A bubbly, non-alcoholic children's drink for sale in Alberta liquor stores has upset Mothers Against Drunk Driving.

Robby Bubble comes in a champagne-style bottle with colourful cartoon characters on the label and the words "Party, Party!"

Robby Bubble is a children's drink for sale in some Alberta liquor stores.
(Patti Edgar/CBC News)

On the drink's website, children are shown dancing with a cartoon band and drinking the sparkling fruit juice out of champagne flutes. The product's slogan is "Celebrate like the grown-ups."

Tracy Franklin, the president of Mothers Against Drunk Driving in Calgary, told CBC.ca that Robby Bubble sends the wrong message to children and doesn't belong in stores, especially liquor stores.

"It's calling out to kids, but the whole thing is geared as a champagne bottle, as an alcohol product," she said.

"Do we want to give them something, although it's non-alcoholic, and have them partying like an adult?"

She compares Robby Bubble to candy cigarettes or toy guns, products she says aren't appropriate for children.

Just sparkling juice, says distributor

The German product is distributed in Canada by Authentic Wine and Spirits Merchants.

President Darryl Weinbren says Robby Bubble contains no alcohol and is nothing more than a sparkling fruit juice. Parents who want their children to share in a family celebration can serve up the drink, he said.

"I can understand Mothers Against Drunk Driving, and certainly I respect their objectives and what they are after. There wasn't any intention from our point of view to encourage kids to drink alcohol. It was just a matter of trying to find something that would meet a family celebration with something for their kids."

The Alberta Gaming and Liquor Commission, which oversees liquor sales in Alberta, should not allow the product in liquor stores, said Franklin.

Marilyn Carlyle-Helms, a spokeswoman with the commission, said liquor stores can sell non-alcoholic products like Robby Bubble as long as there are no health concerns and no signs in the store that appeal to kids.

"Our focus is the proper sale and service of alcoholic products," she said.

Weinbren said a few hundred bottles were ordered by one chain of liquor stores in Alberta, and the drink isn't being sold anywhere else. Robby Bubble hasn't sold as well as the liquor store chain had hoped and he doesn't expect the company to place another order.