welcome to
‍noa

We want to take care of hospitality people
so they can, in turn, take care of us all.

Discover
NOA

01

our story

A NEW SPIRIT FOR A NEW WORLD

Our story, like most, was born out of a dream.

At NOA, we all completely fell in love with the hospitality industry. In our hearts, we want to make sure everyone is welcome and gulp everything that comes with it : the adrenaline, the positivity, the connections, the loudness, the rush, the pain, the smiles, the celebration and the hangovers.

After countless night shifts, the "NOA Boys" found out that there was an inclusivity blindspot in the industry and the experiences it claimed to deliver : the passion and care that goes into the alternatives. If someone doesn’t want to drink for whatever reasons, will they feel safe ordering something that is not on the menu or simply not advertised?

NOA embodies our dream of bringing inclusivity worldwide, one safe space at a time. We think that for the non-alc category to really be considered, it has to be freaking delicious and bring positivity, creativity and passion among the professionals and afficionados.

Non-alc is sexy, and we are here to prove it.

02

our Mission

To take care of all hospitality people, because most often than not, we forget that the most caring people also need to be cared for.

03

our VISION

We dream of a new world where we stop being dense and just admit the truth : we, humans, are not different. We are all part of the same community : humanity.

our fundamental values

01

COMMUNity

Community means everything to us. To have an impact as a company, it is very important to be part of the families and friends that are bringing change and positivity into the world, one neighbour at a time. When we want to take care, proximity is key. And for us, it is all about caring for the hospitality industry, because if we do, we will be all cared for.

02

Transparency

There is so much marketing and so much nonsense in the world because it lacks transparency. This erodes trust and adds quite a lot of hate and uncertainty in the mix. We do not try to hide what we are doing, or claim some shenanigans about the effect of some molecules on your body and mind. We macerate fresh ingredients and roasted spices in the majority of our products, and then blend with natural flavours and extracts.

03

Excellence

How you do anything is how you do everything. We won’t lie, we are very demanding towards our teams and our partners because we cannot stand “good enough”. We want to provide quality products, made one small batch at a time, and an even better service. Why aim for excellence? Because we care. 

our storyline
from 2014 to today

2014

Our founder, Patrice, presents his first experiments in creating non-alc cocktails and spirits using natural flavors at a convention in Las Vegas.

2016

Patrice founded a craft syrup company, Monsieur Cocktail, based on his skills earned as a cook.

2017

The decision to create a line of non-alcoholic spirits is announced to the team at the annual general meeting.

2019

Our big R&D year: rather than distilling in water or de-alcoholizing, Patrice opted for a culinary approach. Drawing inspiration from the traditional production methods of Italian amari and compound gins, he decided to create a product from scratch rather than removing something from an already alcoholic product.

2020

The pandemic has prematurely delayed the launch of the non-alcoholic spirits line. The company must focus its energy on minor issues such as lockdown and the collapse of supply chains.

2021

We tested the Quebec market with the soft launch of an alcohol-free amaretto made from maple syrup. The reception is exceptional and the product wins an international award.

2022

A colorful launch is planned for the fall. Finally. But another mishap strikes: cross-contamination on the bottling line ruins more than 30,000 bottles intended for distribution to more than 1,000 retail outlets.

2023

A fraud strikes the company at the beginning of the year, but the team stays strong under the leadership of its new CEO, Jean-Christophe. On September 28, 2023, NOA finally comes to life after a series of monumental obstacles.

2025

NOA now has over 3,000 restaurant customers across Canada and is targeting the US and European markets. The company also launches Canada's first national non-alcoholic cocktail competition, Beyond NOA, to establish how serious it is about inclusivity and positivity in this category.

A delicious black cocktail accompanied by an italian gelato in a beautiful crystal coupe.
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award-winning
products

At NOA, we do not remove alcohol from our products. We craft them up, building layers of complexity for an exceptional taste. Winner of the Best Canadian Spirit in 2024 and 2023 (alcoholic spirit included), we have accumulated 11 medals since our humble beginnings in 2023. Our journey is inspired by European liqueurs traditions, where maceration of herbs, roots, spices and citrus bring depth, while our blend of natural extracts and flavours are carefully designed to make NOA a spirit that can be enjoyed on its own.
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700 ml Bottle of non-alcoholic NOA Amaretto on a dark background
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non-alcoholic

Amaretto

700 ml Bottle of non-alcoholic NOA Dry gin on a dark background
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non-alcoholic

Dry Gin

700 ml Bottle of non-alcoholic NOA Italian aperitivo on an dark background
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non-alcoholic

Italian Aperitif

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