March 19, 2024

"People in P.E.I.’s alcohol industry say there’s a growing demand for low- and no-alcohol drinks, signalling a positive cultural shift. Mitch Cobb, CEO of Upstreet Craft Brewing in Charlottetown, said that the company's non-alcoholic beer, Libra, which was launched in 2020, has experienced increasing demand.

“We've just been overwhelmed by the support and the growth over the last couple of years,” he told SaltWire in a recent interview. “And we've seen a real shift in people's perception of what non-alcoholic products can be and how they can taste and also shifting the stigma around choosing not to drink.”

Due to its growing popularity, Libra, initially part of Upstreet, has become a national brand with five flagship varieties. While Upstreet is more of a local craft brewery, Libra's growth prompted Cobb to establish Libra Beverage Co. with a focus on expanding Libra to a national level."

Read the full article here.