To celebrate the 5th anniversary of Sober Carpenter Non-alcoholic Microbrewery, we scored an exclusive interview with Mathieu, one of the two founder brothers of Sober Carpenter Non-alcoholic Microbrewery. Check out what he had to say about their journey and what’s next for Sober Carpenter!
- Why the intriguing name Sober Carpenter?
We wanted a name that made it crystal clear we were all about non-alcoholic beer. Plus, since we’re proudly Canadian, it had to be easy to recognize in both English and French. And let's be real, we wanted something that would make people stop and think, "Wait, why Sober Carpenter?"—a little mystery to spark some curiosity... keep guessing.
- What’s the dynamic duo vibe like between you and your brother Nicolas at Sober Carpenter? How do you each bring your own flair to the business?
Nic and I have complementary roles in the business. Nic is the friendly face of our sales team, always engaging with customers and making them feel welcome. He’s great at building relationships and saying yes to opportunities. On the other hand, I focus on the operational side, ensuring our products are stocked on the shelves and maintaining quality control.
- What exciting surprises are in store for Sober Carpenter this year?
This year, we’re all about keeping the good vibes rolling while crafting amazing beer! We want to keep brewing top-notch non-alcoholic brews, even as we ramp up our production and expand into new territories - hello, U.S. cousins! 🍻 Plus, we’re brewing up some seasonal surprises that we can’t spill just yet. Trust us, our brewers are working their magic, and we’re pumped to share what’s coming soon. Stay tuned!
- What’s your favorite beer style and why?
When it comes to beer, I’m all about the IPAs, whether it’s session IPAs or big, bold Imperials, I’m down to try them all! But in the Sober Carpenter family, my go-to is definitely our Limited-Edition Black IPA when it’s available. Who doesn’t love a beer that’s both smooth and a little edgy?
- What inspired you to start your non-alcoholic beer brand, and how have you seen the market change since then?
Five years ago, becoming a dad to my daughter was a big wake-up call—I wanted to be present for her, from early morning hockey practices to just enjoying life and being healthier for the long haul. I realized I needed to cut back on my drinking without giving it up completely, so why not create something I’d love? Fast forward, and the non-alcoholic market has really taken off! It's awesome to see so many brands stepping up their game, which means more delicious options for everyone. If you get complacent or lazy, someone else will step up, and that’s great for consumers, it keeps us on our toes, always pushing to bring the best brews to the shelves.
