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Jade Markus · CBC News · Posted: Jan 14, 2024 6:00 AM MST
Alcohol-free White Claw, Tanqueray and Heineken — those who are going dry, damp or forgoing alcohol altogether may have noticed a lot more zero-proof drink options on grocery store shelves, in liquor stores and even in breweries.
And just like the heavy-weight liquor brands, those in Alberta’s booze industry are also working to keep up with new demand.
Sam Agarwal, a director at market research firm Ipsos who manages the Alcohol Consumption Tracker for the North American market, said they’ve been monitoring drinking habits since 2011.
Since then, they’ve seen a decrease in the number of people drinking alcohol, and how much people drink per outing. But that “moderation” attitude isn’t across the board, Agarwal said.
“It’s much more prevalent in a gen Z or a millennial,” she said.
Ipsos’ Alcohol Consumption Tracker also found an increase in the consumption of alcohol-free beer both nationally and in Alberta by people who drink alcohol.
Graham Sherman, founder and owner of Tool Shed Brewing Company in Calgary, said the brewery’s two alcohol-free beers are among its top-selling products.
“It’s an interesting time where people are making more social, responsible choices,” he said on CBC’s The Homestretch.
And even as a brewery owner, he said, he’s glad that non-alcoholic drinks are taking off, as he invested in the necessary technology a few years ago.
“It still allows us to take tremendous pride in local Alberta barley, the amazing farmers we have in our community here in Alberta.… It still speaks to the authenticity of craft local beer, it just has less alcohol,” he said.
Market Wines in the University District has been hosting alcohol-free tasting events throughout “Dry January,” a time when many forgo alcohol between New Year’s Day and Feb. 1.