At the recent Banff Craft Beer Festival over the weekend, mixed cocktails were prominently featured alongside the traditional selection of IPAs, lagers, and sour beers. Frozen margaritas, hard iced teas, and canned espresso martinis are now included in the offerings as craft beer brewers in Alberta adjust to evolving consumer preferences.
Statistics Canada reports a decline in beer consumption in Alberta over the past decade, with the market share of ciders, coolers, and ready-to-drink cocktails doubling during the same period. While beer still leads in sales, the 140-plus small beer breweries in the province have taken note of the changing landscape.
Dan Allard, co-founder of Cold Garden Beverage Company in Calgary, mentioned that the business began producing premixed cocktails in 2020 in response to decreased demand for beer. Allard emphasized the importance of meeting consumer demands to stay relevant in the market.
Premixed cocktails now contribute around 30% of Cold Garden’s revenue, a figure expected to rise to 50% by next summer. Blair Berdusco from the Alberta Small Brewers Association acknowledged the shift in the industry and expressed optimism for the future as breweries explore new avenues like canned cocktails.
Instructor Peter Johnston-Berresford from Olds College highlighted the need for breweries to innovate to survive in the changing landscape. He mentioned that the program at the college has expanded to include a variety of craft beverages beyond beer, reflecting the evolving preferences of consumers.
Johnston-Berresford emphasized the importance of adaptability and continuous learning for breweries to thrive, particularly in the face of consumers’ increasing interest in diverse drink options. Canned cocktails, he noted, offer a quicker and more cost-effective alternative to beer, presenting breweries with endless possibilities for flavor experimentation.
Overall, the industry is witnessing a transformation as breweries embrace new trends and seek to cater to the changing tastes of consumers.