Rethinking Alcohol: How Mindful Drinking Is Redefining Cocktail Culture in Montreal & Quebec
Quebec’s cocktail scene is evolving. What was once limited to either classic cocktails or sober abstinence now encompasses a vibrant spectrum of mindful drinking, sharing beautifully crafted alcohol‑free drinks with intention, balance, and joy.
Why Drinking Less Is More
Between 2021 and 2023, Quebec saw a nearly 6% drop in alcohol sales, driven largely by a sober-curious mindset, especially among younger generations. Nationally, liquor sales fell 1.2% in 2023, marking a significant shift. Meanwhile, the non-alcoholic beverage market in Canada surged to $199 million between June 2023 and June 2024, up 24% from the year before. Non-alcoholic spirits leapt 68%, and ready‑to‑drink mocktails took off by 168%⁶. Quebec isn’t just following trends, it’s leading them.
Sober Sundays: Where It All Comes Together.
That shift led me to launch my cocktail TikTok, Cocktail Coquine, and created Sober Sundays, a weekly series dedicated to bold, creative zero-proof cocktails. These aren’t watered-down imitations. They’re original, beautiful, and deeply satisfying drinks made with care.
I’ve learned that if you respect the process and treat the ingredients like they matter, the result is a cocktail that’s thoughtful, balanced, and honestly beautiful.
When you take alcohol out of the equation, you have to get creative. You start building flavour profiles from scratch: bitterness, body, heat, depth. You rely on spice, acidity, herbs, tannins. You pull from unexpected ingredients. It forces you to experiment and rethink everything you know about cocktail structure. That’s where the magic happens.
Not a Substitute, Just a Different Pour.
Zero-proof cocktails aren’t just a stand-in. Once you stop treating them like an imitation, you can actually start having fun. This is where you get to break rules, flip expectations, and create something that doesn’t play by the usual formula. These spirits aren’t about fitting in, they’re about standing out.Just like you build your traditional bar cart one bottle at a time, building a zero-proof collection takes the same curiosity and care. You won’t love every bottle. You’ll discover unexpected favourites. And over time, you’ll learn how to balance these ingredients on their own or alongside alcohol. It’s not about limitations. It’s about expanding what’s possible.
Quebec Is Embracing the Shift.
Here in Quebec, we’re lucky to have incredible products at our fingertips. Brands like HP Juniper and NOA by Monsieur Cocktail are pushing the boundaries of what zero-proof can taste like. These spirits aren’t just functional. They’re delicious.
Montreal’s best bars are taking notice too. Atwater Cocktail Club, which ranked in North America’s 50 Best Bars, and Foxy, a MICHELIN-awarded team, are offering creative, considered zero-proof options that reflect the same level of care as their traditional menus. And when leaders like these shift direction, others follow.
And now, Coco Disco Club, one of Montreal’s most anticipated new spots, is officially open for reservations. With one-third of its menu dedicated to alcohol-free cocktails, Coco Disco Club signals a major cultural shift in the city’s nightlife scene.
Final Sip.
This isn’t about choosing sobriety or indulgence. It’s about staying connected to the ritual, the ceremony of pouring something beautiful into a glass, of pausing, savouring, and sharing a moment.
Zero-proof cocktails offer options. Options that bring flexibility, that adapt to your mood, your moment, your pace. They make space to celebrate without pressure, reflect without restriction, and enjoy something exceptional, whether or not alcohol is part of the picture.
It’s not about what’s in your glass. It’s about the intention behind it.