Are Manitobans trending away from alcohol consumption?
Posted October 1, 2026 4:26 pm.
There appears to be a trend in Manitoba: people are increasingly gravitating towards non-alcoholic beverages.
At Sobr Market, non-alcoholic is the name of the game. And while liquor sales are declining across the province, the business is seeing a steady rise in customers.
“Business has been really good,” said co-founder Jessie Halliburton.
She says she’s seen the curiosity with non-alcoholic options continuing to grow since Sobr Market opened in 2022, not only with walk-in customers but wholesale as well.
“Restaurants, bars, venues, whether that be concert venues, especially through the summer, we get a lot of festivals that want to have additional options at their bars, whether that would be ready-to-drink options, or they even grab non-alcoholic spirits to make more classic-style cocktails,” Halliburton said.
Meanwhile, at Manitoba Liquor and Lotteries, it’s a different story.
The Crown corporation’s annual report shows $724 million in profit in the last fiscal year – a $6 million drop compared to the year before. It’s the third fiscal year in a row that profits declined.
Halliburton thinks a big reason is there’s now more of a spotlight on the health impacts of alcohol.
“There has been more and more studies out there about the effects of alcohol on your brain, cancer risk, gut health, and all of those things,” she said. “People are looking to provide longevity for their bodies and their mind.
According to Manitoba Liquor and Lotteries’ annual report, economic restraints are a factor as well.
“Yeah I think it’s something that is getting harder for people to work into their budget,” one Winnipegger told CityNews.
“Groceries are more expensive so it’s harder to budget out,” said another. “It’s non-essential. We have to pay rent, so rent comes first.”
Halliburton says non-alcoholic drinks are less of a financial burden, because when you’re not drinking to get drunk, it decreases your consumption.
“We’ll see people come in and buy a six-pack and it’ll last them for a week, and that’s great to know that we’re supporting them and they’re getting that satisfaction out of the beverage,” she said.
“The shift continues for so many reasons, whether it be health, people just are looking to moderate, and it’s all demographics.”
