More and more Canadians have opted to stop drinking alcohol or lessen their consumption in the past few years.
To meet that need, Mocktail Mixery started in December 2023 after several customers shared with co-owners Joey Ippolito and Lindsay Brochu they stopped having alcoholic drinks or cannot have them anymore.
There’s good, grassroots news in town! Your weekly dose of all things Kamloops (Tk’emlúps). Unsubscribe anytime.
Get The Wren’s latest stories
straight to your inbox
“We were noticing that there was just a reduction in consumption of alcohol, and we had nothing to offer them as Wine Kitz,” Ippolito says. “We started looking into the alcohol free space, and noticed that it wasn’t being serviced very well.”
After seeing the gap and need for non-alcoholic options, Mocktail Mixery was born as an alcohol free bottle shop.
“So basically we are like a liquor store, but with no alcohol in it,” Ippolito says.
What has been shared by Ippolito is backed by a recent study from the University of Victoria showing B.C. recorded a decrease of 0.82L in per capita sales of alcohol from 2023 to 2024.
The declines in alcohol sales have been growing since post-COVID and it represents “the lowest level of per capita ethanol sales since… 2001/02,” according to the study.
A shift in drinking trends
In part due to the increase in demand seen because of the decrease in alcohol consumption, non-alcoholic options have grown in various restaurants and breweries in Kamloops.
Laura Beardsell is the operations manager and part-owner of Red Collar Brewing & Distilling Co. which offers various non-alcoholic options.
When Red Collar Brewing & Distilling Co. opened the movement of craft beer was really popular.
“I don’t remember in 2015 being asked for non-alcoholic beers, but there’s definitely been an increase in demand,” Beardsell says.
By offering a non-alcoholic option, Beardsell says folks who aren’t drinking – for whatever reason – are still able to feel a part of the social scene.
“It’s really nice for people who are abstaining…to have the option when they come in here with their friends. I know it’s disappointing when you go somewhere and you’re not drinking and then your only option is to have a coke or water.”
But abstaining completely isn’t the only option, and Beardsell often sees patrons follow a regular beer with a non-alcoholic drink to simply reduce consumption.This is called Zebra Striping which consists of swapping between a non-alcoholic and alcoholic drink one after the other. In 2024, The Guardian reported on this trend noting it reduces alcohol consumption by half.
Why choose non-alcoholic drinks?
Folks who choose non-alcoholic drinks may have different reasons, Beardsell says.
“It isn’t always just because they absolutely never touch alcohol. It just could be the day, they could be the [designated driver], it could be a health thing. Like, there’s a million reasons,” Beardsell says.
The demographic of folks who have opted for non-alcoholic drinks is varied.
“We’re seeing that there’s definitely a base, and it’s maybe a little different than what people may think. It’s not pregnant women or recovering individuals, it’s a younger demographic that is growing this market,” Ippolito says.
This demand has prompted companies like Captain Morgan and Tanqueray to invest in producing alcohol-free products, providing a variety for mocktails.
“There are definitely way more options now in 2025 that there were than there were even in like 2022. There is a non-alcoholic version of everything and every single spirit out there,” Beardsell says.
More studies have also come out on what the consumption of alcohol does to the body.
“People are more mindful of their drinking. I think ever since COVID-19, people are more into recognizing health and doing things to help,” Ippolito says.
Research also shows alcohol is one of the most used substances in Canada according to the Canadian Centre on Substance Use and Addiction.
“People are very forthcoming with their stories, and they go across the board. Some people are recovering and so they’ve just cut out alcohol, because they find that they are just a better person without the alcohol,” Ippolito says. “There’s people that come in and have never drank at all, younger demographic, and then there’s people that are just looking to create a healthier lifestyle.”
Some folks also try doing dry months where they stop consumption of alcohol and some continue, Ippolito says.
“When they [stop drinking] for a month and they continue on afterwards, they notice they get better sleep patterns, they’re more focused. They realize it’s not the actual alcohol that they’re missing. It’s the ritual of it.”
The ritual, getting home after work and having a drink or toasting to achievements with loved ones is what some folks might miss and want to replicate without the effects of alcohol, Ippolito says.
Non-alcoholic drinks are inclusive
Mocktail Mixery is not a sobriety store, Ippolito tells The Wren. The store also offers a variety of other bar products like syrups, barware and tools. It is one of five in the province, the largest in the interior of B.C. and the only one in Kamloops. The non-alcoholic industry is still pretty young, Ippolito says, so having a store like this one is still something new.
“I call alcohol-free products, life uninterrupted,” he says.
During the holidays when folks are entertaining or gathering, one of the benefits of non-alcoholic drinks is not having to worry about driving home.
“It just allows an alternative without stopping you from enjoying the evening. The inclusivity of having an alcohol free product is great because now you’re having the same thing that everyone else having just has an alcohol on it,” Ippolito says.
So do we. That’s why we spend more time, more money and place more care into reporting each story. Your financial contributions, big and small, make these stories possible. Will you become a monthly supporter today?
If you've read this far, you value in-depth community news
