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The Big Business of Sobriety




Canadian entrepreneurs are working to aid those trying to moderate or completely stop drinking and are making money in the process.

During a two-day Mindful Drinking Festival in London in 2019, more than 10,000 people visited the old beer brewery. They were an almost complete cross-section of society: young and old, both male and female, from every walk of life. The many booths filled side-by-side and showcased a wide range of beverages, including beer spirits, wines, and even wine–and not one person was even a tiny bit drunk. The event was put on through Club Soda U.K., a social enterprise aimed to encourage people to drink mindfully and offered the finest non-alcoholic beverages from all over the globe.

One of the attendees was a Canadian known as Bob Huitema, who traveled to the United Kingdom to do market research for a brand new line of non-alcoholic spirits that he’d had the idea of two years prior. Huitema was employed in the food and beverages industry in Toronto and was looking to drink drinks without alcohol but discovered the alternatives at home to be inadequate. Although high-end craft beers were not alcoholic, such as Partake Brewing, there were practically no options available for spirits in Canada in the early days.

As Huitema strolled about the festival’s grounds and began to talk with the crowd about why they needed to cut back on alcohol. Did they all have drinking disorders? They mainly were seeking to improve their health by reducing their drinking. For Huitema, the moment came as the “aha” moment–people needed viable alternatives to alcohol if they were likely to decide to reduce their drinking or even quit altogether. The following year, he introduced Sobrii 0-Spirits, a range of sugar-free, non-alcoholic spirits like tequila and Gin distilled in small quantities located in Stratford, Ont, which cost $16.99 per bottle. Sobrii created Canada’s first distillation of non-alcoholic Gin.

Sabrina’s debut coincides with a more widespread shift to conscious drinking. Research has shown that young people drink less than their grandparents. The habit of binge drinking has become less popular as Gen Z and millennials Gen Z is more aware of the detrimental health effects of alcohol, thanks to a recent Lancet study which found that the consumption of alcohol isn’t beneficial to the body. The Statistics Canada survey found that around 22 percent of people have cut down on alcohol consumption during the epidemic. While in recent years, the consumption of alcohol by women has risen to keep up with men’s, many women are considering a change in their approach to drinking alcohol.

Bob Huitema, founder of Sobrii. (photo: Sobrii 0-Spirits)

Not everyone who has the habit of drinking is because of an alcohol-related disorder or problems with drinking. Many consider themselves “sober-curious,”–a phrase coined by U.K.-born New York based-writer Ruby Warrington to refer to more conscious drinking habits that could cause abstinence. The year was 2018, and she released her first book Sober Curious, which looks at why it’s beneficial to examine our relationship to alcohol. Warrington said to The New York Times in 2019 that although she didn’t feel good about getting up in the morning with a terrible hangover, she felt that programs such as Alcoholic Anonymous weren’t a fit for her since she didn’t view herself as an alcohol user. “It just felt like there was a huge gray area and a much wider acknowledgment now of the different categories of problem drinking,” she explained.

Warrington had a point. The past few years have seen a flurry of support programs, including courses, apps, books, and drinks targeted at those who wish to cut down on drinking worldwide. For instance, in the U.K. in the United Kingdom, where the sober-minded movement is growing, Club Soda started as a support group on Facebook for sober people. It currently has over 70k members. In addition to its annual festival and classes, members can learn how to be mindful about drinking in preparation for PS40 or to learn to stop drinking alcohol. Sober Girl Society also organizes alcohol-free events throughout the U.K. and is a thriving Instagram community. In the U.S., Warrington hosts events for those who are straight, and tickets to her upcoming retreat in the upstate of New York start at US$345. On the internet, American retail store A Fresh Sip sells popular non-alcoholic drinks in one place and posts regular Instagram content on the importance of living an alcohol-free lifestyle.

An American author Holly Whitaker also sees the opportunities for business with sobriety. In 2019, she released The book “Quit Like a Girl–which was made a popular pandemic following Chrissy Teigen stated that it helped her cut down on drinking during Covid. She wrote about her desire to modify her drinking habits yet was angry at the nature of Alcoholics Anonymous. “From the outset, A.A. felt like … the most oppressive thing I could do to my already oppressed spirit,” Whitaker wrote in her book. She later created Tempest, which is an online alcohol counseling program. In 2019, Tempest raised $10 million through Series A financing.

“There’s so much money left on the table in Canada.”

