2015 INDUSTRY TRENDS
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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.
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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. The sum of the data may not add to the total due to rounding.
Source: Member brewers, Prince Edward Island Liquor Control Commission and Statistics Canada.
2015 Industry Trends Page 7 NOVA SCOTIA
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 305,788 283,208 238,892 202,087 191,000 173,997 ‐8.9 Cans 262,937 260,871 297,745 309,920 306,036 316,924 3.6 568,725 544,079 536,637 512,007 497,036 490,921 ‐1.2 Draught 41,868 41,865 42,097 41,240 39,699 38,194 ‐3.8 Sub‐Total 610,593 585,942 578,734 553,247 536,735 529,097 ‐1.4 Imported 52,769 50,160 56,208 59,804 61,069 65,464 7.2 Total Sales 663,362 636,102 634,942 613,051 597,804 594,561 ‐0.5
Share of Canadian Beer Sales by Package Type Bottles (%) 50.1 48.3 41.3 36.5 35.6 32.9 Cans (%) 43.1 44.5 51.4 56.0 57.0 59.9 Draught (%) 6.9 7.1 7.3 7.5 7.4 7.2
Share of Canadian and Imported Beer Sales Canadian (%) 92.0 92.1 91.1 90.2 89.8 89.0 Imported (%) 8.0 7.9 8.9 9.8 10.2 11.0 United States (%) 11.8 15.7 18.2 24.8 29.8 35.5 Other Countries (%) 88.2 84.3 81.8 75.2 70.2 65.5
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 70.42 67.35 67.20 65.02 63.42 63.05 Adult (15+) 82.71 78.88 78.51 75.80 73.81 73.35 Legal Age (19+) 87.79 83.61 83.10 80.10 77.96 77.31
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 sum of the data may not add to the total due to rounding.
Source: Member brewers, Nova Scotia Liquor Corporation and Statistics Canada.
2015 Industry Trends Page 8 NEW BRUNSWICK
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 244,737 203,780 192,110 169,483 158,427 153,537 ‐3.1 Cans 216,478 226,234 207,413 225,693 231,036 237,107 2.6 461,215 430,014 399,523 395,176 389,463 390,643 0.3 Draught 23,731 22,943 28,466 24,353 24,412 24,381 ‐0.1 Sub‐Total 484,946 452,954 427,988 419,529 413,874 415,025 0.3 Imported 28,355 24,111 23,540 25,602 28,613 29,970 4.7 Total Sales 513,301 477,065 451,528 445,131 442,487 444,995 0.6
Share of Canadian Beer Sales by Package Type Bottles (%) 50.5 45.0 44.9 40.4 38.3 37.0 Cans (%) 44.6 49.9 48.5 53.8 55.8 57.1 Draught (%) 4.9 5.1 6.7 5.8 5.9 5.9
Share of Canadian and Imported Beer Sales Canadian (%) 94.5 94.9 94.8 94.2 93.5 93.3 Imported (%) 5.5 5.1 5.2 5.8 6.5 6.7
United States (%) 15.4 39.8 35.4 33.6 33.9 45.9
Other Countries (%) 84.6 60.2 64.6 66.4 66.1 54.1
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 68.16 63.14 59.66 58.91 58.69 59.03 Adult (15+) 80.28 74.21 70.02 69.03 68.71 69.01 Legal Age (19+) 85.26 78.69 74.09 72.92 72.39 72.72
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, Alcool NB Liquor and Statistics Canada.
2015 Industry Trends Page 9 QUÉBEC
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 3,837,909 3,571,435 3,076,724 2,729,997 2,299,858 1,933,612 ‐15.9 Cans 1,072,418 1,415,898 1,873,036 2,069,519 2,376,615 2,713,869 14.2 4,910,327 4,987,333 4,949,760 4,799,516 4,676,473 4,647,480 ‐0.6 Draught 330,612 331,513 327,740 333,624 329,394 324,298 ‐1.5 Sub‐Total 5,240,938 5,318,849 5,277,501 5,133,140 5,005,867 4,971,777 ‐0.7 Imported 869,214 888,095 862,702 857,422 931,167 970,944 4.3 Total Sales 6,110,152 6,206,944 6,140,203 5,990,562 5,937,034 5,942,721 0.1
Share of Canadian Beer Sales by Package Type Bottles (%) 73.2 67.1 58.3 53.2 45.9 38.9 Cans (%) 20.5 26.6 35.5 40.3 47.5 54.6 Draught (%) 6.3 6.2 6.2 6.5 6.6 6.5
Share of Canadian and Imported Beer Sales Canadian (%) 85.8 85.7 85.9 85.7 84.3 83.7 Imported (%) 14.2 14.3 14.1 14.3 15.7 16.3 United States (%) 10.9 20.1 16.4 16.9 12.3 10.6 Other Countries (%) 89.1 79.9 83.6 83.1 87.7 89.4
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 77.06 77.51 75.95 73.47 72.27 71.91 Adult (15+) 91.21 91.63 88.99 86.82 85.46 85.08 Legal Age (18+) 95.39 95.68 93.52 90.30 88.70 88.20
Share of Beer Sales 100% 100 Per Capita Beer Consumption (litres) 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, Société des alcools du Québec, Québec Brewers Association and Statistics Canada.
2015 Industry Trends Page 10 ONTARIO
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 4,306,297 3,966,498 3,788,603 3,518,891 3,260,316 3,057,616 ‐6.2 Cans 1,884,816 2,078,183 2,310,850 2,391,750 2,528,411 2,793,717 10.5 6,191,113 6,044,681 6,099,453 5,910,641 5,788,727 5,851,333 1.1 Draught 703,948 686,383 680,574 668,205 642,840 616,629 ‐4.1 Sub‐Total 6,985,061 6,731,064 6,780,080 6,578,848 6,431,615 6,467,993 0.6 Imported 1,410,068 1,375,329 1,434,158 1,443,186 1,499,688 1,576,426 5.1 Total Sales 8,395,129 8,106,393 8,214,238 8,022,034 7,931,303 8,044,419 1.4
Share of Canadian Beer Sales by Package Type Bottles (%) 62.6 60.9 55.9 53.5 50.7 47.3 Cans (%) 27.3 28.9 34.1 36.4 39.3 43.2 Draught (%) 10.1 10.2 10.0 10.2 10.0 9.5
Share of Canadian and Imported Beer Sales Canadian (%) 83.2 83.0 82.5 82.0 81.1 80.4 Imported (%) 16.8 17.0 17.5 18.0 18.9 19.6 United States (%) 13.5 13.6 15.1 15.4 15.5 19.3 Other Countries (%) 86.5 86.4 84.9 84.6 84.5 80.7
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 63.91 61.12 61.25 59.20 57.98 58.33 Adult (15+) 76.87 73.31 72.32 70.63 69.04 69.35 Legal Age (19+) 82.21 78.34 78.15 75.19 73.33 73.52
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, The Beer Store, Liquor Control Board of Ontario and Statistics Canada.
2015 Industry Trends Page 11 MANITOBA
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 237,497 218,454 194,390 166,052 141,855 127,870 ‐9.9 Cans 462,117 486,572 488,650 472,508 473,331 481,915 1.8 699,614 705,026 683,040 638,560 615,186 609,785 ‐0.9 Draught 37,025 39,873 39,834 47,297 56,331 58,330 3.5 Sub‐Total 736,638 744,899 722,875 685,857 671,517 668,115 ‐0.5 Imported 80,072 82,124 93,404 95,843 94,739 108,699 14.7 Total Sales 816,710 827,023 816,279 781,700 766,256 776,814 1.4
Share of Canadian Beer Sales by Package Type Bottles (%) 32.2 29.3 26.9 24.2 21.1 19.1 Cans (%) 62.7 65.3 67.6 68.9 70.5 72.1 Draught (%) 5.0 5.4 5.5 6.9 8.4 8.7
Share of Canadian and Imported Beer Sales Canadian (%) 90.2 90.1 88.6 87.7 87.6 86.0 Imported (%) 9.8 9.9 11.4 12.3 12.4 14.0 United States (%) 55.5 48.9 48.8 52.5 62.4 53.2 Other Countries (%) 44.5 51.1 51.2 47.5 37.6 46.8
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 66.89 67.03 65.28 61.77 59.77 60.06 Adult (15+) 82.53 82.64 79.33 75.97 73.47 73.80 Legal Age (18+) 87.15 87.24 84.73 79.93 77.30 77.50
Share of Beer Sales 100% 100 Per Capita Beer Consumption (litres) 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: Manitoba Liquor Control Commission and Statistics Canada.
