Upstreet Craft Brewing and Benjamin Bridge Serve Buzzless Beverages for the Holidays and Dry January

New non-alcoholic beverages Libra and Piquette Zero are offering Canadians non-alcoholic options for the holidays and beyond.

Upstreet Craft Brewing, a B-Corp certified beverage company based in Charlottetown, PE, and Benjamin Bridge, Canada’s premier sparkling wine house, are joining forces to quench the thirst for non-alcoholic beverages during the holidays, Dry January and into the new year. Upstreet’s award-winning alcohol-free craft beer Libra and Benjamin Bridge’s original alcohol-free wine-style beverage Piquette Zero give Canadians a ‘no to low’ beverage experience with all the flavour and none of the headaches. The two brands will work together on in-store retail promotions at Sobeys in Atlantic Canada, digital campaigns and sponsoring ‘sober curious’ socials in Halifax and Charlottetown to help customers find their balance.

The global non-alcoholic beverage market has reached $3.1 billion in off-premise sales compared to 291 million a year ago and 58 percent of no/low consumers report that they choose to switch between no/low and full-strength alcohol products. This new approach to drinking has been fueled by the pandemic and the fact that 66% of millennials are opting to drink less to maintain their wellness goals.

“The way people choose to consume alcoholic and non-alcoholic beverages is changing so fast, and that hard line in the sand between the drinkers and non-drinkers is quickly eroding. People will come in to have a beer after work followed by two NA beers, or will drink NA beer during the week and traditional craft beer on the weekend,” says Mitch Cobb, Co-Founder Upstreet Craft Brewing and Libra. We are thrilled to be working with Benjamin Bridge to put the spotlight on the non-alcoholic beverage market and help educate and inspire Canadians to be social on their terms.”

“We’ve applied over two decades worth of knowledge from growing region-defining wines in Nova Scotia into Piquette Zero. We’ve longed for this non-alcoholic option in our personal lives and it turns out we’re not alone — there is a growing community of people seeking a tasty, well-made wine alternative that they can confidently share at their get-togethers or include to round out their dinner table offerings.” said head winemaker Jean-Benoit Deslauriers, Benjamin Bridge.