LABATT BREWERIES OF CANADA: Hannah Love
Hannah Love
Senior director of communications
Labatt Breweries of Canada
Based on Labatt’s data, insights and experience, what’s trending for summer 2025?
At Labatt, we’re constantly looking ahead, listening to our consumers, watching trends and thinking about how we can elevate moments with products that not only taste great, but also reflect how people want to celebrate and connect. This summer, we’re seeing momentum around flavour profiles, packaging, and choices that give consumers more ways to enjoy the moments they cheer.
Lime-flavoured beer, for example, made up 51% of the flavoured beer category in Canada last year and Bud Light Double Lime was the #1 beer innovation nationally. That’s the kind of insight that continues to shape our innovation pipeline.
Which of your products do you anticipate being hot sellers this summer? Any new innovations in the mix?
From refreshing twists on favourite products to new ready-to-pour canned cocktails, these summer launches bring something new to shelves across Canada. Some of our newest product innovations include:
- Bud Light Lime Time Mixer Pack: Featuring Double Lime alongside new Mango Lime and Lemon Lime flavours, this pack bursts with citrusy taste and is made with natural flavours.
- NÜTRL Strawberry: A new flavour offering in our refreshingly simple vodka soda lineup. Made with vodka, soda, and natural flavour, 0g of sugar and 0g of carbs per can (355 mL). Available in Ontario, Alberta, Saskatchewan and Manitoba in our new “Essentials Mixed Pack”, and in British Columbia in a six-pack of 355 mL cans.
- SVNS Hard 7UP Cherry: Part of our latest SVNS mixed pack, this new flavour delivers 7% alc./vol. and 0g of sugar per can, combining the familiar taste of 7UP with a bold twist. A malt-based version is available in Quebec.
- Cutwater Vodka Mule: Delivers a perfectly mixed, bar quality mule in a can, providing a balance of ginger and lime flavours mixed with vodka. Available in a four-pack of 355 mL cans in grocery and convenience stores in Ontario, and in our new “Signature Cocktail Variety Pack” available nationwide (excluding Quebec).
Each innovation is thoughtfully curated to elevate summer experiences and meet the diverse needs of today’s drinkers.
What are the outside influences shaping the space?
We know consumer tastes and needs are always evolving. That’s why we’re committed to staying ahead of the curve by delivering products that reflect how people want to celebrate and connect, while staying true to the craftsmanship and quality that has defined Labatt since 1847. Whether it’s lower sugar content, packaging formats or new flavour combinations, our goal is to give consumers more choice without compromising on taste.
This is the first sales summer for convenience retailers. What advice can your experts share in terms of demand, sales cycles, category management, planograms, etc.?
Mix-packs, new flavours and innovations that bring variety into coolers have the potential to drive strong sales. Convenience retailers can lean into flavour, ensure core products are well-stocked and chilled, and don’t overlook the growing demand for low and no alcohol options, while also taking advantage of some of the newer innovations that sit at 7%.
Are you doing anything to support convenience retailers this summer?
As convenience retailers introduced alcohol offerings, Labatt developed a resource hub with tools and tips to help businesses navigate the setup process and meet consumer demand.
Labatt’s BEES digital ordering platform is now also live. The platform offers 24/7 access to ordering, product recommendations based on purchase history and features like a favourites list to help simplify restocking and inventory management.
RETURN TO TASTES LIKE SUMMER Q&A SERIES
