Canada and Their Love for Alcohol
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Writer Louis Armand de Lom d'Arce Lahontan once said, “To survive the Canadian winter, one needs a body of brass, eyes of glass, and blood made of brandy.” This might be a bit of an exaggeration, but Canada is certainly no stranger to booze. What is the drinking culture in Canada like, how did it evolve, and what are the current alcohol consumption trends? Let’s find out!
Canada’s history with booze goes way back. Let’s go on a brief trip through history from the pre-colonial times to the Prohibition era to the ups and downs of the last few decades.
As for the last decade, surveys and statistics show a rising number of Canadians can be considered “heavy drinkers.” Heavy drinking is currently defined as 5 or more drinks at one occasion at least once per month for men and 4 or more for women. In a Statista review published in November 2023, researcher John Elflein reports that in 2022 a whopping 20% of Canadians fell into that category.
Alcohol-related risks, including chronic liver disease, have also been on the rise. The alcohol-related death rate has jumped in recent years, with cirrhosis claiming as many as 12 lives out of 100,000 in 2021. Elflein talks about the alcohol market trends in Canada during the last few years:
Why so much drinking, especially in recent years? There are a few possible reasons.
The laws and regulations around alcohol in Canada are relatively relaxed. The minimum legal drinking age varies by province and territory. In Alberta, Manitoba, and Quebec, the legal age is 18. In all other provinces and territories, it’s 19.
In recent years, however, there have been a number of government initiatives for alcohol reduction. Alcohol Consumption in Canada: A Public Health Perspective outlines some of the troubling trends in increasing alcohol use and associated problems. Here’s an overview:
The report is in line with the Canadian government’s recent initiative to curb alcohol consumption. In January 2023, Canada’s Centre on Substance Abuse and Addiction released a report detailing new drinking guidelines for Canadians. The message is that “Drinking less is better,” since “we now know that even a small amount of alcohol can be damaging to health.”
The report goes on to define risk categories based on the number of drinks consumed per week, with a maximum of 2 considered low risk, 3-6 as moderate risk, and anything above that as high risk.
At the same time, there have been shifts in drinking patterns over recent years, with non-alcoholic beverages, sober bars, and social movements gaining traction. The changing attitudes and behaviors are part of the sober-curious movement, which aims to explore sobriety as an expansion of options rather than as a restriction or limitation.
A recent CTV News article talks about the growing trend. Surveys show that many younger Canadians are opting out of boozy nightlife, with as many as 15% of those over 20 choosing not to drink at all. Joel Gregoire, associate director for food and drink at the market research company Mintel, told The Canadian Press, "If I was running an alcoholic beverage company ... this is not a space that I would ignore. When you're trying to grow your brand with younger consumers, who are the ones who are generally most open to innovation ... that's where there's a lot of opportunity.”
And many companies are, indeed, jumping on this opportunity:
If you’re thinking about joining in on some sober “good clean fun” yourself — congrats! Here are some tips to get you started.
Join Reframe! Reframe is a great place to meet other sober-curious people on the same journey and get support and science-backed advice about quitting or cutting back on alcohol.
Alcohol culture in Canada (and everywhere else, for that matter) is constantly shifting. While there have been times when consumption has been on the rise, there are others when people stand back and reevaluate their relationship with alcohol. Drinking is always a personal choice, and so is sobriety. As young Canadians in particular are showing us, it doesn’t mean missing out on the fun — quite the opposite!
1. What is the historical significance of alcohol in Canada?
Alcohol in Canada has deep roots, tracing back to pre-colonial times when it was used primarily for ceremonial purposes by Indigenous peoples. The British and French colonizers introduced alcohol as a trading commodity, leading to its integration into the social and economic fabric of Canadian society. The 19th century saw a rise in consumption, influenced by industrialization and urbanization, which set the stage for the Temperance Movement and Prohibition Era efforts to curb alcohol misuse.
2. What are the current trends in alcohol consumption in Canada?
Recent statistics show a rise in heavy drinking among Canadians, with 20% classified as heavy drinkers. While overall alcohol sales have increased, there's been a notable shift in preferences, with declining beer sales and rising sales of spirits and wine.
3. Why has there been an increase in alcohol consumption in recent years?
Several factors contribute to the recent uptick in alcohol consumption, including the impact of the COVID-19 pandemic on mental health and the blurring of work-home boundaries. Alcohol has also become more accessible through online sales, and targeted marketing efforts have played a significant role in normalizing and promoting alcohol use.
4. What legal measures regulate alcohol consumption in Canada?
The legal drinking age in Canada is set at 18 in Alberta, Manitoba, and Quebec; it’s 19 in other provinces and territories. Recent government initiatives have focused on reducing alcohol consumption and raising public health awareness, reflecting a large body of research about alcohol’s health risks.
5. How is the sober-curious movement changing Canada's drinking culture?
The sober-curious movement is gaining traction among younger Canadians. This shift is supported by a growing market for non-alcoholic beverages and sober bars, highlighting a cultural shift toward reevaluating the role of alcohol in social and personal settings. This movement not only diversifies beverage options but also promotes a healthier, more inclusive approach to socializing.
Although it isn’t a treatment for alcohol use disorder (AUD), the Reframe app can help you cut back on drinking gradually, with the science-backed knowledge to empower you 100% of the way. Our proven program has helped millions of people around the world drink less and live more. And we want to help you get there, too!
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And that’s not all! Every month, we launch fun challenges, like Dry/Damp January, Mental Health May, and Outdoorsy June. You won’t want to miss out on the chance to participate alongside fellow Reframers (or solo if that’s more your thing!).
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Reframe supports you in reducing alcohol consumption and enhancing your well-being.