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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Low- and no-alcohol options interest many
- Cater to newcomers
- Making the most of a Trump presidency
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THE MARKET
- Market context
- Amid stable inflation rates, GDP is vulnerable
- Graph 1: GDP growth, 2023-24
- Graph 2: 12-month % change in CPI , 2022-25
- Unemployment is steady (but precarious) as borrowing costs continue to decline from their peak
- Graph 3: bank rate, 2022-25
- Graph 4: unemployment rate, 2024-25
- Canadian identities have become more racially diverse
- Graph 5: population by race, 2001 vs 2021
- Graph 6: proportion of racialized population, 2001 vs 2021
- Tariffs, Trump and tumultuous times
- Buy Ontario, Buy Canadian
- Market drivers
- Alcoholic beverage sales decline
- Graph 7: per capita value sales of alcoholic beverages at liquor authorities and other outlets, 2005-24
- Not all drinks stack up the same
- Graph 8: per capita value sales of alcoholic beverages at liquor authorities and other outlets (by type of beverage), 2005-24
- Tariffs turmoil at retailers
- Put your loonie where your Moose is
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CONSUMER INSIGHTS
- Consumer fast facts
- Alcoholic beverage consumption
- The impact of three years on alcoholic beverage consumption is clear
- The impact of two years on alcoholic beverage consumption is clear
- Not everyone is imbibing
- Wine wins
- Graph 9: alcoholic and non-alcoholic beverage consumption in the past year, 2025
- Beer’s following is loyal and regular
- Graph 10: percentage of consumers of each type of beverage who drink said beverage at least once per week, 2025
- Exciting Canadians with new RTDs
- Men’s preferences are pronounced
- Graph 11: alcoholic and non-alcoholic beverage consumption (select) (any consumption in past year), by gender, 2025
- Age has everything to do with it
- Graph 12: alcoholic and non-alcoholic beverage consumption (select) (any consumption in past year), by age, 2025
- Pass me a beer… NA does the job, too
- Graph 13: has consumed non-alcoholic beer in the past year, by age and gender, 2025
- Graph 14: has consumed beer in the past year, by age and gender, 2025
- Heineken’s going for silver
- Newer Canadians are not messing around
- Graph 15: alcoholic and non-alcoholic beverage consumption (select) (any consumption in past year), overall vs consumers living in Canada for less than five years, 2025
- Graph 16: consumed select beverages at least once per week, overall vs consumers living in Canada for less than five years, 2025
- Multicultural Canadians are open to alcohol-free
- Graph 17: has consumed mocktails and/or non-alcoholic beer in the past year, by race, 2025
- Chinese-speaking Canadians are choosing beer
- Bubbles bring a price…
- …but they don’t need to
- Spirits consumption
- Canadian first!
- Graph 18: spirits consumed in the past year, 2025
- Times are a changin’
- Graph 19: spirits consumed in the past year, 2022 vs 2025*
- Gendered differences are pronounced
- Graph 20: spirits consumed in the past year (select), by gender, 2025
- Age isn’t just a number when it comes to spirits consumption
- Graph 21: spirits consumed in the past year (select), by age, 2025
- Ontario and the Prairie Provinces stand apart from the pack
- Graph 22: flavoured and unflavoured vodka consumption in the past year, overall vs Prairie Provinces, 2025
- Graph 23: Canadian and American whisky consumption in the past year, overall vs Ontario, 2025
- Ontario and the Prairie Provinces stand apart from the pack
- Newer to Canada, but not to spirits
- Addressing Canadians in the languages they speak
- Graph 24: spirits consumed in the past year (select), by language spoken in the home, 2025
- Cocktail consumption
- Canadians can’t go wrong with a classic cocktail
- Consumers’ preferences are looking different between 2022 and 2025
- Graph 25: cocktails consumed in the past year, 2022 vs 2025
- Shaking it up for Canadians of all ages
- Graph 26: cocktails consumed in the past year (select), by age, 2025
- Older men are having a bloody good time
- Graph 27: have consumed a bloody Caesar in the past year, by age, 2025
- Graph 28: have consumed a bloody Caesar in the past year, by age and gender, 2025
- Pickle-flavoured vodka? I’m one Lucky Bastard!