Since this year, Tempest’s membership has grown to over 10,000 people–300 of which are Canadians. They pay as much as US$59 per month to take advantage of programs, events, and support calls. Members can establish their own goals for recovering and use Tempest as they complete 12-step programs. The Tempest website and app are available to users 24 hours a day and offer communities specifically for LGBTQ+, BIPOC, recovering parents, seniors, and many more. “The idea is we serve folks looking to change their relationship with alcohol, and that can mean lots of different things for different folks,” says Queen Muse, the company’s communications director.

Women are the prominent participants in this sober-focused movement, with groups dedicated to sober moms. Some believe that this is a direct response to the so-called “wine-mom” culture–one that normalizes regular drinking to deal with the demands of parenthood. (See wine glasses that have “mom juice” and “because kids” on the bottom.) It could also be because women tend to be more mindful of their health than males.

Sarah Kate is the publisher of Some Good Clean Fun, an online publication based in Toronto, promoting sober-curious, alcohol-free lifestyles. The site provides suggestions to people who want to moderate or stop drinking, such as book recommendations, mindful-drinking strategies for the holiday season, and stories about women reconsidering their drinking habits. She also offers suggestions on where to buy alcohol-free items. Kate claims that more than 80 percent of the visitors to her site are women. “It is always women reaching out to me and asking, ‘Where can I find alcohol-free wine?'”

The year before, the co-owner Kathryn Damianidis launched Sans Alcohol-Free Drinks, a pop-up store and delivery company that focuses on top non-alcoholic drinks, like Sobrii. Being able to sample the drinks is usually the most critical factor for customers. It’s an eye-opener to try alcohol-free wine or a beer and discover that they taste pretty like real. On average, customers purchase more than $100 worth of products in a single time. “We’ve had people come into the pop-up with this look in their eyes, like ‘Oh God, thank you for doing this.'”

A shift in culture towards wellness — a vast set of practices that aim to improve health – certainly has a role in the decision-making process of people considering taking part in sober-curious programs or choosing alternatives that aren’t alcoholic. According to Forbes, the number of people who drink is 78 percent of people who do not drink alcohol consume alcohol as a sign that health and moderation are probably the main reasons.

Social norms have also changed. If someone chooses not to drink at the bar isn’t as uncommon of a decision as it was even a decade ago. David Soberman, a professor of marketing at the University of Toronto’s Rotman School of Management, observes that younger generations have been exposed to messages regarding the need to drink responsibly throughout their lives. Anyone up in the 1990s can recall the harrowing Mothers Against Drunk Driving or MADD ads that showed drunk driving causing car accidents. “When you have repeated messaging about the same thing, people start to think about it,” Soberman states.

The sober-curious is a new market to be targeted, particularly in Canada, where there is no market for them when compared to the U.K. or the U.S. While those who are addicted may prefer to stay clear of products that mimic alcohol and those looking to reduce or alter their drinking habits could choose alternatives that taste like beer, wine or the spirits they love. Huitema compared the change to the rise of meat alternatives. “We’ve had fairly decent meat alternatives for years,” He states. “It did not initially gain traction due to the fact that brands were directing their marketing at those who did not consume meat. Today, businesses market to people who do consume animal products.” While it’s important to consider health but the flavor and appearance of meat alternatives drive sales. It’s something those selling alcohol-free beverages could emulate.

“We’ve had people come into the pop-up with this look in their eyes, like ‘Oh God, thank you for doing this'”

According to Forbes, the sales of non-alcoholic drinks amounted to $331 million in 2021 in North America. More supermarkets and independent retailers are providing different options as well. “You definitely see a lot more shelf space in grocery stores allocated to these products, which says to me that they’re moving,” Soberman says. Soberman. Canadian brands include spirits that are not alcoholic such as Solbru and Lunette, and Zero-proof wine-like drinks such as Proxies or Piquette. There are also a few bricks-and-mortar and online stores that only sell alcohol-free beverages.

The next frontier will be the restaurant industry. Kate states that the choices currently available in a variety of establishments include sugary mocktails, which are not the best choice for those who have wellness at the forefront of their minds. Even though premium non-alcoholic alternatives cost more at the restaurant rather than simply mixing sugar and fruit with the soda club, Kate is convinced that there exist people who are willing for better drinks. “There’s so much money being left on the table in Canada,” she claims. Grey Gardens, a Toronto restaurant run by Jen Agg, recently added an alcoholic spritz made from SeedLip, an alcohol-free spirit, to its cocktail menu.

