Fizz Non-Alc Bottle Shop, new to 569 Johnson St., aims to reimagine the way we gather.
For founders Jamie Gerus, an interior designer and Jeff Wright, a food/beverage expert, it "started with curiosity and a lifestyle shift."
"We were looking for ways to bring the ritual of hosting and creativity of cocktails into our lives without alcohol — not to remove the fun, but to feel better the next day. We discovered functional spirits, adaptogens, and botanicals that don’t just replace alcohol; they actually add something new: relaxation, focus, calm, or even euphoria. That experimentation quickly became a passion," Wright told Victoria News.
The quality of non-alcoholic products has "skyrocketed" in the last few years, explained Wright, and that's evident in what the shop offers: premium zero-proof wines, pre-mixed beverages, spirits, and beer. But their benefits often go beyond just a tasty beverage.
Take, for instance, the In Good Company Watermelon Tajin Margarita, which Wright says is a "shop favourite." It has Lion's Mane mushroom to support focus and mental clarity; L-Theanine and L-Tyrosine – supplements that calm energy and give a cognitive boost; Maca, a natural stamina and energy enhancer; and other vitamins.
It's all part of a movement where non-alcoholic drinking is poised as fun, sophisticated and experimental, with potions that can influence your mood.
"We’re no longer talking about 'mocktails' but complex, crafted beverages that fit modern lifestyles. People want options that support both connection and well-being," Wright said.
That, tied with culturally being in a moment where people are rethinking their relationship with alcohol, made this the right time for the shop to open, Wright said.
In addition to drinks, the shop sells glassware and elegant snacks such as Perello olives, black caviar potato chips and sardines in olive oil. They also do catering.
Co-founder Jamie Gerus comes from a background in design and interiors, and has leveraged her expertise to further develop the brand's focus on making non-alcoholic drinking an enjoyable experience.
She designed the shop to feel like a cozy gallery; it's a clean white space with pops of colour through florals, labels and stacked milk crates. "It's approachable but elevated," Wright said. "It feels like a mix between a design space and a neighbourhood hangout."
Wright, on the other hand, spent 20 years in hospitality as a bartender and operator, and leading marketing for breweries, retailers and restaurants.
"But this is the most exciting chapter yet: taking everything I know about the craft of drinks and applying it to a new, functional, non-alcoholic world," he said.
To learn more, visit fizzbottleshop.com.
