Some Canadians are pondering, or dismissing, new guidelines that suggest cutting down on drinking dramatically.
Mitch Cobb, CEO of Upstreet Craft Brewing in Charlottetown, said: “I think people are becoming very conscious of their health and wellness.”
Cobb expects this trend to continue, and the numbers back it up.
According to market research firm Nielsen IQ, sales of non-alcoholic beverages in the U.S. are growing by double digits, with sales growing more than 20% year-over-year in 2022. Statista, which provides market and consumer data, also forecasts an 8.4% increase in the volume of non-alcoholic beer sold in Canada next year.
Andrew Sookram, owner of Sookram’s Brewing Company in Winnipeg, said that in the next five to 10 years, the global non-alcoholic beer market share is projected to be even larger than craft beer.
alcohol and cancer
These figures led the Canadian Center for Substance Use and Addiction (CCSA) to issue new guidelines this month suggesting that even small amounts of alcohol consumption (two or more drinks per week) may increase the risk of certain types of alcohol. Before the announcement, it had increased considerably. cancer.
The guidelines could give the industry a new boost, experts say.
“I think we’ve known for a long time that alcohol is bad for you, it’s bad for your health,” says Cobb, whose own experience spurred him to create Libra, a non-alcoholic beer. Told. Because I want to limit how often he drinks.
“After being in the beer industry for several years, it started to take its toll on my health.
Since Libra’s launch in 2020, there’s been a lot of interest nationwide, with “very strong demand” at Maritimes, Cobb said.
Richard Alexander, Vice President of Atlantic for Restaurants Canada, said many restaurants have adapted to this trend.
“That’s how the industry survives, and we’re seeing healthier items appear on menus and non-alcoholic beverage options.”
How to Drink Generation Z: Liquor Corporation
Newfoundland Liquor Corporation, which imports and sells liquor throughout Newfoundland and Labrador, is one of the companies making the change.
Noting that millennials and Gen Z have different perceptions of drinking than older generations, the company said in a statement it has started stocking low-alcohol or no-alcohol products.
“They appear to be consuming less or no alcohol, and what they consume is lighter in alcohol, calories, sugar, or all of the above,” said Supreme Marketing and Marchan. Head of Dysing Peter Murphy writes, Murphy said there are plans to expand the services the company offers.
People in at least six states told CBC News that demand for non-alcoholic beverages is growing, and more products have responded.
“Once you could find a light beer diluted with alcohol-free water, there was only one taste profile,” says Greg Gill. You see beer, stuff like that and cider.” He is the Vice President of Marketing for Colemans Grocery Stores in St. John’s.
Aaron Goss, an amateur cicerone (beer taster) in Winnipeg, says he’s tried 242 beers that are near-beer (beers with little or no alcohol).
Shortly before the pandemic, non-alcoholic beer brewers seemed to have “cracked the code” and found a way to make beer taste better, he said.
“It’s magic. It’s alchemy. I don’t know what they did… one of the things people used to ridicule. [at] And the game has changed. ”
Goss said new businesses like The Søbr Market, which sells non-alcoholic beer, wine and spirits online and will open a brick-and-mortar store in Winnipeg’s Exchange District on February 1, are a promising sign. I’m here.
“[I] We feel like we are on the cusp of something. You know, this is a revolution,” he said. ”