2015 Industry Trends Page 12 SASKATCHEWAN
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 243,934 218,102 197,088 162,330 136,758 118,690 ‐13.2 Cans 322,307 350,444 378,674 404,313 417,108 435,207 4.3 566,241 568,546 575,762 566,642 553,866 553,895 0.0 Draught 45,179 48,542 52,883 56,488 57,967 56,760 ‐2.1 Sub‐Total 611,419 617,090 628,646 623,130 611,833 610,656 ‐0.2 Imported 63,619 61,891 74,954 74,052 76,485 84,910 11.0 Total Sales 675,038 678,981 703,600 697,182 688,318 695,566 1.1
Share of Canadian Beer Sales by Package Type Bottles (%) 39.9 35.3 31.4 26.1 22.4 19.4 Cans (%) 52.7 56.8 60.2 64.9 68.2 71.3 Draught (%) 7.4 7.9 8.4 9.1 9.5 9.3
Share of Canadian and Imported Beer Sales Canadian (%) 90.6 90.9 89.3 89.4 88.9 87.8 Imported (%) 9.4 9.1 10.7 10.6 11.1 12.2 United States (%) 32.1 53.9 55.4 60.0 56.5 58.5 Other Countries (%) 67.9 46.2 44.6 40.0 43.5 41.5
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 64.20 63.67 64.71 63.02 61.16 61.36 Adult (15+) 79.09 78.40 78.35 77.63 75.44 75.79 Legal Age (19+) 84.99 84.10 85.31 82.94 80.65 80.75
Share of Beer Sales 100% 100 Per Capita Beer Consumption (litres) 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, Brewers Distributors Ltd., Saskatchewan Liquor and Gaming Authority and Statistics Canada.
2015 Industry Trends Page 13 ALBERTA
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 547,709 523,316 516,127 516,412 486,030 469,322 ‐3.4 Cans 1,414,487 1,467,072 1,527,763 1,529,717 1,569,275 1,556,319 ‐0.8 1,962,196 1,990,388 2,043,890 2,046,129 2,055,305 2,025,640 ‐1.4 Draught 268,758 285,651 290,195 306,189 316,854 319,339 0.8 Sub‐Total 2,230,953 2,276,038 2,334,086 2,352,317 2,372,158 2,344,980 ‐1.1 Imported 407,630 383,965 401,591 426,059 436,700 434,154 ‐0.6 Total Sales 2,638,583 2,660,003 2,735,677 2,778,376 2,808,858 2,779,134 ‐1.1
Share of Canadian Beer Sales by Package Type Bottles (%) 24.6 23.0 23.1 22.0 20.5 20.0 Cans (%) 63.4 64.5 64.5 65.0 66.2 66.4 Draught (%) 12.0 12.6 12.4 13.0 13.4 13.6
Share of Canadian and Imported Beer Sales Canadian (%) 84.6 85.6 85.3 84.7 84.5 84.4 Imported (%) 15.4 14.4 14.7 15.3 15.5 15.6 United States (%) 38.5 42.8 41.5 40.4 39.7 40.2 Other Countries (%) 61.5 57.2 58.5 59.6 60.3 59.8
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 70.69 70.18 70.35 69.33 68.15 66.23 Adult (15+) 86.57 85.93 83.51 84.81 83.37 81.13 Legal Age (18+) 90.89 90.18 90.21 88.68 87.04 84.65
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 sum of the data may not add to the total due to rounding.
Source: Member brewers, Brewers Distributors Ltd., Alberta Gaming and Liquor Commission and Statistics Canada.
2015 Industry Trends Page 14 BRITISH COLUMBIA
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 446,309 408,160 382,909 365,152 351,355 332,537 ‐5.4 Cans 1,420,658 1,458,170 1,489,679 1,534,781 1,613,848 1,675,631 3.8 1,866,967 1,866,330 1,872,588 1,899,934 1,965,203 2,008,168 2.2 Draught 383,243 364,205 362,903 369,855 384,542 411,095 6.9 Sub‐Total 2,250,212 2,230,533 2,235,491 2,269,789 2,349,745 2,419,263 3.0 Imported 511,159 452,619 432,815 428,401 410,552 436,145 6.2 Total Sales 2,761,371 2,683,152 2,668,306 2,698,190 2,760,297 2,855,408 3.4
Share of Canadian Beer Sales by Package Type Bottles (%) 19.8 18.8 17.1 16.1 15.0 13.7 Cans (%) 63.1 64.9 66.6 67.6 68.7 69.3 Draught (%) 17.0 16.3 16.2 16.3 16.4 17.0
Share of Canadian and Imported Beer Sales Canadian (%) 81.5 83.1 83.8 84.1 85.1 84.7 Imported (%) 18.5 16.9 16.2 15.9 14.9 15.3 United States (%) 20.7 65.5 32.6 29.0 28.1 25.4 Other Countries (%) 79.3 34.5 67.4 71.0 71.9 74.6
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 61.83 59.64 58.74 58.88 59.60 60.97 Adult (15+) 73.07 70.32 68.34 69.10 69.82 71.37 Legal Age (19+) 77.63 74.71 73.33 73.24 73.77 75.40
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, Brewers Distributors Ltd., British Columbia Liquor Distribution Branch and Statistics Canada.
2015 Industry Trends Page 15 YUKON
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 7,632 7,446 7,060 6,716 6,050 5,927 ‐2.0 Cans 26,719 27,003 26,395 26,040 25,809 25,874 0.3 34,351 34,449 33,455 32,756 31,859 31,800 ‐0.2 Draught 2,999 3,324 3,561 3,525 3,459 3,399 ‐1.7 Sub‐Total 37,350 37,774 37,016 36,281 35,318 35,199 ‐0.3 Imported 1,919 1,910 1,856 1,960 1,914 2,274 18.8 Total Sales 39,269 39,684 38,872 38,241 37,232 37,473 0.6
Share of Canadian Beer Sales by Package Type Bottles 20.4 19.7 19.1 18.5 17.1 16.8 Cans 71.5 71.5 71.3 71.8 73.1 73.5 Draught 8.0 8.8 9.6 9.7 9.8 9.7
Share of Canadian and Imported Beer Sales Canadian (%) 95.1 95.2 95.2 94.9 94.9 93.9 Imported (%) 4.9 4.8 4.8 5.1 5.1 6.1 United States (%)9.216.314.011.611.216.0 Other Countries (%) 90.8 83.7 86.0 88.4 88.8 84.0
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 113.51 112.10 107.48 105.16 101.98 100.12 Adult (15+) 136.59 134.68 128.25 126.17 122.23 120.52 Legal Age (19+) 145.91 143.40 137.15 133.70 128.17 127.69
Share of Beer Sales Per Capita Beer Consumption (litres) 100% 125 Based on Total Population
75% 100
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, Brewers Distributors Ltd., Yukon Liquor Corporation and Statistics Canada.
2015 Industry Trends Page 16 NORTHWEST TERRITORIES AND NUNAVUT
Canadian and Imported Beer Sales in Hectolitres
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Bottles 8,543 8,012 7,056 6,229 5,609 5,179 ‐7.7 Cans 23,201 23,602 29,188 28,039 28,096 28,821 2.6 31,744 31,614 36,244 34,268 33,705 34,000 0.9 Draught 1,434 1,582 1,523 1,756 2,176 1,928 ‐11.4 Sub‐Total 33,178 33,196 37,767 36,023 35,881 35,928 0.1 Imported 2,795 2,714 2,707 2,854 2,879 3,168 10.0 Total Sales 35,973 35,910 40,474 38,877 38,760 39,096 0.9
Share of Canadian Beer Sales by Package Type Bottles 25.7 24.7 18.7 17.3 15.6 14.4 Cans 69.9 71.1 77.3 77.8 78.3 80.2 Draught 4.3 4.2 4.0 4.9 6.1 5.4
Share of Canadian and Imported Beer Sales Canadian (%) 92.2 92.4 93.3 92.7 92.6 91.9 Imported (%) 7.8 7.6 6.7 7.3 7.4 8.1 United States (%) 15.6 82.0 18.9 80.3 23.8 27.6 Other Countries (%) 84.4 18.0 81.1 19.7 76.2 72.4
Per Capita Consumption of Canadian and Imported Beer Sales in Litres Total 46.94 46.22 51.65 49.04 48.32 48.26 Adult (15+) 63.36 62.19 68.67 128.27 65.14 65.06 Legal Age (19+) 70.18 68.79 76.47 72.20 71.01 70.43
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
Note: The sum of the data may not add to the total due to rounding.
Source: Member brewers, Brewers Distributors Ltd., Northwest Territories Liquor Commission and Statistics Canada.
2015 Industry Trends Page 17 CANADA
Canadian and Imported Beer Sales Ranked by Market Size
Ontario
Québec
British Columbia
Alberta
Manitoba
Saskatchewan
Nova Scotia
New Brunswick
Newfoundland 2015 Volume (hL) 2010 Volume (hL) Prince Edward Island
0 2,000,000 4,000,000 6,000,000 8,000,000 Hectolitres
Source: Member brewers, provincial associations, provincial distributors and provincial liquor jurisdictions.
