Health Promotions Administrative Assistant, Jessica Williams, samples the flavour of zero-proof cocktails at the Bar-None event held on Oct. 17, where virgin drinks were presented as healthier alternatives in the Base messes to traditional imbibing. CAF members can sample for free on Nov. 7. Photo: K-J Millar/Shilo Stag News

K-J Millar
Shilo Stag News

The Sobr Market introduced name-brand beers such as Stella Artois and Guinness, spirits, wines and cocktails in a non-alcoholic and healthier alternative to CFB Shilo’s messes and Base Command, on Oct. 17.

Canadian Armed Forces (CAF) members and the public can taste a sampling of the zero-proof products on Nov. 7.

Health Promotions, in partnership with The Sobr Market, is hosting a Bar-None Zero-Proof product tasting 7 p.m. to 9 p.m. at the El Prado Club, Junior Ranks Mess.

Ginger Lamoureux, Health Promotions manager, said the purpose of the events is to promote an addiction-free environment during mess and Base events such as during the holidays.

She said the Bar-None Zero-Proof product tasting is for military members and their “significant others” to become acquainted with the different non-alcoholic drinks being introduced on the mess menus. 

“It promotes better health and wellness overall. It allows those individuals who are not consuming alcohol to interact with their peers without any type of stigma attached to it,” Lamoureux said.

Another benefit of consuming zero-proof beverages is they offer the option for people drinking alcohol to switch to a non-alcoholic beverage without any noticeable designation.

Jessie Halliburton, owner of The Sobr Market based in Winnipeg, said her store stocks more than 700 products of the non-alcoholic variety with big names such as Stella and Guinness imported from overseas, which people can sample at the Bar-None Zero-Proof event. She even has a ginger and cranberry sparkling tea option that mimics Champagne in toasting and celebratory situations.

“We are going to be doing a cocktail evening where we [will] talk about some tips and tricks on how to make great-tasting alcoholic cocktails. We’re going to get the attendees to whip up some themselves and just really talk about more of the industry and the products that are available,” the beverage supplier said.

The evening will benefit not just the participants but their potential dinner or house party guests by promoting mindfulness and inclusivity, as with the upcoming holiday season, hosting can be a challenge, she said. 

Members and the public are invited to the tasting and to participate in the cocktail-making class. The event is free for mess members and $5.00 for non-members.

With a modern shift away from the anachronous trend of military drinking, she said people can drive vehicles after consuming the zero-proof beverages.

Halliburton said regarding being stopped at a road check or by police, some drinks like beer may still make a person’s breath smell of the product.

But as for a breathalyzer test, she said a glass of orange juice has about the same alcohol level as the zero-proof product.

“There was a study done in Canada … you would suffer from liquid poisoning before you’d be able to consume enough to blow [over the legal limit].”

“When you think about things we consume on a daily basis that naturally ferment … think about the carton of orange juice that has been opened in your fridge for a week, maybe two weeks. That has the same if not more alcohol from naturally fermenting as these do – especially the beers that are sitting at zero.”

The beverage promoter said it’s also a safer alternative for young adults who often feel peer pressure at parties or in social situations.

“From a harm reduction standpoint, I would rather hand this to someone heading to a party who wants to be responsible who doesn’t want to consume [alcohol],” she said, adding she often sees 15 and 16-year-olds in the store who do not need to be carded or show I.D, to make purchases,” the Sobr Market owner said.

Health Promotions Administrative Assistant, Jessica Williams, samples the flavour of zero-proof cocktails at the Bar-None event held on Oct. 17, where virgin drinks were presented as healthier alternatives in the Base messes to traditional imbibing.  Photo: K-J Millar/Shilo Stag News