Our Story

It started with a simple question:

"Can I create a healthier non-alcoholic beer that does more for you and tastes amazing?"

Back in 2024, I was training for a half-marathon and decided to reduce my alcohol consumption.

One week of abstinence turned into a month eventually reaching over 150 days. I wasn't trying to achieve full sobriety, but along this journey I realized how much alcohol was integrated into my life - and how much I could reduce it. 

I noticed my performance, recovery, sleep, and mental health all improve drastically. 

During this time I tried lots of non-alc beers. There were many great options, but also a ton that weren't so great.

Then I began to notice a gap. I realized that the non-alc beer space was missing what other beverages in the non-alc category offered: Functional ingredients.

Mocktails with adaptogens and B vitamins, sodas with prebiotics, sparkling waters with electrolytes.

Beer? Not much at all. And those that did have some functional ingredient, I found that they were lacking flavour and body, or were far too expensive.

Being a beer lover and conscious about my health, I started to dream up what might fit into my active lifestyle without sacrificing the experience of a well-crafted beer. 

I saw an opportunity to redefine what non-alcoholic beer could be.

What makes Spruce different?

We crafted Spruce to be different. First is the taste: Full-bodied, aromatic, and bursting with the flavours you expect from a great beer. Then we took things a step further by infusing our beer with nootropics and adaptogens like L-theanine, reishi, and lion's mane.

The Spruce brand
From growing up in northern Manitoba, travels out west for ski trips, summer camping trips, and enjoying nature so much, Spruce is inspired by the Canadian outdoors.

The name and vertical orientation of the logo is all about having roots for a strong foundation, upward continued growth, and the resilience that spruce trees have.

The logo doubling as a tree and a fast-forward sign - not because life is about moving fast, but because slowing down can be exactly what we need to speed up our progress.

The greens mirror the boreal forest and provincial park highway signs. The yellows of water bombers which protect our forests.

The minimal can design embodies the rejuvenate space that nature provides. 

For the adventurer, the athlete, the outdoor lover, and the health-conscious

Spruce isn’t just for one type of drinker. Whether you’re training for your next race, winding down after a long day, or simply looking for a flavourful, functional alternative to traditional beer, we got you.

Crafted for flavour. Built for function. Get spruced up.

Cheers,
Paul Keefe 
Founder