Founded in Winnipeg in 2022, Sobr Market was born from a personal journey to find sophisticated, non-alcoholic alternatives after co-founder Shane chose to remove alcohol from his lifestyle in 2021. What began as a global search for premium options quickly revealed a gap in the market—and a growing community of people seeking the same. Initially envisioned as an online marketplace, Sobr Market’s mission soon expanded: to make high-quality alcohol-free beverages more accessible, while fostering education and discovery for all reasons people choose to drink differently.
In 2023, Shane and his wife Jessie opened the first Sobr Market bottle shop—offering a retail experience built around product education and the opportunity to sample before purchasing. The momentum continued with retail expansion to Toronto later that year, growth into import and distribution in 2024, and the launch of bottle shop franchising in 2025. Looking ahead to 2026, Sobr Market remains committed to its founding mission: to bring exceptional non-alcoholic beverages to as many people as possible who are seeking thoughtful, alcohol-free options.
WHY PARTNER WITH NOA?
At Sobr Market, our mission has always been to put great drinks in people’s hands—but we recognize there’s still a gap when it comes to inclusive drinking experiences in bars and restaurants. That’s why we’re so excited about Beyond NOA’s commitment to empowering bartenders and venues to showcase the full potential of no- and low-alcohol cocktails. Choosing a non-alcoholic beverage shouldn’t mean compromising on quality, flavour, or experience. The non-alcoholic industry is all about elevating moments of connection, and Sobr Market is proud to partner with NOA to help hospitality professionals craft exceptional, inclusive beverage programs that truly raise the bar for everyone.
The rise of low and no-alcohol cocktails and the Dandurand Spirits agency
Embracing the low-alcohol (ABV) cocktail trend is not only a nod to changing consumer preferences, but also a commitment to promoting responsible drinking. By offering low-ABV options, we allow our customers to enjoy the social and sensory pleasures of cocktails while maintaining control over their consumption.
We imagine a future where the art of mixology embodies balance and creativity, delivering taste experiences that celebrate both tradition and innovation. Together, we foster a culture that values health, moderation and the pure joy of a well-crafted beverage. Through our efforts, we aspire to a world where indulgence and mindfulness coexist in perfect harmony.
The most straight forward way to describe Alambika : a toy store for everyone who enjoys a fine glass of wine, beer and spirit, and whoever likes to experiment with the wide and interesting world of the cocktail. Although admittedly hedonistic, our goal remains a pragmatic one, namely to bring to the masses high-quality products, which will increase the enjoyment of liquid consumption, each and every day.
We prioritize handmade products, providing the most transparency we can, in the most democratic way possible. For that reason, Alambika tries to work directly with producers to have a constantly increasing offer of small batch, highend quality products, while staying affordable at the same time. Every year we assure a regular income to canadian glassblowers, blacksmiths, woodworkers, designers, confectioners and other local craftsmen.
