At the recent Banff Craft Beer Festival over the weekend, mixed cocktails were prominently featured alongside the usual selection of IPAs, lagers, and sour beers. Frozen margaritas, hard iced teas, and canned espresso martinis have now become part of the offerings as craft beer brewers in Alberta adjust to evolving consumer preferences.
Statistics from Statistics Canada indicate 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. Despite beer still leading in sales, the 140-plus small beer breweries in the province have observed this shift.
Dan Allard, co-founder of Cold Garden Beverage Company in Calgary, shared that the business ventured into producing premixed cocktails in 2020 after noticing a drop in beer demand. Allard noted that about 30% of their revenue now comes from premixed cocktails, a figure he anticipates will rise to around 50% by the next summer.
Blair Berdusco from the Alberta Small Brewers Association mentioned that the craft beer boom hit its peak in 2018 in the province. Looking ahead, Berdusco hopes breweries can “find their footing” as many have been operating for nearly a decade and are strategizing on long-term profitability.
Peter Johnston-Berresford, an instructor at Olds College’s brewery and beverage program, highlighted the need for breweries to innovate to survive. He mentioned that the program has expanded beyond brewing beer to include craft beverages such as canned cocktails, ciders, and even kombucha to meet evolving consumer demands.
Johnston-Berresford emphasized that consumers now seek a diverse range of drink options and are moving away from sticking to one brand or beer style. Canned cocktails are filling this gap as they offer quicker production, cost advantages, and a wide array of flavor choices. He stressed that breweries embracing innovation and adapting to create new beverages are likely to thrive in the evolving market landscape.