Alcoholic Drinks in Canada
Euromonitor International's Alcoholic Drinks in Canada market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 163 | Publication date: Feb 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Moderate Aggregate Growth
Alcoholic drinks experienced moderate growth during 2008. All categories experienced positive growth, with wine and cider being the strongest performers by a large margin. While wine's success is largely a continuation of the previous year, cider experienced a dramatic increase in growth during 2008 due to the huge recent increase in interest in British fruit infusion based beverages. The fact that beer and spirits growth was in-line with that of the Canadian economy represents a recovery for beer sales but a decline for spirits sales in comparison with 2007. RTDs recorded the slowest volume growth during 2008 due to increasing maturity.
Demand for Healthier and Higher Quality Drinks Increases with Ageing Population
Demographic changes are having a significant impact on Canadian alcoholic drinks sales. As in the United States and Europe, the baby boom generation is now reaching retirement age. The fact that retirees are increasingly interested in healthier and higher quality products has resulted in a boom in premium wine and beer sales.
Foreign Companies Continue to Dominate Sales but Acquisition Activity Slows
Foreign companies continue to dominate alcoholic drinks sales in Canada, especially within beer, where companies like Molson Coors (owner of Molson Canada), InBev (owner of Labatt Brewing), and Sapporo (owner of Sleeman Brewing) account for almost 100% of sales. However, foreign beer brands experienced a slight decline in volume share during 2007 due to the introduction of domestic microbrewers. Similarly, within wine, domestic companies outperformed leading producer Vincor Canada in 2007.
There were far fewer mergers and acquisitions in 2008 than during the past two years. Whereas there were a large number of consolidations within beer during 2006 and 2007, such as the acquisition of Sleeman Brewing and Lakeport Brewing by Sapporo and Labatt Canada respectively, in 2008 there were no such large-scale acquisition activities. Instead, large companies preferred to focus on strengthening their relationships with leading premium imported brands during 2008.
Industry Expected to Experience Moderate Growth
Alcoholic drinks is expected to record only moderate growth over the forecast period, with increasing demand for wine being off-set by the stagnation in beer sales. Wine is expected to continue its impressive growth rate due to the increasing popularity of premium wines and rising health consciousness amongst Canada's ageing population. However, beer sales are expected to stagnate due to production cost inflation, rising beer prices, and growing demand for healthier products such as wine. Spirits is expected to perform relatively strongly over the forecast period due to the increasing popularity of vodka as a cocktail beverage.
Table of contents
ALCOHOLIC DRINKS IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Moderate Aggregate Growth
Demand for Healthier and Higher Quality Drinks Increases with Ageing Population
Foreign Companies Continue to Dominate Sales but Acquisition Activity Slows
Industry Expected to Experience Moderate Growth
KEY TRENDS AND DEVELOPMENTS
Economic Downturn Is Both Threat and Opportunity for Alcohol Sales
Aging Consumers Seek Function, Familiarity, and Quality
Premium Alcoholic Beverages Lead the Way
Better-for-You Drink Alternatives
The Golden Age of Flavoured Beverages
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Table 1 Selling Margin of a Typical Beer Brand 2007 – Budweiser
Table 2 Selling Margin of a Typical Wine Brand 2007 – Jackson Triggs
Table 3 Selling Margin of a Typical Imported Spirits Brand 2007 – Smirnoff
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty-free
Cross-border/Private Imports
MARKET INDICATORS
Table 4 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 5 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 6 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 7 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 13 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 14 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 15 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 16 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 18 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - CANADA
BIG ROCK BREWERY INCOME TRUST - ALCOHOLIC DRINKS - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Big Rock Brewery Income Trust: Key Facts
Summary 5 Big Rock Brewery Income Trust Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 6 Big Rock Brewery Income Trust: Production Statistics 2007
COMPETITIVE POSITIONING
BRICK BREWING CO LTD - ALCOHOLIC DRINKS - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Brick Brewing Co Ltd: Key Facts
Summary 8 Brick Brewing Co Ltd: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 9 Brick Brewing Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
CORBY DISTILLERIES LTD - ALCOHOLIC DRINKS - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Corby Distilleries Limited: Key Facts
Summary 11 Corby Distilleries Limited: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 12 Corby Distilleries Limited: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Corby Distilleries Limited: Competitive Position 2007
STEAM WHISTLE BREWING LTD - ALCOHOLIC DRINKS - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Steam Whistle Brewing: Key Facts
Summary 15 Steam Whistle Brewing: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 16 Steam Whistle Brewing: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Steam Whistle Brewing: Competitive Position 2007
BEER IN CANADA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 18 Lager by Price Band 2008
Published Data Comparisons
SECTOR DATA
Table 20 Sales of Beer by Subsector: Total Volume 2003-2008
Table 21 Sales of Beer by Subsector: Total Value 2003-2008
Table 22 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 23 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 24 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 25 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 28 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 29 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 30 Beer Exports by Country of Destination: Total Value 2002-2007
Table 31 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 32 Beer Imports by Country of Origin: Total Value 2002-2007
Table 33 Company Shares of Beer by National Brand Owner 2003-2007
Table 34 Company Shares of Beer by Global Brand Owner 2003-2007
Table 35 Brand Shares of Beer 2004-2007
Table 36 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 37 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 38 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 39 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN CANADA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 40 Sales of Cider/Perry: Total Volume 2003-2008
Table 41 Sales of Cider/Perry: Total Value 2003-2008
Table 42 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 43 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 44 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 45 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 46 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 48 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 49 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 50 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 51 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 52 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 53 Brand Shares of Cider/Perry 2004-2007
Table 54 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 55 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 56 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 57 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN CANADA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 58 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 66 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007
Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 69 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN CANADA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 74 Sales of Wine by Subsector: Total Volume 2003-2008
Table 75 Sales of Wine by Subsector: Total Value 2003-2008
Table 76 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 77 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 78 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 79 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 80 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 82 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 83 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 84 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 86 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 87 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 89 Sales of Still Red Wine by Quality Classification 2003-2008
Table 90 Sales of Still White Wine by Quality Classification 2003-2008
Table 91 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 92 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 93 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 94 Wine Exports by Country of Destination: Total Value 2002-2007
Table 95 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 96 Wine Imports by Country of Origin: Total Value 2002-2007
Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 99 Brand Shares of Still Light Grape Wine 2004-2007
Table 100 Company Shares of Champagne by National Brand Owner 2004-2007
Table 101 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 102 Brand Shares of Champagne 2004-2007
Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 105 Brand Shares of Other Sparkling Wine 2004-2007
Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 108 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 109 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 110 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 111 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 112 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN CANADA
HEADLINES
TRENDS
Summary 19 Examples of Flavoured Vodkas
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Published Data Comparisons
SECTOR DATA
Table 113 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 114 Sales of Spirits by Subsector: Total Value 2003-2008
Table 115 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 116 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 117 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 118 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 119 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 121 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 122 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 123 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 124 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 125 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 126 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 127 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 128 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 129 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 130 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 131 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 132 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 133 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 134 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 135 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 136 Liqueurs Production: Total Volume 2002-2007
Table 137 Other Spirits Production: Total Volume 2002-2007
Table 138 Company Shares of Spirits by National Brand Owner 2003-2007
Table 139 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 140 Brand Shares of Spirits 2004-2007
Table 141 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 142 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 143 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 144 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013