SUMMERTIME SPIRITS
Sales of boozy beverages increase as temperatures rise and citizens escape to the lake. David Morris, manager of communications and public education for the Saskatchewan Liquor and Gaming Authority, lets Stephanie McKay in on some of the alcohol trends fo
Michael Goldney adds gin while preparing a summer cocktail, the Muddler’s Day, at Lucky Bastard Distillers in Saskatoon. With summer looming, what is the warm weather drink of choice for our province’s cocktail enthusiasts?
1 Fresh flavours
The summer flavour profile shifts away from flavours like marshmallow to more natural tastes like peach, green tea, pear and strawberry. Root-beer-flavoured beverages were trendy in 2016, and that shows no signs of stopping in 2017. Soda flavours have expanded to include black cherry and orange cream soda.
2 Easy does it
With many consumers heading to the lake, convenience is a factor. Morris said ready-to-drink products and ciders and coolers are very popular in summer. Drinks that mix alcohol and grocery store beverages like root beer and Clamato juice have been popular in recent years.
3 Changing tastes
In the last 15 or so years, Saskatchewan alcohol preferences have changed. In the past, brand loyalty was common, with consumers buying the same products over and over again. This is behaviour usually associated with older shoppers — but with an overall population trending younger (Statistics Canada’s 2012 estimate for Saskatchewan shows a median age of 37.1, the fourth lowest in Canada), consumers are becoming more willing to try new things and seek out products from local/small manufacturers.
4 Beer still best
While alcohol sales increase overall in summer, beer sales in Saskatchewan double from the slower winter months of January and February. Although tastes have been changing in Saskatchewan in the last decade or so, beer is still the alcoholic beverage of choice. According to SLGA’s annual report, around 72.2 million litres of beer was sold in the 2015-16 fiscal year. In comparison, 25.6 million litres of spirits, wines and coolers sold during the same period.
5 Local love
Morris said Saskatchewan’s craft alcohol industry has undergone huge growth in the last five years, with an increasing number of consumers looking for unique, local products. In 2009, three craft alcohol producers were operating in the province. Today there are nearly 30. About 30 brew pubs manufacture small volumes of beer. In addition to microbreweries like Black Bridge Brewing in Swift Current, Nine Mile Legacy in Saskatoon and District Brewing in Regina, local distillers are also popular. Saskatchewan-made spirits can be found at places like Black Fox Spirits and LB Distillers in Saskatoon and Last Mountain Distillery in Lumsden.