Wow, it's already March!
2025 has already been a bit of a rollercoaster for me and the team.
This past couple of months have been busy, for sure.
Tiring, but productive!
And as we move from February into March, I figured I would share some of my moments from the year so far, as we grow our non-alcoholic business here in Canada.
So, we rolled into February after a busy (Dry) January, which was a month filled with new warehouses, amazing events and sales opportunities, both in Kelowna and further afield. One highlight being the fantastic new retail and hospitality partners we have recently engaged with in the very lovely Victoria, BC - one of my favourite cities in Canada (as a British import, I think it maybe reminds me a little bit of some harbour towns back ‘home’...). The non-alc community there is buzzing, with so much demand from curious customers. I co-hosted a wine-tasting event in store at Softer Drinks, which was a lot of fun, and I was amazed by the variety of people that joined us - so much diversity, and a lot of enthusiasm and positive vibes.
Vancouver Island is definitely a place we'll be spending a lot more time this year.
And of course, we wrapped up January on a high note, with a special Chef-paired Non-Alc Wine & Dine event that we co-hosted at the Fairmont Palliser in Calgary. For us, this was an opportunity to showcase how wine-paired fine dining can be equally amazing without alcohol, offering an elevated experience for every guest. It was a lot of work, but so much fun, and a huge success. I’m sure we will host many more events like this in the future, as we continue our mission of advocating for more inclusive hospitality across Canada.
In fact, I have plans for a dedicated blog post on this subject, coming very soon...
And then I headed East, to Europe.
First Stop: London - Club Soda
Here is the UK's first and most famous dedicated non-alcoholic drinks shop and venue.
Cocktail bar, training & workshops, a range of collaborative projects led by a team of passionate professionals at the forefront of alcohol-free developments. Great to connect with Josh and Quentin. We discussed developments in the market, the differences between Canada and England, and talked through and sampled some new products - several of which I'll be bringing back to Canada to taste with the team!
I'll be sitting alongside Josh and Quentin on the judging panel next month at the 2025 World Alcohol Free Awards in London. So it was nice to connect with them ahead of the event, and introduce myself and our Canadian business.
Next Stop: Loire Valley, France
A short flight across to Paris, then a couple of hours south/west by car, and I was in the heart of the Loire Valley, one of France’s most celebrated and diverse wine regions. Here is the home of DIVIN (and their family estate J. de Villebois) - a producer we have worked with since summer 2023, in a partnership based on mutual respect and commitment to quality. Although we have spent countless hours on phone/video calls, and have (briefly) welcomed some of their team to Canada (UK), nothing can beat meeting the whole team in person. It certainly builds a deeper bond, shaking hands with everybody involved in their project. Feeling so welcome as we tour around their winery and vineyards, tasting through the collection with their winemaker Alessandro, hearing stories of late night taste tests, labelling disasters and badly cooked pasta. Knowing the people behind the wine, makes it more enjoyable to tell them about all the ways we share their wines far beyond the Loire.
Their business strategy is based on organic, self-funded growth, strengthened by long-term partnerships that share their vision for what dealcoholized wine represents, and where it can go from here. What was particularly striking was the relentless focus on innovation. Yes, their winery is rooted in tradition, but this is a team pushing boundaries. They place a priority on their in-house research and development, building knowledge and skills that will deliver better dealcoholization techniques, and ultimately even more amazing wines.
It has me asking myself: where else in the world of winemaking do we see such exciting and interesting changes happening?
How many other styles of wine represent such a positive vision of the future?
I'm genuinely intrigued to see how this category unfolds from here, as it plows forward at break-neck speed, led by people like Alessandro and the whole DIVIN team.
Thank you all for hosting me.
Onwards to Paris
The drive from Sancerre to Paris takes a couple of hours, just enough time to ponder on the past few days spent exploring the physical and spiritual home of Sauvignon Blanc (...and Chenin Blanc, and Cabernet Franc, of course!).
In Paris awaits two wine exhibitions. The first, Degre Zero, is a one-day expo dedicated solely to non-alcoholic offerings. This is only the second year of this event, but it has evidently doubled in size, and will clearly need a bigger venue next year, with so much interest and so many people and products involved. The buzz built quickly, and before long it was packed. Weaving in and out of the booth, meeting producers and tasting and talking together, was a lot of fun. Especially as I was able to (finally) meet so many people we have worked with for many months/years (Dave & Will of Zeno, Christian Nett of Nett Family Wines) as well as newer partners, such as the very lovely Marie-Pierre of TipTop Bordeaux, and Karine from Moderato (new wine spoiler alert!). All of them excited to share their ideas and plans for the future. Plans we are happy to be part of.
