Dry January has long been a tradition for those who may have had a wet holiday, but now, thousands of Canadians swear off or cut back on alcohol all year long. The “sober-curious” movement, which encourages people to reevaluate their relationship with alcohol without necessarily committing to complete abstinence, has been gaining traction in Canada, particularly among younger generations.
When I was researching this article, I put out a call on Instagram asking my friends and followers if anyone had thoughts or experiences with sobriety or sober-curiosity, and I was overwhelmed with responses. Reasons for opting out of booze spanned from wasting money, to avoiding hangovers and sluggishness, to recognizing addictive tendencies and wanting to break the cycle of alcoholism in their families.
Statistics Canada’s Canadian Community Health Survey found that 67% of individuals aged 18 to 22 had not consumed alcohol in the past week, compared to 54% for Canadians overall. The same survey indicated that 29% of Gen Z and Millennial participants were actively reducing their alcohol intake.
In response to this shift, major drink brands have expanded their non-alcoholic offerings. You’ve likely noticed the growing section of non-alcoholic options in stores.
Jay Hiltz of Martin’s Point saw this rising trend and decided to open Soberish Mocktail Shoppe in North End Halifax, selling bottled mocktails to those looking to reduce their alcohol consumption. Some mocktails are also available at Hiltz’s other store, Martins Point Mercantile on Duke in Chester.
“Every day I’m overwhelmed at how large the non-alcoholic community is and everyday I learn a different reason people are alcohol-free,” says Hiltz. “Health issues, medication complications, recovery from addiction, or parents wanting to buy cool drinks for their kids’ parties. There’s definitely more health-consciousness and intentionality about what people are putting in their bodies.”
Soberish’s bar-like counter will soon offer sit-down service and mocktail workshops, creating a welcoming space for those exploring sobriety or moderation. “People are excited to have a place carved out just for them,” says Hiltz.
The sober-curious movement represents more than a fleeting trend. It asks us to reflect on the narratives we’ve inherited about alcohol and to consider what might emerge if we rewrite them.
