Alcohol sales in Canada are down, according to Statistics Canada. Data released by the national agency on March 5 shows alcohol sales in the 2024-25 fiscal year, ending March 31, 2025, were down 1.6 per cent compared to the 2023-24 fiscal year. It was the fourth year in row volume sales have declined. Statistics Canada noted the decline in alcohol earnings in 2024-25 was the largest annual decrease since the agency began tracking it in 2004-05. Rod Phillips, professor of history at Carleton University in Ottawa, Ont., says the numbers point to a culture shift by younger people. “it’s a worldwide phenomenon; it’s not just Canada,” Phillips said. “The decline is among younger people rather than older people.” “It’s my students who drinking less or not drinking at all.” Mount Royal University business student Joe Conte won’t be drinking this weekend or anytime soon. “No plans, just hanging out with friends,” he said. “It’s just not really who I am, personally.” Conte says for him, it’s a lifestyle choice. “I’ve always been into sports, outdoors stuff,” he said. “Drinking, I think it kind of just gets in the way.” The Alberta Liquor Store Association points to a cost-of-living crisis many are facing, forcing individuals to cut back on drinking habits. Tool Shed Brewing Company, based out of Calgary, has felt the shift by the younger generation. “I have noticed the consumer behaves differently now,” said Tool Shed Brewing Company founder and president Graham Sherman. “I saw this trend developing five or six years ago.” Sherman says it was then that he made a push to add non-alcoholic beers to the menu. Currently, Tool Shed has six core alcoholic beers and three ‘buzz free’ non-alcoholic beers. “It’s absolutely hand-over-fist the fast the growing aspect of our business,” Sherman said. Statistics Canada’s data suggests most Albertans are consuming beer when they are drinking. According to the data, 33.4 per cent of the alcohol sold in the province is beer, followed closely by spirits (33.1 per cent) then wine (22 per cent). Only 11.4 per cent of Alberta’s alcohol sales came from ciders, coolers and “other refreshment beverages.” While that number is low, it’s above the national average for the category, which is 9.3 per cent. “Sales of ciders and coolers rose 4.8 per cent from the previous fiscal year to $2.4 billion in 2024-25,” Statistics Canada noted. “For the second consecutive year, ciders and coolers was the sole alcoholic beverage category with increased sales.”
