She Still Loves Wine. She Still Loves Dining Out. So Why Does Carmen Stay Home?

Carmen isn’t just any customer—she’s local.

She’s part of our community.

She’s supported Somm Zero from early on, and she’s a true champion of quality nonalcoholic wine. She still loves going out. She still loves pairing wine with a great meal. And she has a deep appreciation for flavour, balance, and the ritual of a well-poured glass.

But lately, Carmen sometimes chooses to stay home.

Not because she doesn’t love dining out. Not because she doesn’t want to support her local restaurants or spend the night out at the theatre. But because, time and time again, the same scene plays out:

The food? Beautiful. The wine list? Extensive—if you drink alcohol.

The non-alcoholic options? Barely there.

Maybe a sweet mocktail. Maybe a juice. Maybe, maybe, a single bottle of vaguely wine-adjacent something, served too warm in the wrong glass. It’s a letdown. And Carmen is tired of being let down.

She still loves wine.She still loves being part of the moment.But if her only choices are a watered-down alternative or going without, she’d rather stay in and open a bottle she knows will deliver.

“I want to go out,” Carmen told us. “But it’s hard to justify the effort when I know I’ll have a better experience at home—with a wine I actually enjoy.”

And here’s the truth: it’s not just Carmen who’s missing out. The restaurants and venues? They’re missing out too—big time.

They’re missing out on:

• Sales: the extra glass or bottle she would’ve ordered

• Satisfaction: the experience she would’ve shared with friends

• Loyalty: the kind of customer who returns, raves, and recommends

• Relevance: in a world where mindful drinking is on the rise

The numbers don’t lie:

• In Canada, sales of nonalcoholic beverages rose 24% in just one year—topping $199 million.

• Globally, the alcohol-free wine market is expected to more than double by 2030, with double-digit growth each year.

• And forward-thinking venues are already reaping the rewards—like the Four Seasons Philadelphia, which doubledits NA drink sales in five months just by offering better choices.

But let’s be clear: some places do get it.

There are chefs, sommeliers, beverage directors, and theatre managers who are paying attention. They’re curating thoughtful, grown-up nonalcoholic options. They’re training staff to speak to them with the same respect as any wine on the list. They’re making sure no one at the table feels like an afterthought.

We’re proud to work with several of these forward-thinking venues—partners who understand that creating a better guest experience means making space for every guest. Not just those drinking alcohol.

And those are the places Carmen does go. Those are the places she remembers, returns to, and raves about. They’ve earned her trust—and her business.

The opportunity is there. The demand is there. The question is: who’s ready to meet it?

And yes, the data is compelling. Yes, the market is growing. Yes, there’s real money being left on the table.

But honestly? That’s not why we do this.

We do it because of people like Carmen. And the many others—like my closest friends and family—who are constantly made to feel like their choice to skip alcohol means they should expect less.

Less quality.

Less care.

Less hospitality.

We’re not okay with that.

And we’re working to change it.

For a more detailed 'deep dive' into the current market data on this issue, check out our dedicated blog post here.