Quite often one of the main drivers of social events is drinking, and those who cannot, or do not want to consume alcohol can find themselves on the outside looking in.
Val McInnes of Bloom ’n Bean in Dauphin is looking to change that through her recently opened Sobr Market franchise at her Main Street storefront.
The business offers spirit replacements, such as rum, whiskey, vodka and tequila, along with white, red, rose and sparkling wines, premixed cocktails and bubbly wine alternatives.
Top quality products are sourced from around the world, she said, all with zero alcohol at a price point comparable to the liquor store.
“They are designed with a flavour profile that gives you the feeling of that alcoholic beverage that you might not want to have anymore or can’t have anymore,” McInnes said.
“The companies work really, really hard on flavour profiles.
“People can’t tell the difference when you mix it with whatever your mixed beverage is.”
And she has had plenty of customer feedback reinforcing the quality of the product since she began testing the market.
One customer, she said, sampled a whiskey, purchased a bottle, then came back a week later and picked up two more bottles.
“He said, ‘this is the best whiskey I’ve had’,” McInnes said.
And while one of the main target markets is those who do not or cannot drink alcohol, McInnes said Sobr Market products are also an option for anyone wanting the experience of an adult beverage without the complications that are possible with the consumption of alcohol.
“I’ve got guys that come in and grab an IPA and go icefishing because then they don’t have to worry about driving their sleds. They don’t have to worry about driving their trucks coming off the ice,” she said, adding she also offers a tasting bar so customers can try any of her products.
“You can come and try them at any time. We’ll give you a shot because we want people to like what they’re buying before they purchase it.”
On top of in-store purchases, McInnes has set up tasting booths at community events and is looking at wholesaling opportunities. She will be hitting the road visiting restaurants, golf courses, and other businesses educating them on the options available for their customers who might not feel included in those spaces.
“They go to the bar, there’s not a lot for them to have. They go to restaurants, there’s not a lot for them to have if they don’t want to have a Pepsi or a Sprite,” she said, adding the process satisfies the teacher in her.
“I get to explain things to people and educate them on options, which I don’t think people realize that they have.”
Manitoba Liquor and Lotteries has reported a decrease in the volume of alcohol consumed in recent years opening the door for the products offered by Sobr Market. McInnes added she herself was ignorant of the demand and she has, in fact, changed her perspective on her own consumption.
“I enjoyed having a drink, but I didn’t enjoy having the drink because of the alcohol. I enjoyed having the drink because of the flavours,” she said, adding there are more people than she realized who share that view.
“The thing I’m hearing the most from people is just that inclusivity of still being able to be a part of that community without the pressures of having to drink.”
And that is driving McInnes’s excitement to provide an alternative for others, which might fill their wellness plans or their health requirements, but doesn’t alienate them from the culture that has been created around the consumption of alcohol.
“The demographic is exploding exponentially. I’m excited,” McInnes said.
“I think it’s a really cool niche market that the company was really excited for us to look at in Dauphin.”
McInnes invites anyone interested to stop in and find out more about what exactly is available.
“I don’t have the space to carry everything that (Sobr Market) carries, but I can sure grab some of the top line products,” McInnes said, adding she is trying to add something new with every restocking order and will do her best to accommodate special requests.
“I’m very proud of the product lines and there is something for everybody. It may take us a little while to find it, but we can find it.”