In 2021, spirits sales through the off-trade contracted as foodservice establishments gradually reopened and consumption shifted back to the on-trade. Despite new waves of COVID-19 in the year, federal, provincial and local governments gradually lifted restrictions as the vaccination rate climbed in the country and Canadians became more mobile.
In 2021, Diageo Canada Inc retained its top position in spirits. The company has a wide portfolio of well-known brands such as Smirnoff, Crown Royal and Baileys Irish Cream.
Non-alcoholic spirits have existed for many years in Canada, but it was not until 2019-2020 that they gradually became part of the mainstream and made way into headlines when brands like Seedlip really improved in terms of flavour and taste. Over 2021, the growth drivers remained strong.
Over the forecast period, spirits is anticipated to demonstrate marginal volume sales growth. Population growth, particularly the growth of the target consumer segment, typically a more mature and older demographic, and the regulatory environment and taxation policies, are anticipated to lead to only marginal growth in the total volume sales of spirits, similar to what was observed during the review period.
The key drivers seen over 2020-2021, including a rising number of offerings on the supply side and consumer sentiment on the demand side, will likely remain strong over the forecast period. The taxation regulation, which includes a tax on non-alcoholic spirits, might be one of the factors dampening growth in the forecast period.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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