2015 Industry Trends Page 18 CANADA
Top 20 Beer Imports into Canada
United States
Netherlands
Mexico
Belgium
Germany
United Kingdom
Ireland
France
Denmark
Poland
Czech Republic
Austria
Italy
All Other
Turkey
Jamaica
China
Spain
Japan
Thailand 2015
Slovakia
0 200,000 400,000 600,000 800,000 Hectolitres
Source: Agriculture & Agri‐Food Canada.
2015 Industry Trends Page 19 CANADA
Canadian Beer Exports to the United States in Hectolitres
State 2011 2012 2013 2014 2015 New York 887,202 778,857 731,358 699,849 661,152 Michigan 266,865 357,490 325,827 280,208 277,253 New Jersey 370,209 350,253 362,064 336,176 325,237 Wisconsin 366,926 136,697 145,211 139,274 137,840 Pennsylvania 194,689 195,977 157,961 74,594 69,946 Ohio 24,455 16,910 33,235 75,725 65,611 California 136,954 110,157 106,281 99,012 96,456 Connecticut 8,644 8,782 39,182 76,521 140,843 Illinois 30,054 28,497 24,817 26,390 18,171 Washington, state 38,139 50,220 41,180 36,737 36,661 Vermont 68,699 66,570 61,218 34,984 2,514 Colorado 116,317 76,917 63,225 43,744 47,417 Minnesota 49,777 46,065 39,712 26,462 15,644 Florida 11,039 12,879 13,519 9,484 9,062 Texas 25,596 25,243 24,251 20,604 19,673 Virginia 17,840 25,352 27,467 24,930 23,986 Idaho 45,189 32,807 27,649 21,409 23,190 Montana 10,848 14,402 12,171 12,399 11,597 Massachusetts 11,502 15,189 14,091 11,452 10,293 North Carolina 9,012 33,739 26,218 13,040 12,794 New Hampshire 5,284 9,946 9,447 9,266 8,499 Indiana 11,368 10,035 7,817 5,593 4,115 Maine 6,208 7,677 6,538 5,761 4,915 Arizona 9,673 10,944 9,536 5,449 3,527 Hawaii 9,951 6,509 6,796 4,806 5,053 West Virginia 2,675 2,908 3,383 3,064 2,692 North Dakota 2,880 4,502 6,080 5,284 8,553 Delaware 7,936 7,125 6,167 2,923 2,682 Missouri 64,478 4,080 4,234 2,858 2,621 Maryland 4,951 4,702 3,825 2,365 1,995 Georgia 5,848 5,731 4,364 2,190 2,547 Nevada 8,205 6,963 6,078 2,354 2,061 Oklahoma 1,649 1,419 1,182 811 701 New Mexico 7,426 4,947 3,613 1,465 1,137 Oregon 1,733 2,480 2,604 2,023 2,654 Kansas 2,160 2,208 1,316 520 476 South Carolina 2,633 1,982 1,513 934 1,139 Utah 1,750 1,520 1,334 880 964 Kentucky 2,296 2,300 1,822 763 813 Rhode Island 2,406 2,227 2,023 873 822 Tennessee 844 1,235 964 810 554 Wyoming 915 878 836 368 400 Nebraska 864 886 244 612 410 Arkansas 1,730 1,559 1,136 304 395 Alabama 804 846 629 453 460 Louisiana 348 709 868 508 464 Dist. of Columbia 586 402 266 127 77 Mississippi 1,938 1,633 1,121 34 155 Iowa 1,479 999 0 0 0 Alaska 540 569 720 0 143 Puerto Rico 974 1,121 949 0 0 South Dakota 0 233 0 0 0
Total 2,862,486 2,494,278 2,374,042 2,126,392 2,066,365
Source: Agriculture & Agri‐Food Canada.
2015 Industry Trends Page 20 CANADA
Percentage of Canadian Beer Sales by Package Type
2010 2011 2012 2013 2014 2015
Bottles 57.4 50.2 46.0 42.9 39.1 35.4 Cans 33.4 40.4 44.6 47.4 51.1 54.7 Draught 9.2 9.4 9.4 9.7 9.9 9.9
75
50 Bottles Cans
25 Draught Percentage
0 2010 2011 2012 2013 2014 2015
Return Rates on Industry Glass and Aluminum Cans (%) 0255075100
Maritimes
QC*
ON
MB Cans
SK* Bottles
AB
BC
YK*
NWT*
CANADA**
*All beverages sold in cans, including soft drinks. **Canada total is weighted average. Source: Member brewers, provincial associations and agencies.
2015 Industry Trends Page 21 CANADA
Consumer Price Index: Beer, Wine and Spirits, Purchased from Stores
145
135
125
115 Index (2002 = 100)
105
95
85
75 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Beer Wine Spirits
Source: Statistics Canada CANSIM.
2015 Industry Trends Page 22 CANADA
Consumer Price Index: Beer, Wine and Spirits, Served in Licensed Establishments
145
135
125
115 Index (2002 = 100) 105
95
85
75 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Beer Wine Spirits
Source: Statistics Canada CANSIM.
2015 Industry Trends Page 23 CANADA
Federal Excise Duty on Beer
$700
$600
$500
$400
CAD $ millions $300
$200
$100
$0 2010 2011 2012 2013 2014 2015
Source: Public Accounts of Canada.
2015 Industry Trends Page 24 CANADA
Federal Excise Duty on Beer, Wine and Spirits
More than 2.5% abv but not more than 11.9% abv Annual production volume increments (hL) Rate per hL 0 ‐ 2,000 $3.122 2,001 ‐ 5,000 $6.244 5,001 ‐ 15,000 $12.488 15,001 ‐ 50,000 $21.854 50,001 ‐ 75,000 $26.537 > 75,000 $31.22
More than 1.2% abv but not more than 2.5% abv Annual production volume increments (hL) Rate per hL 0 ‐ 2,000 $1.561 2,001 ‐ 5,000 $3.122 5,001 ‐ 15,000 $6.244 15,001 ‐ 50,000 $10.927 50,001 ‐ 75,000 $13.269 > 75,000 $15.610
More than 0.5% abv but not more than 1.2% abv Annual production volume increments (hL) Rate per hL 0 ‐ 2,000 $0.259 2,001 ‐ 5,000 $0.518 5,001 ‐ 15,000 $1.036 15,001 ‐ 50,000 $1.814 50,001 ‐ 75,000 $2.202 > 75,000 $2.591
Wine Containing more than 1.2% abv but not exceeding 7% abv $0.295 per litre Containing more than 7% abv $0.62 per litre Wine produced from 100% domestic agricultural products exempt
Spirits Containing not more than 7% abv $0.295 per litre Containing more than 7% abv $11.969 per litre of absolute ethyl alcohol
Note: ABV = alcohol by volume. Source: Canada Revenue Agency, 2015.
2015 Industry Trends Page 25 CANADA
Top 25 Per Capita Beer* Consuming Countries
Czech Republic
Germany
Austria
Poland
Lithuania
Luxembourg
Romania
Finland
Venezuela**
Ireland
Panama**
Latvia
United States
Croatia
Slovenia
Australia
Bulgaria
Estonia
Slovakia
Belgium
Netherlands
Russia**
UK
New Zealand
Canada 25th
40 60 80 100 120 140 Litres
*Based on total population. **2012 data. Source: Brewer associations and government statistical services, 2014.
2015 Industry Trends Page 26 CANADA
Raw Material Imports (Malt & Hops)
2010 2011 2012 2013 2014 2015
Malt
Metric Tons (MT) Roasted 9,356 30,733 9,619 20,220 11,458 7,162 Not Roasted 39,773 37,101 96,111 92,695 89,514 93,952 101,114 CAD $ Roasted 4,565,649 17,702,200 6,497,022 13,982,909 9,988,213 7,706,180 Not Roasted 20,807,388 21,057,547 60,747,970 55,663,328 57,863,794 59,777,303
CAD $ / MT Roasted 487.97 576.00 675.47 691.54 871.71 1,075.91 Not Roasted 523.15 567.57 632.06 600.50 646.42 636.26
Hops
Kilograms (kg) Pellets 875,052 969,257 938,702 875,940 1,032,549 1,160,729 Ground, powdered 54,068 48,664 74,865 106,472 158,466 233,578 Extract 69,281 66,714 67,314 102,474 47,310 103,956 Cones 7,887 11,961 25,650 70,323 57,523 75,407
CAD $ Pellets 12,184,420 12,010,030 11,460,942 11,537,512 15,902,062 20,294,232 Ground, powdered 548,191 497,880 766,429 1,348,396 2,470,823 4,300,355 Extract 1,276,928 1,297,513 1,290,335 1,520,121 1,228,917 2,444,066 Cones 72,614 111,483 269,431 677,058 516,429 672,127
CAD $ / kg Pellets 13.9 12.4 12.2 13.2 15.4 17.5 Ground, powdered 10.1 10.2 10.2 12.7 15.6 18.4 Extract 18.4 19.4 19.2 14.8 26.0 23.5 Cones 9.2 9.3 10.5 9.6 9.0 8.9
Source: Agriculture & Agri‐Food Canada.
