Canadian consumers are transforming the alcohol industry, not by abstaining, but by shifting focus toward quality, health, and accessibility. New consumer preferences in Quebec, paired with a national push for direct-to-consumer (DTC) alcohol sales, signal a pivotal moment in how Canadians will purchase and consume alcoholic beverages. Drawing insights from multiple recent reports, this editorial explores the implications of these developments and forecasts their long-term impact on brands, manufacturers, and the market.
Raising the Bar on Expectations
According to the A3 Index, as reported by City News and CTV News, Quebecers are rethinking their alcohol consumption habits. While overall sales volume at the SAQ dropped by 3%, this isn’t being seen as a decline, but rather a shift in priorities. A3 Managing Director Catherine Lessard explains, “people are consuming better, but not necessarily more,” with growing attention to product origin, sugar and alcohol content, and environmental credentials.
Key findings from the Léger survey include:
- 88% of consumers prioritise price, followed by 82% who seek quality
- 49% review alcohol content for health reasons; 35% check sugar levels
- Social recommendations and in-store advice strongly influence purchasing decisions, especially among women and older consumers
- Classic, familiar products still dominate among those aged 65+, but younger cohorts are more open to experimentation.
A structural change is also underway at the national level. As CKDR reports, ten provinces and territories have signed a memorandum of understanding to enable direct-to-consumer alcohol sales across Canada. While there is no set timeline, this policy is expected to significantly ease interprovincial trade and open up new market dynamics. Craft producers, in particular, stand to benefit from reduced red tape and expanded reach.
What the Future Tastes Like
These two developments, quality-driven consumption and cross-border accessibility, are converging to reshape the beverage sector.
The Premium Wave Is Building
As health and ethical considerations drive purchasing behaviour, we can expect a continued surge in demand for premium products. Markets such as Europe and Australia have shown that when consumers focus on quality, smaller producers with strong narratives and certifications thrive. Expect to see a rise in low-sugar, low-ABV, and sustainably sourced offerings.
A New Era for Small Producers
Direct access to customers across provinces will enable micro-distilleries, craft brewers, and niche wineries to grow without relying solely on retail intermediaries. This mirrors successful DTC trends seen in the US, where local brands found loyal followings thanks to online access and tailored communications.
Smart Sipping Takes Centre Stage
Consumers are increasingly making informed choices. Brands that align with this mindset, offering transparency, flavour, and ethical value, are set to outperform. The age of the ‘informed indulgence’ is here.
Looking Ahead
Canada’s alcohol market is shifting toward a more thoughtful, open, and premium-driven future. Those who embrace evolving preferences and adapt to the new DTC environment will lead the way. Now is the time for beverage professionals to refine their product offerings, elevate consumer education, and prepare for a market where drinking better truly means doing better.
