LCBO reveals Ontario’s top alcoholic beverage trends of 2024
Ontarians preferred sipping spirits and wines in smaller formats over the past year.
That’s according to the latest data from the Liquor Control Board of Ontario (LCBO) on alcohol trends and buying behaviours.
Tequila continued to grow in 2024, but at a slower pace than previous years (up 6% compared to 16% in 2023). American whiskey was also a favourite (up 7%), partly driven by popular limited releases.
Meanwhile, more customers discovered the world of Asian spirits, such as soju and whiskies.
The LCBO said customers’ wine preferences are also shifting away from heavier styles towards fresher wines such as lighter reds, low and dealcoholized wines and whites like Sauvignon Blanc and Pinot Grigio.
Local Ontario Icewine deviates from this trend, which has experienced a consistent upward trend since 2022 (up 7% in the last year and up 29% since 2022).
Value-priced reds and whites are attracting customers looking to save.
A notable trend in both spirits and wines is the demand for smaller formats, the LCBO said.
Ready-to-drink products, which include pre-mixed cocktails and coolers, remained popular throughout the year, but cocktails (up 17%) were the fastest growing segment.
When it comes to beer, Ontarians were on the hunt for strong ales, stouts and porters—all particularly popular during colder months. A standout trend was the growth of de-alcoholic beer (up 69%), supported by the influx of new products over the past year such as Guinness 0 and some local favorites such as Bellwoods Jelly King Non-Alcoholic Sour, and Muskoka Brewery Veer Lager with Lime.
Products low in sugar or with low/no alcohol content continued to be popular among consumers.
Products with no alcohol saw growth of 73% over the last year and 189% growth since 2022.
December is a peak sales period for no- or low-alcoholic options.
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“This year’s product trends could be described as Ontarians seeking products that were unique, lighter and smaller in size” said Abhay Garg, VP of merchandising, in a release. “We watch trends closely and aim to curate an assortment that provides perfect choices for everyone.”
