Breweries manage to maintain their production without the presence of alcohol in beer
Quebec Beer Market Shows Mixed Signs Amid Decline in Alcohol Consumption
Quebec's beer market is experiencing a shift, with both positive and challenging trends emerging. According to Marie-Ève Myrand, spokesperson for the Quebec Microbrewery Association, low-alcohol beers are gaining popularity due to their ability to offer the best of both worlds.
Despite this growth in low-alcohol beers, overall beer sales in Quebec have seen a decline. In June 2025, beer sales dropped by 2% compared to the same month last year. The drop is largely attributed to the terrible weather, as stated by the general director of the Quebec Brewers Association, and to economic uncertainty related to American tariffs.
Artisan brewers, who rely mainly on yeasts that allow them to make beers with a very low alcohol percentage, are also feeling the impact. However, they are not the only ones adapting to the changing market. Both big and small brewers have reacted to the drop in alcoholic beer sales by increasing their offerings of non-alcoholic or low-alcohol beers.
Interestingly, non-alcoholic or low-alcohol beer sales now represent between 10 and 12% of microbreweries' total sales. This growth is significant, considering the rapid growth that the Quebec Microbrewery Association has seen in the past. However, after a period of expansion, the association is now seeing a decline or at least a plateau in consumption.
Despite the challenges, there is a silver lining. The taste of non-alcoholic beer has greatly improved compared to five or six years ago, according to Marie-Ève Myrand. Furthermore, technology now allows alcohol to be removed from beers produced using the traditional method.
Preliminary figures for July indicate a slight 2% drop in beer sales, suggesting the trend may continue. However, the growth of non-alcoholic beer sales, which grew by 15% between January and June 2025 compared to the same period last year, may help mitigate some of the losses.
Interestingly, big brewers, who account for 90% of Quebec's total beer sales, are benefiting from the growth of non-alcoholic beer. While this may seem counterintuitive, given their smaller market share in non-alcoholic beer, it highlights the importance of diversification in today's market.
As the Quebec beer market continues to evolve, it will be interesting to see how brewers adapt to the changing consumer preferences and economic conditions. Whether it's the heatwave or the trend towards healthier options, the market is clearly signaling a desire for change.
[1] Climate Change and Heatwaves in Canada [2] Impact of Heatwaves on Canadian Cities [3] Beverage Retail Changes in Canada [4] Climate Change and Heatwaves in Quebec
- Despite the decline in overall beer sales due to factors like economic uncertainty and terrible weather, there's an increase in the demand for low-alcohol and non-alcoholic beers, highlighting the need for climate adaptation strategies especially in Quebec.
- The growth of non-alcoholic and low-alcohol beer sales in Quebec's beer market, driven by technological advancements that improve taste while removing alcohol, could potentially impact the finance sector, particularly the beverage industry, as businesses adjust to this shift.
