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Industry Trends 2015 INDUSTRY TRENDS Logo Usage Guide Copyright © Beer Canada. All rights reserved. v1.0 Beer Canada Logo Black & White Reversed beercanada.com Beer Canada Bilingual Typography Colours Helvetica Neue LT Std Georgia Beer Canada Gold Gold Gradient Black Titiling: Extended Titling: Roman RGB: 224,184,80 Top: 237,211,129 RGB: 0,0,0 CMYK: 15,25,80,0 Bottom: 216,168,59 CMYK: 0,0,0,100 Body: Roman Body: Roman Special: Bold Extended Variations Whenever possible the English, full colour version of the logo should be used. Consult a qualied printer or graphic designer to determine the proper format for your application. File Formats Vector formats (EPS) are typically requested for high quality printing. Bitmap (JPG/PNG) are better suited for on-screen use, such as Web, PowerPoint or Word. Created by Acro Media Inc. OVERVIEW In 2015, Canadians enjoyed 22,707,133 hectolitres (hL) of beer. Canadian beer accounts for 84% of this figure, totaling 18,973,357 hL, an increase of 0.2% compared to 2014. Imported beer sales increased by 4.5% in 2015 to a total of 3,733,776 hL. Since 2010, the Canadian beer category has declined by 663,865 hL or 3.4%. It is important to note that 1 hectolitre (hL) equals 100 litres (L) = 12.2 cases of 24 x 341 mL bottles. The number of licensed breweries in Canada has risen almost 108% over the past five years to 644 operating in 2015. Over half of these breweries make their products in Ontario and Québec. For years, the Canadian beer industry has held an impressive environmental record in terms of brewing plant operations and control of packaging. An average of 99% of beer bottles are returned in Canada. Increasing can sales show the container rose to a 54.7% share of the domestic packaged beer market in 2015. Draught sales remained unchanged and bottle sales fell 4.3 percentage points to 35.4%. Total (domestic + imported) wine sales increased by 2.9% between 2014 and 2015. Coolers and spirits sales increased by 9.6% and 2.0% respectively. Retail prices for beer increased 4.9%. Spirits saw a 0.9% increase and wine increased 0.6% Domestic consumption of Canadian and imported beer in 2015 stood at 63.34 litres per person based on total population. At the provincial level, per capita consumption is highest in Newfoundland at 77.32 litres. Québec and Alberta have the second and third highest per capita consumption at 71.91 and 66.23 litres respectively. 2015 Industry Trends Page 1 ABOUT BEER CANADA Beer Canada, headquartered in Ottawa, Ontario is a voluntary trade association that advocates on behalf of its members, the makers of Canada’s most popular adult beverage. From coast to coast, we are dedicated to ensuring that brewers are able to operate and prosper in a healthy regulatory environment and that beer remains a celebrated part of Canada’s culture. We hope you find this publication useful. For more statistics and Beer Canada resources visit our website. www.beercanada.com Follow us on twitter: @BeerCanada Released: July 2016 2015 Industry Trends Page 2 CANADA Number of Licensed Breweries by Province/Territory 2010 2011 2012 2013 2014 2015 Newfoundland na na na na na 4 New Brunswick na 10 10 10 20 30 PEI na na na na na 4 Nova Scotia 10 10 20 20 30 40 Québec 90 100 110 130 140 160 Ontario 70 70 90 110 150 200 Manitoba na na na na na 3 Saskatchewan 30 40 40 40 40 40 Alberta 20 20 30 20 30 40 British Columbia 60 60 70 80 100 120 Yukon na na na na na 2 NWT/Nunavut na na na na na 1 Total 310 330 370 430 520 644 Note: For confidentiality, some counts and quantities are rounded to the nearest ten, na = <5 breweries in the province for that year. Source: Canada Revenue Agency and Beer Canada 2015 Industry Trends Page 3 CANADA Number of Licensed Breweries by Production Level Hectolitres 2010 2011 2012 2013 2014 2015 < 2,000 220 240 270 320 380 490 2,001 to < 5,000 30 30 40 40 50 50 5,001 to < 15,000 20 20 20 30 40 40 15,001 to < 50,000 10 10 20 10 20 30 50,001 to < 75,000 10100000 >75,000 20 20 20 30 30 30 Total 310 330 370 430 520 640 Number of Licensed Breweries by Production Level < 2,000 2,001 to < 5,000 5,001 to < 15,000 15,001 to < 50,000 50,001 to < 75,000 Size of Licensed Brewery (HL) >75,000 Total 0 100 200 300 400 500 600 700 2010 2015 Note: For confidentiality, all counts and quantities are rounded to the nearest ten. Source: Canada Revenue Agency and Beer Canada 2015 Industry Trends Page 4 CANADA Canadian and Imported Beer Sales in Hectolitres % change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 10,600,932 9,806,161 8,996,378 8,219,305 7,400,771 6,720,486 ‐9.2 Cans 7,184,887 7,873,722 8,721,989 9,083,362 9,671,201 10,381,901 7.3 17,785,819 17,679,883 17,718,367 17,302,667 17,071,972 17,102,386 0.2 Draught 1,851,404 1,838,671 1,843,001 1,865,947 1,872,241 1,870,939 ‐0.1 Sub‐Total 19,637,222 19,518,457 19,561,420 19,168,617 18,944,275 18,973,357 0.2 Imported 3,459,052 3,349,076 3,411,084 3,443,536 3,571,558 3,733,776 4.5 Total Sales 23,096,274 22,867,533 22,972,504 22,612,153 22,515,833 22,707,133 0.8 Share of Canadian Beer Sales by Package Type Bottles (%) 54.0 50.2 46.0 42.9 39.1 35.4 Cans (%) 36.6 40.3 44.6 47.4 51.1 54.7 Draught (%) 9.4 9.4 9.4 9.7 9.9 9.9 Share of Canadian and Imported Beer Sales Canadian (%) 85.0 85.4 85.2 84.8 84.1 83.6 Imported (%) 15.0 14.6 14.8 15.2 15.9 16.4 United States (%) 23.2 24.2 22.9 23.1 21.8 22.8 Other Countries (%) 76.8 75.8 77.1 76.9 78.2 77.2 Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 67.92 66.59 66.10 64.32 63.35 63.34 Adult (15+) 81.38 79.64 77.92 76.70 75.48 75.43 Legal Age* 86.26 84.33 83.44 80.93 79.48 79.32 Share of Beer Sales Per Capita Beer Consumption (litres) 100% 100 Based on Total Population 75% 75 50% 50 25% 25 0% 0 2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015 Imported Canadian * Legal drinking age is 19 years across Canada except for Québec, Manitoba and Alberta, where it is 18. Note: The sum of the data may not add to the total due to rounding. Source: Member brewers, provincial associations, provincial distributors, provincial liquor jurisdictions and Statistics Canada. 2015 Industry Trends Page 5 NEWFOUNDLAND Canadian and Imported Beer Sales in Hectolitres % change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 358,174 346,990 353,463 338,118 329,541 307,365 ‐6.7 Cans 47,202 47,816 50,081 48,408 56,345 71,971 27.7 405,376 394,805 403,544 386,525 385,886 379,336 ‐1.7 Draught 8,026 8,339 9,147 9,431 10,523 12,998 23.5 Sub‐Total 413,402 403,142 412,691 395,957 396,408 392,330 ‐1.0 Imported 25,807 21,492 22,229 23,090 21,950 15,734 ‐28.3 Total Sales 439,209 424,634 434,920 419,047 418,358 408,064 ‐2.5 Share of Canadian Beer Sales by Package Type Bottles (%) 86.6 86.1 85.6 85.4 83.1 78.3 Cans (%) 11.4 11.9 12.1 12.2 14.2 18.3 Draught (%) 1.9 2.1 2.2 2.4 2.7 3.3 Share of Canadian and Imported Beer Sales Canadian (%) 94.1 94.9 94.9 94.5 94.8 96.1 Imported (%) 5.9 5.1 5.1 5.5 5.2 3.9 United States (%) 38.2 38.5 39.5 35.8 37.2 13.5 Other Countries (%) 61.8 61.5 60.5 64.2 62.8 86.5 Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 84.14 80.88 82.55 79.34 79.39 77.32 Adult (15+) 98.78 94.80 96.63 92.75 92.75 90.25 Legal Age (19+) 104.54 100.18 101.94 97.75 97.17 94.85 Share of Beer Sales 100% Per Capita Beer Consumption (litres) 100 Based on Total Population 75% 75 50% 50 25% 25 0 0% 2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015 Imported Canadian Note: The sum of the data may not add to the total due to rounding. Source: Member brewers, Newfoundland and Labrador Liquor Corporation and Statistics Canada. 2015 Industry Trends Page 6 PRINCE EDWARD ISLAND Canadian and Imported Beer Sales in Hectolitres % change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 56,402 50,684 41,954 37,839 33,971 34,859 2.6 Cans 31,550 31,840 42,515 42,676 45,292 44,552 ‐1.6 87,952 82,524 84,470 80,515 79,263 79,411 0.2 Draught 4,577 4,451 4,076 3,984 4,046 3,583 ‐11.4 Sub‐Total 92,529 86,975 88,545 84,499 83,309 82,993 ‐0.4 Imported 5,645 4,666 4,920 5,263 5,802 5,888 1.5 Total Sales 98,174 91,641 93,465 89,762 89,111 88,881 ‐0.3 Share of Canadian Beer Sales by Package Type Bottles (%) 61.0 58.3 47.4 44.8 40.8 42.0 Cans (%) 34.1 36.6 48.0 50.5 54.4 53.7 Draught (%) 4.9 5.1 4.6 4.7 4.9 4.3 Share of Canadian and Imported Beer Sales Canadian (%) 94.3 94.9 94.7 94.1 93.5 93.4 Imported (%) 5.7 5.1 5.3 5.9 6.5 6.6 United States (%) 11.0 17.5 17.3 26.4 31.6 43.3 Other Countries (%) 89.0 82.5 82.7 73.6 68.4 56.7 Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 69.29 63.62 64.34 61.69 60.92 60.69 Adult (15+) 82.83 75.82 76.48 73.29 72.42 72.15 Legal Age (19+) 88.57 81.01 81.60 78.07 76.98 76.51 Share of Beer Sales 100% Per Capita Consumption (litres) 100 Based on Total Population 75% 75 50% 50 25% 25 0% 0 2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015 Imported Canadian Note: The prohibition on cans was lifted in May 2008.
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