A trend has emerged with the arrival of extra-light beers over the last few years, whether it is the Nano Pils from Microbrasserie Charlevoix, the Nano IPA from Oshlag or even the Colibri d’Anna from À la Was.
Although they have emerged here and there, low-alcohol products now retain a privileged place on menus.
At the La Souche microbrewery, two Nano IPAs – Joggeuse and Fondeur – have become among the best-selling products produced. They have become “popular enough to say that they cannot be dislodged,” says co-owner Antoine Bernatchez, who started in the industry in Limoilou in 2012.
La Souche plans to make the Jogger available all year round rather than only during the summer period. (Strain)
“I would say that we were a bit of a pioneer by launching this in large volume on a regular basis. Even if it’s two SKUs that overlap, we have two products at 2.5% per year,” he explains.
An interesting aromatic profile, combined with a low percentage of alcohol, appeals to athletes, one of the targeted customers.
Mountain bike enthusiasts, hikers and skiers regularly visit their second base in Stoneham.
“Everyone comes from some physical activity. That doesn’t mean they’re going to have a low-alcohol beer. But the trend is there,” observes this long-time runner.
A portion of the profits from the sales of the Fondeur is donated to the Stoneham Cross Country organization, which manages a 17-kilometer circuit. (Strain)
Without a crystal ball, however, it is impossible to predict whether the wave will continue.
“I think it’s not yet clear, because we’ve had several fashions that have been really ephemeral,” he puts on the table, pointing to the seltzers and the ready-to-drink products that he sees are running out of steam.
Several strings to his bow
After making inroads into non-alcoholic beers with the Placebo series, La Barberie, for its part, was keen to invest in products with low alcohol content as well.
The offer of this microbrewery in the Saint-Roch district adapts to consumption habits, says Valérie Lapointe, sales and marketing director.
Valérie Lapointe, sales and marketing director at La Barberie (Frédéric Matte/Archives Le Soleil)
“People like to consume over a long period of time, especially in summer. After a day at the park, golf or beach. But the alcohol level is becoming disturbing. We want to keep our skills sharp,” she explains.
“Beer is also associated with a moment of pleasure. We want to make it last.”
— Valérie Lapointe, sales and marketing director at La Barberie
The worker cooperative established in Quebec since 1997 first launched B-Léger, a blonde lager with 2.9% alcohol, last winter.
If it was slow to take off, the summer period gives it a second wind.
The one who joined the La Barberie team more than two years ago seeks to push it during sporting events as it is customary to have a drink after intense physical effort. Work was done when developing the recipe to keep this product under 90 calories, she specifies.
A B-Léger beer shared during a friendly race organized jointly with Café Kogi in Limoilou (Edouard Vachon/La Barberie)
However, Ms. Lapointe doubts that consumers monitor the calorie content of each can. Rather, it is the taste and the low alcohol content that convince them more.
A fruit sour called Minifruits Raptor will join the offer just before the long Saint-Jean-Baptiste Day holiday. La Barberie will also have a light IPA on its menu by the end of summer.
“We also don’t want to overwhelm the market. But it’s about going by beer category and relying on our strengths,” explains the woman who believes that the trend is here to stay.
Keep an eye on the percentages
This sensitivity to alcohol level is not new. Ms. Lapointe hears it regularly around the tables at La Barberie when the time comes to choose a last pint.
The impression is shared by Geneviève Desautels, general director of Éduc’alcool, while the notion of responsible consumption has made headway.
“Those who choose not to consume alcohol for one evening, one month or one lifetime, we leave them more and more alone.”
— Geneviève Desautels, general director of Éduc’alcool
The independent organization has also changed its approach over its 35 years of existence. Now it’s no longer about dictating best practices. “We’re not here to tell people what to do. We are there so that people have access to information,” she emphasizes.
Knowing the percentage of alcohol in wines, cocktails and beers before taking a sip is one of his favorite things.
On the occasion of the Gala des Lauriers de la gastronomie québécoise on May 27, Éduc’alcool announced the launch of a grant intended to encourage bars and restaurants to revisit their menu by including the rates of alcohol. Information which should be available to customers of establishments to enable them to make “an informed choice”, she asserts.
“What people want is to have a drink in their hand. It’s becoming more and more normalized that what’s inside belongs to me,” says Ms. Desautels.
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