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5 Mortgage Loan Types | Explained




Mortgage loan is popular and oftentimes necessary way to purchase a home or other real estate property. It’s most often taken out by individuals who do not have the financial assets to pay for the property outright. A mortgage loan is essentially a loan given to the borrower from a lending institution in which the borrower agrees to make repayments on that loan amount until the principal of debt is paid off. In this article you will find 5 different types of mortgage loans. let’s go!

Fixed-Rate Mortgage Loan

A fixed-rate mortgage is a mortgage loan that has a fixed interest rate for the entire term of the loan. The monthly payment of a fixed-rate mortgage is the same every month. The interest rate on a fixed-rate mortgage will not change over the life of the loan.

A fixed-rate mortgage is a good choice for borrowers who want to know what their monthly payment will be every month. It is also a good choice for borrowers who plan to stay in their home for a long time. The interest rate on a fixed-rate mortgage may be higher than the interest rate on an adjustable-rate mortgage, but it will not change over time.

There are two types of fixed-rate mortgages: conventional and government-insured. Conventional fixed-rate mortgages are available from many lenders. Government-insured fixed-rate mortgages are backed by the federal government and are available from lenders that participate in government programs.

Adjustable-Rate Mortgage Loan

An adjustable-rate mortgage, also known as an ARM, is a type of mortgage loan in which the interest rate is not fixed. The interest rate may adjust upwards or downwards over the life of the loan in response to changes in the market.

An ARM typically has a lower interest rate than a fixed-rate mortgage loan. However, because the interest rate is not fixed, there is more risk associated with an ARM. Your monthly payments could go up or down depending on how the market changes.

If you are considering an adjustable-rate mortgage, it is important to understand how the interest rate will be calculated and how often it can change. You should also be prepared for the possibility that your monthly payments could increase if rates go up.

FHA Mortgage Loan

An FHA loan is a mortgage insured by the Federal Housing Administration. This type of loan is available to home buyers with a credit score of 580 or higher. down payment of 3.5%. Borrowers with a credit score below 580 may still be eligible for an FHA loan, but they will need to put down 10% for their down payment.

FHA loans are a good option for first-time home buyers or borrowers with limited funds for their down payment. These loans have lower interest rates than other types of loans, and they also come with less strict credit requirements. However, borrowers will need to pay mortgage insurance premiums on their loan.

The Federal Housing Administration offers several different types of FHA loans, including fixed-rate loans and adjustable-rate loans. Borrowers can choose the loan that best fits their needs.

VA Mortgage Loan

A VA loan is a mortgage loan that is guaranteed by the US Department of Veterans Affairs. This type of loan is available to veterans, active duty service members, and reservists. VA loans are available with no down payment and no private mortgage insurance (PMI).

VA loans are a great option for veterans and military members who want to purchase a home. They offer many benefits, including no down payment and no PMI. VA loans are available through private lenders, such as banks and mortgage companies. The US Department of Veterans Affairs guarantees the loan, which means that the lender is protected if the borrower defaults on the loan.

VA loans are a great option for those who are eligible. They offer many benefits and are available through private lenders.


A USDA loan is a government-backed loan that is available to rural homeowners. This type of loan can be used to purchase a home or to refinance an existing mortgage.

USDA loans are backed by the United States Department of Agriculture (USDA). This means that if you default on your loan, the USDA will pay off the lender. This makes USDA loans very attractive to lenders, as they have little risk involved.

To qualify for a USDA loan, you must meet certain income and credit requirements. You must also be a U.S. Citizen or Permanent Resident and have a valid Social Security number. Additionally, the property you are purchasing must be located in a rural area.

If you are interested in applying for a USDA loan, you should contact your local USDA office or a participating lender.

Pros and Cons of each type of mortgage loan

There are several different types of mortgage loans available, each with its own set of pros and cons.

Fixed-rate mortgage loans have interest rates that remain the same for the life of the loan. This can be advantageous if interest rates rise over time, as your monthly payments will not increase. However, if interest rates fall, you will not be able to take advantage of the lower rates.

Adjustable-rate mortgage loans have interest rates that can change over time. This can be beneficial if interest rates fall, as your monthly payments will decrease. However, if interest rates rise, your monthly payments will also increase.

FHA loans are backed by the Federal Housing Administration and have more lenient qualification requirements than other loans. However, they also have higher insurance premiums and require a down payment of at least 3.5%.

VA loans are available to veterans and active duty military members. They do not require a down payment and have low interest rates. However, they are only available to those who meet certain eligibility requirements.


