According to a new report by Statistics Canada, Canadians are buying and drinking less alcohol and younger generations are leading the way as the country faces its largest annual drop in beer, wine, and spirits sales over the last 20 years. Sales of alcoholic beverages fell 1.6 percent to $25.8 billion in the 2024-2025 fiscal year, despite a 1.6 percent increase in prices during the same period. Sales by volume dropped for the fourth consecutive year as well.
On average, Canadians bought the equivalent of eight drinks per week between March 2024 and March 2025, showing a decrease from 8.7 the year before, with ciders and coolers the only category that experienced growth while beer, wine, and spirits sales fell.
Alcohol also costs consumers more, as prices rose 1.6 percent, with alcohol purchased in licensed establishments like bars and restaurants up nine percent year over year. Industry averages show that alcohol sales accounted for 21.1 percent of total revenues at these establishments in 2013, but despite the rise in costs, they fell to 17.1 percent by 2023.
Between 2024 and 2025, beer sales were down 1.6 percent to $9.1 billion. Based on volume, the sector experienced its ninth consecutive annual decline. Wine sales were down 2.2 percent to $7.7 billion over the same period, with volume falling for the fourth year, while spirit sales fell 3.2 percent to $6.7 billion.
This is a national example of an international trend, as global wine consumption is at the lowest it has been since 1961, according to the International Organisation of Vine and Wine, which is indicative of changing lifestyles, social habits, generational changes in consumer behaviour, and rising inflation rates.
