Market Report: Dry Drinks and Sweet Bakes

SANTÉ DRY BOTTLE SHOP

When his wife was pregnant in 2022, Calgary entrepreneur Jon Barembruch began searching for high-quality non-alcoholic beverages they could enjoy together. At the time, he was managing a liquor store, but even with his industry experience, he was struck by how few alcohol-free options were available. Months of research, taste-testing and ordering specialty products from abroad confirmed what he suspected: Calgary was missing a dedicated space for elevated, alcohol-free drinks. In July 2023, he filled that gap with the launch of Santé Dry Bottle Shop at Crossroads Market.

The name “Santé,” French for “to your health,” reflects Jon’s philosophy that great drinks don’t require alcohol to feel celebratory, complex and satisfying. He personally samples and curates every product, ensuring only the most flavourful and well-balanced make the cut. “It has to be a great drink first,” he explains.

Santé’s shelves are stocked with a wide range of offerings — from sparkling teas like Töst, to locally made canned cocktails such as Inversion’s nitro-infused elderflower gin sour, which pours with a foamy, bar-worthy texture. You’ll also find non-alcoholic wines, beers, ciders and spirits, plus a growing category of functional beverages infused with adaptogens like ashwagandha, reishi and lion’s mane — designed to support wellness and help manage stress.

Barembruch sees the rise of non-alcoholic beverages as much more than a passing fad. “People are more open to moderation, and with better products and growing
social acceptance, the movement is quickly gaining traction.”

One category he’s especially excited about is non-alcoholic red wine. “People hesitate because they may have had a bad experience in the past, but the technology has come so far. It’s so much better now, and it can pair beautifully with food.”

Santé also hosts workshops, including cocktail-making classes, with more events planned for the future. Customers can follow along on Instagram for updates.

For Barembruch, the magic of having non-alcoholic options on hand for the holidays is inclusion: giving everyone at the table — whether they’re the designated driver or simply choosing to abstain — a way to raise a glass. That’s a toast we can get behind!

Santé Dry Bottle Shop | Crossroads Market | 1235 26th Ave. S.E. | @drinksante.ca

PURPLE PATCH PATISSERIE

Purple Patch Patisserie is a sweet new addition to the Fresh and Local Market. Founded by husband-and-wife team Tariq Ilyas and Faryal Tariq, the business grew from Faryal’s lifelong love of baking. “She’s been baking since childhood,” Tariq says. “About 10 years ago, she started selling her treats, and five years later, we decided to take it to the next level.” What started with custom cakes, cookies and cupcakes made at home has blossomed into a bustling business. Even their kids pitch in — helping with social media, marketing and (presumably) taste-testing.

Purple Patch’s philosophy is simple: bake with clean, honest ingredients. “So many cookies today are full of additives and preservatives,” Faryal explains. “At Purple Patch, it’s only real ingredients you’d find in any home kitchen.”

Customer favourites include the Ferrero Rocher Nutella cookie, or try the new lemon meringue cookie, featuring tangy lemon curd, a fluffy marshmallow base and a caramelized marshmallow topping. But Faryal’s personal favourite? The Dubai Chocolate Cookie, made with the trend-worthy chocolate that’s filled with kadayif
(a chopped filo pastry) and a pistachio-tahini cream.

In addition to their market offerings, Purple Patch also creates beautiful custom cakes and cookies for special occasions. And with dreams of expansion on the horizon, one thing is certain: Calgary’s sweet tooth is in very good hands.

Purple Patch Patisserie | Fresh & Local Market and Kitchens | 12445 Lake Fraser Dr. S.E. | @purplepatchyyc