The rise of the alcohol-free lifestyle

In recent years, the non-alcoholic lifestyle has gained momentum, with more people choosing to reduce or ban booze from their lives. Bars and restaurants are responding to this trend with non-alcoholic (NA) beers, mocktails, low-alcohol wines, zero-proof spirits, kombuchas, botanical drinks and a wider array of soft drinks. 

Around Sun Peaks, the selection is growing. Morrisey’s mocktail menu features Nancy’s LooksLike Wine which is Nancy Greene’s own recipe combining blueberry juice with ginger ale. Other popular quaffs include Hibiscus Mo, a tangy mix of soda, mint and lime with hibiscus  and the Virgin Paloma, grapefruit juice and soda with a salted rim. 

Mantles and Cahilty Creek Kitchen and Taproom have also joined the pack with mocktail and NA beer options. At Five Forty Cantina, there are seven options including matcha, chai, mocktails and NA beer. And, at Sun Peaks Lodge, general manager Silvia Erler said the Erdinger Hefe Weizen alcohol free beer is proving popular. 

Edna’s Non-Alcoholic Cocktail Company from Vancouver was one of the sponsors of the Sun Peaks Sip, Savour and Ski Festival last March. The NA cocktails are based around 0 per cnt tequila, rum, whiskey, gin and Mezcalita. Founder, Nick Devine said the sober trend is only getting bigger. 

“I actually don’t consider it a trend, but rather a movement, as this is a huge cultural shift in how people are reassessing their relationship with alcohol. Repeated warnings against alcohol from Canada Health, Surgeon General are starting to hit home. Younger generations are drinking less, if at all; older generations are cutting down, and even cutting out.” 

Across Canada, Millennials and Gen Z are the generations most associated with the sober curious movement. A 2023 study by the Canadian Centre on Substance Use and Addiction found that almost half of Canadians aged 18 to 34 reported drinking less than in previous years. 

With this shift in attitude, there is increasing demand for what has been termed ‘functional beverages’ with healthy ingredients, low calories and which are sustainably sourced. The pandemic was a turning point for the no alcohol movement, according to Sun Peaks photographer, Nancy Critchley.

“I think a lot of people discovered that they were imbibing too much during lockdown or just made the conscious decision to choose to live a more healthy lifestyle and alcohol was one of the first vices to go.” 

One of the key factors in the recent growth in the sober movement has been an increased understanding of the potential long-term health risks associated with alcohol in relation to brain health and cognitive decline.

Now six years into a sober lifestyle, Critchley’s initial conversion started with a spike in triglycerides, but she saw the impact of alcohol in multiple areas. 

“Elevated triglycerides are most often associated with high intake of alcohol in the form of wine, and that was my experience,” she recalled. “The second side effect of alcohol, for me, was not sleeping well at night.” And the third factor was osteoporosis, which can be aggravated by alcohol.

When she first gave up wine, she noticed reactions of shock and dismay in her friendship circles. 

“I do find it curious that alcohol is the only drug that you can’t quit without a lot of questions – and borderline judgment,” she said. “If I was a hard drug user and chose to quit, there would be applause and pats on the back.” 

Having restored her health, Critchley said she still has fun socializing with the added benefit of being a reliable designated driver. Since January 2019 when she gave up alcohol, she’s noted a slow but steady increase in non-alcohol options on menus. 

“Bear in mind, it’s not less expensive for us who choose mocktails – they average from $8-10 in price, basically the same as a high-ball.”

Drinking alcohol at high elevation has several disadvantages including quicker intoxication due to reduced oxygen levels. It takes the body longer to metabolize alcohol in the mountains compared to sea level. The dry, high altitude air, combined with the diuretic properties of alcohol, increases dehydration which can lead to severe hangovers and altitude sickness. 

Intoxication can also impair judgement, limit physical performance and balance and increase the risk of accident or injury. Thus, the sober or mindful consumption momentum could be even more relevant to those in Sun Peaks intent on pursuing an active lifestyle.