At the recent Banff Craft Beer Festival over the weekend, a variety of premixed 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 part of the offerings, reflecting Alberta’s craft beer brewers’ response 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. Despite beer still leading in sales, the province’s 140-plus small beer breweries have taken note of this shift.
Dan Allard, co-founder of Cold Garden Beverage Company in Calgary, shared that they ventured into producing premixed cocktails in 2020 due to a diminishing demand for beer. Allard emphasized the importance of adapting to consumer demands to stay relevant in the market.
Premixed cocktails now contribute about 30% of Cold Garden’s revenue, with projections indicating this could rise to 50% by the next summer season. The craft beer industry in Alberta experienced its peak in 2018, according to Blair Berdusco from the Alberta Small Brewers Association. As breweries navigate the changing landscape, innovation becomes crucial for long-term sustainability.
Peter Johnston-Berresford, an instructor at Olds College’s brewery and beverage program, highlighted the industry’s shift towards diversifying offerings beyond beer. The program has expanded to include canned cocktails, ciders, and kombucha to meet evolving consumer expectations. Johnston-Berresford emphasized the need for breweries to innovate and adapt to changing preferences to remain competitive in the market.
In conclusion, the craft beer industry in Alberta is witnessing a transformation as breweries explore new avenues such as canned cocktails to cater to shifting consumer tastes. Adapting to these changes and embracing innovation are seen as key strategies for breweries to thrive in the evolving market landscape.
