Canadian brands gain ground
Originally published in Restaurant & Foodservice News
Since early 2025, Canadian consumers have become increasingly intentional about supporting homegrown beer, wine, and spirits brands. Among beer drinkers, 61 per cent have consumed craft beer in the on-premise since the start of 2025. Younger consumers, especially those aged 19 to 34, and residents of British Columbia and Alberta, are leading this trend. In fact, 28 per cent of craft beer drinkers report they’ve increased their consumption of the category since March. When asked why, the top reason was simple: to support local and Canadian brands. Better taste, value for money, and variety followed closely behind.
Reinforcing this trend are results showing that over the last three months up to mid-June, craft beer sales by dollar value jumped 5.5 per cent vs the same period last year. In the last 12 months, craft sales have been up by 1.8 per cent, reversing the previous trend of sliding sales.
A similar pattern is playing out in the wine category. 57 per cent of wine consumers have had a Canadian wine brand at a bar or restaurant in 2025, with Ontario and British Columbia residents showing the highest engagement. Just over half of these consumers say they’re drinking Canadian wine more than before, while nearly all others have maintained their consumption levels, and only two per cent are drinking less.
What motivates consumers to choose Canadian wine? For those who haven’t made the switch yet, the top factors that could encourage engagement include recommendations from friends or staff, promotional offers, and sampling opportunities. These are actionable touchpoints that venues and suppliers can tap into through tastings, promotions, and server training.
Encouragingly, the trend toward local also extends beyond familiar products. In the past month, over one-third of consumers (37 per cent) have tried a Canadian brand they hadn’t had before. Leading reasons include a desire to support local businesses, a curiosity to try something new, and word-of-mouth recommendations. This appetite for discovery signals a unique opportunity to introduce new Canadian offerings across all drink categories. On the food side, similar factors could likely influence eating choices when local or Canadian products are highlighted.
Deciding where to go and what to order
While Canadians in 2025 are more committed to local and Canadian products, how they decide what to drink and where to go is far more fluid. Our latest research shows that 75 per cent of consumers know the category of drink they’ll order before entering a venue, yet nearly one in four end up choosing something different once they arrive. This shift is often driven by real-time factors like special offers, staff suggestions, or even just the chance to try something new.
There’s also a strong digital component. Before setting foot in a venue, 62 per cent of consumers check drink menus, and 51 per cent visit the venue’s social media pages. Among younger guests, this pre-visit research is even more common and includes venue discovery, with 34 per cent saying they look at friends’ social media for ideas on where to go. This means the path to purchase for a given offering doesn’t start on the menu or an outside chalkboard; it starts online.
Once inside, the atmosphere, staff, and signage all play a role in shaping a customer’s beverage choice. For those who don’t have a drink choice locked in, price is the biggest deciding factor, followed by brand familiarity and visual appeal. For those who do, habit is the main driver — which means shaking up the status quo will require compelling incentives or standout offerings.
Visitation itself is split between planned and spontaneous occasions. Data show that casual meals and relaxed drinks are more often spontaneous, while celebrations, formal meals, and high-tempo nights out tend to be planned. Importantly, younger consumers (19 to 34) report much more frequent visits for both eating (2.x) and drinking (3.5x) occasions compared to consumers aged 55+, and they’re also more likely to be influenced by special events, music, or promotions.
Top reasons that encourage unplanned visits include limited-time food specials, drink deals, and live entertainment. These are proven ways to increase footfall and capture revenue from guests who might not otherwise have gone out that day.
The takeaway
For suppliers and operators across Canada, the message is clear: Canadians in 2025 are showing stronger openness and loyalty to local and national brands, and they’re open to influence throughout their path to purchase. From pre-visit digital engagement to in-venue promotions or team recommendations, every touchpoint matters.
By aligning product and sale picks, staff training, and marketing strategies with these consumer behaviours, businesses can turn curiosity into action and trial customers into loyal regulars. Whether it’s a craft beer brewed nearby, a Canadian wine poured for the first time, or a classic cocktail special with a twist that creates a memorable night out, the opportunity is there.
Delivering experiences that resonate in 2025 means serving local and Canadian products, crafting and maintaining a robust digital presence, and fostering occasion-driven and/or spontaneous footfall according to what your customers are telling you with their visits. By responding to these consumer trends and evolving preferences, you’ll delight them before they walk through the door and long after they leave.