2015 Industry Trends Page 27 CANADIAN AND IMPORTED BEER SALES IN HECTOLITRES
% change 2010 2011 2012 2013 2014 2015 2015 / 2014 Canadian Beer Sales Newfoundland 413,402 403,142 412,691 395,957 396,408 392,330 ‐1.0 Prince Edward Island 92,529 86,975 88,545 84,499 83,309 82,993 ‐0.4 Nova Scotia 610,593 585,942 578,734 553,247 536,735 529,097 ‐1.4 New Brunswick 484,946 452,954 427,988 419,529 413,874 415,025 0.3 Québec 5,240,938 5,318,849 5,277,501 5,133,140 5,005,867 4,971,777 ‐0.7 Ontario 6,985,061 6,731,064 6,780,080 6,578,848 6,431,615 6,467,993 0.6 Manitoba 736,638 744,899 722,875 685,857 671,517 668,115 ‐0.5 Saskatchewan 611,419 617,090 628,646 623,130 611,833 610,656 ‐0.2 Alberta 2,230,953 2,276,038 2,334,086 2,352,317 2,372,158 2,344,980 ‐1.1 British Columbia 2,250,212 2,230,533 2,235,491 2,269,789 2,349,745 2,419,263 3.0 Yukon Territory 37,350 37,774 37,016 36,281 35,318 35,199 ‐0.3 N.W.T. & Nunavut 33,178 33,196 37,767 36,023 35,881 35,928 0.1 Canada 19,637,222 19,518,457 19,561,420 19,168,617 18,944,275 18,973,357 0.2
Imported Beer Sales Newfoundland 25,807 21,492 22,229 23,090 21,950 15,734 ‐28.3 Prince Edward Island 5,645 4,666 4,920 5,263 5,802 5,888 1.5 Nova Scotia 52,769 50,160 56,208 59,804 61,069 65,464 7.2 New Brunswick 28,355 24,111 23,540 25,602 28,613 29,970 4.7 Québec 869,214 888,095 862,702 857,422 931,167 970,944 4.3 Ontario 1,410,068 1,375,329 1,434,158 1,443,186 1,499,688 1,576,426 5.1 Manitoba 80,072 82,124 93,404 95,843 94,739 108,699 14.7 Saskatchewan 63,619 61,891 74,954 74,052 76,485 84,910 11.0 Alberta 407,630 383,965 401,591 426,059 436,700 434,154 ‐0.6 British Columbia 511,159 452,619 432,815 428,401 410,552 436,145 6.2 Yukon Territory 1,919 1,910 1,856 1,960 1,914 2,274 18.8 N.W.T. & Nunavut 2,795 2,714 2,707 2,854 2,879 3,168 10.0 Canada 3,459,052 3,349,076 3,411,084 3,443,536 3,571,558 3,733,776 4.5
Total Beer Sales Newfoundland 439,209 424,634 434,920 419,047 418,358 408,064 ‐2.5 Prince Edward Island 98,174 91,641 93,465 89,762 89,111 88,881 ‐0.3 Nova Scotia 663,362 636,102 634,942 613,051 597,804 594,561 ‐0.5 New Brunswick 513,301 477,065 451,528 445,131 442,487 444,995 0.6 Québec 6,110,152 6,206,944 6,140,203 5,990,562 5,937,034 5,942,721 0.1 Ontario 8,395,129 8,106,393 8,214,238 8,022,034 7,931,303 8,044,419 1.4 Manitoba 816,710 827,023 816,279 781,700 766,256 776,814 1.4 Saskatchewan 675,038 678,981 703,600 697,182 688,318 695,566 1.1 Alberta 2,638,583 2,660,003 2,735,677 2,778,376 2,808,858 2,779,134 ‐1.1 British Columbia 2,761,371 2,683,152 2,668,306 2,698,190 2,760,297 2,855,408 3.4 Yukon Territory 39,269 39,684 38,872 38,241 37,232 37,473 0.6 N.W.T. & Nunavut 35,973 35,910 40,474 38,877 38,760 39,096 0.9 Canada 23,096,274 22,867,533 22,972,504 22,612,153 22,515,833 22,707,133 0.8
Note: The sum of the data may not add to the total due to rounding. Source: Member brewers, provincial associations, provincial distributors, and provincial liquor jurisdictions.
2015 Industry Trends Page 28 CANADIAN AND IMPORTED SPIRITS SALES IN HECTOLITRES
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Spirits Sales Newfoundland 30,535 31,601 32,444 32,234 31,646 31,175 ‐1.5 Prince Edward Island 6,115 5,925 5,869 5,761 5,513 5,559 0.8 Nova Scotia 37,619 36,867 35,670 34,121 32,938 33,124 0.6 New Brunswick 21,217 20,918 20,652 20,770 20,542 20,665 0.6 Québec 97,944 101,562 105,011 103,746 101,871 105,373 3.4 Ontario 332,019 330,604 333,874 325,484 316,141 319,048 0.9 Manitoba 49,423 49,298 49,473 48,695 48,510 48,491 0.0 Saskatchewan 51,559 51,823 53,011 51,668 50,806 50,048 ‐1.5 Alberta 160,883 161,416 162,070 158,420 158,510 159,600 0.7 British Columbia 136,791 134,031 132,355 131,576 133,104 133,863 0.6 Yukon 2,320 2,394 2,411 2,378 2,385 2,452 2.8 N.W.T. 3,972 3,842 3,745 3,540 3,392 3,565 5.1 Nunavut 403 404 382 360 340 322 ‐5.3 Canada 930,800 930,685 936,967 918,753 905,697 913,285 0.8
Imported Spirits Sales Newfoundland 6,925 6,713 7,128 7,120 7,204 7,318 1.6 Prince Edward Island 1,587 1,576 1,685 1,647 1,696 1,756 3.6 Nova Scotia 13,757 14,259 14,965 15,359 15,572 15,950 2.4 New Brunswick 8,266 8,514 8,132 8,172 8,082 8,528 5.5 Québec 106,163 110,337 114,011 112,882 116,091 120,595 3.9 Ontario 229,389 239,158 248,040 248,364 251,014 260,000 3.6 Manitoba 19,650 20,434 21,160 21,391 21,608 22,211 2.8 Saskatchewan 15,359 16,346 17,328 17,392 17,932 18,147 1.2 Alberta 81,955 86,765 99,112 105,309 109,576 113,166 3.3 British Columbia 103,566 104,792 106,840 108,249 113,950 119,329 4.7 Yukon 775 814 848 851 868 889 2.4 N.W.T. 804 962 1,026 1,046 1,090 981 ‐10.0 Nunavut 70 63 52 45 52 39 ‐25.4 Canada 588,266 610,733 640,327 647,827 664,733 688,910 3.6
Total Spirits Sales Newfoundland 37,460 38,314 39,572 39,354 38,850 38,493 ‐0.9 Prince Edward Island 7,702 7,501 7,554 7,408 7,208 7,315 1.5 Nova Scotia 51,376 51,126 50,635 49,480 48,509 49,074 1.2 New Brunswick 29,483 29,432 28,784 28,942 28,624 29,193 2.0 Québec 204,107 211,899 219,022 216,628 217,963 225,968 3.7 Ontario 561,408 569,762 581,914 573,848 567,155 579,048 2.1 Manitoba 69,073 69,732 70,633 70,086 70,118 70,702 0.8 Saskatchewan 66,918 68,169 70,339 69,060 68,737 68,195 ‐0.8 Alberta 242,838 248,181 261,182 263,729 268,085 272,766 1.7 British Columbia 240,357 238,823 239,195 239,825 247,054 253,192 2.5 Yukon 3,095 3,208 3,259 3,229 3,253 3,341 2.7 N.W.T. 4,776 4,804 4,771 4,586 4,481 4,546 1.4 Nunavut 473 467 434 405 392 361 ‐8.0 Canada 1,519,066 1,541,418 1,577,294 1,566,580 1,570,430 1,602,194 2.0
Note: The sum of the data may not add to the total due to rounding. Source: Spirits Canada / Association of Canadian Distillers Sales Database.
