On the Wednesday before Thanksgiving each year since 2019, Canada celebrates Canadian Beer Day.
Canadian beer has long held a special place in the culture, history, economy and social lives of Canadians from coast to coast. However, Canadian Beer Day seems more relevant and important now than ever. In the face of remarks on their country’s sovereignty and economy, Canadians are showing their pride.
Beer is a truly Canadian industry, with 88 per cent of all beer consumed in Canada made here by Canadian workers in Canadian plants from Canadian water, barley and other grains. Canadian brewers also prioritize local purchases whenever possible. In fact, a recent study showed that 84 per cent of the value of all the inputs used to brew Canadian Beer is bought from fellow Canadian businesses, workers and farmers.
To complement home-grown styles and brands, Canadian brewers have invested to produce in their Canadian plants a wide range of some of the world’s leading beer brands. The patriation of these brands means that all the economic value associated with their brewing accrues directly to Canadian businesses and workers. In addition, their domestic production allows brewers to maximize both their production and distribution efficiencies helping keep beer affordable for hard-working consumers.
This year’s Canadian Beer Day theme, “There’s Nothing Like a Beer,” captures the spirit of what makes beer unique. For many Canadians, beer is more than a thirst-quenching beverage. It signifies friendship, camaraderie, moderation, community and good times. Sharing a pint of beer is a social bond that brings families, neighbours or coworkers together. The social benefits of sharing time together in person means more than ever to an individual’s mental and social well-being.
As Brock University professor Dan Malleck, PhD, opined, “Drinking is not just the act of consuming a certain amount of ethanol. It often takes place in a social space, and it’s a way for humans to form connections, celebrate, mourn and stave off loneliness and isolation, which we know from the pandemic can have real medical consequences.”
Beer is a particularly social beverage with 20 per cent to 25 per cent typically consumed out-of-home, in the company of others, whether at a neighbourhood restaurant, a concert, a sporting event or a festival. Beer’s low alcohol content also promotes moderate, responsible consumption. Drinking for the pleasure of the taste of what’s in the glass (or can), and more importantly, the company, separates beer-drinking from many other products and activities.
There’s also a compelling economic story to celebrate. With nearly 90 per cent of all beer consumed in Canada made here, local brewing supports more than 149,000 Canadian jobs across the full supply chain. Strong grains-to-glass manufacturing equates to local economic activity, including important contributions from grain farmers, maltsters, truckers, label, can and bottle makers, retailers and servers.
Many Canadians reject recent calls from neo-prohibitionist activists to put radical new restrictions on beer’s availability or brewers’ local sponsorships. Today’s modern beer consumer wants their governments to treat them as adults and provide them with convenient access to purchase and consume the beer brands they prefer. The country has seen real progress recently in terms of expanded retail access in some provinces and momentum in terms of direct-to-consumer manufacturer sales.
In addition, there are over 30 communities across Canada that now allow responsible beer consumption in designated public parks, plazas or beaches. Follow-up studies conducted by participating municipalities indicate strong public support from park visitors and no increase in disturbances or nuisance issues.
In all these market liberalization initiatives, Beer Canada has engaged directly with regulators and legislators to ensure the proper regulatory and legal frameworks are developed and put in place, ensuring confidence in both the fiscal and social responsibility requirements of government, and the protection of the health and safety of communities.
At the same time, many Canadians also want governments to elimate beer tax increases and recognize that Canada already has the highest beer taxes of all G7 countries. Other beer producing countries recognize that a more balanced approach to beer tax policy is widely popular with their electorate, and also promotes new investment and jobs. By skimming off the top nearly 50 per cent of beer’s retail transaction value, Canadian governments sap any financial flexibility from brewers to respond to unexpected cost pressures. Recently, Canadian brewers have been subjected to peak inflation, energy and transportation cost spikes, labour shortages, U.S. tariffs and Canadian counter measures and rising beer taxes.
For licensed venue owners and staff, Canadian Beer Day is an occasion to celebrate. It’s a chance to turn patrons into champions of Canadian beer, whether by spotlighting homegrown selections, offering tasting menus, or simply reminding customers that their purchasing choice supports Canadian workers, farmers and businesses. In a competitive marketplace, beer stands out because it reflects something truly Canadian: community.
This Oct. 8, Beer Canada is celebrating Canadian Beer Day with pride, raising a glass to the brewers, hospitality businesses and adult beer drinkers, and reminding everyone that when it comes to culture, community and connection, there really is nothing like a beer!
Learn more or get involved at canadianbeerday.ca.
