How much beer do Quebecers buy for the national holiday?

How much beer do Quebecers buy for the national holiday?


Are you planning to uncork a “little hoop” to celebrate the National Day? You are not alone! Beer sales jump as June 24 approaches, which also heralds the start of summer. Here's how many liters of brew Quebecers buy for Saint-Jean.

“In Quebec, Saint-Jean-Baptiste and beer are somewhat the equivalent of Super Bowl and chicken wings”, illustrates Philippe Roy, general manager of the Association des brasseurs du Québec (ABQ).

And the data on beer sales reflects this comparison well. No less than 15 million liters of the alcoholic drink were sold during the week of June 24, 2021. This is almost double the weekly average for the rest of the year (9.9 million liters). 

A craze all summer  

“What we notice is that beer is consumed mainly during gatherings, festive events”, notes the spokesperson for the ABQ, which represents the major brewers Molson Coors, Labatt and Sleeman, or 92% of the market in Quebec.

And since the summer period is particularly conducive to parties, barbecues and festivals, sales amount to tens of millions of liters until the week of the work. This same phenomenon is also observed during Christmas week.

Same story at the Association des microbrasseries du Québec. 

“Summer is a busy time for microbreweries and the national spirit that blows on Saint-Jean-Baptiste Day is certainly in favor of buying local,” notes the association's general manager, Marie-Ève ​​Myrand, who however, does not have data on the quantity of liters of microbrewery beer sold on the occasion of the national holiday.

Beer a source of pride in Quebec &nbsp ;

Beer holds a very special place in the hearts of Quebecers, even if they drink more wine, according to Statistics Canada. After maple syrup, what they are most proud of – and what best represents them – is the beer brewed here, tied with Hydro-Québec. That's according to a 2018 survey conducted on behalf of Beer Canada. 

Nationally, beer remains the alcoholic beverage of choice, although total sales are down slightly from year to year. In 2021, beer represented a $9.2 billion market in Canada, which represents 2.1 billion liters sold.