Liquor Sales in Manitoba

All Categories are Growing

Manitoba is showing strong growth in many categories. Like the rest of Canada, Manitoba is showing an increase in craft beer sales. Spirit sales were also up with whisky dominating the market. Wine is also up with red table wine holding the largest share of sales.

Beer

Beer sales are strong in Manitoba and the fastest growing beer segment is craft. From May 2015 to May 2016, 76.1 million litres of beer were sold in Manitoba compared to 11.6 million litres of wine; a difference of 656 per cent!

As of May 2016, Canadian macro-produced beers (less than 75,000 HL production levels) enjoy a 79.6 per cent market share, which is a 1.9 per cent decline in sales over last year. In Manitoba, Canadian micro beers have approximately 4.6 per cent of the beer sales and have grown 12 per cent in dollars and 5 per cent in litres over the last year. Local craft breweries (Fort Garry, Half Pints, and Farmery) also continue to perform well in the Manitoba market. Over the summer, more craft breweries were scheduled to open, so that market will undoubtedly continue to see a rise in craft beer sales.

MOVING ANNUAL TARGET (MAT) TO MAY 2016
ACTUAL $ SALES
MAT MAY 2016
% $ VAR LITRE SALES
MAT MAY 2016
% LITRES VAR
Micro Beer $15,461,799 12% 3,160,892 5%
Non-Micro Beer $311,732,208 2% 72,888,905 0%
Grand Total $327,194,007 2% 76,049,797 0%

 

Spirits

In Manitoba, spirit sales (at the end of May 2016) were $240.3 million and trending up 4 per cent in dollars and 3 per cent in litres. Premium spirits (mid-range, well-known, well-established brands) took the largest piece of the pie with 62.7 per cent of sales ($150.8 million), followed by economy spirits with 22.2 per cent of sales ($53.4 million) and finally, deluxe spirits (higher-end and niche brands), with 15 per cent of sales ($36.2 million).

In terms of type, whisky continues to dominate in Manitoba with a 37 per cent share of all spirit sales. Currently, the hot spirits within the whisky category showing excellent growth are Bourbon +16 per cent in dollar sales and Irish Blended Whisky +17 per cent in dollar sales. Single Malt Scotches also continue to grow at +11 per cent in dollar sales.

Other areas of growth:

·        Canadian Whisky – Deluxe priced is +105 per cent in dollar sales

·        Rum – Deluxe priced offerings are +19 per cent in dollar sales

·        Tequila – Deluxe priced is +21 per cent in dollar sales

·        Gin – Deluxe priced  is +15 per cent in dollar sales

·        Brandy – Deluxe priced is +15 per cent

Wines

In Manitoba, wine sales (at the end of May 2016) were $167.9 million and were trending up 6 per cent in dollars and 5 per cent in litres. Economy wines hold the strongest percentage of sales at 44.3 per cent ($74.4 million). Premium wines (mid-price range, well-known, well established brands) hold the next largest percentage of sales at 45.4 percent ($76.2 million), with deluxe wines (higher-end and niche brands) holding the remaining share of 10.2 percent ($17.2 million).

In terms of types of wine, red table wine holds the largest share of sales representing 53.1 per cent ($89.2 million). In second place is white table wine, which represents a 33.8 percent share of the market ($56.7 million). Although smaller segments in the Manitoba market, other key types of wine growth areas include:

·        Sparkling wine, 4.6 percent share ($7.7 million), trending +10 percent in dollars

·        Rose table wine, 3.1 percent share ($5.2 million), trending +9 percent in dollars

Canadian wines make up the bulk of the sales in Manitoba with a 27.3 per cent share ($45.9 million), trending up 9 percent in dollars. That is followed by Californian wines with a 19.9 per cent share (33.5 million), trending up 7 per cent in dollars.

Source: Manitoba Liquor & Lotteries