my wife Britney became pregnant,” Jackson recalls. “Suddenly, her choices went from the breadth of the wine cellar to, ‘Would you like water or Diet Pepsi, dear?’ It was uninspiring, lacking variety, quality, and intentionality.”
Determined to change that, Jackson founded Elix “as a project out of love,” crafting beverages to satisfy the complex palates of those used to high-quality wines, craft beers, and cocktails.
“Elix is about refusing to compromise the drinking experience,” he says. “I firmly believe a non-alcoholic drink can taste every bit as good as an alcoholic one — it just takes more work.”
The reasons behind the low- and no-alcohol trend are as diverse as the people embracing it — from lifestyle choices and health concerns to the desire for moderation without missing out on the experience.
“We enjoy craft beers, local wines, and cocktails — but for health or lifestyle reasons, sometimes we choose not to drink,” Jackson explains. “When we do, we shouldn’t have to sacrifice flavour.”
That sentiment is echoed across the province. Connected Craft, another Nova Scotia trailblazer, is blending non-alcoholic beverages with the functional drink trend.
“Connected Craft’s products are light, free from artificial ingredients, made with real fruits and spices, and rich in probiotics,” says founder Zach Davie. “We’re not just offering a non-alcoholic option; we’re offering a beverage that’s genuinely good for you.”
The introduction of canned formats has supercharged the company’s expansion.
“We launched our cans about a month ago, and the feedback has been incredible,” Davie says. “It’s allowed us to expand throughout Atlantic Canada and into Ontario — with more provinces to follow.”
This rapid growth highlights a key point: non-alcoholic options are no longer an afterthought. They’ve become a vital component of a complete beverage offering.
“For restaurant owners, if your non-alcoholic list is limited to water, coffee, and soda, you’re missing a major opportunity,” Jackson stresses. “Tourists and locals alike are making dining decisions based on the full drink list, not just the alcoholic one.”
Even Benjamin Bridge, arguably Nova Scotia’s most iconic winery, has embraced the shift. Several years ago, the winery identified a gap in the market.
“We saw a need for well-crafted low- to no-alcohol wine options that didn’t compromise on taste,” says Aled MacMillan of Benjamin Bridge. “We forecasted growing demand for ways to enjoy the shared pleasure of wine without the alcohol — whether for moderation, preference, or abstinence.”
Their approach remained true to their ethos: to produce wines — alcoholic or not — that honour terroir and craftsmanship.
“As aspirational leaders in the small world of ultra-premium Canadian wines,” says head winemaker Jean-Benoit Deslauriers, “we believed our skillset in crafting terroir-driven wines could deliver a non-alcoholic experience that was both unmatched and previously unavailable.”
The alcohol-free version of their flagship Nova 7 is a prime example.
“Nova 7 is one of our flagship products,” MacMillan says. “Creating a non-alcoholic version was important to bring greater inclusivity to this key part of our story — proving you can enjoy a high-quality sensory experience without alcohol.”
Today, Benjamin Bridge’s non-alcoholic wines are stocked nationwide in Sobeys, and regionally in Costco and Loblaws, further proving that consumers are hungry for exceptional, inclusive options.
“It’s been such a thrill to see how our non-alcoholic portfolio has been embraced,” says MacMillan.
Beyond individual success stories, there’s a collective momentum building.
“The Nova Scotia beverage community has always supported each other,” Jackson reflects. “A rising tide lifts all boats. We’re providing local, interesting options that can stand on national and international stages.”
“In Canada, some of the biggest consumers of non-alcoholic drinks are actually people who also drink alcohol during the same visit,” Jackson notes. “Consumers want quality across the board — and they expect it.”
For Connected Craft, it’s about more than just offering alternatives.
“We’re not just making alternatives — we’re creating beverages that people feel good about drinking,” says Davie.
Across Nova Scotia — whether you’re abstaining, moderating, or simply curious — one thing is clear: the future of drinking is more inclusive, more diverse, and more exciting than ever. And this is only the beginning.
“We’re just getting started,” says Jackson. “Consumers will always want exciting options — and we’ll be here to provide them.”
Correction: An earlier version of this article stated that Sober Island Brewing was an early adopter of non-alcoholic beverages. This line has been removed.
This article appears in May 1-31, 2025.