Page 30 - GBC Fall Eng 2016

Adrian Caravello, MBA
Adrian is the Coordinator and Professor of the Advanced Wine and Beverage Business MGT Program at George Brown College. Adrian holds an MBA, Sommelier Certification, WSET Diploma and Level 2 Prud’homme ‘Beer Specialist.’ Contact him at acaravel@georgebrown.ca.
Craft Beer 101
More Than Just A Fad
Canada is a beer drinking nation and by a wide margin. According to the 2015 Annual Statistical Bulletin from Beer Canada, beer represents 76% of the industry share, with wine representing only 16% and spirits getting a distant 5% of the pie.
CRAFT BEER IN CANADA
You have probably heard that beer is losing market share to wine, and that is accurate, with beer experiencing approximately a 5% loss since 2005. However, beer- purchasing habits have drastically changed, and there is a seismic shift toward Craft beer purchases.
In 2005, Mainstream brands represented over 50% of beer purchases and Craft beer only 3%. It is estimated that as of 2015, Mainstream brands are down to 20% and Craft beer has risen to 15% of purchasing habits. This cannot be ignored. Craft beer is not a fad.
The takeaway, is that beer is extremely important in the Canadian market and Craft beer is an incredibly popular choice and will continue to be in the future. The golf business model should reflect these habits, as I am sure beer statistics would be even higher if you isolated the golf market.
We need to adapt our business practices to deliver what the customer actually wants and that means we have to change our current practices at golf courses and other beverage outlets to appease our consumer. Make smart additions or changes to your existing beer line up to ensure you are maximizing beer revenue.
30 Golf Business Canada