Alberta continues to lead the country in legal cannabis sales as alcohol purchases trend downward—but experts say the two movements, while happening in tandem, are not necessarily connected. “This is one of those classic cases where coincidence is not causation,” said Michael Armstrong, associate professor of operations research at Brock University. “Cannabis, as a new industry starting from almost zero, has had very strong growth.” Statistics Canada data shows cannabis sales in Alberta reached $765 million in the fiscal year ending March 2024—up nearly seven per cent from the previous year. Additionally, Statistics Canada notes alcohol sales fell from $2.8 billion to $2.76 billion, a 1.4 per cent decline, even as average retail prices increased. Ipsos vice-president Sam Agarwal says moderation is now the dominant trend across Canada—especially in Alberta. “We’ve seen people reducing the consumption of alcohol, and this is a trend that we are seeing happening across Canada, across all provinces,” she said. “But there is a slightly higher decline in people stating that they are reducing alcohol consumption in Alberta.” Agarwal says both frequency and total participation are dropping. “The number of people who drink alcohol monthly has been going down, and those who do drink are drinking less often,” she said. Ipsos data points to a few reasons for the shift. “The top reason is the trend toward health and wellness,” Agarwal said. “People are becoming more and more conscious about what they’re consuming—calories, sugar—and they’re focusing on their physical and mental health.” Cost is another factor. “People are bearing the brunt of inflation, and alcohol, being a discretionary expenditure, is something they are cutting down on,” Agarwal said. Agarwal also notes a steady rise in non-alcoholic alternatives. “They still want the social experience that alcohol gave, but they don’t want the buzz,” she said. “They’re switching between alcoholic and non-alcoholic drinks—or just choosing non-alc altogether.” At Tool Shed Brewing in Calgary, president and founder Graham Sherman says the shift is unmistakable—and craft brewers are adapting. “I have three sons in their 20s. They have a beer, then a non-alc, then a beer, then a non-alc,” he said. “It’s very different than when I grew up.” Sherman says Tool Shed’s non-alcoholic beer is now its most decorated product. “Our highest award we’ve ever received was for our non-alcoholic—a Canadian National Championship gold medal,” he said. “We’re selling a lot of beer, and we’re selling a lot of non-alc.” Sherman says while overall beer sales may be down nationally, it’s not hitting all brewers equally. “Ninety per cent of the market is macro beer,” he said. “If that’s going down but craft beer is climbing, we’re still doing great.” At Record High cannabis store in north Calgary, manager AJ Shenner says economic constraints are nudging some consumers toward more affordable options. “I think the disposable income isn’t what it used to be,” he said. “They’re pinching their pennies. You can get four pre-rolls for the price of a beer or two.” Shenner says the product no longer feels niche or unfamiliar. “A lot of these kids coming in—18, trying it out for the first time—I would say a lot of the people are in their 20s,” he said. Agarwal notes similar findings. “Cannabis has been growing, especially among the 18–34 age group,” she said. “People have an alternative now that delivers the same kind of buzz—and it’s much cheaper.” Ipsos also tracks overlapping usage. “There’s definitely an increase in people consuming both alcohol and cannabis in a single occasion,” Agarwal said. “And we’re seeing some people use cannabis alongside low- or no-alcohol drinks to get the same experience—without the negative impacts of alcohol.” Armstrong says the real shift may emerge gradually as younger generations form new habits. “Somebody turning 18 in Alberta this year—cannabis has been legal their whole teenage life,” he said. “Now they maybe say, ‘I’ll go down to the cannabis store and get some interesting gummies.’” He says dual usage—not substitution—could present the biggest challenge. “If people are using both together, that would be the worst case from the public health perspective,” Armstrong said.
