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Aug 14, 2023

Target the ‘Mocktail’ Market in Canada

Promogram Canada March 09, 2023

Promogram Canada March 09, 2023

Nonalcoholic beverages have seen booming demand among Canadians recently. Here's how to cater to this popular sector.

By Sara Lavenduski

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Among Canadians, "dry January" is lasting longer than one month.

A recent report from Global News in Canada states that nonalcoholic adult-beverage brands are struggling to keep up with skyrocketing demand across the country. According to data from payment platform Square, mocktail sales in the first half of January had increased 123% year over year, a new high. And the demand continues to be higher than normal.

Mitch Cobb, owner of Upstreet Craft Brewing in Charlottetown, PEI, started offering one nonalcoholic beer more than two years ago. It got so popular he's since launched a line of his own called Libra that can also be purchased online.

"It has absolutely started to take off," Cobb told Global News, adding that Libra now flies off the shelves at restaurants and markets where owners had long been skeptical about demand for inventory. He had an especially hard time filling orders for Libra in January, though order volume remains high well beyond the first four weeks of the year.

A recent change in health advice could be a contributing factor. In January, the Canadian Centre on Substance Use and Addiction changed its alcohol guidance to recommend that every Canadian consume no more than two drinks per week, due to increased cancer risk.

Richard Alexander, Atlantic vice president of food service association Restaurants Canada, told the CBC that eateries are adapting to consumers’ changing tastes and health consciousness. "That's how the industry survives," he said. "You’re seeing healthier items come onto menus and nonalcoholic drink options – so it's a change in the industry … and this will just accelerate it."

The demand for alcohol-free adult beverages presents an opportunity for promo distributors who can help bars, restaurants, breweries, retail stores and markets advertise nonalcoholic options with branded products. Here are five items available from Canadian suppliers with sales ideas for your client's next campaign.

Wine and spirit stores as well as beer distributors can advertise their alcohol-free inventory with full-color counter mats on tasting bars and checkout counters.

Large counter mat (4401-C) from Martini-Vispak Inc. Canada (asi/93991)

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Guests can take home their favorite nonalcoholic brew in branded drinkware, like a stainless-steel growler, that can then be used as a carafe once the beer is finished.

64 oz. stainless-steel growler (G2G) from ADNART (asi/31518)

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Eateries can promote the nonalcoholic drinks they offer with special "mocktail" nights and outfit staff in branded T-shirts.

Triblend scoopneck women's T-shirt (KOI8036L) from SanMar Canada (asi/84864)

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Sponsored events can serve drinks with branded coasters – look to those made of sustainable and recycled materials.

Recycled cork coaster set (RCKCOA) from HPG Canada (asi/48886)

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Alcohol-free wine brands looking to promote their products can send bundles to influencers on social media, complete with samples in a high-end bottle carrier.

Wine carrying case (SH101) from Spector & Co. (asi/88660)

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