At the recent Banff Craft Beer Festival over the weekend, mixed cocktails took center stage alongside the traditional IPAs, lagers, and sour beers. Frozen margaritas, hard iced teas, and canned espresso martinis have now joined the lineup as craft beer brewers in Alberta adjust to evolving consumer preferences.
Statistics from Statistics Canada reveal a decline in beer consumption in Alberta over the past decade while the market share of ciders, coolers, and ready-to-drink cocktails has doubled during the same period. Despite beer still leading in sales, the 140-plus small beer breweries in the province have taken note of the changing trend.
Dan Allard, co-founder of Cold Garden Beverage Company in Calgary, shared that the company ventured into making premixed cocktails in 2020 after observing a decrease in beer demand. He noted that premixed cocktails now contribute around 30% of their revenue, with expectations of reaching 50% by next summer.
Blair Berdusco from the Alberta Small Brewers Association mentioned that the craft beer boom peaked in 2018 in the province. Looking ahead, she emphasized the importance for breweries to adapt and remain profitable in the long term.
Peter Johnston-Berresford, an instructor at Olds College’s brewery and beverage program, highlighted the changing landscape for craft beverages. The program has evolved to include canned cocktails, ciders, and kombucha to cater to the diverse preferences of consumers who seek variety in their drink choices.
Johnston-Berresford emphasized the need for breweries to innovate and create new drinks to stay relevant in the market. He mentioned that consumers are increasingly turning to canned cocktails as a quicker, cheaper, and versatile alternative to traditional beer, emphasizing the importance of adapting to shifting consumer preferences for long-term success in the industry.