What to know
- Social context and pricing shape how we perceive the “value” of alcohol, often making alcoholic drinks seem more worthwhile than mocktails—even for just a few extra dollars.
- Experts and mixologists challenge the idea that alcohol adds value, emphasizing that non-alcoholic drinks offer flavor, balance, and enjoyment without intoxication.
- Toronto’s non-alcoholic scene is growing, with events like the Toronto Mocktail Competition showcasing creativity, inclusivity, and fun beyond alcohol.
- For many, Dry January and sober-curious choices are about redefining value, feeling included, and creating social spaces that don’t center on drinking.
Imagine this. It’s January, after you’ve had an indulgent December. You finally made it to that trendy restaurant you’ve been dying to try after it was fully booked over the holidays.
You take a look at the drinks menu. Cocktails, wines by the glass, beer on tap, and – at the very bottom of the list – non-alcoholic options.
You’ve been on the fence about Dry January, but you’re also on a budget after the Christmas season. You look at the price of a mocktail, then the price of a cocktail.
A difference of a couple bucks.
You think to yourself, ‘For a few dollars more I get alcohol in my drink?’
The waiter comes by to take your drink order. Your friend orders a glass of wine. You ask for a Negroni.
This is an example of the way in which we practice ‘value-based decision making’. Choosing that Negroni over that mocktail is determined by our perception that the Negroni holds a greater relative value over the mocktail.
But what shapes our perception of value?
A research published in Alcohol, Clinical & Experimental Research found that our perceived value of alcohol is significantly influenced by social context. Generally speaking, when those around us respond positively to alcohol, we rate alcohol as being more valuable, which leads to increased consumption.
“Even when you’re shopping for non-alcoholic spirits, people are also faced with that dilemma,” Renesha Monaco, founder and CEO of Sobar Social Club, tells Now Toronto.
“People think that there’s added value just because there is alcohol involved. But think about everything that it’s doing to your body. Down the line, how that’s affecting you,” Monaco says.
Jess Morton, the general manager at Toronto Institute of Bartending, also echoes the sentiment.
“It’s just people stuck in the mindset of, ‘Well, why would I pay that amount of money for a non-alcoholic beverage if it doesn’t get me intoxicated’,” Morton tells Now Toronto.
“My response to that is, ‘Well, that’s the point. Because I don’t want to be intoxicated.’”
Morton, who got her bartending certificate in 2016, is one of four mixologists who will be participating in the third annual Toronto Mocktail Competition later this month.
As someone who works with both alcoholic and non-alcoholic drinks, Morton says there are a lot of similarities in creating cocktails and mocktails.
“The end drink – whatever that looks like – has to feature the base spirit, taste good, and be balanced,” she says. “We just have to be more open-minded and a little more creative.”
Something she keeps in mind when participating in competitions like this one: “You want something that’s not necessarily easy going, but something that’s easy for people to drink. … It’s about pairing the flavours so that it’s more comfortable with everyone.”
Organized by Sobar Social Club, the event is open to all, whether you’re sober for life or sober-curious.
“If you want to be 100 per cent sober all the time, that’s great. If you’re sober-curious and want to try and see how you feel, that’s cool too,” Monaco says.
Monaco founded Sobar Social Club three years ago when she decided to take her Dry January further by challenging herself to go an entire year without drinking. According to her, the city’s non-alcoholic industry has come a long way since then, thanks to producers like NOA who are sponsors of the upcoming mocktail competition.
“Back then, it was just Shirley Temples. Now, we’re way past that,” she says.
“I wanted to show people how much fun they could have without drinking, to bring more awareness to the [non-alcoholic] products that are available, and to open their minds.”
The key to making something fun minus the alcohol? Adding more fun!
“When I build my event, it’s really important to make sure that there’s a lot of fun going on. My little trick is to keep people’s minds going and keep them a little distracted,” Monaco shares.
This year, in addition to the live competition when each mixologist will present their best blends and shakes, there will be giveaways, free claw machines with prizes, and interactive photo booths, all to keep the attendees entertained.
Sara Mody, a breast cancer survivor and a sobriety advocate, is excited to attend this year’s competition after she was unable to snag tickets to last year’s sold-out event.
“I’m really excited to see what kind of mocktails are out there and meet other people [in an environment] without the pressures of people asking questions [about why I’m not drinking],” Mody tells Now Toronto.
“You are all just there wanting the same thing: to have a good time without the expectations of alcohol,” she says.
With events such as the ones hosted by Sobar Social, the zero proof community hopes that Toronto’s bars and restaurants will continue to ride the growing momentum.
“It’s courteous to understand that not everybody wants an alcoholic beverage,” Mody says.
“It’s about honouring the fact that there are people out there [who don’t drink] and giving everybody an opportunity to feel included.”
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For many, Dry January isn’t about deprivation — it’s about redefining value, one drink at a time.
“There are so many different reasons someone doesn’t choose to drink,” Monaco says. “They could be pregnant, they could be the designated driver – and I think having something those people can enjoy and feel included in is so important. If you’re not being inclusive, then you’re actually hurting your [business].”
Toronto’s Mocktail Competition takes place on Jan. 25 from 5 p.m. to 9 p.m. at Tha Phae Tavern. Tickets to the event can be found on Eventbrite.
