Annual household expenditure on alcoholic beverages in 2014 was 874 Canadian dollars on average. The most popular alcoholic drink among consumers was beer, which was consumed by almost 60 percent of respondents. Men were generally the biggest consumers of beer in Canada. Those aged between 19 to 30 years accounted for the largest share of beer consumers, while all women surveyed held a 42 percent share of the market.
In the three years since 2012, the consumption of distilled spirits in Canada has fallen by almost 315 million liters. Despite Vodka being the leading spirit consumed in Canada in 2014, it was forecast to see the greatest fall by 2018, while the consumption of Scotch whisky, gin, bourbon and tequila were forecast to remain constant till then.
Among consumers, 81 percent of females and 72 percent of male respondents agreed that they’d rather drink something that tastes good than worry about what people thought about them, based on their drink choice. Price and recommendation from friends or family were among the leading factors influencing beer, wine and spirits purchases among Millennial consumers in 2013.