As the holiday season gets underway, more Ontarians are trading cocktails for mocktails, reflecting a growing “sober-curious” movement that is reshaping how Canadians celebrate.
Driven by health goals, lifestyle choices and, for some, recovery from substance use disorder, Canadians are increasingly opting for non-alcoholic drinks — and the trend is showing up at festive gatherings.
The Liquor Control Board of Ontario (LCBO) says sales of non-alcoholic beer and cider have climbed by $6.4 million over the past five years, a 230 per cent increase. According to data from business intelligence platform Statista, alcohol consumption in Canada has fallen by nearly 18 per cent since 2008.
What began as a trend is now becoming a broader movement, particularly among younger Canadians.
A Statistics Canada study released in 2024 found that in 2023, people aged 18 to 22 were more likely than any other age group to report not drinking alcohol in the previous seven days. They were also less likely to report consuming seven or more drinks over that period.
Addictionresource.net notes that while millennials first embraced cutting back, Generation Z has since taken the lead.
“Gen Z has coined the term ‘sober curious’ to describe their lessening interest in substance use, particularly alcohol,” the organization said.
Sales data suggest the shift is accelerating. In its 2025 review of beverage trends, the LCBO reported a 14 per cent rise in non-alcoholic beer and cider sales and a 126 per cent increase in the popularity of de-alcoholized wines.
“Overall, consumers are making mindful choices to help manage budgets and moderate alcohol consumption,” the LCBO said.
The change is also reflected in restaurants and bars. A Restaurants Canada report released in September found that 41 per cent of those surveyed had reduced their alcohol intake over the past year. Baby boomers and Generation X led that shift, at 46 per cent and 45 per cent respectively.
Among those drinking less or not at all, 71 per cent cited health concerns, 50 per cent pointed to social or lifestyle reasons, and 34 per cent said they were trying to save money.
How to Host a Sober-Friendly Holiday Party
With more guests choosing alcohol-free options, experts say hosts can take simple steps to make everyone feel welcome.
The Centre for Addiction and Mental Health (CAMH) recommends offering a range of beverages, including water, low-alcohol drinks and alcohol-free cocktails.
Hosts can also plan activities that don’t revolve around drinking, such as card games or interactive group games that encourage connection and laughter.
Section Yellow, an organization that promotes sober spaces in sports and social settings, advises hosts to respect boundaries — including when guests decline invitations — and to approach gatherings with openness.
“Some guests may feel anxious in drinking-focused spaces,” the group wrote in a blog post. “Listening without judgment can ease that discomfort. Keep eye contact, avoid interruptions and validate feelings instead of offering quick fixes. Empathy helps everyone feel welcome.”
Festive Mocktail Ideas
For hosts looking to add seasonal flair without alcohol, the LCBO’s Food & Drink magazine suggests several winter-inspired mocktails, including:
- Spicy winter citrus refresher
- Cozy chai and maple pear cider
- Winter vanilla and sage paloma
- Turmeric and ginger piña colada
- Pomegranate mojito
As the sober-curious movement continues to grow, mocktails are becoming a staple of holiday entertaining — offering a way for everyone to raise a glass and celebrate, no alcohol required.