Driven by a shared vision, they created Quebec's first alcohol-free store. Doubling as an event space, it welcomes mindful drinkers and those on the path to sobriety, offering a social setting without the pressure to consume alcohol.
A selection of locally-made seltzers and non-alcoholic alternatives to White Claw.Will Prince | MTL Blog
"We thought that our clientele would be mostly sober curious, but it's 80% people who want to drink more consciously," Lapointe told MTL Blog.
While she went sober five years ago, her girlfriend remains a mindful drinker, and their store caters to both lifestyles. Lapointe and Aubin launched the venture online amid the pandemic, shipping orders nationwide.
"With limited options available outside urban parts of Quebec, Toronto, and Vancouver, our business offers a much-needed alternative," Lapointe said.
Now, Montreal is joining international hubs like New York and London as a hotspot for the zero-proof beverages market, she said.
What began as a humble operation in their basement has blossomed into a full store, placing Apéro à Zéro at the heart of an exploding market neither Lapointe nor Aubin anticipated. As the number of locally-produced alcohol-free products has grown, so too has the business.
Marilou Lapointe showcasing wines at the Apéro à Zéro bar.Sofia Misenheimer | MTL Blog
But not just any product finds a home on their shelves. Lapointe and Aubin have a rigorous selection process. "We prioritize taste and authenticity over popularity," Lapointe said, explaining that they avoid mainstream items that are too sugary or artificial.
"We want to change perceptions about alcohol-free drinks, so we're always searching for the best products. That's also why we offer tastings in-store," she said.
The inventory at Apéro à Zéro shifts monthly, but some favourites like TÖST carbonated ginger and cranberry tea and Bluff pre-mixed margaritas have secured their spots. Their bestseller is Luminara Merlot, a de-alcoholized product from California's most notorious wine-making region.
"When I saw that Napa Valley was starting to do alcohol-free wines, that's when I knew the market was growing," said Lapointe, who admits the oaky red is her go-to bottle for bring-your-own-wine restaurants. The wine is shockingly similar to its alcoholic counterpart in both aroma and finish.
The de-alcoholization process strips the beverage of alcohol while retaining its taste, colour, and tannins. The result is a product that remarkably resembles regular wine, with a rich depth of flavour — woody notes, a "sun-kissed" essence, and an aged effect that lingers on the tongue, instead of fading quickly, as is often the case with other alcohol-free wines.
Bottles of cider, wine, rum, tequila, gin, bourbon and more.Will Prince | MTL Blog
Wines dominate a significant portion of the shop's selection, but there's also a variety of non-alcoholic spirits, including gin, rum, whiskey, and tequila. While the wines are ready to drink straight from the bottle, the spirits are crafted for mixing into cocktails.
"Non-alcoholic whiskey hasn't quite captured the experience of drinking it neat," Lapointe said, presenting a bottle of Free Spirits bourbon. "But it makes a good bourbon sour. Just like our tequila makes an amazing paloma."
Tasting samples reveal the bourbon lacks the earthiness of some alcoholic equivalents but mimics the taste of a refreshing bourbon lemonade, complete with a spicy kick. The Profile tequila is even spicier and carries a pronounced smoky flavour and scent.
The store also caters to those seeking drinks that don't imitate traditional alcoholic beverages, stocking "funky" options from Ontario-based company Proxies. Each bottle mixes grape, plum, and pear flavours into bold, tropical blends.
"En plein control de mon vaisseau" shirts designed by David Lavague viewed through the store's disco mirror. Will Prince | MTL Blog
Aside from quality drinks, Apéro à Zéro values inclusivity. As an LGBTQ-owned, women-run business, the store provides a friendly and welcoming environment.
The goal is to foster a community of like-minded people who believe that fun and sobriety aren't mutually exclusive. "Sometimes people don't know if they want to quit drinking, but they also don't know anyone who has quit drinking. So we host 5 Ã 7 events with a cocktail menu and bartenders to help people meet," said Lapointe.
"All of our employees are also either sober or sober-curious," she said.
Bottles of TÖST, a popular store item, by a vase with inclusive Pride flags.Will Prince | MTL Blog
Apéro à Zéro reflects the shifting tides of society’s relationship with alcohol, serving a growing market while also changing the perception of sobriety from deprivation to celebration.
"Anyone contemplating an alcohol-free lifestyle can give it a try here, even if it's just for a week or two. The experience could be more rewarding and transformative than they expect," said Lapointe.
"[Since I went sober] I've been more genuine, more myself. My sleep is better, and my relationships, with my family, my girlfriend, and everyone else, have improved," she said, admitting it isn't always easy when you quit drinking.
"It's not all rainbows and sunshine because you're forced to confront your emotions. But ultimately, I believe it's worthwhile."
As Lapointe and Aubin fill their shelves with flavorful, alcohol-free options, mindful drinking has found a new hotspot in the city where Montrealers can toast to their health — without any morning-after regret.
Apéro à Zéro
An Apéro à Zéro window display.
Where: 3661, rue Ontario Est
Christelle Le Valer (RE/MAX Harmonie)
Christelle Le Valer (RE/MAX Harmonie)
Christelle Le Valer (RE/MAX Harmonie)
Christelle Le Valer (RE/MAX Harmonie)
Christelle Le Valer (RE/MAX Harmonie)