Our story

All good ventures start with a spark, an idea.

I got mine in 2014.

It happened when that I took my first sip of a Californian “non-alcoholic whisky.” Disappointed as I was by its taste, it nevertheless spurred me to experiment. For years, I explored different techniques to make non-alcoholic spirits that were as delicious as the original.

The spark was lit. The road would be a long one.

As the years went by, life became busier. More complicated. More frantic.
More than ever, distraction is part of our daily lives, and it’s increasingly difficult to aspire to a well-balanced life.

NOA is a mindset. It’s the promise of a simpler life. A life where you can spend more time in nature, away from the noise of the city, cell phones, social networks and the daily grind.

NOA is an invitation to reconnect with the outdoors and a forgotten way of life: placing less importance on work and spending more time with your family. Putting aside superficial relationships and investing time in deepening the ones that are worthwhile.

NOA is a quest for balance; more sport and contemplation. Less alcohol, fewer extremes and fewer online excesses. More walks in nature, more wonder, more time with your dog.

NOA is a dream: to create a non-alcoholic drink for people who still drink alcohol.


1% for our parks

Because we believe that reconnecting with nature is essential to a well-balanced life, NOA has decided to take concrete action to preserve national parks and wilderness areas across Canada.

Like everyone else, we were deeply affected by the terrifying forest fires that raged around the world in 2023. Unspoiled by exploitation, our national parks are our greatest natural asset. We wanted to make a difference. With you.

That’s why, every year, 1% of our sales will be donated to networks and organizations whose primary mission is the conservation of our great wilderness.

Because giving back is part of our DNA, and that of the entire team at our parent company Monsieur Cocktail, we are proud to announce that our first partnership is with the Société des établissements de plein air du Québec (SÉPAQ). Now, every NOA bottle or can sold will make a real difference.