10,000 Mocktail Samples Later: How JoAnne Pearce launched Canada’s first dedicated zero proof bar in Edmonton

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10,000 Mocktail Samples Later: How JoAnne Pearce launched Canada’s first dedicated zero proof bar in Edmonton

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Joanne Pearce on Building Canada's First Dedicated Non-Alcoholic Bar, Mocktail Culture, and the Sober Curious Movement

In this episode of On the Wagon Podcast, host Zachary sits down with Joanne Pearce, co-owner of Spilt, Canada's first and only dedicated non-alcoholic bar, multi-book author, and self-described potions witch, for a candid conversation about sobriety, creativity, and building a business in the fast-growing non-alcoholic drinks industry.

Joanne shares how her journey into mocktail-making began almost by accident. After quitting drinking in October 2020 during the pandemic, she found herself with newfound time on her hands and turned to foraging, homemade syrups, and elaborate mocktail creations as a creative outlet. What started as a personal hobby (including staged photo shoots and dioramas of her drinks) eventually became the foundation for her first recipe books and, later, Spilt itself.

The conversation dives deep into Joanne's evolution as an author, from her early, wildly complex recipe books to Dry Spell, a hand-illustrated coloring book that took 18 months to complete and marked the first time she wrote openly about her sobriety journey beyond just mocktail recipes. Joanne opens up about why that book still sits, mostly unsold, in her basement — and why the vulnerability of that project felt different from anything she'd published before.

Zachary and Joanne also unpack her experience in beverage manufacturing, including her time helping scale a non-alcoholic bottled product line. She reflects on the tension between creative freedom and the rigid, procedure-driven world of commercial production, and why she ultimately gravitated back toward the flexibility of running a bar. The two swap stories from the front lines of sampling, Joanne estimates she's handed out more than 10,000 mocktail samples at farmers markets and events, and discuss the emotional resilience required to face public rejection, the stigma still attached to not drinking, and how defensiveness from others often has more to do with their own relationship with alcohol than with the product itself.