2015 Industry Trends Page 29 CANADIAN AND IMPORTED WINE SALES IN HECTOLITRES
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Wine Sales Newfoundland 9,441 9,833 8,236 8,995 9,746 10,767 10.5 Prince Edward Island 5,934 5,942 5,670 5,795 5,623 5,905 5.0 Nova Scotia 32,000 32,859 29,294 28,248 28,625 29,494 3.0 New Brunswick 19,528 20,174 17,363 18,086 18,143 19,102 5.3 Québec 237,060 229,755 208,079 185,165 183,308 179,291 ‐2.2 Ontario 556,630 570,869 578,121 647,100 681,500 702,195 3.0 Manitoba 33,115 34,321 32,506 33,305 34,917 37,086 6.2 Saskatchewan 28,318 28,975 27,590 28,798 31,525 34,019 7.9 Alberta 101,105 105,256 103,162 105,787 113,645 122,066 7.4 British Columbia 302,896 307,107 304,808 324,797 352,382 372,254 5.6 Yukon 2,232 2,310 2,361 2,537 2,777 2,845 2.4 N.W.T. 968 1,011 642 684 814 819 0.6 Nunavut 75 123 147 109 98 126 28.6 Canada 1,329,301 1,348,535 1,317,981 1,389,407 1,463,094 1,515,969 3.6
Imported Wine Sales Newfoundland 23,848 25,664 27,453 28,267 29,207 30,242 3.5 Prince Edward Island 6,118 6,340 6,745 6,946 7,267 7,681 5.7 Nova Scotia 53,099 54,445 56,785 60,606 59,804 60,697 1.5 New Brunswick 33,198 33,397 35,821 38,044 40,558 42,437 4.6 Québec 1,203,274 1,262,107 1,320,917 1,335,323 1,366,938 1,392,664 1.9 Ontario 893,062 920,374 942,132 949,628 911,770 932,782 2.3 Manitoba 60,524 62,403 65,609 68,031 70,416 71,674 1.8 Saskatchewan 27,886 28,931 31,412 32,296 34,010 34,664 1.9 Alberta 241,785 254,370 278,889 291,740 306,739 353,539 15.3 British Columbia 301,928 304,974 312,114 315,162 325,717 337,091 3.5 Yukon 2,164 2,326 2,333 2,309 2,333 2,391 2.5 N.W.T. 2,522 2,598 2,554 2,557 2,668 2,496 ‐6.4 Nunavut 263 221 207 251 252 247 ‐2.0 Canada 2,849,672 2,958,150 3,082,971 3,131,161 3,157,680 3,268,605 3.5
Total Wine Sales Newfoundland 33,289 35,497 35,689 37,262 38,943 41,009 5.3 Prince Edward Island 12,053 12,282 12,415 12,741 12,890 13,586 5.4 Nova Scotia 85,099 87,304 86,079 88,854 88,429 90,191 2.0 New Brunswick 52,726 53,570 53,184 56,131 58,702 61,539 4.8 Québec 1,440,333 1,491,862 1,528,997 1,520,488 1,550,246 1,571,955 1.4 Ontario 1,449,692 1,491,243 1,520,252 1,596,728 1,593,270 1,634,978 2.6 Manitoba 93,639 96,723 98,115 101,336 105,333 108,760 3.3 Saskatchewan 56,204 57,907 59,002 61,093 65,535 68,683 4.8 Alberta 342,890 359,626 382,051 397,527 420,384 445,606 6.0 British Columbia 604,824 612,081 616,923 639,959 678,099 709,345 4.6 Yukon 4,396 4,636 4,694 4,846 5,111 5,236 2.4 N.W.T. 3,490 3,609 3,196 3,241 3,482 3,315 ‐4.8 Nunavut 337 344 354 360 350 373 6.6 Canada 4,178,972 4,306,685 4,400,952 4,520,568 4,620,773 4,754,576 2.9
Note: The sum of the data may not add to the total due to rounding. Source: Canadian Vintners Association.
2015 Industry Trends Page 30 CANADIAN AND IMPORTED COOLER SALES IN HECTOLITRES
% change 2010 2011 2012 2013 2014 2015 2015/2014 Canadian Cooler Sales Newfoundland 11,524 11,496 13,556 13,402 13,439 13,150 ‐2.1 Prince Edward Island 4,628 4,355 4,534 4,624 4,442 4,517 1.7 Nova Scotia 28,004 25,441 24,791 22,824 23,480 27,239 16.0 New Brunswick 24,830 21,659 20,884 22,053 20,102 22,196 10.4 Québec 68,962 71,470 72,769 68,259 59,310 63,102 6.4 Ontario 249,203 274,709 303,672 295,774 281,628 301,570 7.1 Manitoba 22,321 23,417 28,364 31,456 33,733 37,127 10.1 Saskatchewan 30,061 31,888 38,355 39,305 36,195 36,657 1.3 Alberta 94,806 105,558 118,056 117,215 113,455 114,464 0.9 British Columbia 124,653 123,311 120,366 129,328 127,376 142,095 11.6 Yukon 1,081 1,089 1,338 1,431 1,223 1,209 ‐1.1 N.W.T. 1,180 1,178 1,506 1,420 1,273 1,276 0.2 Nunavut 165 154 196 167 195 132 ‐32.2 Canada 661,418 695,725 748,387 747,258 715,849 764,735 6.8
Imported Cooler Sales Newfoundland 2,682 2,543 2,332 2,436 3,506 3,940 12.4 Prince Edward Island 524 422 409 348 653 809 23.8 Nova Scotia 5,252 4,753 3,880 3,427 3,710 4,163 12.2 New Brunswick 4,821 3,881 3,239 2,660 4,427 4,886 10.4 Québec 12,152 12,254 10,760 8,142 8,308 9,790 17.8 Ontario 69,661 58,940 44,224 41,405 54,376 66,982 23.2 Manitoba 4,686 4,825 3,660 3,332 4,949 6,738 36.2 Saskatchewan 4,763 4,375 4,362 3,942 5,815 7,082 21.8 Alberta 19,179 17,840 17,794 17,524 25,451 32,137 26.3 British Columbia 13,857 12,388 11,167 10,127 17,366 24,109 38.8 Yukon 103 65 58 60 69 105 51.7 N.W.T. 161 146 115 108 120 123 2.1 Nunavut 112295 ‐44.4 Canada 137,842 122,432 102,000 93,512 128,760 160,870 24.9
Total Cooler Sales Newfoundland 14,206 14,039 15,888 15,838 16,944 17,090 0.9 Prince Edward Island 5,152 4,777 4,943 4,972 5,095 5,326 4.5 Nova Scotia 33,256 30,194 28,671 26,251 27,190 31,402 15.5 New Brunswick 29,651 25,540 24,123 24,713 24,528 27,082 10.4 Québec 81,114 83,724 83,529 76,401 67,618 72,892 7.8 Ontario 318,864 333,649 347,896 337,179 336,005 368,552 9.7 Manitoba 27,007 28,242 32,024 34,788 38,682 43,865 13.4 Saskatchewan 34,824 36,263 42,717 43,247 42,010 43,739 4.1 Alberta 113,985 123,398 135,850 134,739 138,906 146,601 5.5 British Columbia 138,510 135,699 131,533 139,455 144,742 166,204 14.8 Yukon 1,184 1,154 1,396 1,491 1,292 1,314 1.7 N.W.T. 1,341 1,324 1,621 1,528 1,393 1,399 0.4 Nunavut 166 155 198 169 204 137 ‐32.7 Canada 799,260 818,157 850,387 840,770 844,609 925,603 9.6
Note: Includes spirits‐based coolers, spirits‐based cocktail, spirits‐based pre‐mixed, wine‐based coolers and flavoured wines. Source: Spirits Canada / Association of Canadian Distillers Sales Database.
