COLLECTIVE ARTS: Kevin Murray
Kevin Murray
Director retail & commercial strategy
Collective Arts
Based on your data, insights and experience, what’s trending for summer 2025?
Ontario’s craft beer buyers are always looking for a choice and something they can easily carry out the door. If you don’t have single can carriers in your store we’d recommend picking up some mixed packs. We just brought out our Summer Haze Mixed pack. Previous to convenience expansion, an LCBO craft beer buyer usually had 7.5 units in their basket on average. Moving to mixed packs makes it easier to merchandise, higher basket ring, and gives consumers an easy choice when looking for variety.
Summer has been dominated by RTD in the past eight years. When the heat comes, Ontario consumers are looking for flavourful, refreshing, and exciting new beverages. When you think of RTD, break it down into two categories: better for you (BFY) and full flavour. BFY, includes low sugar and low-calorie seltzers. We created our Skinny Cap Seltzer Mixed Pack at only 4% ABV and 90 calories per can, while full flavour has more sugar, a little more kick and nostalgic flavours. Our Cocktail Mixed Pack has been a top seller across Ontario and includes four flavours of cocktails to enjoy on any summer day.
Which of your products do you anticipate being hot sellers this summer?
We’re placing some big bets on RTD this summer. We’re an award winning brewery but many people don’t know we have awards across the world for our spirits. We sell four of the top 20 IPAs at the LCBO. In convenience, our Cocktail Mixed Pack is a top seller.
Our best selling IPA, Ransack the Universe, is now available in a six x 473 ml carton. We’ve been brewing it for years, and it continues to be our top product across Ontario at the LCBO, Beer Store and grocery.
Any new innovations in the mix?
As a cottager, I intend to spend most of my time up north this summer. When I’m sitting on the dock I’m looking forward to cracking open a fresh summer ale. Exclusive in our Summer Hazed Mix Pack, it features two cans each of our Life in Clouds NEIPA, Hazy State Session IPA, and our new Summer Ale.
We made this in a six x 355 mL carton. Interestingly, across North America this format is number one, but in Ontario many people are used to drinking out of a 473 mL beer can. We wanted to try something different. There’s nothing worse than forgetting your koozie in the summer and the last third of your beer is warm!
What are the outside influences shaping the space?
With the political landscape in the south and no U.S. products available, there’s no better time to have local products on shelf. Consumers are looking for products made close to home. To be compliant with AGCO 20% small producer planograms it’s a great rule of thumb that for every four large producer products you should have one small producer.
In beer, we are still seeing a trend towards light, lower calorie, lower carb, lower ABV in large formats. In smaller, 473 mL formats we’re still seeing greater than 6% ABV IPAs take the lead.
Tequila is still having a moment, If you’re looking to bring in RTDs look for Agave based drinks.
This is the first sales summer for convenience retailers. What advice can you share in terms of seasonal demand, sales cycles, category management, planograms etc.?
Order early, and be ready for the long weekends! Traditionally, 45% of alcohol is sold between Victoria Day and Labour Day. If you’re in a rural area and close to cottages, expect consumers to drop by on a Thursday night to Sunday afternoon. Do your best to have other merchandise around—chips, dip, and beer. There is a saying that ‘cold is king,’ so have your fastest movers in the fridge and ready for consumers. And it never hurts to ask, “Do you need ice for that?”
Since convenience has launched beer represents 62% of sales, RTD 22% and wine 11%. When building out a plan for your shelves in the summer, think about the space you're allocating to each category.
If applicable, how are you partnering with or supporting convenience retailers this summer?
Our retail team is going to be busy this summer visiting as many stores as we can. Our team has years of experience in the field and our business is better when yours is too. We’re here to offer advice on building the right shelf set or offering a helping hand when you need to know what the right products are.
Outside of the stores, we’re working closely with the Ontario Craft Brewers (OCB) and the LCBO to help make logistics easier and more efficient.
In terms of perfect pairings, what other convenience items go well with your offering?
It sounds crazy, but the best way to beat the heat of spicy food is with a hoppy IPA. It’s a guilty pleasure of mine to enjoy the spiciest food I can find in the store and cool it off with a Hazy State Session IPA.
Anything else you would like to add?
We’re coming up quickly to one-year in convenience stores. It’s been a wild ride since launching last year, but we’re only getting better. I’m so thankful for all the new customers who continue to support a local Ontario brewery here in Hamilton.
RETURN TO TASTES LIKE SUMMER Q&A SERIES
