What to know
- Søbr Market is a one-stop shop for non-alcoholic drinks, offering alcohol-free spirits, wines, mocktails, and ready-to-drink cans that recreate classic cocktails without the hangover.
- While many shoppers discover Søbr Market during Dry January, store manager Livia Rodrigues says many customers stick with non-alcoholic options well beyond January.
- Customers can sample drinks in-store, making it easier to find flavourful, social alternatives to alcohol that still feel like part of the celebration.
Discover Søbr Market, your new go-to place to shop all things non-alcoholic. Sip on your favourite drinks—without the hangover.
Søbr Market opened its fourth GTA location in The Well on Dec. 31, 2025.
From Now Toronto, Janiece and I dropped by their store to try out some non-alcoholic beverages.
Whether you’re sober-curious or participating in Dry January, the Søbr Market sells a wide variety of mocktails some of which are non-alcoholic versions of common cocktails.
Store manager Livia Rodrigues tells Now Toronto that “this is the holy grail for the non-alcoholic curious.”
Being sober doesn’t need to be boring.
When customers come to the Søbr Market, they typically tell Rodrigues, ‘I just want something that can feel like I’m part of the party, part of the gathering with my friends, but I don’t want to drink sparkling water.’
She always tells them that Søbr Market offers them the opportunity to enjoy a nice non-alcoholic drink with pleasant flavours.
“Alcohol plays a huge part in social gatherings, and it’s natural for people to feel left behind if they don’t have a nice glass with a nice drink in hand,” Rodrigues says.
During Dry January, the non-alcoholic journey doesn’t need to feel so lonely, but does it stick?
Rodrigues shares that many people visit the shop to consume less alcohol as part of their New Year’s resolutions.
Sometimes, after the holidays, “people can just feel like, ‘Okay, this was too much of a hangover, I’m out of this.’ So, it’s a very nice movement to cut out alcohol for a month and a lot of people feel motivated to take that into the year,” Rodrigues says.
“We expect people after January to go like, ‘Okay, back to my old habits,’ but people actually stick to it.,” she adds. People even continue the change into the summer.
Don’t know what drinks to choose? You can always enter the shop and sample some drinks – which is what Janiece and I did.
Free Spirits Tequila
Janiece was especially excited for this one – the Free Spirits Tequila.
Rodrigues even adds that she typically makes customers try a shot of non-alcoholic tequila as their first sample. She often gets comments like, ‘Should I feel drunk at this point?’, especially if they try four to seven shots in one sitting.
The first thing Janiece did was smell the shot, which gave off Mezcal vibes.
I was almost scared to try it – remembering all the times I struggled to keep a shot down.
After sampling it, we realized how smooth it was, with a nice, smoky taste and throat burn similar to actual alcohol, which took me by surprise.
The tequila can be used in mocktails or taken as shots. It costs $55 for a 750mL bottle.
NOA Coffee Liqueur
The second NOA drink I tasted was the Coffee Liqueur.
Rodrigues explained that this liqueur is usually used to create non-alcoholic espresso martinis. The problem: I don’t typically love espresso martinis.
I’m not a coffee person, and I hate bitter drinks. But I tried it anyway, and thanks to its vanilla flavour, I really enjoyed it – and it ended up being my favourite sample of them all.
This liqueur is $33 for 700mL.
“Noa has so many nice initiatives about their own spirits: they have bartender competitions for nice mocktails – that go across the country – and it’s developed by bartenders so they know what they’re talking about,” Rodrigues says.
Moderato: Revolutionary Cuvée – Merlot & Gros Manseng
Lastly, we tried the Moderato: Revolutionary Cuvée – Merlot & Gros Manseng, a de-alcoholized rosé.
I was happily surprised as it truly tasted like rosé, and my favourite part – it didn’t taste acidic.
Janiece had a much more enthusiastic reaction, “Oh wow, oh wow!” She was pleasantly shocked. She couldn’t believe it was alcohol-free.
Rodrigues says dealcoholized wine which means the alcohol is removed while the aromas, and the notes are preserved.
This process keeps 0.3-0.5 per cent of alcohol content, which is not enough to compromise sobriety.
This French wine costs $27.50 for 750mL.
Other bestsellers include wine from Woody’s collection, Ghia’s non-alcoholic aperitif, and drinks from EDNA, a Toronto-based company offering traditional cocktails in a non-alcoholic format for only $4.75 per can.
Rodrigues says that the Søbr Market is “absolutely not a temporary trend.”Find more details about Søbr Market on their website.
