Canada Beer, Craft Beer & Cider Market Report 2024

Alcoholic beverage consumption in Canada, which is led by wine and beer, is shifting. There is a growing trend of consumers reducing their alcohol intake, including out-of-home drinking, influenced by soaring prices and inflation. As the ‘sober curious’ movement grows, the rise in low-alcohol and non-alcoholic alternatives is evident. Besides, health considerations, cultural practices, and taste preferences have notably contributed to individuals opting for drinks other than beer. Despite the changes, the beer and cider market thrive, owing to factors like product uniqueness, premium ingredients, local production and promotional incentives. Influenced by aspects like age, gender, newness to Canada and income, attitudes towards beer range widely, but some things hold relatively steady: beer is consumers’ go-to pairing for certain foods, they are willing to pay more for quality beer and they typically enjoy sticking to their favourite brands.

Notably, social media exerts a massive influence on shaping alcoholic beverage preferences, with platforms like Instagram offering inspiration through cocktails, pairings and new products. The beer-drinking experience itself is evolving, with an increased focus on local sourcing, variety, unique flavours and social drinking aspects like food pairings and rotating taps. But, confusion around the term ‘craft’ persists. The beer market’s saturation and fragmentation, characterized by a multitude of brands and products, create a competitive environment where differentiation, brand loyalty and market positioning become crucial for sustained growth and relevance.

This report looks at the following areas:

Cheers! While confusion around the term 'craft beer' may swirl, make no mistake about it: consumers are clear that they prioritize premium ingredients, locally-produced, 'natural' beer.

Candace Baldassarre, Research Analyst