2026 C-store IQ Beverage Alcohol Report: Go with the flow
What a turnaround. In 2026, in many provinces, convenience stores are firmly established as go-to destinations for beer, wine, cider and ready-to-drink cocktails—second only to provincial liquor and beer stores as shoppers’ preferred destination. And, in further good news, most shoppers are highly satisfied with the alcoholic beverage assortment at c-stores, according to the 2026 C-store IQ National Shopper Study.
Channel shopper purchase of alcoholic beverages at convenience stores is steady, with 21% saying they purchase from a c-store in a typical month—that number is notably (and unsurprisingly) higher in Ontario (26%) and Quebec (32%). Overall, the percentage of those shopping at provincial liquor and beer stores is declining, likely as shoppers in some regions adjust to new regulations giving c-stores a piece of the action.
While satisfaction is high—particularly boomers (70% say they are highly satisfied)—new data shows opportunities remain to expand the beer selection, increase overall variety through additional flavours and brands, and offer more premium, imported and sparkling wine options.
Working with the research team at EnsembleIQ, Convenience Store News Canada + OCTANE surveyed more than 2,000 c-gas shoppers ages 18 and over across the country to examine their wants and needs at retail, with a sharp focus on convenience and gas.
- 9 KEY INSIGHTS
Basket bump: 80% of shoppers purchase additional items when buying alcoholic beverages, making them high-value customers. Lottery tickets take the top spot this year after an 8-point increase versus 2025. Salty snacks and candy/chocolate round out the top three.
Market shifts: While overall c-store purchase rates are steady year-over-year (YOY), there is a slight increase in non-purchasers (up 3 points from 18% to 21%). What we are likely seeing here is a shift to sober lifestyles and healthier living, as well as a demographic of core c-store shoppers who do not drink for religious reasons.
Declining traditional retail: Purchases at provincial stores are declining, with a notable shift toward delivery services as a preferred fulfillment method.
The rise of ready-to-drink (RTD): RTD cocktails, both alcoholic and non-alcoholic, are a major growth driver for younger cohorts.
Beer notes: Premium beer remains the top seller at convenience, driven largely by Generation Z shoppers, while value/everyday beer has moved into second place. Light beer and craft beer are seeing declines among c-store shoppers, suggesting a "budget-conscious trade-off" where consumers are moving toward value-tier options.
Non-alcoholic growth: There is significant momentum in the "non-alcoholic" and "low alcohol" sectors, specifically driven by gen Z and millennials.
Size matters: Six-packs are the most preferred size for beer, cider, cooler and RTD purchases, rising six points compared to 2025. For wine, the 750 mL bottle dominates at 58% of purchases, while half bottles and 1.5L bottles round out the top three ( though 1.5L bottles have declined in popularity compared to last year). Of note, 28% of gen Z likes the 500 mL carton, compared to the average of 13%
Habit forming: Shoppers most often purchase alcoholic beverages from c-stores because of a convenient location, while other factors such as price, speed, extended hours, one-stop shopping and product availability are similarly cited. Younger shoppers (gen Z and millennials) are particularly likely to make impulse purchases or buy alcohol to accompany prepared food purchase.
I want what they have: Interest in allowing the purchase of beverage alcohol at c-stores remains strong year over year. Among regions expressing the most interest, British Columbia and Atlantic Canada lead, with more than half of shoppers wanting to be able to buy alcohol at c-stores.