2015 Industry Trends Page 31 CANADA
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 67.82 2010 12.27 2010 68.58 2011 1.1 12.92 2011 5.3 66.10 2012 ‐1.3 ‐3.6 12.66 2012 1.6 3.2 64.32 2013 ‐1.8 ‐3.2 ‐2.7 12.86 2013 1.6 2.4 1.6 63.35 2014 ‐1.7 ‐2.6 ‐2.1 ‐1.5 13.00 2014 1.5 1.9 1.3 1.1 63.34 2015 ‐1.4 ‐2.0 ‐1.4 ‐0.8 0.0 13.26 2015 1.6 2.0 1.6 1.5 2.0
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 4.46 2010 2.35 2010 4.62 2011 3.6 2.45 2011 4.3 4.54 2012 0.9 ‐1.7 2.45 2012 2.1 0.0 4.46 2013 0.0 ‐1.7 ‐1.8 2.39 2013 0.6 ‐1.2 ‐2.4 4.42 2014 ‐0.2 ‐1.5 ‐1.3 ‐0.9 2.38 2014 0.3 ‐1.0 ‐1.4 ‐0.4 4.47 2015 0.0 ‐0.8 ‐0.5 0.1 1.1 2.58 2015 1.9 1.3 1.7 3.9 8.4
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140
135
130
125
120
115
110
105
100
95
90
85
80
75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 32 NEWFOUNDLAND
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 84.14 2010 6.38 2010 80.88 2011 ‐3.9 6.76 2011 6.0 82.55 2012 ‐0.9 2.1 6.77 2012 3.0 6.1 79.34 2013 ‐1.9 ‐1.0 ‐3.9 7.05 2013 3.4 5.1 4.1 79.39 2014 ‐1.4 ‐0.6 ‐1.9 0.1 7.39 2014 3.7 5.0 4.5 4.8 77.32 2015 ‐1.7 ‐1.1 ‐2.2 ‐1.3 ‐2.6 7.77 2015 4.0 5.1 4.7 5.0 5.1
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 7.18 2010 2.72 2010 7.30 2011 1.7 2.73 2011 0.4 7.51 2012 2.3 2.9 3.02 2012 5.4 10.6 7.45 2013 1.2 1.0 ‐0.8 3.00 2013 3.3 4.8 ‐0.7 7.37 2014 0.7 0.3 ‐0.9 ‐1.1 3.22 2014 4.3 5.7 3.3 7.3 7.29 2015 0.3 0.0 ‐1.0 ‐1.1 ‐1.1 3.24 2015 3.6 4.4 2.4 3.9 0.6
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 33 PRINCE EDWARD ISLAND
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 69.29 2010 8.51 2010 63.62 2011 ‐8.2 8.53 2011 0.2 64.34 2012 ‐3.6 1.1 8.55 2012 0.2 0.5 61.69 2013 ‐3.8 ‐1.5 ‐4.1 8.76 2013 1.0 1.5 2.5 60.92 2014 ‐3.2 ‐1.4 ‐2.7 ‐1.2 8.81 2014 0.9 1.2 1.5 0.6 60.69 2015 ‐2.6 ‐1.2 ‐1.9 ‐0.8 ‐0.4 9.28 2015 1.7 2.2 2.8 2.9 5.3
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 5.44 2010 3.64 2010 5.21 2011 ‐4.2 3.32 2011 ‐8.8 5.20 2012 ‐2.2 ‐0.2 3.40 2012 ‐3.4 2.4 5.09 2013 ‐2.2 ‐1.2 ‐2.1 3.42 2013 ‐2.1 1.5 0.6 4.93 2014 ‐2.4 ‐1.8 ‐2.6 ‐3.1 3.48 2014 ‐1.1 1.6 1.2 1.8 4.99 2015 ‐1.7 ‐1.1 ‐1.4 ‐1.0 1.2 3.64 2015 0.0 2.3 2.3 3.2 4.6
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 34 NOVA SCOTIA
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2009 2010 2011 2012 2013 70.42 2010 9.03 2010 67.35 2011 ‐4.4 9.24 2011 2.3 67.20 2012 ‐2.3 ‐0.2 9.11 2012 0.4 0.9 65.02 2013 ‐2.6 ‐1.7 ‐3.2 9.42 2013 1.4 2.1 3.4 63.42 2014 ‐2.6 ‐2.0 ‐2.9 ‐2.5 9.38 2014 1.0 1.3 1.5 ‐0.4 63.05 2015 ‐2.2 ‐1.6 ‐2.1 ‐1.5 ‐0.6 9.56 2015 1.1 1.4 1.6 0.7 1.9
Spirits Coolers*
Litres 2009 2010 2011 2012 2013 Litres 2009 2010 2011 2012 2013 5.45 2010 3.53 2010 5.41 2011 ‐0.7 3.20 2011 ‐9.3 5.36 2012 ‐0.8 ‐0.9 3.03 2012 ‐7.4 ‐5.3 5.25 2013 ‐1.2 ‐1.5 ‐2.1 2.78 2013 ‐7.7 ‐6.8 ‐8.3 5.15 2014 ‐1.4 ‐1.6 ‐2.0 ‐1.9 2.88 2014 ‐5.0 ‐3.5 ‐2.5 3.6 5.20 2015 ‐0.9 ‐1.0 ‐1.0 ‐0.5 1.0 3.33 2015 ‐1.2 1.0 3.2 9.4 15.6
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 35 NEW BRUNSWICK
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 68.16 2010 7.00 2010 63.14 2011 ‐7.4 7.09 2011 1.3 59.66 2012 ‐6.4 ‐5.5 7.03 2012 0.2 0.4 58.91 2013 ‐4.7 ‐3.4 ‐1.3 7.43 2013 2.0 3.0 5.7 58.69 2014 ‐3.7 ‐2.4 ‐0.8 ‐0.4 7.79 2014 2.7 3.6 5.3 4.8 59.03 2015 ‐2.8 ‐1.7 ‐0.4 0.1 0.6 8.16 2015 3.1 3.9 5.1 4.8 4.7
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 3.92 2010 3.94 2010 3.90 2011 ‐0.5 3.38 2011 ‐14.2 3.80 2012 ‐1.5 ‐2.6 3.19 2012 ‐10.0 ‐5.6 3.83 2013 ‐0.8 ‐0.9 0.8 3.27 2013 ‐6.0 ‐1.6 2.5 3.80 2014 ‐0.8 ‐0.9 0.0 ‐0.8 3.25 2014 ‐4.7 ‐1.3 0.9 ‐0.6 3.87 2015 ‐0.3 ‐0.2 0.6 0.5 1.8 3.59 2015 ‐1.8 1.5 4.0 4.8 10.5
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 36 QUÉBEC
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 77.06 2010 18.16 2010 77.51 2011 0.6 18.63 2011 2.6 75.95 2012 ‐0.7 ‐2.0 18.91 2012 2.0 4.1 73.44 2013 ‐1.6 ‐2.7 ‐3.3 18.65 2013 0.9 1.3 ‐1.4 72.27 2014 ‐1.6 ‐2.3 ‐2.5 ‐1.6 18.87 2014 1.0 1.3 ‐0.1 1.2 71.91 2015 ‐1.4 ‐1.9 ‐1.8 ‐1.0 ‐0.5 19.02 2015 0.9 1.2 0.2 1.0 0.8
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 2.57 2010 1.02 2010 2.65 2011 3.1 1.05 2011 2.9 2.71 2012 2.7 2.3 1.03 2012 0.5 ‐1.9 2.66 2013 1.2 0.2 ‐1.8 0.94 2013 ‐2.7 ‐5.4 ‐8.7 2.65 2014 0.8 0.0 ‐1.1 ‐0.4 0.82 2014 ‐5.3 ‐7.9 ‐10.8 ‐12.8 2.73 2015 1.2 0.7 0.2 1.3 3.0 0.88 2015 ‐2.9 ‐4.3 ‐5.1 ‐3.2 7.3
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015 Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 37 ONTARIO
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 212 2013 2014 Litres 2010 2011 212 2013 2014 63.91 2010 11.04 2010 61.12 2011 ‐4.4 11.24 2011 1.8 61.25 2012 ‐2.1 0.2 11.34 2012 1.3 2.7 59.20 2013 ‐2.5 ‐1.6 ‐3.3 11.78 2013 2.2 3.3 3.9 57.98 2014 ‐2.4 ‐1.7 ‐2.7 ‐2.1 11.65 2014 1.4 1.8 1.4 ‐1.1 58.33 2015 ‐1.8 ‐1.2 ‐1.6 ‐0.7 0.6 11.85 2015 1.4 1.8 1.5 0.3 1.7
Spirits Coolers* Litres 2010 2011 212 2013 2014 Litres 2010 2011 212 2013 2014 4.27 2010 2.43 2010 4.30 2011 0.7 2.52 2011 3.7 4.34 2012 0.8 0.9 2.59 2012 3.2 2.8 4.23 2013 ‐0.3 ‐0.8 ‐2.5 2.49 2013 0.8 ‐0.6 ‐3.9 4.15 2014 ‐0.7 ‐1.2 ‐2.2 ‐1.9 2.46 2014 0.3 ‐0.8 ‐2.5 ‐1.2 4.20 2015 ‐0.3 ‐0.6 ‐1.1 ‐0.4 1.2 2.67 2015 1.9 1.5 1.0 3.6 8.5
