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2025 Developments
Alcoholic drinks in Canada recorded further volume decline in 2025, with consumption dropping by 3% to 3.2 billion litres, outpacing the rate of contraction seen in several advanced economies. This downward trend was underpinned by demographic stagnation, an ageing population, persistent economic headwinds, and a pronounced shift towards health-driven moderation, as reflected in the rapid expansion of non-alcoholic and low-alcohol offerings. Total value sales dipped only marginally by 1% to CAD50 billion, showing resilience from ongoing premiumisation and innovation. Recent regulatory reforms, particularly in Ontario, have provided added gains by accelerating retail channel diversification and improving accessibility for beer, wine, RTDs and cider. Overall, the industry remain highly competitive, as major players like Labatt Brewing Co, Molson Canada and Diageo Canada prioritise portfolio realignment, innovation, and digital transformation to defend share and unlock new growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Canada?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Canada?
- How are products distributed in Canada?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Canada
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Falling Consumption Drives Push into Non-Alcoholic and Premium Developments
Nolo Revolution Gains Traction across Alcoholic Drinks Categories
Chart 2 Ungava Gin Brand Launches New Flavours to Tempt Gin Drinkers
Innovative Flavours Engage Consumers and Drive Premiumisation
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Players Seek to Capture Wellness-Oriented Consumers as Alcoholic Consumption Falls
Ontario Retailers Embrace Private Label as Distribution Reforms Reshape Pricing Strategies
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Labatt Brewing Co and Molson Canada Readjust Focus on Premium and Rtd Brands
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Ontario Expands Retail Access and Disrupts Liquor Board Dominance
Saq Pilots Urban Mini Agencies to Reach New Shoppers in Grocery and Convenience Stores
Loblaws and Walmart Drive E-Commerce Growth through Omni-Channel Innovation
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
Off-Trade Establishments
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real GDP Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Canada
Key Data Insights
Beer Summary
Chart 16 Key Industry Trends for Beer
Chart 17 Piña Colada Wheat Beer by Trans Canada Brewing Attempts to Rejuvenate Beer in Canada
Weak Performance Spurs Innovation and Flavour Experimentation
Chart 18 Ultra Zero Brand Extension Helps Drive Growth of Non-Alcoholic Beer in Canada
Major Players Embrace the Nolo Revolution as More Consumers Commit to Sober Lifestyles
Sustainability Shapes Packaging Innovation to Boost Eco Credentials
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Non/Low Alcohol Launches Attract Investment as Lager Volumes Decline
Grocery Retailers to Pursue Private Label as Regulatory Changes Liberalise Alcoholic Drinks
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Molson Canada and Labatt Brewing Reinforce Premium Focus as Carlsberg Canada Leverages Acquisition
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Ontario’S Regulatory Shift Accelerates Retailer Expansion and Sales
Loblaws and Wal-Mart Canada Build Omnichannel Momentum
Chart 26 Economic Context for Beer
Chart 27 Real GDP Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Beer
Chart 30 Population 2020-2030
Chart 31 Population by Generation 2025
Cider/Perry in Canada
Key Data Insights
Cider/Perry Summary
Chart 32 Key Industry Trends for Cider/Perry
Chart 33 Brunch Beverages Introduces Brunch Rosé Cider as Part of Craft Offerings
Players Innovate as Traditional Volumes Contract
Chart 34 Bulwark Adds Winter Variety to Its Expanding Lineup of Non-Alcoholic Cider
Cider Brands Expand Drinking Occasions with New Taste and Flavour Preferences
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Ontario Grocery Retailers Adopt Flexible Launch Strategies as Regulations Shift
Craft Producers and Local Brands Capture Premium Demand as Major Players Focus on Innovation
Low Population Growth and Health Awareness Limit Long-Term Gains for Alcoholic Offerings
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Growers Rebrand Targets Younger Consumers to Secure Share Gains
