Organizers of a well-established food and wine exhibition featuring the finest alcoholic beverages across the nation are not deterred by the increasing trend of Canadians consuming less alcohol. Instead, they are embracing the growing popularity of non-alcoholic beverages.
Taste Ex, previously known as the London Wine and Food Show for 18 years, commenced its weekend event at the Western Fair on Friday night. Stephen Rich, the curator of the bar menu at Taste Ex, acknowledged the decline in alcohol consumption in Canada, the US, and Europe, attributing it to increased health awareness and knowledge about the effects of alcohol.
According to the 2023 Canadian Community Health Survey, one-third of Canadians aged 18 to 22 reported drinking alcohol in the past week, while half of individuals in other age groups did the same. Additionally, 30% of respondents admitted to consuming more than three standard drinks per week.
The concept of “Dry January,” a movement to abstain from alcohol during the month, is gaining popularity as people seek to kick off the new year on a healthy note and recover from excesses. Rich highlighted that this shift has led to an increased demand for non-alcoholic options.
At Taste Ex, attendees can explore a 250-foot long bar offering a selection of 950 beverages, including nearly 50 non-alcoholic wine, beer, and cocktail choices, along with teas, coffees, and kombuchas sourced from various regions in Canada. One of the featured non-alcoholic options is Edna’s Non-Alcoholic Cocktail Co. from Vancouver, which has witnessed a rapid rise in demand since its establishment in 2021.
Rich and Devine acknowledged the evolution in the availability and diversity of non-alcoholic beverages over the past decade, with an optimistic outlook for further expansion in the industry. They anticipate an increase in the number of non-alcoholic products showcased at future events.
A report from NielsenIQ revealed a significant surge in annual sales of non-alcoholic beverages in Canada, reaching $199 million last year from $137 million two years prior. The study highlighted the appeal of non-alcoholic drinks among young and middle-aged consumers, particularly those with higher incomes, indicating a trend towards balance rather than complete abstinence from alcohol.
Devine, co-founder of Edna’s Non-Alcoholic Cocktail Co., recognized the limited options available for non-drinkers in bars and restaurants, which motivated him to create high-quality non-alcoholic cocktails that mimic traditional alcoholic beverages. Several other non-alcoholic producers, including One for the Road Brewing, Locomotive Espresso, and various kombucha brewers, are also showcasing their alcohol-free offerings at Taste Ex this year.
