The Sober Market: Providing Non-Alcoholic Options and Changing Drinking Culture

The Sober Market in Winnipeg provides a unique shopping experience for those who are looking for non-alcoholic beverage options. Founder Shane and Jess Halliburton started the business after quitting alcohol and realizing the limited options available in Winnipeg.

There is a cultural assumption that alcohol is the only option at social events, and The Sober Market is working to change that by providing a wide range of non-alcoholic beverages.


The business started after Shane and his wife began importing non-alcoholic beverages from Europe and the United States. They quickly realized that there was a need for more options during the first few months of sobriety and that the choice of what to drink should be up to the individual. The non-alcoholic beverages featured at The Sober Market are sourced from around the world, with Europe being a major supplier due to its decade-long history of producing non-alcoholic beverages.

The Sober Market offers a wide variety of non-alcoholic options, from a wide range of sparkling water to alcohol mimics like tequila, whiskey, and rum. Shane and Jess have received messages from people thanking them for bringing variety to non-alcoholic options and sharing stories about their own sobriety and those of their family members. The business emphasizes that the choice of what to drink should be up to the individual and that they are providing options for those who choose not to drink.

The non-alcoholic drinks market has been growing in recent years, as the younger generation of drinkers consumes less alcohol and looks for healthier drink options. The Sober Market is at the forefront of this trend, providing a range of non-alcoholic drinks that taste like classic cocktails, wines, and other alcoholic drinks.