As Canadians increasingly look to drink less or not at all, non-alcoholic beverage companies are working hard to meet the rising demand and are sometimes struggling to keep up.
Interest has been brewing for the last couple of years, with an increase in sales during "Dry January" as the concept gains in popularity, says Bob Huitema, who launched the non-alcoholic spirits company Sobrii in 2019.
While he's learned from those experiences and become better at predicting demand, he said his company still had a hard time keeping up with demand in January. Fiona Hepher, the company's creative director and co-founder, said demand is steadily increasing as more people try non-alcoholic drinks and have their assumptions about them dashed.
There's definitely lots of room to grow, with many people barely even aware of what's out there, said Huitema.
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