There are a lot of different mortgage loan types out there, and it can be confusing to try and figure out which one is right for you. But don’t worry — we’re here to help. In this article, we’ve explained the five most common types of mortgage loans so that you can make an informed decision about which one is right for your unique situation. We hope this information has been helpful and wish you the best of luck in finding the perfect mortgage loan for your needs!

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The Key Factors Driving The Growth of Industrial Fans




Industrial fans are a vital part of any production setting. They help move air around factories and other buildings, and their use has increased in recent years as more people adopt the technology. Despite their importance, there is little understanding of the factors driving the increasing growth of urban fans.

Industrial fans are becoming more popular as they offer several benefits over traditional air-conditioning systems. One benefit is that these fans can be used in many different environments, making them perfect for businesses and homes. They are easier to operate than traditional air-conditioning systems, so they are great for applications where speed is key, like factories and warehouses.

In this detailed, informative article, you will be explored key factors driving the growth of industrial fans and provide insights for companies looking to adopt them into their production environments.

The Advantages of Having Industrial Fans in the Workplace

Some of The Benefits of Using Industrial Fans Include:

#1. They Save Energy: When combined with an efficient cooling system, industrial fans can save you money on your energy bill.

#2. They Are Louder Than Air Conditioning Systems: These fans are much louder than air conditioning systems, which can be helpful when working in noisy or high-traffic areas.

#3. They Are Less Expensive To Maintain: In addition to being quieter and easier to operate, they also require less maintenance than traditional air-conditioning systems.

How to Choose The Best Industrial Fan for Your Application

You can do a few things to choose the best industrial fan for your needs:

  • Consider what type of room you plan on using your fan in your home, office, or manufacturing plant.
  • Look at how loud your desired noise level is: low-noise fans typically sound louder than high-noise fans, so make sure this is something you are comfortable with before making your purchase.
  • Decide which type of this fan you want: an oscillating or bladed.

Get a Price Quote for the Right Industrial Fan

Once you have a general idea of what type of fan is right for you, it is time to get a price quote. This will allow you to compare different types of industrial fans and find the best deal on the right fan for your needs. To do this, consider what type of fan you are looking for and your budget. Once you have this information, it is easy to find urban fan shops near me that can provide you with a price quote.

The Ultimate Guide To Successfully Using Industrial Fans

When purchasing a fan, it is important to follow the manufacturer’s instructions carefully. Do not force the fan to operate if it cannot do so safely. Make sure that the blade size and type are compatible with the fans you purchase.

Regularly check the fan’s performance by measuring its speed, noise level, and air quality. Do not forget to replace or maintain any parts that may become damaged due to use.

Don’t Let Your Industrial Fans Go To The Dogs: Tips For Regular Maintenance

Regular maintenance can help keep your industrial fan running smoothly and provide consistent airflow. Keep these tips in mind when performing regular maintenance:

  • Replace blades on a schedule that corresponds with manufacturer specs.
  • Clean filters regularly.
  • Inspect impellers for accuracy every 6 months or whenever there is a suspected issue.
  • Check belt tensioners regularly.
  • Maintain cords in good condition.

Protecting Your Investment In Industrial Fans: Tips To Keep Your Fans Running Smoothly

When investing in industrial fans, you should protect them from damage and ensure it runs efficiently. Keep these tips in mind when protecting your fan:

  • Keep the fan in a cool & dry place.
  • Use only authorized parts.
  • Use caution when handling the fan’s blades.
  • Disconnect power to the fan if it becomes damaged or frozen.
  • Clean any spills and dust off the fan before returning it to service.


Industrial fans are growing in popularity due to a variety of reasons. Some benefits of using these fans include reduced noise levels, longer life spans, and improved air quality. If you are interested in purchasing professional fan, carefully research the different types available and find one that best suits your needs.

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Five smart ways to hire quality executives for your business




As the business world becomes more competitive, it’s more important than ever to have a strong team of executives leading your company. But how do you go about finding and hiring the best possible candidates? In this article, we’ll give you five smart ways to identify and attract quality executive talent for your business. By following these tips, you’ll be well on your way to putting together a top-notch team that will help take your company to the next level.

Define the role you are looking to fill

Are you looking to hire an Executive? Here are five smart ways to find quality candidates for your business:

1. Define the role you are looking to fill.

It is important that you take the time to consider what kind of executive you need for your business. What specific skills and experience would they need to possess? What kind of personality would work well for your company? Once you have a good understanding of the role you are looking to fill, you can begin your search for the perfect candidate.

