For years the North American beer industry has contended with a gradual downturn. Since 2019, beer sales have dropped 11 per cent. According to Beer Canada, 2025 domestic beer sales were down 2.4 per cent compared to 2024. For imported beer, the decline was noticeably steeper, as Canadians drank 8.6 per cent less such beers in 2025 versus a year prior.