Reimagined drink menus to encourage informed choices:
Éduc’alcool’s Alternalcool Grant returns

Montréal, January 6, 2026 – As the new year begins, Éduc’alcool reaffirms its mission to support Quebecers in making responsible choices when it comes to alcohol consumption. The organization continues its awareness mandate by implementing concrete initiatives carried out with trusted partners, notably bars and restaurants across Quebec. One of these flagship initiatives is the Alternalcool Grant (Bourse Alternalcool), which aims to highlight establishments that offer diversified drink menus featuring alcohol-free or low-alcohol options, thereby expanding the range of choices available to customers. The goal is to foster more mindful, informed and confident consumption behaviours.

Licensed establishments play an active role in shaping evolving consumption trends. By rethinking their drink menus, bars and restaurants respond to the diverse expectations of a clientele whose habits are changing. In doing so, they help create environments where a broader range of options encourages more thoughtful consumption.

Launched in partnership with Alambika and valued at $5,000, the Alternalcool Grant rewards bars and restaurants so they can contribute not only to the evolution of consumption habits, but also to the emergence of new social norms. Applications will be submitted online at alternalcool.educalcool.qc.ca/candidature-boursealternalcool-2026, from January 6 to February 10, 2026.

“Restaurants and bars are essential spaces for social connection. By recognizing establishments that rethink their drink offerings, we aim to help foster a culture where diverse choices are encouraged and where everyone can make more mindful decisions,” says Josée Côté, Executive Director of Éduc’alcool.

Key players supporting a more diversified offering

Applications from participating establishments will be reviewed by a jury composed of partners recognized for their commitment to the restaurant and bar sector:

• Alambika, a key player in the hospitality industry that specializes in glassware and products used to design and imagine innovative cocktails and mocktails. Its mission is to encourage the emergence of new paradigms around alcohol consumption.
• Institut de tourisme et d’hôtellerie du Québec (ITHQ), which, in partnership with Éduc’alcool, offers the Action Service training program and raises awareness among staff and establishments about the principles of responsible service.
• Association Restauration Québec (ARQ), which, through its extensive member network, helps promote the Alternalcool Grant and highlight initiatives led by Quebec establishments.

The Alternalcool Grant will be awarded during the annual Lauriers de la gastronomie québécoise gala, a flagship event for the restaurant industry. This year’s gala will take place on Monday, May 4, providing a high-profile opportunity to showcase both the recipient establishment and the project lead.

Other initiatives worth highlighting

Éduc’alcool is committed to promoting initiatives that are vectors of responsible alcohol consumption. In this spirit, the organization wishes to highlight the work of the Jean Lapointe Foundation, which shares this objective and proudly recognizes establishments that choose to take part in the restaurant and bar component of the Foundation’s flagship 28 Days Sober Challenge™. Participating bars and restaurants commit to offering mocktails and donating money to the cause for each alcohol-free beverage sold. Their involvement in the initiative may be highlighted as part of their Alternalcool Grant application. By taking part in this campaign, these bars and restaurants demonstrate concrete action and show their ability to adapt to the evolving needs of their clientele, whether during the Challenge or at any other time of the year. Establishments can join the Challenge by visiting the 28 Days Sober Challenge™ website.

“We are delighted to see that more and more establishments are promoting alcohol-free options, particularly during January and February. This movement reflects a real cultural shift and shows that the 28 Days Sober Challenge™ is helping to change perceptions around consumption,” notes Ann-Julie Tremblay, Executive Director of the Jean Lapointe Foundation.

About Éduc’alcool

For over 35 years, Éduc’alcool has been dedicated to informing and educating Quebecers about the importance of responsible alcohol consumption. As an independent, non-profit organization, Éduc’alcool develops and delivers educational, prevention, and awareness programs aimed at reducing alcohol-related risks and promoting informed choices, as well as a healthy, balanced lifestyle. For more information: www.educalcool.qc.ca.

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Media Contact:
Sabrina Sévigny
Consultant, MERCURE
(514) 991-4148