Alcohol-Free Premium Store Opens in Central Helsinki: “Alcohol Is Already Everywhere”
– This article was translated from the original published in Swedish, HBL Hufvudstadsbladet – November 12, 2024, written by Melvin Londen
Jenny Rostain grew tired of sipping soda while others toasted with champagne. Now, she is opening a shop exclusively selling alcohol-free beverages. At the end of November, the store Free Spirit will open on Fabianinkatu in central Helsinki, featuring a range of alcohol-free products. According to founder Jenny Rostain, it’s about time Finland had such a store. The selection of alcohol-free beverages in the country rarely meets high standards, she says.
“My experience is that there aren’t quality alcohol-free options available in Finland. This is about equal treatment of people, whether they drink alcohol or not. Alcohol is already everywhere,” said Rostain.
Rostain stopped drinking alcohol 12 years ago and believes there is significant room for improvement in Finland. At various events, she feels that alcohol-free drinks rarely match the quality of their alcoholic counterparts.
“There are many reasons for not drinking at an event. You might be driving, a teetotaler, or just not in the mood, and then you’re handed some sugary soda while others toast with champagne,” she explains.
This is why Rostain sees a need for such a store. The alcohol-free beverage market has grown in popularity in recent years.
“In a Comfortable Setting”
Some products in the store will have had their alcohol content removed, while others will never have been fermented. This means customers can choose between both new and familiar flavors. Additionally, the shop on Fabianinkatu space will be available for private events.
“You can rent the space for a baby shower and have a tasting event there, for example. We want our products to be enjoyed in the most comfortable environment possible,” said Rostain.
