Alcohol sales on track to set December record

Canadians are expected to raise their glasses many times this holiday season, with alcohol sales on track to set a record high this month and also for 2012, a new report says.

The report also said Quebecers have shown the most pronounced increase in holiday spending on alcohol, with sales rising about 65 per cent above average in December.

“With Quebec being particularly high consumers of wine, as opposed to other types of alcohol, that could have a particular benefit for growing Canadian wineries,” BMO economist Aaron Goertzen said Friday.

The average Canadian adult will spend more than $85 on booze in December, which translates to about one bottle of spirits, three bottles of wine and 27 bottles of beer, according to the BMO Holiday “Spirits” report.

“If the strength we’ve seen so far persists through the holiday season, then the industry is on track for a very strong and probably a record year,” Goertzen said.

Annual alcohol sales in Canada are expected to top $19 billion this year, about 38 per cent or $700 million higher than in 2011, he said.

Sales of spirits, wine and beer typically surge in December, making it the highest volume sales month, Goertzen said from Toronto.

“So we’re looking for a jump of around 40 per cent compared to the annual average, as people are hosting get-togethers and purchasing gifts for family and friends and enjoying the holiday spirit,” he said.

That increase will be about the same as last December, he added.

The increase in spending on alcohol comes as the Canadian economy continues to improve, and wine and beer producers continue to make new inroads, the BMO report said.

“The Canadian economy has grown this year, employment has grown, incomes have grown and this is going to support consumption on all fronts, including alcohol sales,” Goertzen said.