Page 28 - GBC summer ENG 2023

NGCOA Canada Partner Highlight
to do whatever feels right for their body and mind in the moment. That’s why 76 percent of people under the age of 39 agree that wellness is anything that makes you feel good.
So, what does all of this mean at the bar? For us at Moosehead, it means an increasing focus on lighter beer options - ones that offer less alcohol and less calories - that don’t compromise on taste. Our award-winning Cracked Canoe brand is a perfect example of this commitment to an incredible quality beer that drinkers can both feel good about and deeply enjoy. And so, it’s not surprising that we have seen a surge in popularity for this light lager. In fact, Cracked Canoe sales grew by 13% last year - a true testament to the lighter- leaning movement.
4 percent ABV light lager, this new brew was influenced by the refreshing flavours of the classic Mexican Chelada. The result? A fun, invigorating ‘sip with a zip’ flavour experience that can help transport drinkers with every sip.
A THIRST FOR REFRESHMENT
Beer and sport have long been allies. In fact, one of my favourite stories of beer innovation is from the 1920s, when the cycling boom was taking off in Germany. Legend has it that a German innkeeper named Franz Kugler was overwhelmed when a large group of cyclists who had been riding through the Bavarian countryside arrived at his tavern, tired and thirsty. The only problem? Franz was low on beer. To stretch his supply, he added sparkling
THE TASTE OF DISCOVERY
The COVID pandemic only fueled the strong appetite for travel with this generation. In fact, an Allianz Global Assistance survey conducted by Ipsos at the start of 2023 found that 89 percent of travelling millennials said they “desperately” need a vacation this year.
The economy, however, might have other plans. 82 percent of Canadians say inflation will impact their dream getaway this year. So, while staycations may beat vacations in 2023, there is another way to help your customers escape the everyday - at the beer cart. That’s because 73 percent of Canadians say they like to embrace new cultures through food and drink.
Our biggest beer launch this summer is a perfect example of this escapism in a can: the Moosehead Chelada. A squeeze of lime, a dash of salt, and made with a crisp
28 Golf Business Canada