Upside Drinks, a young start-up from Repentigny which specializes in the online sale of beers, wines, spirits and non-alcoholic cocktails, offers more than 170 types of non-alcoholic beers – that’s twice as many as 18 months ago, according to its president, Simon Poulin.
“Non-alcoholic beers represent around a third of our sales,” the young entrepreneur tells us. But when you think that we have several categories, as much wine as spirits or mocktails, beer provides a good proportion of our sales at the moment. »
The popularity of non-alcoholic beers is explained firstly by a general improvement in the quality of the malt drink. “There is a great sophistication in the machinery and equipment, which means that there are tastes that replicate very well,” maintains Mr. Poulin. We see this in particular with Guinness, which belongs to the multinational Diageo, but also AB InBev, which has decided to launch a major advertising campaign for its Corona Cero, main sponsor of the next Paris Olympic Games. »
PHOTO HUGO-SÉBASTIEN AUBERT, THE PRESS
Simon Poulin, co-owner of Upside Drinks, which specializes in the online sale of non-alcoholic drinks
The biggest companies see that there is money to be made, they want to have their market share.
Simon Poulin, co-owner of Upside Drinks
Microbreweries, which until very recently held the upper hand in the niche of non-alcoholic beers, have therefore been unable to do anything but react and continue to offer excellent products – some have also resorted to special yeasts developed in Quebec by Labo Solutions brassicoles.
“Breweries are reacting and improving their products,” says Marilou Lapointe, co-owner of Apéro à zero, the first alcohol-free store in Quebec. They have often built good reputations, they want to make sure they maintain them. Also, when they launch a beer and see that it is successful, they often follow up with a complete range. So much so that in the case of certain breweries, sales of non-alcoholic products exceed those of alcoholic products. »
PHOTO PATRICK SANFAÇON, THE PRESS
Diego Fernando Pena and Marilou Lapointe, from the Apéro à zero boutique, which sells its products online and which has also recently opened in the Hochelaga-Maisonneuve district.
As the consumer of non-alcoholic beer is attracted by better quality products, their profile has changed in recent years. “You don’t need to be a pregnant woman, a high-level athlete or have drinking problems to appreciate non-alcoholic beers,” says Simon Poulin. So we may be surprised, but 80% of our customers are people who also consume alcohol. »
I also notice that young Generation Z are much more open to discovering these alcohol-free products; they do not seem to associate drinking alcohol as much as the older generation does for pleasure.
Simon Poulin, co-owner of Upside Drinks
But we also see this attitude percolating towards older consumers: “People are more sensitive, they will alternate between beers with and without alcohol in a week, in an evening,” adds Marilou Lapointe.
The variety of non-alcoholic beers is also increasing, like their alcoholic counterparts. However, we note that certain types of beers are more difficult to replicate. “Much milder lagers are notably more difficult to replicate than IPAs, for example, which have more pronounced flavor profiles,” says Poulin.
Claims that are completely consistent with our own homemade taste test!
On the test bench
Guinness
PHOTO PATRICK SANFAÇON, THE PRESS
Guinness without alcohol
Nose that announces the (dark) color of the popular Irish stout. Thinner on the palate, but nice balance of flavors, the notes of coffee and roasted malt are front and center, as they should be. Stout lovers were very impressed, others recognized its value. One tester noted that it was “clearly aimed at Guinness lovers”.
Bellwoods Jelly King sour IPA
PHOTO PATRICK SANFAÇON, THE PRESS
Bellwoods Jelly King sour IPA
Interesting nose, tangy mouth with a pleasant touch of citrus. The hint of acidity with finesse compensates for the absence of alcohol, a nice balance. Unanimous among testers who appreciate the sour classics, it would “satisfy the beer cravings” of one of our testers.
Les 2 Frères New England IPA
PHOTO PATRICK SANFAÇON, THE PRESS
Les 2 Frères New England IPA
Very hoppy, with a nose that made many people wince, nevertheless pleasant on the palate. Despite a somewhat thin finish, the fruity side of classic NEIPA is well expressed, and it tastes like beer – despite an intense discordant note from one of our testers. One of our testers, an IPA lover, said she was ready to buy some, saying that “the taste is close to alcoholic IPAs”.
Mikkleler Limbo Raspberry
PHOTO PATRICK SANFAÇON, THE PRESS
Mikkeler Limbo Raspberry
Beautiful effervescence, tangy as can be desired, with a taste that is a little too fruity for some. Some found it too sour, but many pointed out that its taste was similar to that of alcoholic sours. It “fulfills its promises”, according to a tester who nevertheless says she is not particularly fond of sour beers.
Ras l’bock Pineapple lime twist
PHOTO PATRICK SANFAÇON, THE PRESS
Ras l’bock Pineapple lime twist
Very soft white, with interesting citrus notes, some perceived a slightly vanilla finish. Many judged that it was closer to juice or soda than to beer. Favorite drink of the only neophyte among the group of testers. “Summer only,” one tester pointed out.
Les Grands Bois Short break
PHOTO PATRICK SANFAÇON, THE PRESS
Les Grands Bois Short break
Nose which announces the beer which was unanimously acclaimed, with a pronounced and well-hopped taste, but with an aftertaste of household products which put off many – a sensation perhaps due to the fact that it followed the sour beer with raspberries in the order of tasting? Some testers, however, defended it enthusiastically: “Very convincing, despite a finish which does not have the same punch as beers with alcohol. »