Toasting a new business

Hey there, time traveller!
This article was published 27/07/2022 (317 days ago), so information in it may no longer be current.

Weddings, barbecues, family reunions, and other special occasions fill calendars at this time of year, and wine, beer and liquor are usually part of the celebrations. This focus on alcohol can make it very tough for anyone who’s avoiding alcohol consumption. What do you pour in your glass to toast the newlyweds or guests of honour?

Shane Halliburton personally faces this dilemma as he candidly says he quit drinking alcohol almost a year ago. In a manner of turning lemons into lemonade, Halliburton’s search for good alternatives to alcoholic beverages gave rise to his new business – The Søbr Market.

Rather than only drinking soft drinks, coffee or juices, Halliburton said he was looking for premium non-alcoholic beverages, but couldn’t find many choices on Winnipeg store shelves. During a trip to the States, he discovered a wider variety of brands and realized that he could introduce some of these to Canadians.

“People want something different. I thought, we (himself and wife Jessie) may as well be the ones to do that,” he said.

Halliburton said people are vulnerable after they stop drinking alcohol and he aims to provide options for them and everyone else who has a desire to not consume alcohol.

After returning home, Halliburton started researching premium non-alcoholic, zero proof drinks and ordering and sampling any that caught his attention. His inventory now includes TÖST’s sparkling original and rosé beverages, One For The Road Brewing’s selection of non-alcoholic craft beers, and Ritual’s zero-proof tequila, rum, whisky and gin, among others. Halliburton said these non-alcoholic spirits can be sipped straight and taste incredibly close to their alcohol-based counterparts.

“We’re still adding products. I’m constantly looking out there and adding new stuff,” Halliburton said.

Asked how he came up with the name for his new business, Halliburton said it came to his wife in a dream and they liked the look and sound of it.

At this time, customers can view The Søbr Market’s product line online at thesobrmarket.com. Halliburton said they are also planning on showcasing their products at pop-up markets this summer.

This isn’t Halliburton’s first business as he previously ran a construction company with his brother-in-law. He has an academic background in biochemistry and engineering but after working in those areas, he decided they weren’t for him.

“I love working for myself,” he said. “I’ve found something that I’m passionate about.”