Executive Summary

Jul 2019
Growth areas emerge thanks to craft movement and premiumisation trend

In 2018, overall alcoholic drinks consumption continued to record modest growth, roughly in line with the population growth in Canada. Smaller categories such as RTDs and cider posted more upbeat performances, while beer and spirits, which account for the lion’s share of the market, remained stagnant, and wine experienced steady growth.

Non-alcoholic alternatives gain traction across the board

Heightened social responsibility, the need for control and moderation, and the desire to cater to a wider audience has been fuelling the take-off of an increasingly wide range of non-alcoholic alternatives in the alcoholic drinks market, with this trend accelerating in 2018. In beer, widening of distribution is playing a key role in raising the profile and making it more accessible, as the provincial government mandated liquor board stores and The Beer Store (TBS) to stock these products for the first time in Ontario.

Major players focus on premium and core brands while craft products attract growing attention

Besides investing in growing categories such as non-alcoholic beer and cider, major players in alcoholic drinks have increasingly focused on premium ranges and core brands. Molson Canada, for instance, has been consolidating its economy range of offerings and providing more resources for its power brands in premium lager in beer, while Diageo shed a number of low-performing brands in spirits in 2018 and is focusing more on core brands and premium offerings, including Ciroc.

Distribution widens for alcoholic drinks as regulations evolve

Over 2017-2018, Ontario continued expansion in the retailing of beer, wine and cider in the grocery channel, while British Columbia is also slowly rolling out a similar programme. Although the total number of grocery retailers selling these products in these jurisdictions is still relatively small compared to the total number of liquor board stores, it has no doubt gradually led to changes in consumer behaviour.

Mounting uncertainty presents both challenges and opportunities

In contrast to previous years, there is a greater level of uncertainty that lies ahead for the alcoholic drinks industry. On the legislation front, major changes in cannabis legislation finally came into effect in October 2018, and more are expected in the ensuing years.

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Alcoholic Drinks in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Alcoholic Drinks in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Canada?
  • What are the major brands in Canada?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Canada

EXECUTIVE SUMMARY

Growth areas emerge thanks to craft movement and premiumisation trend
Non-alcoholic alternatives gain traction across the board
Major players focus on premium and core brands while craft products attract growing attention
Distribution widens for alcoholic drinks as regulations evolve
Mounting uncertainty presents both challenges and opportunities

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2013-2018
Table 3 Sales of Tobacco by Category: Value 2013-2018
Table 4 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 5 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 6 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 7 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Canada

HEADLINES

PROSPECTS

Overall beer remains stagnant
Craft movement remains strong in beer
Uncertainty mounts in trade and legislation

COMPETITIVE LANDSCAPE

Molson Canada and Labatt Brewing continue to lead
Craft brewers enjoy sustained growth, but competition is intensifying

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018
Table 10 Number of Breweries 2013-2018

CATEGORY DATA

Table 11 Sales of Beer by Category: Total Volume 2013-2018
Table 12 Sales of Beer by Category: Total Value 2013-2018
Table 13 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 14 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 15 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 16 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 17 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 18 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 19 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 20 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 21 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 22 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 23 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 24 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 25 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Canada

HEADLINES

PROSPECTS

Cider showing signs of slowdown
Craft movement develops in cider
Cider sees an expanding array of offerings

COMPETITIVE LANDSCAPE

Arterra Wines Canada Inc and Molson Canada continue to lead
Smaller players are gaining traction

CATEGORY DATA

Table 26 Sales of Cider/Perry: Total Volume 2013-2018
Table 27 Sales of Cider/Perry: Total Value 2013-2018
Table 28 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 29 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 30 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 31 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 32 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 33 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 34 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 35 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 36 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 37 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 38 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 39 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 40 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Spirits in Canada

HEADLINES

PROSPECTS

Spirits overall remains relatively stagnant, albeit with ample growth opportunities
Craft movement develops in spirits
Uncertainty mounts over trade and legislation

COMPETITIVE LANDSCAPE

Diageo Canada and Corby Spirit & Wine continue to lead
Craft spirits attracts a growing number of participants

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 41 Sales of Spirits by Category: Total Volume 2013-2018
Table 42 Sales of Spirits by Category: Total Value 2013-2018
Table 43 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 44 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 45 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 46 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 47 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 48 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 49 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 50 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 51 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 52 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 53 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 54 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 55 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 56 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 57 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 58 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 59 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 60 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 61 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Canada

HEADLINES

PROSPECTS

Wine continues to record modest growth
Premiumisation drives value growth
Uncertainty mounts over legislation and trade

COMPETITIVE LANDSCAPE

Arterra Wines Canada Inc and APL continue to lead
Competitive landscape remains largely stable

CATEGORY DATA

Table 62 Sales of Wine by Category: Total Volume 2013-2018
Table 63 Sales of Wine by Category: Total Value 2013-2018
Table 64 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 65 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 66 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 67 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 68 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 69 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 70 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 71 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 72 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 73 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 74 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 75 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 76 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 77 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 78 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 79 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 80 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 81 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 82 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 83 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 84 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 85 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 86 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 87 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 88 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 89 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 90 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 91 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 92 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Canada

HEADLINES

PROSPECTS

Spirit-based RTDs continues to excel
Craft movement develops in RTDs
Trade and legislation poses mounting uncertainty

COMPETITIVE LANDSCAPE

Diageo Canada and Labatt Brewing maintain their leading positions
Smaller players thrive in niche segments

CATEGORY DATA

Table 93 Sales of RTDS by Category: Total Volume 2013-2018
Table 94 Sales of RTDS by Category: Total Value 2013-2018
Table 95 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 96 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 97 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 98 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 99 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 100 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 101 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 102 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 103 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 104 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 105 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 106 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 107 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023