2. Use a professional recruiting firm.

There are many great executive recruiting firms out there who can help you find the right candidate for your business. They will have a vast network of qualified executives and can help narrow down your search to the best possible candidates.

3. Utilize social media.

Social media is a great tool for finding executives. Use LinkedIn to search for executives with the specific skills and experience you are looking for. You can also post job descriptions on Twitter and Facebook to reach a wider audience.

4. Ask for referrals from trusted colleagues and contacts.

If you know someone who has hired an executive before, ask them for referrals. They may know

Create a candidate profile

The first step to hiring quality executives is creating a candidate profile. Consider what you want in an executive and what your business needs. Then, create a list of qualifications and attributes that your ideal candidate would possess.

Once you have a clear idea of who you are looking for, you can begin the search for candidates. There are a number of ways to find potential executives, including online job boards, networking, and headhunting.

When searching for candidates, it is important to keep your list of qualifications and attributes in mind. This will help you narrow down your search to only the most qualified candidates.

Once you have found a few potential candidates, the next step is to screen them. This can be done through interviews, reference checks, and background checks. By taking the time to screen candidates, you can be sure that you are hiring the best possible executive for your business.

Use a recruitments agency

If you’re looking to hire quality executives for your business, one smart way to do so is to use a recruitment agency. Recruitment agencies specialize in finding and vetting candidates for executive positions, so you can be sure that the candidates they present to you will be of a high caliber. Plus, using a recruitment agency can save you time and energy in the hiring process.

Advertise the position

To hire quality executives for your business, one of the best ways to reach potential candidates is by advertising the position. Consider using online job boards or even social media platforms to reach a wider audience. You can also work with executive search firms who specialize in placing top talent in businesses like yours.

Make sure that your job posting is clear and concise, and outlines the key responsibilities and qualifications for the role. This will help to attract the right kind of candidates who have the skills and experience you are looking for.

Take your time in reviewing applications and resumes, and conduct thorough interviews with each candidate. This is an important decision for your business, so be sure to take the time to find the right person for the job.

Interview candidates

When hiring an executive, it’s important to find someone who is not only qualified for the job, but also a good fit for your company culture. The best way to get to know a potential candidate is to interview them.

Here are five tips for conducting an effective executive interview:

1. Prepare ahead of time. Make sure you have a list of questions that will help you get to know the candidate’s qualifications, work style, and personality.

2. Ask about their experience. Find out what kinds of companies they’ve worked for in the past and what kinds of positions they’ve held. Ask them about specific challenges they’ve faced and how they coped with them.

3. Determine their motivations. Why did they leave their last job? What are they looking for in a new position? What are their long-term career goals?

4. Probe their knowledge. Ask them about trends in their industry and see if they can think critically about issues that may affect your business.

5. Get a sense of their personality. Is the candidate someone who is easy to work with? Do they have a positive attitude? Do they seem like someone who would

Select the right candidate

The first and most important step to hiring quality executives is to select the right candidate. Look for candidates with the right skills and experience for the job, and who fit well into your company culture.

Once you’ve selected a few candidates, it’s time to start the interview process. Be sure to ask each candidate questions about their experience and qualifications, as well as their goals for the position.

It’s also important to give each candidate a chance to ask questions about the role and the company. This will help you gauge their interest in the position and their fit with your company.

After the interviews are complete, it’s time to make a decision. Choose the candidate who you think will be the best fit for the job and your company. With the right executive in place, you can reach new levels of success.

Onboarding and training

As your business grows, you’ll eventually need to start hiring executives to help manage different aspects of the company. Here are five smart ways to find and onboard quality executives:

1. Use a recruitment firm: Recruitment firms specialize in finding top talent for businesses. They can help you identify potential executive candidates and screen them for fit with your company.

2. Ask for referrals: Talk to other business owners or executives in your network and ask if they know anyone who would be a good fit for your company.

3. Use social media: Social media can be a great way to reach out to potential candidates. Use LinkedIn or Twitter to search for people with the skills and experience you’re looking for.

4. Look for people with complementary skills: When you’re hiring an executive, look for someone whose skills complement those of the other members of your management team. This will help create a well-rounded team that can effectively manage your business.

5. Provide comprehensive onboarding and training: Once you’ve hired an executive, provide comprehensive onboarding and training so they can hit the ground running and be successful in their new role.


As the saying goes, you’re only as good as the people you surround yourself with. This is especially true when it comes to business, and hiring quality executives is crucial to the success of any company. By following these five tips, you can be sure that you’re hiring the best possible candidates for your executive team. With the right people in place, anything is possible.

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