At the recent Banff Craft Beer Festival over the weekend, premixed 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, reflecting Alberta’s craft beer brewers adapting to evolving consumer preferences.

Statistics from Statistics Canada reveal a decline in beer consumption in Alberta over the past decade, while the market share of ciders, coolers, and ready-to-drink cocktails has doubled during the same period. Despite beer still leading in sales, the province’s 140-plus small breweries have taken note of the changing trend.

Dan Allard, co-founder of Cold Garden Beverage Company in Calgary, shared that the company ventured into premixed cocktails in 2020 due to a decrease in beer demand. Allard emphasized the importance of responding to consumer demands for variety to remain relevant in the market.

Premixed cocktails now contribute around 30% of Cold Garden’s revenue, with Allard anticipating this to rise to 50% by the next summer season. The craft beer industry in Alberta saw its peak in 2018, according to Blair Berdusco from the Alberta Small Brewers Association, who hopes breweries can adapt and thrive in the evolving market landscape.

Peter Johnston-Berresford, an instructor at Olds College’s brewery and beverage program, noted a shift towards teaching a broader range of craft beverages beyond beer, including canned cocktails, ciders, and kombucha. He emphasized the need for breweries to innovate and diversify their offerings to meet the changing preferences of consumers.

As consumers seek a wider array of drink options, canned cocktails have emerged as a popular choice, offering speedier production, cost-effectiveness, and a multitude of flavor possibilities. Johnston-Berresford stressed the importance of breweries embracing innovation and staying abreast of new trends to ensure long-term success in the industry.