At the recent Banff Craft Beer Festival over the weekend, a noticeable shift was seen as premixed cocktails made their mark alongside the traditional IPAs, lagers, and sour beers. Frozen margaritas, hard iced teas, and canned espresso martinis have joined the lineup, reflecting the adaptation of Alberta’s craft beer brewers to evolving consumer preferences.
Statistics from Statistics Canada reveal a decline in beer consumption in Alberta over the past ten years, while the market share of ciders, coolers, and ready-to-drink cocktails has doubled during the same period. Even though beer remains the top seller, the 140-plus small beer breweries in the province have taken note of the changing trends.
Dan Allard, the co-founder of Cold Garden Beverage Company in Calgary, shared that they ventured into making premixed cocktails in 2020 in response to the decreasing demand for beer. Allard mentioned that premixed cocktails now contribute around 30% of their revenue, with expectations of this figure rising to 50% by the coming summer.
Blair Berdusco, representing the Alberta Small Brewers Association, noted that the craft beer boom hit its peak in 2018 in the province. Looking forward, she emphasized the importance of breweries finding sustainable business strategies, especially as many have been operating for almost a decade.
Peter Johnston-Berresford, an instructor at Olds College’s brewery and beverage program, highlighted the necessity for breweries to innovate to stay competitive in the evolving market. He emphasized the shift towards offering a variety of craft beverages, including canned cocktails, ciders, and kombucha, to meet the diverse preferences of consumers.
Johnston-Berresford emphasized that consumers are seeking diverse drink choices beyond beer, with canned cocktails gaining popularity due to their quick production, affordability, and wide range of flavors. He stressed the importance of breweries adapting, innovating, and expanding their product offerings to ensure long-term success in the industry.
