Holiday Reflections: Evolving Trends in Low/No Alcohol and Responsible Alcohol and Cannabis Consumption

Published December 22, 2025

The holiday season is a special time for people across our province to come together with family, friends, and colleagues. Whether it’s a festive brunch, a turkey dinner, or an evening work event, NLC’s retail teams are ready to help customers choose the right products for their holiday celebrations. It’s also a key time for NLC to reinforce our commitment to a safe holiday season by promoting informed and responsible consumption.

The Rise of Low and Non-Alcoholic Options

One of the most notable trends this season is the increasing demand for low and non-alcoholic beverages. The steady rise of this category reflects a growing priority for many, especially young adults, around balance and mindful consumption. From a corporate perspective, it aligns with our responsibility to promote moderation and highlights the importance of offering a wide selection of products that meet consumers where they are.

NLC currently offers close to 40 low and/or non-alcoholic products to help support a more inclusive and thoughtful approach to holiday celebrations, with more products being added regularly. Since the launch of these products in all NLC corporate Liquor Stores this past summer, NLC has recorded almost $250,000 in sales. What is particularly noteworthy is the commitment to innovation of low and non-alcoholic options with regards to quality and diversity. Today’s products are flavourful, creative, and produced with the same attention to craftsmanship as traditional alcoholic beverages.

Consumers can now enjoy non-alcoholic sparkling wines, low-ABV beer and cocktails, and an ever-expanding range of options that reflect the sophistication and hospitality of the season. These products help ensure that everyone feels included and comfortable without compromising taste, experience, or enjoyment.

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Responsible Cannabis Consumption During the Holidays

As cannabis becomes an increasingly common part of holiday gatherings for some adults, responsible consumption takes on heightened importance. NLC continues to deliver on its mandate to provide safe and secure access to cannabis in Newfoundland and Labrador. Consumers now have access to legal cannabis via 59 licensed cannabis retailers throughout the province, as well as online at ShopCannabisNL.com.

While access to legal cannabis continues to strengthen, it’s also important for the public to have access to accurate information to help guide responsible choices. This includes understanding why it’s important to buy legal cannabis, how to spot illegal products, and knowing purchase and possession limits.

NLC’s most recent cannabis awareness campaign Know the Risks, aims to educate the public about the hidden dangers of illegal cannabis. With more social gatherings and celebrations at this time of year, it’s important for individuals to make informed choices and prioritize products that meet strict safety and quality standards. Choosing legal cannabis helps ensure consumers know exactly what they’re getting, reducing the risk of harmful contaminants and unsafe potency levels. I encourage everyone, whether they consume cannabis or not, to learn more about the campaign and stay informed so we can all help promote a safer and more responsible holiday season.

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Keeping Each Other Safe This Season

Whether people choose to enjoy alcohol, cannabis, both, or neither, the message remains the same - safety is a shared responsibility. The decisions we make during the holidays can have a lasting impact on ourselves and those around us.

We encourage everyone to plan ahead and ensure they have a safe ride home. That may mean choosing a designated driver, taking public transit, calling a taxi or ride-share, or arranging another responsible transportation option. Driving impaired by alcohol, cannabis, or any combination is never acceptable and puts lives at risk.

Hosts play an important role in creating safe, welcoming environments. Offering low and non-alcohol beverages, providing food, supporting designated drivers, and ensuring alcohol and cannabis products are safely stored all contribute to safer celebrations. These small actions reflect care and respect for guests and help build a culture of responsibility across our communities.

Wishing everyone a safe, healthy, and enjoyable holiday season.