Brewing is one of Canada’s oldest industries and Canadian brewers today hold an 89% share of the domestic beer market. Canada has many competitive advantages in making world class beers: such as proximity to high quality malt barley and large fresh water supply. So it should be no surprise that beer is the most popular adult alcoholic beverage in Canada, in terms of both volume and dollar value, but there has been a radical change in consumer taste preferences in the last 10 years that is affecting the way Canadians experience beer now. While we see that in the industry major brewer’s per capita beer consumption is dropping, the small and craft breweries have surged in popularity. The shift is marketing share is because of the brewing selections that are being offered and almost tailored to its customers. While we see micro and craft breweries popping up almost everywhere today, it was in Canada’s tiniest province that a small brewery took on the odds and today is an award-winning brewery, celebrating 19 years in business and considered a pioneer in the industry.
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SPOTLIGHT ON BUSINESS • OCTOBER 2016
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