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Ontario Retailers Accelerate Access as Regulation Disrupts Channel Shares
Loblaws and Walmart Drive E-Commerce Momentum as Omnichannel Expands
Chart 41 Economic Context for Cider/Perry
Chart 42 Real GDP Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Cider/Perry
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Rtds in Canada
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Chart 48 Molson Canada Launches Simply Spiked Limeade Rtd in Response to Demand for Unique, Interest Flavours
Innovative Launches Expand Rtds Appeal
Chart 49 Non-Alcoholic Rtds Meet Rising Consumer Demand
Hp Juniper and Atypique Lead the Charge as Non-Alc Rtds Outpace Traditional Offerings
Wild Lot Farm Distillery’S Maple Espresso Martini Taps into Storytelling and Premiumisation
Chart 50 Volume Sales 2020-2030
Chart 51 Volume Sales by Category 2025
Modest Outlook Driven by Wider Accessibility and Innovation
Spirit-Based Innovation and Local Brands Attract New Consumer Loyalty
Non-Alcoholic Launches Address Health Focus but Face Rising Competition
Chart 52 Forecast Volume Sales 2020-2030
Chart 53 Forecast Volume Sales by Category 2025-2030
Corby Spirit & Wine and Molson Canada Disrupt Leadership as Competition Intensifies
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Ontario Retailers Accelerate Alcohol Access as Liquor Board Stores Lose Share
Convenience and Forecourt Retailers Capture Growth with Expanded Access
Urban Mini Agencies and E-Commerce Reshape the Path to Purchase
Chart 56 Economic Context for Rtds
Chart 57 Real GDP Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Rtds
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025
Spirits in Canada
Key Data Insights
Spirits Summary
Chart 62 Key Industry Trends for Spirits
Chart 63 Campari Launches Crodino Brand in Non-Alcoholic Spirits
Players Accelerate Non-Alcoholic Launches to Capture Shifting Demand and Stem Volume Decline
Chart 64 Corby Spirit & Wine Launches Premium Line Wiser’S Mizunara Oak 27Yo
Campari Canada and Corby Spirit & Wine Target Premium and Non-Alcoholic Segments
Ungava Gin and Campari Drive Engagement with Flavour Innovation and Seasonal Launches
Chart 65 Volume Sales 2020-2030
Chart 66 Volume Sales by Category 2025
Premium and Non-Alcoholic Launches Reshape Consumer Choices in Spirits
E-Commerce and Channel Shifts Challenge Traditional Retail Models
Chart 67 Forecast Volume Sales 2020-2030
Chart 68 Forecast Volume Sales by Category 2025-2030
Chart 69 Analyst Insight for Spirits
Diageo Canada Invests in Non-Alcoholic Spirits as Corby Spirit & Wine Builds on National Heritage
Premium Launches and Flavour Innovation Drive Brand Engagement Amid Decline
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Liquor Board Stores Lose Ground as E-Commerce and Supermarkets Gain Share
Saq’S Mini Agencies Test New Store-In-Store Experiences for Shoppers
E-Commerce Attracts Spirits Buyers with Convenience and Confidence Post-Pandemic
Chart 72 Economic Context for Spirits
Chart 73 Real GDP Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Spirits
Chart 76 Population 2020-2030
Chart 77 Population by Generation 2025
Wine in Canada
Key Data Insights
Wine Summary
Chart 78 Key Industry Trends for Wine
Players Seek to Attract Quality-Focused Buyers Amid Falling Volumes
Chart 79 Vqa Wines Offer a High-Quality, Affordable Option for Consumers
Still Light Grape Wine Dominates as Nolo Wine Shows Strong Momentum
Chart 80 Famous Wines in Canada Enter No/Low Wine Segment
Jackson-Triggs Introduces Zero per Cent Wine to Meet Rising Moderation Demand
Chart 81 Volume Sales 2020-2030
Chart 82 Volume Sales by Category 2025
Premium-Focused Buyers Shift Towards Sparkling and Non Alcoholic Options
Chart 83 Forecast Volume Sales 2020-2030
Chart 84 Forecast Volume Sales by Category 2025-2030
Chart 85 Analyst Insight for Wine
Arterra Wines and Andrew Peller Leverage Local Support to Strengthen Volume Share
Chart 86 Company Shares 2025
Chart 87 Brand Shares 2025
Ontario Expands Retail Access, Shifting Sales From Specialists to Convenience Formats
Wineries Drive E-Commerce Growth by Capitalising on Relaxed Trade Barriers
Chart 88 Economic Context for Wine
Chart 89 Real GDP Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Wine
Chart 92 Population 2020-2030
Chart 93 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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