And then there was Wine Paris.
This is the world’s largest wine exhibition, held over three days, with thousands of vendors and billions of visitors (okay, maybe I'm exaggerating a smidge)...it is enormous.
So for a solo somm, there was a lot of ground to cover. Too much, in fact…
But I tried my best!
And I'm certainly not complaining.
I mean, not all of my job is this cool, trust me. But exploring the world of wine in this way was an amazing opportunity, one that only strengthens my appreciation and admiration for just how many passionate people are involved in making and selling the wine we love.
And what was particularly amazing was how much there was to explore in wine without alcohol. To give some context, this convention centre was actually six convention centres joined together, and one of them ‘Hall 5.2’ was largely dedicated to no/low alcohol. But in addition to this, of the thousands of other exhibitors in the other halls, many of them were also showcasing their non-alc wines alongside their traditional wine collections. So there was a dizzying amount to explore. It was awesome.
Speaking to real people brings wine to life. The stories that they tell, the passion that they demonstrate, sucks you into the romance of an industry that is equal parts art and science. One that demands long term commitment. Patience. Appreciation. Team work.
So for me, events like Wine Paris are amazing for many reasons (and there are of course lots of wines to taste and explore), but what strikes me most about the occasion is the people...a huge diverse range of people all involved in bringing wine to life, in so many ways. They are what make it so much more than just a trade convention.
One I can't wait to visit again next year, with more time (and hopefully more SZ somms..).
Next stop, Toronto (by accident)
On my way back to Canada, I was scheduled to stop in and see some new partners in Halifax, NS. But a winter storm in Toronto (where I was connecting) had different ideas for me. So, as is often the case in Canadian winter time, my travel plans were 'adjusted' slightly, and I found myself staying put for an (unplanned) day in Toronto. But I certainly made the most of it!
It was great to check in to see our new warehouse there, shake some hands and meet the team in person. Then I headed up to Creemore, to meet with Jeremiah, the lead sommelier at Michelin star restaurant 'The Pine'. We are so excited to work with Jeremiah and the team in delivering amazing non-alc options for their extensive paired menu offering.
More on this later...
I was also able to squeeze in a visit to nearby Barrie, to meet with the amazing team at Sober Sips - a dedicated non-alc bottle shop with a huge selection of products, and the friendliest vibe in Ontario. Shannon & Jeff are passionate, hard working and inspiring people, who care so much about what they do and their place in this community. I'm looking forward to working with more in the weeks and months ahead.
Finally, on to Halifax...
My first time to Nova Scotia, and along with the very warm welcome...it was very freakin' COLD! But despite the delayed landing, it was so worthwhile to spend time connecting with new partners and visiting some more potential customers.
A highlight was co-hosting a non-alc wine tasting experience alongside Jay, owner of the Soberish Mocktail Shoppe on Agricola St. We all had a blast, as we walked guests through food and wine pairing flavours, diving into detail on pairing principles, dealcoholization, and all things non-alc! It's true what they sat about East Coasters, they are some of the most friendly and welcoming Canadians out there. I can't wait to return one day, for a longer visit, and explore this beautiful part of the country. In the meantime, we'll keep them stocked with top quality non-alc, and all the best West Coast vibes!
Then Calgary, again.
It's always a pleasure to spend time in this city. So to 'book end' a busy work trip with a final stop in Calgary, just felt right!
Especially when it was for such a cool event: judging on the panel of the 'Beyond NOA' national zero-proof cocktail competition. This was one of several regional finals, each selecting two candidates to send to the final in Montreal later in March, where the super talented mixologists will present their creations (and bar skills) to the final judging panel, for a chance to win a grand prize and be crowned the winner of Canada's first nation wide zero-proof cocktail contest.
The talent was exceptional. I was blown away by the extent to which each candidate delivered on every aspect of the brief. There is a whole new way of thinking required to create cocktails without alcohol. From the 0% spirits to the terroir-inspired ingredients, every detail needed careful consideration to produce a cocktail of interest, complexity, balance...and that pushed this cool new category way beyond simple 'mocktails' of the past.
...then a long drive home to Kelowna...
Via Banff, where I stopped in to see our partners at the RimRock Resort, who are doubling down on their non-alc offering this spring-summer season. So, we are of course more than happy to support their team with training & tasting, and top quality products, to ensure they deliver the very best for their discerning guests. The property is also planning extensive renovations this coming Fall, so we're excited to see what's coming for this Rocky Mountain gem!
Wow! What an exciting, busy few months!