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The non-alcoholic beverage segment in Canada, encompassing beer, wine, and spirits, is experiencing robust growth and evolving consumer acceptance. Historically associated with sober occasions like Dry January, this category has expanded its appeal, becoming a regular choice across all drinking occasions. As of 2024, it represents approximately 7.3% of the total alcohol market, with an impressive 24% growth in off-premise channels (such as grocery or liquor stores and online purchases) over the past year, reaching a market value of $199 million.