TAPPING INTO TRENDS
What ’ s next for Canadian beer ? Like American counterparts , breweries up north have tapped into current trends to capture consumer interest in 2024 and beyond .
“ We ’ re seeing more interest in fruit-forward beers ,” says Cohen . “ In the U . S ., our Peach Gose has become our signature product . We expect continued movement for fruit-forward styles in general .” Labatt has also found success in this space . “ Five years ago , we launched Labatt Blue Light Grapefruit ,” says Folaron . “ This past year we put out Labatt Blue Light Apple .”
In summer 2024 , the brewery will expand this line with a raspberry lemon release . “ It ’ s light , refreshing and fruit forward ,” Folaron says .
“ Hard tea is also skyrocketing ,” he adds . “ We partnered with the Buffalo Bills to do a Labatt throwback tea , a raspberry hard tea .”
Sports sponsorships like that NFL beer partnership remain popular in Canada and down here . In addition to the Bills , Labatt also works with the Buffalo Sabres , Detroit Red Wings and Pittsburg Penguins of the NHL . Other relationships for Labatt in this arena include David Portnoy ’ s Barstool Sports , and the rapidly growing sports betting app , DraftKings .
Along those lines , and leaning into an active lifestyle , Partake last November became the official nonalcoholic beer for the Association of Pickleball Players ( APP ) Tour .
“ Both pickleball and non-alcoholic beverages continue to take the nation by storm , and we ’ re excited to expand beverage options for our fans with Partake Brewing ,” says APP chief marketing officer Tom Webb , in a press release . “ This partnership goes beyond a traditional beverage partnership with the inception of the Partake Community Hero Award , which will pay tribute to the local communities that welcome us throughout the 2024 season . There are so many deserving , everyday heroes in our lives , and we ’ re excited to have a partner like Partake that ’ s focused on giving them the recognition they deserve .”
In addition to this partnership , Partake is also going through a rebranding effort meant to highlight the “ aspirational and functional ” components of the brand , Cohen says . Functional beverages are an emerging trend in 2024 ( think : cannabis drinks for sleep , work , relaxation , etc .). These also tie into the overall active lifestyle focus for the nonalcohlic brewer .
“ We ’ re low-cal , low-carb and
In addition to the NFL ' s Buffalo Bills , Labatt also partners with the Buffalo Sabres , Detroit Red Wings and Pittsburg Penguins of the NHL .
high-flavor . Everything we make is under 30 calories ,” Cohen says . “ With that in mind for 2024 , we ’ re expanding into the right accounts and the right markets .”
Moosehead , likewise , is amidst a brand refresh , expected for the first half of 2024 .
“ Moosehead Breweries has revealed a brand redesign that includes new packaging for its core family of brands , including their flagship beer , Moosehead Lager ,” says Wardell . “ This is the first visual identity update for the brand in five years .” “ The brand ’ s moose icon continues to play a central role in the new packaging — albeit with a few updates — and is featured prominently on the Moosehead Lager label ,” she adds . “ Moosehead believes this rebrand honors what longtime fans of the brand have loved for decades , while ensuring a strong presence for years to come .”
Of course , for imports and all beers , there ’ s no trend more timeless than freshness .
“ We pride ourselves on a quick delivery , usually around three days ,” says Esber of Craft Beers of Canada . “ More consumers are starting to look at the date stamp on the can . The fresher a beer is , the better it tastes .”•
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