Addictions counsellor Craig Renfrew launches Western Canada’s first Sobr Market in Vernon, offering a safe, alcohol-free space for mindful drinkers.
Addictions Counsellor Opens Alcohol-Free Store in Vernon
A Personal Mission Turned Public Venture
Vernon addictions counsellor Craig Renfrew knows firsthand how hard it can be to give up alcohol. After nearly two decades sober, Renfrew has channelled his experience into helping others do the same. This fall, he took his advocacy a step further by opening Sobr Market, an alcohol-free beverage store aimed at supporting people on their sobriety journeys.
Launching Western Canada’s First Sobr Market
Sobr Market Vernon, located at 1077 Fairweather Road, officially opened on September 19. It marks the first franchise of the brand in Western Canada, offering only non-alcoholic drinks — from zero-proof spirits to craft beers and mocktails. Renfrew first discovered the brand in an article earlier this year and reached out to the founders about franchising. After months of planning, his store became the newest addition to Vernon’s small-business scene.
Meeting a Growing Demand for Alcohol-Free Choices
While local liquor stores may carry limited alcohol-free options, Renfrew’s shop stands apart by being entirely dry. He believes that distinction helps people avoid temptation. “For many, walking past rows of alcohol can be triggering,” he said. “Here, they don’t have to worry about that.” The shelves feature beverages from Canadian breweries, European wineries, and popular international brands, giving customers more options than ever before.
Bridging Counselling and Community Support
Renfrew continues to operate his private practice, Ten66 Recovery, alongside his new business. The goal, he says, is to combine entrepreneurship with empathy. “This isn’t just retail,” Renfrew explained. “It’s a safe space for anyone—whether they’re newly sober, expecting, or simply cutting back.” His dual role as counsellor and store owner allows him to guide people toward choices that align with their recovery goals.
A Changing Drinking Culture in Canada
Renfrew has noticed a cultural shift, particularly among younger Canadians who are drinking less or abstaining altogether. “People are more aware of health and mental wellness,” he said. “The non-alcoholic world has become a community in itself.” He also recognizes that stigma still lingers around sobriety, and hopes Sobr Market can help normalize alcohol-free living. “If someone shows up to a party with a six-pack of non-alcoholic beer, no one questions it,” he added.
From Recovery to Resilience
For Renfrew, the store represents more than a business milestone—it’s a symbol of recovery. “I wouldn’t be alive if I was still drinking,” he said candidly. His store carries a sign that reads, “Drink like you won’t wake up in a bush,” a nod to his own past struggles and his sense of humor about them. Through Sobr Market, Renfrew hopes to make alcohol-free choices accessible and appealing, one bottle at a time.
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