Moon Under Water Brewpub and Distillery has been producing its product on Bay Street in Victoria for 12 years.
“When we started, we were the 50th brewery in the province. Now there are 240,” says owner Clay Potter. “We all got out of COVID hoping to recover and see a big boom. A lot of breweries went into debt to stay afloat and keep their staff. We got out, and the economy and the market just hasn’t kicked back yet.”
Potter says there’s a shift in consumer habits.
“Young drinkers just aren’t drinking beer,” he says. “Boomers loved beer, but in many cases, that generation has been told by their doctors to cut back.”
In response, Moon Under Water has gone big on non-alcoholic beer. The Dry Side of the Moon is their most popular “near-beer,” and Potter’s walk-in cooler is stocked to the ceiling with flats of their popular product.
“Non-alcoholic beer sales are up 2000% from a couple of years ago,” he says.
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Or to simply stop drinking altogether; my GP was a typical doctor way back in the day but told me he hasn't touched booze in over 25 years now. The number of people I know today who don't imbibe - at all - not only exceeds the number who do, but does so by a wide margin.
I started 'cutting (way) back' before I was 50. By 55 I was literally down to a couple of drinks annually, a very cold beer on a very hot day being about the only scenario that would tempt me. I can't even tell you what decade I last had a glass of wine and my last mixed drink was easily 5+ years ago. And I haven't had any drinks in over three years now, cold beers included. Not missed either.
Medical research today understands far more about the actual adverse effects of alcohol on the body than it did even 10-15 years ago. At the very top of the list are a host of cancers including prostate, throat, esophageal and one of the very worst of them all, pancreatic, where alcohol plays a major role. No thanks to all of them.
So for whatever their own personal reason(s) I say good on the younger generation(s) coming up for cutting back and/or increasingly turning exclusively to the non-alcoholic products.