BEYOND NOA press release
Press Release
For Immediate Release
BEYOND NOA
DRINK NOA FIRST NATIONAL NON-ALCOHOLIC
COCKTAIL COMPETITION IN CANADA IS GOING STRONG!
Presented by Destination Québec cité
Quebec, February 18, 2025 – BEYOND NOA, the competition launched in 2024 by the NOA brand of non-alcoholic alternatives, is now going strong with an incredible first regional final yesterday at the Hawthorn Bar of the Fairmont Palliser in Calgary, where Beck Watt from Winnipeg and Ryan San Diego from Calgary won their place at the National Finals in Quebec city on March 25!
This is a crucial milestone for NOA’s dream of inclusivity and creativity in the non-alcoholic space, provided the huge enthusiasm by the cocktail, beverage and restaurant industry. With over 150 initial submissions for its first year only, it shows the importance of this category is not just growing but taking a life of its own.
The Vancouver regional final is next, at the Botanist Bar of the Fairmont Pacific Rim on February 24th, followed by the Toronto regional final at Saint John’s Tavern & Oyster House in March 2, and concluding on March 4 at the Milky Way in Montreal.
The 8 finalists (2 in each city) will meet for a final showdown at the National Finals on March 25, 2025, at L’Atelier in Quebec City, where the dream of alcohol-free beverages was born. Presented by Destination Québec cité, the competition is inspired by the world’s top mixology competitions and aims to promote local talent and Canadian terroir. The grand winner will receive a prize of over $10,000, which will take them on a true epicurean journey across the province of Quebec to discover its culinary identity.
SUPPORTED BY THE INDUSTRY
In its first year, the BEYOND NOA competition is already supported by legends from the restaurant industry who will serve as ambassadors and judges, including New Yorker Julie Reiner, who recently co-hosted the Netflix show Drink Masters, as well as Canadian industry giants, including Toronto’s Evelyn Chick and Dan Witham, Quebecers Kate Boushel, Fanny Gauthier, Max Coubès, Mélanie Aumais, Simon Faucher and Julien Vézina and World Class winners such as Kaitlyn Steward in Vancouver or Sam Clark in Alberta. Beside, NOA is featured in all the Top Bars in Canada, making it the spirit alternative of choice for professionals and aficionados alike.
ABOUT MONSIEUR COCKTAIL AND NOA
Since 2015, Monsieur Cocktail has been democratizing cocktails by creating products shared during our greatest moments of celebration. Known for its famous line of syrups which is available in over 1,000 points of sale in Quebec, the company launched its line of non-alcoholic spirits, named NOA, in 2023, which is already available in over 2,000 restaurants and points of sale across Canada and the United States.
To top it all off, NOA’s non-alcoholic Italian Amaro won all honors at the Bartender Spirits Awards, earning a gold medal and the coveted title of “Best in Show - Canada,” which gives NOA the title of Best Spirit in Canada in 2024 across all categories, including alcoholic spirits. A great pat on the back for the Quebec’s company, carving out a place among the big players, and providing an incredible recognition engine for its international expansion. More information at drink-noa.com
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Source & Media Contact:
DRINK NOA | Jean Christophe Niclaes | jc@drink-noa.com | 418 997-1118