Sobrii’s Road to Crafting a Proudly Canadian Non-Alcoholic Spirit

In a country known for its robust drinking culture, one Canadian brand has been revolutionizing how we think about spirits. Sobrii, known for creating Canada's first non-alcoholic gin, has carved a niche in the growing "zero-proof" market, with its distinctly Canadian partnerships and values.

A Canadian Dream

In 2017, Bob Huitema was looking to enjoy a sophisticated cocktail without the effects that would follow. Like many of us, he searched for options but came up empty-handed. So he decided to do something about it.

Bob's journey to creating Canada's first distilled non-alcoholic gin wasn't an overnight success story. It was rooted in the rich soil of his upbringing near Stratford, Ontario, where farm life taught him about craftsmanship and quality ingredients. Those early lessons stayed with him through years of working in the food and beverage industry, where he developed a sophisticated palate and a deep understanding of what makes a truly exceptional drink experience.

And so began the Sobrii story, where Bob became inspired by the natural rustic resources of rural Ontario and the sophisticated demands of growing cocktail culture. The result was Sobrii 0-Gin, a pioneering spirit that proved that being non-alcoholic would not have to compromise on complexity or craftsmanship.

Bob saw a gap in our drinking culture—a need for inclusion, for options that celebrate the ritual and flavour of cocktail culture without the alcohol—and he filled it with something authentically Canadian.

From Dragons' Den to Canadian Success Story

Sobrii's journey took off after being featured on CBC's Dragons' Den, where founder Bob Huitema pitched his vision for a sophisticated non-alcoholic alternative and brought Sobrii 0-Gin for the Dragons to taste. The Dragons were pleasantly surprised by the delicious botanical taste of Sobrii’s 0-Gin and realized the potential of this category. Sobrii received offers from all 5 Dragons and accepted a deal from Manjit Minhas on the show.

With the non-alcoholic beverage market still in its infancy in Canada, Huitema has continuously innovated through his growing product selection of 0-Gin, 0-Tequila, Zero Paloma, and Zero G&T. 

Innovation Through Canadian R&D

What sets Sobrii apart is its commitment to Canadian research and development. The company formed a valuable partnership with Niagara College's Canadian Food & Wine Institute, leveraging the institution's expertise in beverage development and food science.

This collaboration has been instrumental in perfecting Sobrii's distillation process, which extracts the essential flavours from juniper berries, coriander, and other botanicals while eliminating alcohol. By working with Niagara College, Sobrii has not only created an exceptional product but has also contributed to the advancement of Canadian food and beverage innovation.

Sobrii is also committed to building the broader Canadian non-alcoholic beverage industry through strategic partnerships with other homegrown brands. Collaboration with Partake Brewing, Canada's pioneer in craft non-alcoholic beer, has created exciting pairing opportunities and cross-promotions that elevated both brands.

Go to the link below for a Sobrii 0-Gin x Partake Rialto recipe!

https://sobrii.ca/pages/rialto

Go to the link below for our Sobrii 0-Tequila x Partake Beach Peach recipe!

https://sobrii.ca/pages/beach-peach

Another notable partnership is with 1642 Sodas, a Montreal-based craft tonic producer. These partnerships are proof of Sobrii's dedication to creating an all-Canadian drinking experience, as Sobrii 0-Gin is perfectly complemented by 1642's artisanal tonics made with Canadian ingredients.

Sobrii has also proudly partnered with fellow Canadian brands including Back Road Coffee Roasters, Crank Coffee, Geez Louise, Gruvi, Domaine Le Caegot, Elias Honey, Buddha Brands, LIVA, NUBA, Walter's Sapsucker, and Healtea.

Expanding Across Canadian Shelves

As non-alcoholic spirits have steadily gained mainstream recognition, Sobrii can now be found in independent retailers and has recently expanded into Longo's across Canada. With the growing demand for non-alcoholic products, Sobrii hopes to continue bringing non-alcoholic spirits to everyday Canadian consumers.

https://sobrii.ca/pages/our-stores

Looking Forward: The Future of Canadian Non-Alcoholic Spirits

As health-conscious drinking and more individuals become sober-curious, Sobrii itself is a true testament to Canadian innovation and entrepreneurship. Sobrii has created a proudly Canadian "zero-proof" product that doesn't compromise on taste or experience!

Sobrii's industry presence has been further cemented through its appearances at the Restaurants Canada trade shows and the CHFA show, where it showcased its zero-proof spirits to food service professionals and retailers. As Sobrii continues to be featured at various events like the Rosé Picnic, customers have had a BLAST with their product as more and more people make the switch to non-alcoholic! 

Sobrii at CHFA 2024 with Canadian musician Karl Wolf.

Through innovation and proudly Canadian partnerships, Sobrii has pioneered our country's non-alcoholic spirits movement. They are a brand that gives Canadians a meaningful way to support local businesses with every purchase. By choosing Sobrii, you're supporting Canadian entrepreneurs who are creating something we can all raise a (non-alcoholic) glass to!