At the recent Banff Craft Beer Festival over the weekend, mixed cocktails stood out alongside the traditional selection of IPAs, lagers, and sour beers. Frozen margaritas, hard iced teas, and canned espresso martinis have now joined 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 last decade, while the market share of ciders, coolers, and ready-to-drink cocktails has doubled during the same period. Although beer sales remain higher than coolers and cocktails, the province’s 140-plus small breweries have taken note of the changing landscape.
Dan Allard, co-founder of Cold Garden Beverage Company in Calgary, shared that the business ventured into premixed cocktails in 2020 after observing a decrease in beer demand. Allard emphasized the importance of responding to consumer demands for variety to stay relevant and successful in the market.
Premixed cocktails currently contribute around 30% of Cold Garden’s revenue, a figure expected to rise to 50% by the next summer season. The craft beer industry in Alberta, according to Blair Berdusco of the Alberta Small Brewers Association, is navigating a transition phase where many breweries are exploring profitability strategies for the long term.
Peter Johnston-Berresford, an instructor at Olds College’s brewery and beverage program, highlighted the need for breweries to innovate to remain competitive. He emphasized the shift in consumer preferences towards a wider range of beverage options beyond beer, with canned cocktails offering a convenient and diverse alternative.
As the industry evolves, breweries are diversifying their offerings to include canned cocktails, ciders, and kombucha to meet changing consumer demands. Johnston-Berresford stressed the importance of adapting and learning to create new drinks to thrive in the evolving market landscape.