B.C. Beer Blog

The who, what, where, when, why, and how of B.C. craft beer

Lies, Damned Lies, and Statistics

with 7 comments

A Vancouver Sun article yesterday about a Statistics Canada report on the sale of alcoholic beverages in Canada talked about beer being the top choice of Canadians, albeit with a declining market share, while red wine sales have doubled since 2000 (article had a photo of a blonde drinking white wine!). This, however, doesn’t tell the whole story of beer consumption in BC because only generalized statistics categorizing beer into domestic and import are being reported.

One gets a more complete picture from sales figures reported by the BC Liquor Distribution Board. From April 2008 to September 2008, bottled beer sales in BC increased by 4.16% overall. Figures for the different sales categories are:

Large: 1.24% +
Regional: 2.06% +
Cottage: 32.49% +
Import: 13.2% +

So while mass market beer sales are rather flat, craft (cottage) beer sales in BC are growing much more than all other segments. Gerry Erith, manager of Brewer Creek Liquor Store in Vancouver, sees a divergence in the beer market: the price conscious and the quality conscious. Those looking for cheap beer will be attracted to products from Pacific Western Brewing, Bowen Island, Shaftebury, Molson, and Labatt. Those more interested in flavour & variety will opt for Cannery, Howe Sound, Phillips, R&B, Tree, etc. They are willing to pay more for a better beer, but don’t need to drink as much to be satisfied. Hence, as more people buy craft beer, I expect per capita beer consumption to go down, which is what has been happening. The difficult segment to be in is mid-market as those products are more than what the price conscious are usually willing to pay but not interesting or flavourful enough for the aficionados.

Could craft beer do better in the market? Aside from the perceived health benefits of red wine, I think there are a couple other factors that explain why beer is losing market share to wine — knowledge and marketing.

There is a lot more coverage of wine in the mainstream media than beer. The major newspapers have weekly wine columns; not one has a beer column (not that there is a lack of anything going on in the craft beer world). As an example of how slim the coverage of BC beer is, a new brewery opened in Comox recently. While it was covered in the town’s local paper and in this blog, there was not a word of it in the Victoria Times Colonist, The Province, or The Vancouver Sun. This is no piddly brewery either. With an investment of $2 million dollars, they aim to sell their beer throughout BC. It also is a good story of an entrepreneur finding a way out of the forest industry sinking boat without laying off all his workers. I doubt the opening of a new winery would escape notice.

So with the average person getting next to no information about their own craft breweries, beer styles, beer & food pairing, and the industry’s movers & shakers, how could one become interested in the possibilities of beer, never mind even knowing that there are any?

And of the information widely available, the majority of it is industrial beer advertising. Is it any surprise, then, that BC’s top-selling brands closely correlate with those most heavily advertised? And what is the substance of the majority of that messaging? Beer, sports, and men. What a great way to limit the appeal of your product, especially if the imagery is blatantly sexist. This doesn’t appeal to a large number of women, so they will choose something that has a more sophisticated, inclusive image. That’s a shame because it isn’t as if women don’t like beer. Many think they don’t, but actually haven’t gone beyond the beer that they didn’t like to find one that they do. That’s typically a fruit beer, wheat beer, or chocolatey stout to start off with. (I actually had a woman kiss me after trying an Old Yale Sasquatch Stout for the first time.)

Given people’s growing interest in gastronomy and the hospitality industry’s efforts to put BC on the global culinary map, it’s no surprise our wine industry has progressed so tremendously over the last two decades. We’ve seen the same with an evolving coffee culture and, recently, a nascent cocktail revival. Therefore, it makes sense people have a growing interest in BC craft beer. Given the myriad of styles available beyond American lager and pale ale, there’s a lot of scope for discovery. Let’s hope our media start catching on and get people excited about what our local brewers are doing. This is an opportunity being missed.

7 Responses

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  1. It would be awesome to send in mass letters to the Sun et. al. demanding more beer coverage in their columns. Maybe that would effect some change. They might have to hire someone who actually knows something, though!


    April 23, 2009 at 2:21 pm

  2. Great idea, Shea! For anyone that wants to follow up on this, here’s where you can send your letters to:

    The Georgia Straight: letters@straight.com
    The Province: provletters@png.canwest.com
    The Vancouver Sun: sunletters@png.canwest.com
    Victoria Times Colonist: letters@tc.canwest.com


    April 23, 2009 at 4:05 pm

    • Nice article, Rick. Good analysis of the situation. That 32.5 increase in the craft beer sales is an eye-catching figure. You’d think that would garner enough attention from the media for at least an article.

      Just a quick note in response to Shea’s post — I pitched both the Sun and the Straight on a beer column a year ago; both said they liked the idea but didn’t have any money for it. (The Straight asked me to do it for their online edition for free but I declined…) And I’ve had the same response from several magazines I’ve pitched, including ones that have wine columns. Frustrating!

      Joe Wiebe

      April 24, 2009 at 8:39 am

  3. Well said! IMHO most advertising/marketing for beer is very detrimental to craft brewing. It portraits rowdy people watching sports or BBQing stuff. Whereas wine depicts ‘sophisticated’ people relaxing in company of friend eating fine food. I think there is more opportunity for food pairing with beer compared to wine. Where else can you get one brew that is light with wheat and lemon, then the next dark, thick tasting of coffee and bing cherries? But if everyone thinks that all beers are light, grassy or flavourless yellow liquids, they might not try one.


    April 23, 2009 at 5:11 pm

  4. I’m going to get on that. Also, just wanted to note that I’ve Launched a ‘sister’ blog to my wine blog, dedicated entirely to Craft Beer. I focus on beer reviews, but I thought it would be nice to have another voice in the BC Market. You can find it here: http://justgrains.blogspot.com



    April 23, 2009 at 11:45 pm

  5. […] Unfortunately, StatsCan remains intent on reporting the general trends without recognizing the underlying changes taking place. While wine may be up and beer down, craft beer is the fastest growing segment in liquor sales in […]

  6. […] over the lack of craft beer coverage in the mainstream media – virtually none. In fact, they were reporting the decline of beer in favour of wine when I knew it was a generalization that completely overlooked the ferment that […]

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