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 38 MANITOBA
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 66.89 2010 7.67 2010 67.03 2011 0.2 7.84 2011 2.2 65.28 2012 ‐1.2 ‐2.6 7.85 2012 1.2 2.3 61.77 2013 ‐2.6 ‐4.0 ‐5.4 8.01 2013 1.5 2.2 2.0 59.77 2014 ‐2.8 ‐3.7 ‐4.3 ‐3.2 8.22 2014 1.7 2.3 2.3 2.6 60.06 2015 ‐2.1 ‐2.7 ‐2.7 ‐1.4 0.5 8.41 2015 1.9 2.3 2.3 2.5 2.3
Spirits Coolers* Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 5.71 2010 2.21 2010 5.65 2011 ‐1.1 2.29 2011 3.6 5.65 2012 ‐0.5 0.0 2.56 2012 7.6 11.8 5.54 2013 ‐1.0 ‐1.0 ‐1.9 2.75 2013 7.6 9.6 7.4 5.47 2014 ‐1.1 ‐1.1 ‐1.6 ‐1.3 3.02 2014 8.1 9.7 8.6 9.8 5.47 2015 ‐0.9 ‐0.8 ‐1.1 ‐0.6 0.0 3.39 2015 8.9 10.3 9.8 11.0 12.3
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 160 155 150 145 140 135 130 125 120 115 110 105 100 95 90 85 80 75 70 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 39 SASKATCHEWAN
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 64.20 2010 5.35 2010 63.67 2011 ‐0.8 5.43 2011 1.5 64.71 2012 0.4 1.6 5.43 2012 0.7 1.5 63.02 2013 ‐0.6 ‐0.5 ‐2.6 5.52 2013 1.0 1.6 1.7 61.16 2014 ‐1.2 ‐1.3 ‐2.8 ‐3.0 5.82 2014 2.1 2.8 3.5 5.4 61.36 2015 ‐0.9 ‐0.9 ‐1.8 ‐1.3 0.3 6.06 2015 2.5 3.2 3.7 4.8 4.1
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 6.36 2010 3.31 2010 6.39 2011 0.5 3.40 2011 2.7 6.47 2012 0.9 1.3 3.93 2012 9.0 15.6 6.24 2013 ‐0.6 ‐1.2 ‐3.6 3.91 2013 5.7 7.2 ‐0.5 6.11 2014 ‐1.0 ‐1.5 ‐2.8 ‐2.1 3.73 2014 3.0 3.1 ‐2.6 ‐4.6 6.02 2015 ‐1.1 ‐1.5 ‐2.4 ‐1.8 ‐1.5 3.86 2015 3.1 3.2 ‐0.6 ‐0.6 3.5
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers
135
125
115
105
95
85
75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 40 ALBERTA
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 70.69 2010 9.19 2010 70.18 2011 ‐0.7 9.49 2011 3.3 70.35 2012 ‐0.2 0.2 9.82 2012 3.4 6.9 69.33 2013 ‐0.6 ‐0.6 ‐1.4 9.92 2013 2.6 3.9 1.0 68.15 2014 ‐0.9 ‐1.0 ‐1.6 ‐1.7 10.20 2014 2.6 3.5 1.9 2.8 66.23 2015 ‐1.3 ‐1.4 ‐2.0 ‐2.3 ‐2.8 10.62 2015 2.9 3.7 2.6 3.5 4.1
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 6.51 2010 3.05 2010 6.55 2011 0.6 3.26 2011 6.9 6.72 2012 1.6 2.6 3.49 2012 7.0 7.1 6.58 2013 0.4 0.2 ‐2.1 3.36 2013 3.3 1.5 ‐3.7 6.50 2014 0.0 ‐0.3 ‐1.7 ‐1.2 3.37 2014 2.5 1.1 ‐1.7 0.3 6.50 2015 0.0 ‐0.2 ‐1.1 ‐0.6 0.0 3.49 2015 2.7 1.7 0.0 1.9 3.6
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers
135
125
115
105
95
85
75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 41 BRITISH COLUMBIA
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 61.83 2010 13.54 2010 59.64 2011 ‐3.5 13.60 2011 0.4 58.74 2012 ‐2.5 ‐1.5 13.58 2012 0.1 0.3 58.88 2013 ‐1.6 ‐0.6 0.2 13.96 2013 1.0 1.5 2.8 59.60 2014 ‐0.9 0.0 0.7 1.2 14.64 2014 2.0 2.6 3.8 4.9 61.65 2015 ‐0.1 0.8 1.6 2.3 3.4 15.32 2015 2.5 3.1 4.1 4.8 4.6
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 5.38 2010 3.10 2010 5.31 2011 ‐1.3 3.02 2011 ‐2.6 5.27 2012 ‐1.0 ‐0.8 2.90 2012 ‐3.3 ‐4.0 5.23 2013 ‐0.9 ‐0.8 ‐0.8 3.04 2013 ‐0.6 0.3 4.8 5.33 2014 ‐0.2 0.1 0.6 1.9 3.13 2014 0.2 1.2 3.9 3.0 5.47 2015 0.3 0.7 1.2 2.3 2.6 3.59 2015 3.0 4.4 7.4 8.7 14.7
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers
135
125
115
105
95
85
75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 42 YUKON TERRITORY
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 113.51 2010 12.71 2010 112.10 2011 ‐1.2 13.10 2011 3.1 107.48 2012 ‐2.7 ‐4.1 12.98 2012 1.1 2.1 105.16 2013 ‐2.5 ‐3.1 ‐2.2 13.33 2013 1.6 2.4 2.7 101.98 2014 ‐2.6 ‐3.1 ‐2.6 ‐3.0 14.00 2014 2.4 3.3 3.9 5.0 100.12 2015 ‐2.5 ‐2.8 ‐2.3 ‐2.4 ‐1.8 13.99 2015 1.9 2.4 2.5 2.4 ‐0.1
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 8.95 2010 3.42 2010 9.06 2011 1.2 3.26 2011 ‐4.7 9.01 2012 0.3 ‐0.6 3.86 2012 6.2 18.4 8.88 2013 ‐0.3 ‐1.0 ‐1.4 4.10 2013 6.2 12.1 6.2 8.91 2014 ‐0.1 ‐0.6 ‐0.6 0.3 3.54 2014 0.9 2.8 ‐4.2 ‐13.7 8.93 2015 0.0 ‐0.4 ‐0.3 0.3 0.2 3.51 2015 0.5 1.9 ‐3.1 ‐7.5 ‐0.8
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers 140 135 130 125 120 115 110 105 100 95 90 85 80 75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 43 NORTHWEST TERRITORIES AND NUNAVUT
Per Capita Consumption in Litres ‐‐ Compound Growth Rates for Beer, Spirits, Wine and Coolers
Calendar year ended December 31 Based on Total Population Beer Wine Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 46.94 2010 4.99 2010 46.22 2011 ‐1.5 5.09 2011 2.0 51.65 2012 4.9 11.7 4.53 2012 ‐4.7 ‐9.2 49.04 2013 1.5 3.0 ‐5.1 4.54 2013 ‐3.1 ‐4.6 0.2 48.32 2014 0.7 1.5 ‐3.3 ‐1.5 4.78 2014 ‐1.1 ‐1.4 2.7 5.3 48.26 2015 0.6 1.1 ‐2.2 ‐0.8 ‐0.1 4.55 2015 ‐1.8 ‐2.3 0.1 0.1 ‐4.8
Spirits Coolers*
Litres 2010 2011 2012 2013 2014 Litres 2010 2011 2012 2013 2014 6.85 2010 1.97 2010 6.78 2011 ‐1.0 1.90 2011 ‐3.6 6.64 2012 ‐1.5 ‐2.1 2.32 2012 8.5 22.1 6.30 2013 ‐2.8 ‐3.6 ‐5.1 2.14 2013 2.8 6.1 ‐7.8 6.08 2014 ‐2.9 ‐3.6 ‐4.3 ‐3.5 1.99 2014 0.3 1.6 ‐7.4 ‐7.0 6.06 2015 ‐2.4 ‐2.8 ‐3.0 ‐1.9 ‐0.3 1.90 2015 ‐0.7 0.0 ‐6.4 ‐5.8 ‐4.5
Index of Per Capita Consumption of Beer, Spirits, Wine and Coolers
135
125
115
105
95
85
75 2010 2011 2012 2013 2014 2015
Beer Spirits Wine Coolers
2010 = 100
*includes Spirits and Wine Coolers.
