Something different is increasingly brewing at bars across the country. The beer pours the same, smells the same and even tastes the same.

But there’s one thing missing: the hangover.

Demand for alcohol-free beverages has been growing for some time as Canadians increasingly shy away from drinking. And longtime brewers want a piece of the action.

“It’s the growth of the category that opens the door for us to bring more of our iconic brands over into non-alcohol,” said Doug Port, vice-president of ready-to-drink and non-alcoholic beverages at Labatt Brewing Co. Ltd.

At a small pub inside Labatt’s downtown Toronto headquarters, Port sat by the wide-countered bar featuring two of its best-known beers — Budweiser and Labatt 50 — on tap. He has been spearheading innovation in ready-to-drink

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