In a world that is becoming increasingly mindful of health and social responsibility, the conversation surrounding moderation and alcohol consumption continues to evolve. Canadian beer, a beverage with a rich history of social connection and cultural significance, is well-positioned to meet the needs and wants of the ever-changing modern adult beverage consumer.
The importance of responsible beer consumption
Responsible beer consumption benefits not only the individual drinker, but the community. Excessive drinking poses well-documented risks, including impaired judgment, health complications and community safety issues, such as impaired driving. Beer Canada and many of its member companies continue to invest in public awareness and education programs to reduce various forms of harmful drinking.
Beer occupies a unique space in this context. Beer’s lower alcohol by volume levels positions it as a choice of moderation for many drinkers. When consumed responsibly, beer serves as a bridge to social connection, celebration and relaxation. It holds a central place in many social occasions, from casual get-togethers to large community celebrations. If the recent global pandemic has taught us anything, it is that these in-person connections are essential for maintaining one’s mental health and overall well-being.
The role of non-alcoholic beer in modern hospitality
Bars and restaurants are not simply places of food and beverage consumption; they are social hubs where a community’s cultural trends are forged. As consumer preferences shift toward healthier lifestyles, hospitality venues must adapt to meet these evolving demands. Including a variety of non-alcoholic beers on beverage menus is no longer just nice to have – it is a necessity for hospitality business success.
The Canadian non-alcoholic beer market has experienced exponential growth in recent years. Ontario’s LCBO, for example, reports a near 70 per cent increase in non-alcoholic beer sales over the past 12 months alone. Gen Z and Millennials, in particular, are leading the charge in seeking flavourful, low or no-alcohol alternatives.
In a fall 2024 Leger Marketing poll commissioned by Beer Canada, 17 per cent of Canadians had reported buying non-alcoholic beer at a retail store over the previous 12 months. For the 18-34 age groups, the number climbed to 22 per cent. However, the same survey showed a significant under performance in the on-premises sales channel, with only seven per cent of respondents consuming a non-alcoholic beer in a licensed bar or restaurant.
For an industry rooted in community and celebration, adopting zebra-striping and non-alcoholic beer offerings isn’t just good business – it’s a meaningful way to build a legacy of care, connection and mindful enjoyment.
The rise in popularity of non-alcoholic beer can be attributed largely to significant investments by brewers in research, brewing techniques and specialized equipment to create products that can rival the taste and quality of their alcoholic counterparts. Historically, non-alcoholic beers carried a reputation for blandness or lacking the complexity of other beer brands. Canadian brewers now employ innovative brewing techniques to create non-alcoholic beers without compromising flavour, while offering a wide range of styles and flavour profiles.
In licensed establishments, non-alcoholic beers are typically sold at a price point higher than other non-alcoholic beverage options, such as juice or soft drinks, providing bars and restaurants another path to increased revenues and profitability. At the same time, establishments that champion responsible drinking build trust and loyalty among patrons, who appreciate venues that prioritize customer safety, well-being and inclusivity alongside excellent service.
Zebra-striping: A simple strategy for responsible drinking
The idea of alternating between a beer and a glass of water as a way to pace drinking or keep hydrated is far from new; it has been a go-to strategy for mindful drinkers for years. However, with the growing variety of flavourful non-alcoholic beers now available, this practice has evolved into something even more enticing. Known as zebra-striping, the approach of alternating between alcoholic and non-alcoholic beverages is gaining traction as an effective and appealing way to drink responsibly.
Zebra-striping is both intuitive and transformative. By incorporating non-alcoholic beers into their evening, drinkers can significantly reduce their alcohol consumption while still enjoying the flavours and social aspects of drinking beer with family, friends, neighbours or co-workers.
This approach sits at the intersection of tradition and modern responsibility, giving beer a unique role in promoting healthier consumption practices. Zebra-striping – coupled with the growing presence of high-quality, non-alcoholic beers – offers a straightforward path to fostering a culture of balance and intentional drinking. For bars and restaurants, embracing these strategies means more than just meeting customer demand – it’s about creating safer, more inclusive spaces that cater to a diverse patron base.
A legacy of responsible consumption
Ultimately, responsible alcohol consumption is a shared responsibility. It begins with awareness, education and offering the right options for people to make informed choices. For an industry rooted in community and celebration, adopting zebra-striping and non-alcoholic beer offerings isn’t just good business – it’s a meaningful way to build a legacy of care, connection and mindful enjoyment.
