MOOSEHEAD BREWERIES: Trevor Grant
Trevor Grant
VP of sales
Moosehead Breweries
Based on your data, insights and experience, what’s trending for summer 2025?
Consumers are seeking different things depending on the occasion, but a few key trends are standing out in the alcohol category right now:
A growing preference for Canadian-made brands.
Demand for higher-ABV options (7% and above).
Full-flavoured, indulgent ready-to-drink beverages.
Better-for-you choices, including lighter options with lower calories, less sugar and reduced ABV (4.2% or below).
Which of your products do you anticipate being hot sellers this summer?
There’s strong momentum heading into summer, with several of our products capturing consumer attention. For instance, Moosehead Lager, our flagship beer, is rising to the moment—rightfully standing out as the most authentic Canadian beer on the market. With renewed national pride sparked by recent tariff conversations, demand for truly Canadian brands is on the rise. Proudly brewed by Canada’s largest independent brewery, Moosehead has been 100% Canadian since 1867—the same year Canada was founded—making it a true Canadian icon.
In the better-for-you category, Moosehead Cracked Canoe is hitting the mark with health-conscious consumers. At just 100 calories, 3.5% ABV, and brewed with no compromise on flavour, our premium light lager reminds consumers to soak up every second of summer.
In addition, Twisted Tea continues to dominate as the #1 ready-to-drink (RTD) beverage in Canada, and the portfolio keeps expanding with exciting new flavours like Twisted Tea Extreme and Pineapple. We’re also building out our RTD lineup with refreshing new Truly Hard Seltzer options in 473 mL tall cans—featuring bold, on-trend flavours like Truly Peach Burst and Wildberry.
Any new innovations in the mix?
As mentioned, Twisted Tea Extreme (7% ABV) is shaping up to be one of the hottest product launches of the summer—marking Twisted Tea’s first entry into the higher-ABV space and delivering the bold flavour fans love, now with an extra kick.
Launching in late June, Sun Cruiser is our newest innovation: a 100-calorie, 4.5% ABV vodka iced tea made with real brewed tea and real vodka. Smooth and refreshing with zero carbonation, it's available in four bold flavours and crafted for easy summer sipping. With its clean ingredients and on-trend profile, Sun Cruiser is expected to generate strong excitement and consumer interest this year.
This is the first sales summer for convenience retailers. What advice can you share?
Success this summer starts with the right inventory—and making sure it’s cold and ready to go. Prioritize your top sellers, like Twisted Tea and Moosehead Lager, by keeping them fully stocked and prominently merchandised in cold coolers. This is especially important leading into high-traffic weekends and holiday periods when demand surges.
Planning with your Moosehead sales representative can make all the difference. Collaborating early ensures you're prepared for peak periods with the right products in the right places, driving both sales and customer satisfaction.
How are you partnering with or supporting convenience retailers this summer?
We’re actively partnering with major retailers and independent stores to execute a strategic calendar of promotional opportunities featuring the hottest products from our portfolio. In addition to these promotions, we’re continuously sharing category insights and merchandising best practices to help our convenience partners maximize visibility, drive sales and make a greater impact at shelf.
In terms of perfect pairings, what other convenience items go well with you offering?
There are some fantastic pairings that naturally complement our beer and RTD products—salty snacks are a classic favourite, and surprisingly, chocolate and beer create an equally delicious match. For customers gearing up for get-togethers with friends and family, don’t forget the essentials like ice to keep all your Twisted Tea and Moosehead Lager perfectly chilled and ready to enjoy.
Anything else you would like to add?
We encourage all convenience retailers looking to maximize their summer sales and meet customer demand to connect with their local Moosehead sales representative. Our extensive sales team across the country is ready to provide support and guidance every step of the way.
For more information, visit Moosehead.ca/Contact, or send us a DM on our social channels. Here’s to a successful and refreshing summer!
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