Drink more Beer!

Maybe beer is not that bad after all with recent statistics stating that the beer economy supports 1 out of 100 Canadian jobs. Tax generated by beer creates 6 billion dollars in tax revenue representing 1% of Canada’s GDP. However the beer industry has been experiencing decline, as its substitutes tend to get more interest from the new youth population.

Currently alcoholic beverages such as vodka and wine have become a more popular alternative to beer due to health concerns. Health conscious people try to avoid beer as it is high in calories however, John W. Sleeman, the owner of Sleeman Breweries Ltd. has stated that there are available products such as light and low calorie beers in the market to address this issue and beer companies should do a better job in marketing these products to these specific customer segments. John W. Sleeman stated that with increasing number of small breweries the industry has started to become more competitive and innovative.

It is mentioned in the video that ultimately to be successful in the beer industry companies need to innovate and further improve marketing to capture back the interest of the youth consumers.

COMM101 Topic: Marketing and Customer Segments