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According to a report by BMO Nesbitt Burns, craft beer sales revenue has grown near double digits between 2009 and 2012 across Canada. Beer is Canada’s most revered alcoholic drink, and craft beer is having a renaissance. Craft beer is basically beer produced in either micro or macro breweries. Craft brewers use high-quality malted grains and hops. Crafted beer has flavors and aroma thanks to spices and fruit. Brewers use adjuncts to add body, unmalted wheat and sometimes candy sugar to make craft beer. For craft beer to be really craft beer, it should be brewed in batches lesser than 75 hectoliters. The guidelines to produce craft beer are not very strict, as different breweries use various methods to give their consumers something to imbibe on. Canada craft beer is manufactured in microbreweries though some are not small anymore. With all craft beers to choose from, Quebec’s McAuslan Brewery (Brasserie McAuslan) records more than 20 million sales a year. This shows how far the craft beer craze has come. Ontario craft brewers also produce 400,000 hectolitres of beer for years, for the last decade or so.

Craft beer is the new wine. Beer holds a fair share of the domestic market with Canadian breweries providing most of the beer to the locals. Various breweries all over Canada produce different brands of beer and have grown in their craft, thanks to innovations and technology. According to the provincial government, the past few years have seen the growth of craft breweries at an almost 120%, making it one of the fastest growing industries in Canada.[“Write my essay for me?” Get help here.]

Worldwide, craft beer is the IT beverage with 10,000 microbreweries, with a superseding net worth approximated at US$50 billion and still growing. Craft beer, however, is not a new trend. It has been here with us since the beginning of time. What has changed however is the consumer preferences. There is a shift in beverage preferences as there is a larger trend towards a discerning consumer palate. Consumer tastes and preferences have become more complicated. Canadians now demand good quality products that have a loyalty badge on it. People are more likely to buy locally produced stuff today as compared to 50 years ago.

Top analysts of the food and beverage market suggest that the explosive craft beer trend is not necessarily about the beer itself although it is actually good beer, but the culture that surrounds it. Craft beer brewing is made in small batches, so a lot of attention goes into the making of the beer hence consumer tastes are highly regarded even for special groups. The growing trend of Canadians leaning more on handcrafted rather than mass-produced goods has caught the beer front with more consumers seeking crafted beer that suits their lifestyle. Craft breweries address a lot of specific customer needs hence most people subscribing to the trend feel like a part of a community when partaking.
Demographic preferences also come into play. A US research shows that half of the millennials (25-39) have tried craft beer. This is also true of Canadian youth. Canadian youth aged 21-27 are in love with craft beer, and 44 % of them have never tasted Budweiser. Budweiser is the most popular locally brewed beer in Canada. Millennials are explorative, and with the bursting craft beer market, they have the ability to experience new things each and every time they pick up a craft beer. They are not the only people going by the wave. Older consumers have found an alternative to wine. Finding delicious flavors as well as a nostalgic feel in craft beer has given the boomers an opportunity to go back in time when they would enjoy a beer or two during their youth days and this time with choices that fit their lifestyle.[Need an essay writing service? Find help here.]

The proliferation of craft beer has created a more relaxed environment for socializing. Humans are naturally social animals, and as such, craft brewing has helped maintain the sense of community that had started to sink. Before the resurgence of craft beer, it was easy for Canadians to pick up a 12 pack of Budweiser or ice wine from a store and retreat home for a chill drinking. With the explosion of the craft brewing, the nostalgic community drinking is further and further being re-established. Little brew pubs act as communities where people can chat strangers up and with more individualism due to pressures of work and family, craft beer is here to save microcosms.

Research indicates that the food and beverage processing industry is the biggest in Canada, accounting for 246,000 Canadian employees. It accounts for 2% of the national gross domestic product (GDP) and is the largest manufacturing sector in terms of production. Craft beeraccounts for 6% of the Canadian beer market with the Canadian first craft brewer founded in Vancouver in 1982. According to On Beer (, craft beer represents the history and culture of the regions where the breweries are located.

The tastes of craft beers are particularly based on influences from their settlement history. Ontario has mainstream tastes as most people are cosmopolitan. Their brewing style is conservative with German and East American accents. Some of the breweries have an eccentric style influenced by the U.S West Coast. Due to their love and care for the environment, brewers in this region are drawn to organic beers and a noted presence of fruit beers. Atlantic Canada is associated with British styles and accents. The Quebec region has Belgian styles thanks to their Belgian heritage. Due to the variety of tastes in Canadian craft beer, the annual Canadian Brewing Awards rewards the best beer awards through criterion such as blind taste tests.

In the 2016 awards, all the winners were craft beers. Such an event and the results indicate the continuing popularity of craft beer. While beer tastes are subjective, the annual Canadian Brewing Awards recognizes beer enthusiast’s favorite Canadian beers. Such recognition enables the community to identify the best way to get a sense of the mostly regarded beers in the country. As the Canadian economy grows exponentially for the next few years, beer industry and mostly the craft beer one is likely to see a modest increase in its popularity and also the overall sales. Rising consumer health consciousness supports growth. The young generation in Canada is adventurous and is interested in a fun and exciting experience. As such, the brewery sector will see the proliferation of product offerings and innovations that may lead to product development. With more customer-centric products and offerings, more people will not want to be left behind.[Click Essay Writer to order your essay]

Growth areas in craft beer continue to emerge as well as expand in terms of style. Craft beers will grow in momentum while organic beer and iced craft beer outpace the market. The rapidity of the crafted beers might lead to better tastes with more brands competing for the same posts. Canadian consumers seek health benefits even with beer drinking. Unique and exotic flavors are a measure for success and consumers gravitate towards high-quality items. The market itches for high quality, and as such, the breweries are carving a niche for themselves for years to come. For craft beers, operators have seen success in having a unique and exotic taste based on the history of the taste that people associate with. Although organic craft beers are taking an interesting turn in the market, consumers are not yet entirely sold on it. Consumers usually take their time to experiment with a new addition into the market, but what really helps is that the operators have already learned what customers prefer, hence making it easy to tailor products for each group.

While pubs continue to claim the significant chunk of sales in Canada, mixed retailers can now stock up craft beer under the permission of brewers, consequently giving people more chances to experience product offerings that provide great value to its brewers. Brewers in craft beer indicate that sales are paramount, but what keeps the industry going is securing presence. Having a growing presence caters to value-conscious consumers intensifying the trend, thus the continuous growth. All sectors of a growing market are kept afloat by increasing sales. Craft beer has seen the growth of sales in places that are already experiencing the craft beer craze. What is left now is for the marketing producers to come up with creative ways to secure and maintain a presence.

Sometimes what happens in history and culture does not always stay in culture and history. For craft beer, what occurred in the yonder years has influenced the creation of the increasingly favorable trend. In order to keep up pace with the trends and the consumers’ thirst for new, better for-you-beer, the brewers are constantly formulating and releasing new products into the market. With that said, the Canadian craft beer industry has an important role to play in how the identity of Canadians is shaped. Craft beer is a small but a steadily growing market segment. This trend is expected to grow exponentially.

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By Hanna Robinson

Hanna has won numerous writing awards. She specializes in academic writing, copywriting, business plans and resumes. After graduating from the Comosun College's journalism program, she went on to work at community newspapers throughout Atlantic Canada, before embarking on her freelancing journey.

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