- Younger men like their old fashioneds
- South Asian consumers’ preferences are pronounced
- Graph 29: consumed mojitos and old fashioneds in the past year, overall vs South Asian, 2025
- Changes in drinking
- Same, same
- Graph 30: alcoholic beverage consumption compared to one year ago, 2025
- A third of younger men are drinking more
- Reasons for drinking less
- Health is wealth
- Graph 31: reasons for drinking less in the past year, 2025
- Hangovers kill
- Graph 32: reasons for drinking less in the past year (select), by age, 2025
- Newcomers are noting different reasons for abstaining
- Graph 33: reasons for drinking less in the past year (select), overall vs consumers living in Canada for less than five years, 2025
- The impact of income is undeniable
- Graph 34: reasons for drinking less in the past year (select), by household financial situation,2025
- Reasons for drinking alcoholic beverages
- Chillax and have a drink
- Graph 35: reasons for drinking alcohol, 2025
- Men’s motivations are multiple
- Graph 36: reasons for drinking alcohol (select), by gender, 2025
- Disconnecting from digital devices
- Younger vs older consumers: fun vs food
- Graph 37: reasons for drinking alcohol (select), by age, 2025
- Older men prefer their pairings
- Newcomers are notably excited to drink
- Graph 38: reasons for drinking alcohol (select), overall vs consumers living in Canada for less than five years, 2025
- Drinking helps ease the mind
- Graph 39: reasons for drinking alcohol (select), by household financial situation, 2025
- Drinking occasions
- Home is where the heart is
- Graph 40: occasions where alcoholic beverages are typically consumed, 2025
- Age predictably impacts drinking occasions
- Graph 41: occasions where alcoholic beverages are typically consumed (select), by age, 2025
- Meet you at the beach
- Youngest adults are not as excited about being drinking homebodies
- Graph 42: typically consumes alcoholic beverages while relaxing at home, by age, 2025
- Graph 43: typically consumes alcoholic beverages while relaxing at home, by age and gender, 2025
- Bombay tastes like Friday
- Special occasions demand special beverages
- Day or night? Any time’s right
- Younger women love a good brunch
- Graph 44: “I enjoy drinking alcohol during daytime occasions (eg brunch)” (% agree), by age and gender, 2025
- Multicultural Canadians are more open to day drinking
- Graph 45: “I enjoy drinking alcohol during daytime occasions (eg brunch)” (% agree), overall vs Black vs South Asian consumers, 2025
- Pairing with Guinness
- Attitudes toward drinking in and out of the home
- Canadians like to drink at home
- Consumers are consistent with brand and beverage choices
- Income and financial situation have nothing to do with it
- Graph 46: attitudes toward alcoholic beverages (% agree), by household financial situation, 2025
- Graph 47: attitudes toward alcoholic beverages (% agree), by household income, 2025
- Attitudes toward the cost of drinking
- Consumers are imbibing differently to cut costs
- Only the oldest Canadians are immune to costs
- Graph 48: attitudes toward alcoholic beverages (% agree), by age, 2025
- South Asian consumers are feeling the pinch
- Quebecers aren’t in the mood to pre-game
- Graph 49: “I will have drinks at home before going out in order to cut spending (ie pre-game)” (% agree), by region, 2025
- General attitudes toward alcoholic beverage consumption
- Half of 20-34 year olds turn to social media for inspiration
- 20-34 year old men are extra-impressionable over social
- Graph 50: “I look to social media for alcoholic beverage inspiration” (% agree), by age and gender, 2025
- Social media is the source of newcomers’ inspo
- Don’t underestimate the social aspect of drinking
- Connecting over vodka
- Older women are averse to solo drinking
- Graph 51: “I don’t like to drink alcohol alone” (% agree), by age and gender, 2025
- Graph 52: “Drinking alcoholic drinks makes me feel more comfortable at social gatherings or parties” (% agree), by age and gender, 2025
- Quebecers stand out
- Graph 53: “Drinking alcoholic drinks makes me feel more comfortable at social gatherings or parties” (% agree), by region, 2025
- The World of Guinness
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Premiumization and locality
- Looking abroad for flavour inspiration
- No/low ABV? No problem!
- Inclusivity and mindful consumption
- Marketing and advertising
- Time to clock off
- Glorious and free
- Obstructed brews
- Be your own bartender
- Snowboarding and (NA) beer
- Quitter’s Day
- Peroni meets NA meets F1
- Alcohol is a ‘foul-tasting liquid’
- Ride the ‘Dente
- This is my city
- Remix your legacy with Future
- We are all unreasonable about something
- Athletic January
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APPENDIX
- Consumer research methodology
- Consumer research questions
- Generations
- Abbreviations and terms
The Canadian alcoholic beverage market in 2025 reflects a dynamic interplay between tradition and innovation. Consumers are increasingly drawn to non-alcoholic options, appealing to both drinkers and non-drinkers. Economic pressures like inflation and tariffs are influencing a shift towards in-home consumption. Younger demographics, multicultural groups and newcomers are shaping diverse preferences, with a notable interest in spirits and cocktails. Social media plays a pivotal role in beverage discovery, particularly among younger consumers. Brands must adapt to changing tastes and economic conditions to maintain competitiveness.
This report looks at the following areas:
- Canadians’ shifting preferences towards non-alcoholic beverages
- The influence of economic factors on drinking habits
- The impact of multicultural demographics on beverage choices
- Trends in spirits and cocktail consumption
- Preferences for at-home versus out-of-home drinking occasions
- The role of social media in shaping beverage preferences
Despite a modest decline in alcoholic beverage sales, consumers are actually more open to trying new things than ever in 2025. Spirits, cocktails and RTD are poised for continued growth. And, alongside US tariffs, the ‘Buy Canadian’ movement has never been stronger.
Candace Baldassarre, Senior Analyst
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