MUSKOKA BREWERY: Scott Davies
Scott Davies
Senior director of retail
Muskoka Brewery
Based on your data, insights and experience, what’s trending for summer 2025?
As we dive into summer 2025, Ready to Drink (RTD) cocktails and smaller formats such as 375 mL wine bottles and 222 mL or 100 mL spirits-based formats are growing amongst consumers. Ontario-made products are in high demand with consumers looking to support business in their backyard. As well, convenience outlets need to support local through sourcing regulations.
Additionally, the health-focused options continue to ride a wave of popularity and this category has experienced strong growth in recent years, and includes non-alcoholic options, low-calorie, low-carb, and zero-sugar beverages.
Which of your products do you anticipate being hot sellers this summer?
As mentioned, RTD cocktails are on the rise, especially vodka and tequila-based beverages. We are excited to offer a great line up of uniquely flavoured cocktails with our Muskoka Spirits portfolio. We have a tropical-inspired vodka soda mix pack featuring flavours like Passionfruit Guava, Coconut Lime and Pineapple Raspberry. For those looking for value, we offer a 12-pack mixer that includes an array of additional flavours such as Field Berry Lemon, Mango Dragon Fruit, and the flavour driving the most buzz this season—Cherry Lime!
On the beer side, we have a new brew that leans on the cocktail trend with our new Muskoka Margarita. This beer is a refreshing and tart gose-style beer with bright flavours of zesty lime and a hint of saltiness on the finish. This thirst-quenching beer is great to be enjoyed chilled straight from the can or pour into a glass with a twist of lime, and of course, it’s crafted in the heart of cottage country in Ontario, so it is a great local option.
Any new innovations in the mix?
We love to push the boundaries in offering unique products with local inspiration. To see what we are doing, follow our social media channels to find out about our latest releases.
What are the outside influences shaping the space?
The trends we’ve spoken of are being shaped by the health and wellness category, with growing demand for zero sugar, low-carb and non-alcoholic options accelerating. Economic mindfulness is what is pushing consumers to seek better value, smaller formats and high ABV options—seeking out a “better bang for your buck.” Finally, shoppers are increasingly choosing locally produced brands to ensure they are supporting small, Canadian-owned businesses during this time of a rapidly changing retail landscape.
This is the first sales summer for convenience retailers. What advice can you share?
Seasonal demand peaks on weekends and holidays, where convenience stores are able to offer consumers products that can be picked up with ease and speed. As for planograms, of course grouping products by brand is important, but it can also be fun to group products by occasion to support upcoming BBQs, picnics or other social events. Offering a curated mix of products is important, but with an emphasis on ensuring local, Canadian-made products be merchandised at eye-level to ensure support for local producers. Finally, cross-merchandising can be a great way to build baskets, suggestive placements that pair beers and RTDs with salty or sweet snacks to match upcoming occasions.
How are you partnering with or supporting convenience retailers this summer?
Our summer “Enter to Win” QR-code contest is designed to be completely turnkey—no set-up required, just stock the product and let the packaging do the work. We’ve prioritized wide distribution and a compelling summer lineup across both beer and RTD, helping stores meet various customer needs, from having beverages for afternoon BBQs to weekend-long cottage trips. It’s about making it easy for retailers to win with Muskoka on the shelf.
In terms of perfect pairings, what other convenience items go well with you offering?
There are so many great pairing options to pick up at convenience stores! With our Tread Lightly Light Lager six packs, I recommend reaching for the fresh, fast-food options available such as grilled hot dogs or pizza. With our best-selling Detour Session Ale six packs, this versatile beer is great to pair with chips like regular, all-dressed, or salt and vinegar. Finally, with our variety of flavours available with our Muskoka Spirits RTD cocktails, it would be great to mix and match flavours with the array of candy options like Pineapple Raspberry with a pack of Swedish Berries.
