The elevator doors open to the 40th floor of Stephen Avenue Place, and I’m immediately greeted by panoramic views of Calgary’s downtown skyline. The golden afternoon sun streams through the floor-to-ceiling windows of Major Tom, illuminating what’s about to become one of the most enlightening conversations I’ve had about the future of socializing in Calgary.
I’m here to meet Makina Labrecque, Regional Bar Manager for the Concorde Group, who is not only reshaping the alcohol-free landscape across Calgary’s most iconic restaurants — she’s doing so while remaining sober herself. There’s something powerfully authentic about a bar manager who understands firsthand what it means to seek sophistication and inclusion in non-alcoholic options.
Beyond Shirley Temples: Calgary’s Alcohol-Free Revolution
“Have it all without alcohol” isn’t just a catchy phrase for Makina — it’s her mission statement. As she explains the ambitious alcohol-free initiative rolling out across all Concorde Group venues in 2025, I quickly understand this isn’t about offering token alternatives. This is about fundamentally reimagining what it means to enjoy a night out in Calgary, regardless of whether you’re drinking alcohol.
“We’re well past the days of soda water with lime or overly sweet Shirley Temples,” Makina explains as she sips her favorite creation, the Blazing Sevens (
I ordered a Captain Fantastic (Caleño “Light & Zesty”. Martini Floreale. Lemongrass. Lime Leaf. Aloe. Orange Blossom. Lemon. Whites) — a drink she enthusiastically tells me is named after an incredible film on Netflix (immediately added to my mental watchlist). As I take my first sip, I’m struck by the complexity. This isn’t merely a beverage; it’s a conversation piece, an experience.
The Art and Science Behind Elevated Mocktails
What’s particularly fascinating is learning about the technical expertise that goes into these creations. Makina explains the process of “milk clarification” — a technique that adds body and mouthfeel to drinks that might otherwise feel thin without alcohol. She introduces me to how smoked Lapsang tea provides that distinctive mezcal-like smokiness “without the alcohol burn.”
The sourcing is equally impressive. Many ingredients come from Canadian sources — Noa from Quebec, Saskatoon berries, local rhubarb — creating drinks that aren’t just alcohol-free but distinctly Canadian in profile.
After enjoying some light appetizers — potato donuts and a refreshing cucumber salad with fennel and mint — I decided to explore their non-alcoholic wine selection. The Noughty Blanc from South Africa proves delightfully crisp and complex, challenging any preconception that alcohol-free wines lack sophistication.
Inclusion as the Ultimate Goal
What resonates most during our conversation is Makina’s insistence that this initiative is fundamentally about inclusion. “It’s about making everyone feel welcome at the party,” she emphasizes. “No one should feel like an afterthought when they choose not to drink.”
This perspective feels especially relevant after recently recording a podcast episode for a C-suite executive friend about navigating professional team-building events when abstaining from alcohol. The pressure to participate in drinking culture remains pervasive in many professional settings, making initiatives like Concorde Group’s all the more important. I’m imagining a world where no one thinks twice about recommending an *elevated option without alcohol as a standard.
Makina candidly shares the unique position she occupies — balancing her role overseeing alcohol sales while championing non-alcoholic alternatives. “What’s exciting is seeing how these alcohol-free options are driving real sales. This isn’t just about accommodation — there’s genuine demand.”
The Future of Calgary’s Social Scene
As the sun begins to set over the Rocky Mountains visible in the distance, Makina shares her insider knowledge about Calgary’s must-visit spots and upcoming events. Her enthusiasm for the city is contagious, so much so that I find myself committing to train for Calgary’s half marathon — apparently, I have just enough weeks to get my running form back.
Walking away from Major Tom, I feel remarkably optimistic about the future of social experiences in my hometown. Calgary is positioning itself at the forefront of the “dry tripping” trend — becoming a destination where visitors and locals alike can enjoy vibrant, sophisticated experiences without alcohol necessarily being at the center.
In a world that often equates celebration with inebriation, Concorde Group’s initiative represents something profoundly refreshing: the understanding that true inclusion means creating experiences where everyone feels valued, regardless of what’s in their glass.
As I descend back to street level, I’m already planning my next visit to experience more of Makina’s creations. Because if there’s one thing our conversation made clear, it’s that Calgary’s social scene is evolving in the most delicious way possible.
WELLNESS AS A WAY OF LIFE: Discover your path to sustainable wellness with Wellness As A Way of Life. Senior Sober Curator Contributor Megan Swan embraces a “less is more” approach, offering deep insights into both modern and ancient wellness wisdom tailored for powerhouse women. Her conversations energize, boost confidence, and help you stay focused on your goals without burnout.
Megan will guide you in finding personalized wellness practices that fit seamlessly into your lifestyle, making wellness a joyful habit rather than a task. Imagine a sparkling blend of vitality, like a mocktail of fresh berries and mint—refreshing and naturally sweet. Tune in and transform your wellness journey with clarity and calm, inspired by authentic stories and expert guidance.
It’s always the perfect day for a perfect day! SOBRIETY IN THE CITY is your guide to substance-free adventures and events in cities across the United States. We’re bringing you hidden gems, local hangouts, art exhibits, unique attractions and pop-up events, limited shows, and tours. Being fully present allows us to enjoy life to the fullest. But we’re still taking it all in, just one day at a time.
You can depend on SOBRIETY IN THE CITY for clean, creative alternatives to make the most of your time in these amazing cities. CLICK HERE FOR OUR NEWLY LAUNCH SOBER EVENTS CALENDAR
If you have the perfect sober city movement agenda, reach out to us! We would love to share your ideas with our community. DM us on social media or email us directly at thesobercurator@gmail.com.
Thinking about bigger travel plans than just a day or two in a city? WHAT A TRIP brings you sober travel tips and agendas galore.
HAPPY EVERY HOUR: Welcome to the hub for all things NA, featuring reviews of alcohol-free beers, ciders, wines, spirits, RTDs (ready-to-drink), NA recipes, and so much more from behind the bar. #becausedrunkneverlooksgood
Resources Are Available
If you or someone you know is experiencing difficulties surrounding alcoholism, addiction, or mental illness, please reach out and ask for help. People everywhere can and want to help; you just have to know where to look. And continue to look until you find what works for you. Click here for a list of regional and national resources.
