NOA was born from a blind spot its founders kept running into during years of night shifts in hospitality: if someone didn't want to drink, would they actually feel comfortable asking for an alternative?

Founder Patrice started experimenting with natural, non-alcoholic spirits back in 2014, later founding craft syrup company Monsieur Cocktail, before spending 2019 developing NOA's approach from scratch: rather than distilling in water or removing alcohol from an existing product, NOA builds layers of flavour through maceration, drawing on the traditions of Italian amari and compound gins.

After years of careful product development, NOA launched in September 2023. Since then they've built a following of over 3,000 restaurant customers across Canada with an Italian Aperitif, a Dry Gin, and an alcohol-free Amaretto made from maple syrup among their lineup. The brand also runs Beyond NOA, Canada's first national non-alcoholic cocktail competition, which we at Sobr Market are proud to sponsor.