Inside the urban shift toward mindful drinking, sustainable choices, and premium zero-proof options.
As sustainability and mindful consumption continue to shape consumer behaviour, a notable trend is emerging in Canada’s beverage landscape—particularly in urban centres like Vancouver, Toronto, and Montreal. Across these cities, there’s a noticeable uptick in the demand for low- and no-alcohol drinks, driven by a combination of wellness values and sustainability concerns.
This isn’t a passing fad. According to a 2024 Mintel Canada report, 48% of urban Canadian adults aged 25–44 say they’re actively reducing their alcohol intake. Their motivations go beyond health: they’re looking for alternatives that align with ethical, environmental, and social values. For bars, retailers, and restaurants serving these city-based consumers, this is a major shift—one that deserves attention on the shelf and on the menu.
This change in drinking habits is closely tied to rising climate awareness and demand for transparency. A Deloitte Canada study shows that 65% of Canadians now consider sustainability when purchasing food and beverages. In urban regions, that number jumps to 72%. Shoppers in these cities are more likely to support brands that are carbon neutral, upcycle ingredients, and embrace clean-label production.
“Urban consumers aren’t just cutting back on alcohol—they’re raising their standards. Sustainability, transparency, and bold flavour are no longer optional—they’re expected.”
Enter the new wave of non-alcoholic brands—many of which are built with sustainability at their core. At Dry Humour Drinks, we’ve seen this firsthand. Urban buyers are gravitating toward brands like Drop Bear Beer Co., which is Carbon Neutral Certified, brewed with renewable energy, and packaged in lightweight, recyclable cans. It’s bold, modern craft beer—minus the alcohol and environmental toll.
Wine lovers are also finding their match with brands like Prima Pavé, whose vegan, sustainably-produced sparkling wines from Northern Italy are gaining traction with eco-conscious Canadians. Featured in VinePair for their refined flavour and clean production, they’re proving that celebration doesn’t need to come at a cost to the planet.
And for customers seeking something more culinary, Muri Drinks from Copenhagen has carved out a premium niche. These Nordic-inspired blends, made from upcycled ingredients and minimal waste methods, were recently highlighted by The Financial Times as a “culinary revelation” in the non-alcoholic space.
For wholesale customers, especially in major metro areas, these brands represent more than just product variety—they’re a chance to connect with a growing customer base that’s making deliberate, values-driven choices. Stocking low- and no-alcohol options that are environmentally conscious not only meets demand—it reinforces your relevance in a rapidly evolving market.
Vancouver, Toronto, and Montreal are at the forefront of this movement, and the ripple effect is spreading. Consumers are no longer asking why drink non-alcoholic—they’re asking where they can find the best of it. Make sure your shelves have the answer.