Organizers of a well-established food and wine exhibition featuring the finest alcoholic beverages in the country are not deterred by the increasing trend of Canadians consuming less alcohol. They are instead embracing the rise of non-alcoholic drinks. The annual event, previously known as the London Wine and Food Show for 18 years, commenced this past weekend at the Western Fair.
Stephen Rich, the curator of the bar menu at Taste Ex, acknowledged the decline in alcohol consumption in Canada, the US, and Europe, attributing it to increased health awareness and knowledge of alcohol’s effects. The 2023 Canadian Community Health Survey revealed that one-third of Canadians aged 18 to 22 had consumed alcohol in the last seven days, with half of the remaining age groups reporting similar patterns. Additionally, 30% of respondents admitted to consuming more than three standard drinks weekly.
“Dry January,” a movement advocating sobriety for the month, is gaining popularity as individuals seek a healthy start to the new year and recover from excesses. Rich highlighted the event’s diverse offerings, including a 250-foot long bar with 950 drink choices, featuring nearly 50 non-alcoholic wine, beer, and cocktail options, along with teas, coffees, and kombuchas sourced nationwide.
Edna’s Non-Alcoholic Cocktail Co., originating from Vancouver, is among the non-alcoholic brands present at the event. Co-founder Nick Devine noted the rapid growth in demand and availability of non-alcoholic options, contrasting the limited choices available five to ten years ago. Rich anticipates an expansion in non-alcoholic products at future events.
A report by NielsenIQ indicated a significant surge in annual sales of non-alcoholic beverages in Canada, reaching $199 million last year, up from $137 million two years prior. The trend is popular among young and middle-aged consumers, particularly those with higher incomes, with 75% of buyers also purchasing alcohol, underscoring the quest for balance rather than complete abstinence.
Devine, with a background in bartending, identified a gap in the non-alcoholic market, prompting the establishment of Edna’s to offer non-alcoholic cocktails that rival traditional bar offerings. Other non-alcoholic producers at Taste Ex include One for the Road Brewing, Locomotive Espresso, and various alcohol-free kombucha brewers from across Canada.
The event’s evolution reflects the changing consumer preferences and a growing market for non-alcoholic alternatives, catering to a diverse audience seeking a healthier and balanced lifestyle.