Publican

Craft beverages are the hottest, trendiest
category for 2016, with consumers flocking to
local small-batch and artisanal beer, cider and
spirits. The word “craft” inspires consumers,
particularly younger ones. A recent Nielsen
online poll had 35% of drinking age adults
say they’re more interested in trying an adult
beverage labelled “craft”, with the number
jumping to 46% among men 21-24. It's an
excellent time to please your customers - and
drive your business - with craft products.
Beer - According to Beer Canada's 2015 Annual
Statistical Bulletin, Canada went from 290
breweries in 2009 to more than 520 in 2014, an
increase of more than 70%. Of the 520 breweries,
420 produced 5,000HL or less in 2014.
Domestic breweries with annual production
up to 15,000HL showed an increase in retail
dollar sales of 51.75% over the previous year as
of March 31, 2015, according to the BC Liquor
Distribution Branch’s Quarterly Market Review
March 2015. Volume sales were up 47.46% for
the same period.
Cider - Beer might seem like the growth star
in the craft category, but that title belongs to
refreshment beverages, including cider. While
sales numbers were lower than for beer, the
BCLDB reported a 15.38% increase in retail dollar
sales over the previous year as of March 31, 2015.
Volume sales were up 9.46%. Statistics Canada
characterizes the growth in this category as
“dynamic and sustained”.
Millennials look for authenticity, flavour, and
history in their drinks, seeking out local and
artisanal products
Spirits - Craft spirits are growing as well. Changes
to liquor laws in 2013 opened the floodgates,
with the number of distilleries in the province
increasing from 17 in March 2012 to 48 as of
August 2015, with more applications currently
in progress. Limits on production volume (500HL
per year) and restrictions on raw materials (100%
BC-produced) are the strictest in the world, and
set the definition of craft at a very high level for
local distillers.
Despite these restrictions, the artisanal and craft
spirits scene is growing and trendy specialty
cocktails are an excellent fit for BC craft spirits.
The Publican
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