Organizers of a well-established food and wine exhibition highlighting the finest beverages in the nation are adapting to the increasing trend of reduced alcohol consumption among Canadians by continuing to host the annual London event. Taste Ex, previously known as the London Wine and Food Show for 18 years, commenced the weekend festivities on Friday night at the Western Fair.
Stephen Rich, the curator of the bar menu at Taste Ex, acknowledged the decline in alcoholic product consumption in Canada, the US, and Europe, attributing it to a heightened awareness of the health impact of alcohol. The 2023 Canadian Community Health Survey revealed that a third of Canadians aged 18 to 22 had consumed alcohol in the past week, with half of individuals in other age groups reporting the same. Thirty percent admitted to consuming more than three standard drinks weekly.
The popularity of initiatives like “Dry January,” aimed at promoting sobriety and a healthy start to the new year, is on the rise. Stephen Rich noted this trend as a means for people to recover from excesses and overspending. At Taste Ex, attendees can choose from a wide array of beverages at the 250-foot long bar, which offers 950 drink options, including nearly 50 non-alcoholic wine, beer, and cocktail selections, along with various teas, coffees, and kombuchas sourced from across Canada.
One notable non-alcoholic beverage featured at the event is Edna’s Non-Alcoholic Cocktail Co., a Vancouver-based company founded by Nick Devine in 2021. Devine highlighted the rapid growth in demand and availability of non-alcoholic options in recent years, emphasizing the evolving landscape of non-alcoholic offerings in bars and restaurants compared to a decade ago.
A report from NielsenIQ indicated a significant surge in annual sales of non-alcoholic beverages in Canada, reaching $199 million last year from $137 million two years prior. The report highlighted the increasing popularity of non-alcoholic drinks among young and middle-aged consumers, particularly those with higher incomes. Interestingly, 75% of non-alcoholic beverage buyers also purchased alcohol, showcasing a trend towards seeking balance rather than complete abstinence.
Nick Devine, co-founder of Edna’s, identified a gap in the market for non-alcoholic beverages during his years of experience in the bar industry, leading him to develop non-alcoholic cocktails that rivaled traditional alcoholic drinks in taste and quality. Other non-alcoholic producers featured at Taste Ex this year include One for the Road Brewing, Locomotive Espresso, and various alcohol-free kombucha brewers from different regions of Canada.
The evolving landscape of non-alcoholic beverages reflects changing consumer preferences and a growing demand for healthier drink options, showcasing a shift towards a more balanced approach to consumption at events like Taste Ex.