Navigating un-beer-able uncertainty: Beer Canada president CJ Hélie shares vision and advice for convenience stores
Hours before the midnight deadline, Canadian Prime Minister Justin Trudeau and U.S. President Donald Trump hashed out a last-minute deal, postponing Trump's 25% tariff on most Canadian imports “for at least 30 days."
Had the trade war ignited, liquor control boards across Canada, including in Quebec, Ontario and Manitoba, were ready to pull U.S.-made beer, wine and spirits from store shelves today, and delist them from wholesale, including to c-stores. Given the reprieve, c-stores can, at least for now, still order U.S. wine and beer in those jurisdictions.
But will consumer demand be the same for U.S inventory? Or to look at it from the other side, will consumer desire to support Canadian beer and wine skyrocket? “Start Buying Canadian” is trending on TikTok, with posts garnering hundreds of thousands of views and tens of thousands of likes, while politicians and industry associations are urging Canadians to boycott American goods.
Beer Canada, the trade association representing the country’s leading brewers, has launched a multi-pronged effort to promote beer made in the country, publishing a list of “global beer brands proudly made in Canada for the Canadian market.” The “non-comprehensive list” includes 36 different brands, from Arizona Hard, Budweiser and Coors to Keith’s, Palm Bay and Twisted Tea.
Here, Beer Canada president CJ Hélie shares advice to c-stores in navigating this tenuous, uncertain time as well as what the organization is doing to promote beer brewed here.
What’s your advice for c-stores right now? We recommend to convenience channels to identify products and brands brewed in Canada, and prominently feature these in their stores (e.g. shelf talkers, end aisle displays, etc.) and advertising to help promote Canadian-made beers to capitalize on growing consumer interest in supporting local businesses and Canadian workers. We also encourage retailers to make sure they are offering their consumers a range of new Canadian-made non-alcoholic beers, the beer sector’s hottest growing segment. This potential trade war presents an opportunity for c-stores and grocers to strengthen their relationship with Canadian brewers and shift consumer demand toward homegrown brands. By proactively managing pricing, inventory and consumer messaging, retailers can minimize risks while capitalizing on the growing preference for Canadian-made products.
How is Beer Canada getting the word out to retailers and drinkers about homegrown beer? Beer Canada is using a combination of advocacy, education and strategic marketing to ensure that both retailers and consumers understand that most beer consumed in Canada is Canadian-made. We provide industry insights and economic impact reports showing how the vast majority (e.g. 88%) of beer sold in Canada is locally produced, and engage with policymakers and regulatory bodies to ensure that Canadian-made beer remains accessible and competitive in retail channels. We also run digital, social media and traditional media campaigns that reinforce the message that most beer consumed in Canada is made here and leverage the annual Canadian Beer Day [on Oct. 8 this year] to educate the public on the local industry’s contribution.
How should c-stores and grocers adjust their inventory orders to support Canadian product? If convenience stores and grocers are unsure which beer brands are brewed in Canada, we encourage them to ask for sourcing details from either their supplier, distributor or brewers’ sales representatives to confirm which beers are brewed domestically. It is important to know that Canadian brewers have invested heavily in their manufacturing facilities to produce many of the world’s most iconic global beer brands right here in Canada. We have compiled a non-comprehensive list of global beer brands now proudly made in Canada for the Canadian market. The list is available here.
How else does Beer Canada support a thriving Canadian beer market? Our goal at Beer Canada is to advocate on behalf of all Canadian brewers of all sizes and regions and, of course, support Canadian beer retailers and beer drinkers. Part of that advocacy is to fight against unsustainable federal and provincial beer taxes, market access and responsible marketing and promotion. As one example, the annual automatic inflation-based federal excise tax increase continues to put upward pressure on beer prices, making it harder for Canadian brewers to remain competitive. Did you know that nearly 50% of the price of beer in Canada is taxes? A review of the overall tax structure on beer is critical to ensuring a fair and sustainable industry—one that supports local businesses, protects jobs, and keeps Canadian-made beer affordable for consumers. By advocating for tax fairness, increasing retailer and consumer awareness, and promoting Canadian-brewed beer as the best choice, Canadian brewers can strengthen their position and drive even higher domestic market share.