In 2016, per capita consumption of beer in Canada (based on legal drinking age) was 77.1 L, down 2.9% from 2015. footnote9 Over 2012–2016, the average annual rate of decline was 1.6%. This decline occurred despite the number of brewing facilities increasing by over 100% over the same period, triggered by consumer interest in access to new product offerings. Therefore, although the amendments strengthen innovation and further allow for new product offerings, they are not expected to have any impact on the rate of beer consumption. Furthermore, the amendments will not have any impact on socio-economic variables that may increase the demand for alcoholic beverages (e.g. income, unemployment).

Some of the survey respondents (primarily small craft breweries) raised some concerns related to lost revenue and/or market share resulting from the amendments. However, it is expected that any potential losses will ultimately be captured/gained by other brewers in the industry. Therefore, there will be no overall cost impact to industry related to these concerns.