2015 Industry Trends Page 44 PER CAPITA CONSUMPTION OF BEER, SPIRITS, WINE AND COOLERS Based on Adult Population*
% change Calendar year ended December 31 2010 2011 2012 2013 2014 2015 2015/2014 Beer in Litres Newfoundland 98.78 94.80 96.63 92.75 92.75 90.25 ‐2.7 Prince Edward Island 82.83 75.82 76.48 73.29 72.42 72.15 ‐0.4 Nova Scotia 82.71 78.88 78.51 75.80 73.81 73.35 ‐0.6 New Brunswick 80.28 74.21 70.02 69.03 68.71 69.01 0.4 Québec 91.21 91.63 88.99 86.79 85.46 85.08 ‐0.4 Ontario 76.04 73.31 72.32 70.63 69.04 69.35 0.5 Manitoba 82.53 82.64 79.33 75.97 73.47 73.80 0.4 Saskatchewan 79.09 78.40 78.35 77.63 75.44 75.79 0.5 Alberta 86.57 85.93 83.51 84.81 83.37 81.13 ‐2.7 British Columbia 73.07 70.32 68.34 69.10 69.82 71.37 2.2 Yukon Territory 136.59 134.68 128.25 126.17 122.23 120.52 ‐1.4 N.W.T. & Nunavut 63.36 62.19 68.67 65.96 65.14 65.06 ‐0.1 CANADA 81.38 79.64 77.92 76.70 75.48 75.43 ‐0.1
Spirits in Litres Newfoundland 8.42 8.55 8.79 8.71 8.61 8.51 ‐1.2 Prince Edward Island 6.50 6.21 6.18 6.05 5.86 5.94 1.4 Nova Scotia 6.41 6.34 6.26 6.12 5.99 6.05 1.1 New Brunswick 4.61 4.58 4.46 4.49 4.44 4.53 1.9 Québec 3.05 3.13 3.17 3.14 3.14 3.24 3.1 Ontario 5.14 5.15 5.12 5.05 4.94 4.99 1.1 Manitoba 6.98 6.97 6.86 6.81 6.72 6.72 ‐0.1 Saskatchewan 7.84 7.87 7.83 7.69 7.53 7.43 ‐1.4 Alberta 7.97 8.02 7.97 8.05 7.96 7.96 0.1 British Columbia 6.36 6.26 6.13 6.14 6.25 6.33 1.3 Yukon Territory 10.77 10.89 10.75 10.65 10.68 10.74 0.6 N.W.T. & Nunavut 9.24 9.13 8.83 8.47 8.19 8.17 ‐0.3 CANADA 5.35 5.37 5.35 5.31 5.26 5.32 1.1
Wine in Litres Newfoundland 7.49 7.92 7.93 8.25 8.63 9.07 5.1 Prince Edward Island 10.17 10.16 10.16 10.40 10.47 11.03 5.3 Nova Scotia 10.61 10.83 10.64 10.99 10.92 11.13 1.9 New Brunswick 8.25 8.33 8.25 8.70 9.12 9.54 4.7 Québec 21.50 22.02 22.16 22.04 22.31 22.51 0.9 Ontario 13.27 13.49 13.38 14.06 13.87 14.10 1.6 Manitoba 9.46 9.67 9.54 9.85 10.10 10.33 2.3 Saskatchewan 6.58 6.69 6.57 6.80 7.18 7.48 4.2 Alberta 11.25 11.62 11.66 12.13 12.48 13.01 4.3 British Columbia 16.00 16.04 15.80 16.39 17.15 17.73 3.4 Yukon Territory 15.29 15.73 15.49 15.99 16.78 16.84 0.4 N.W.T. & Nunavut 6.74 6.85 6.02 6.11 6.44 6.14 ‐4.7 CANADA 14.78 15.13 14.93 15.33 15.49 15.79 2.0
Coolers in Litres Newfoundland 3.19 3.13 3.53 3.51 3.76 3.78 0.6 Prince Edward Island 4.35 3.95 4.04 4.06 4.14 4.32 4.4 Nova Scotia 4.15 3.74 3.55 3.25 3.36 3.87 15.4 New Brunswick 4.64 3.97 3.74 3.83 3.81 4.20 10.3 Québec 1.21 1.24 1.21 1.11 0.97 1.04 7.2 Ontario 2.92 3.02 3.06 2.97 2.92 3.18 8.6 Manitoba 2.73 2.82 3.11 3.38 3.71 4.17 12.4 Saskatchewan 4.08 4.19 4.76 4.82 4.60 4.77 3.5 Alberta 3.74 3.99 4.15 4.11 4.12 4.28 3.8 British Columbia 3.67 3.56 3.37 3.57 3.66 4.15 13.5 Yukon Territory 4.12 3.92 4.60 4.92 4.24 4.23 ‐0.4 N.W.T. & Nunavut 2.65 2.56 3.09 2.88 2.68 2.56 ‐4.8 CANADA 2.82 2.85 1.97 2.85 2.83 3.07 8.6 *Adult population considered to be 15 years old and over.
2015 Industry Trends Page 45 PER CAPITA CONSUMPTION OF BEER, SPIRITS, WINE AND COOLERS Based on Legal Drinking Age Population*
% change Calendar year ended December 31 2010 2011 2012 2013 2014 2015 2015/ 2014 Beer in Litres Newfoundland 104.54 100.18 101.94 97.75 97.17 94.85 ‐2.4 Prince Edward Island 88.57 81.01 81.60 78.07 76.98 76.51 ‐0.6 Nova Scotia 87.79 83.61 83.10 80.10 77.96 77.31 ‐0.8 New Brunswick 85.26 78.69 74.09 72.92 72.39 72.72 0.5 Québec 95.39 95.68 93.52 90.27 88.70 88.20 ‐0.6 Ontario 81.33 78.34 78.15 75.19 73.33 73.52 0.2 Manitoba 87.15 87.24 84.73 79.93 77.30 77.50 0.3 Saskatchewan 84.99 84.10 85.31 82.94 80.65 80.75 0.1 Alberta 90.89 90.18 90.21 88.68 87.04 84.65 ‐2.7 British Columbia 77.63 74.71 73.33 73.24 73.77 75.40 2.2 Yukon Territory 145.91 143.40 137.15 133.70 128.17 127.69 ‐0.4 N.W.T. & Nunavut 70.18 68.79 76.47 72.20 71.01 70.43 ‐0.8 CANADA 86.26 84.33 83.44 80.92 79.48 79.32 ‐0.2
Spirits in Litres Newfoundland 8.92 9.04 9.28 9.18 9.02 8.95 ‐0.8 Prince Edward Island 6.95 6.63 6.60 6.44 6.23 6.30 1.1 Nova Scotia 6.80 6.72 6.63 6.47 6.33 6.38 0.9 New Brunswick 4.90 4.85 4.72 4.74 4.68 4.77 1.9 Québec 3.19 3.27 3.34 3.27 3.26 3.35 3.0 Ontario 5.50 5.51 5.54 5.38 5.24 5.29 0.9 Manitoba 7.37 7.36 7.33 7.17 7.07 7.05 ‐0.3 Saskatchewan 8.43 8.44 8.53 8.22 8.05 7.92 ‐1.7 Alberta 8.37 8.41 8.61 8.42 8.31 8.31 0.0 British Columbia 6.76 6.65 6.57 6.51 6.60 6.69 1.3 Yukon Territory 11.50 11.59 11.50 11.29 11.20 11.38 1.7 N.W.T. & Nunavut 10.24 10.10 9.83 9.27 8.93 8.84 ‐1.0 CANADA 5.67 5.68 5.74 5.61 5.54 5.60 1.0
Wine in Litres Newfoundland 7.92 8.37 8.37 8.69 9.04 9.53 5.4 Prince Edward Island 10.87 10.86 10.84 11.08 11.14 11.70 0.5 Nova Scotia 11.26 11.47 11.27 11.61 11.53 11.73 ‐0.7 New Brunswick 8.76 8.84 8.73 9.20 9.60 10.06 4.4 Québec 22.49 23.00 23.29 22.92 23.16 23.33 1.1 Ontario 14.20 14.41 14.46 14.97 14.73 14.94 ‐1.6 Manitoba 9.99 10.20 10.18 10.36 10.63 10.85 2.5 Saskatchewan 7.08 7.17 7.15 7.27 7.68 7.97 5.7 Alberta 11.81 12.19 12.60 12.69 13.03 13.57 2.7 British Columbia 17.00 17.04 16.95 17.37 18.12 18.73 4.3 Yukon Territory 16.33 16.75 16.56 16.94 17.59 17.84 3.8 N.W.T. & Nunavut 7.47 7.57 6.71 6.69 7.02 6.64 4.9 CANADA 15.66 16.02 16.01 16.18 16.31 16.61 0.8
Coolers in Litres Newfoundland 3.38 3.31 3.72 3.69 3.94 3.97 0.9 Prince Edward Island 4.65 4.22 4.32 4.32 4.40 4.58 4.2 Nova Scotia 4.40 3.97 3.75 3.43 3.55 4.08 15.2 New Brunswick 4.92 4.21 3.96 4.05 4.01 4.43 10.3 Québec 1.27 1.29 1.27 1.15 1.01 1.08 7.1 Ontario 3.12 3.22 3.31 3.16 3.11 3.37 8.4 Manitoba 2.88 2.98 3.32 3.56 3.90 4.38 12.1 Saskatchewan 4.38 4.49 5.18 5.14 4.92 5.08 3.2 Alberta 3.93 4.18 4.48 4.30 4.30 4.47 3.7 British Columbia 3.89 3.78 3.61 3.79 3.87 4.39 13.5 Yukon Territory 4.40 4.17 4.92 5.21 4.45 4.48 0.7 N.W.T. & Nunavut 2.94 2.83 3.44 3.15 2.93 2.77 ‐5.4 CANADA 2.98 3.02 2.11 3.01 2.98 3.23 8.5 * Legal drinking age is 19 years old across Canada except for Québec, Manitoba and Alberta, where it is 18 years old.
2015 Industry Trends Page 46