New guidance for drinking alcohol could speed up changing consumer drinking habits as younger generations drink less and non-alcoholic beverages become more popular, advocates and business owners in the beverage industry say.

A report released earlier this month by the Canadian Centre on Substance Use and Addiction, funded by Health Canada, stirred widespread attention with guidance that consuming more than two drinks per week constituted a moderate health risk due to evidence linking alcohol to cancer 91裸聊视频� a significant change from previous guidelines in 2011 that said men could have up to 15 drinks per week with low risk, and women up to 10.

But the new guidelines aren91裸聊视频檛 a nail in the coffin for the beverage industry, businesses say 91裸聊视频� though they may hasten the shift in consumer habits that were already underway.

91裸聊视频淚 mean, the study really just reports what is obvious, which is there91裸聊视频檚 a risk to drinking,91裸聊视频� said Nick Kennedy, owner of Civil Liberties, a cocktail bar in Toronto.

91裸聊视频淚 think it91裸聊视频檚 good that we91裸聊视频檙e taking a sober look at drinking culture,91裸聊视频� he said.

In recent years, customers have been looking to drink less and explore more non-alcoholic options, Kennedy said.

In the past five years, Civil Liberties has expanded its non-alcoholic offerings due to customer demands and a growing number of ingredient options, said Kennedy.

Having these options means the bar can serve a wider variety of customers, he said, and as the taboos around not drinking soften, more people are asking for no- or low-alcohol drinks.

Kennedy doesn91裸聊视频檛 think drinking will ever go away because it91裸聊视频檚 so ingrained in social culture, but he does think attitudes toward alcohol will continue to shift and businesses need to adapt.

Spirits Canada CEO and president Jan Westcott said customer habits around drinking are changing. It91裸聊视频檚 a challenge for the beverage industry, he said, but he thinks that could be positive for the industry as it will force businesses to think a little differently.

The new guidelines have been met with mixed reviews from those in the industry.

Beer Canada, which has seen brewers investing in developing non-alcoholic beers to serve growing consumer interests in recent years, said in an emailed statement that it supports Canada91裸聊视频檚 2011 drinking guidelines, and urged the government to do an expert review of the new research.

Westcott said he supports the decision to review current advice around alcohol with the updated science, but he thinks the report should be reviewed before official government guidelines are updated.

The new guidelines felt misleading and heavy-handed, said Matt Johnston, CEO of Hamilton, On.-based brewery Collective Arts. While he91裸聊视频檚 not disputing the science behind the risks, he said alcohol is one of many things 91裸聊视频� like sugar, salt, or meat 91裸聊视频� that are known to be unhealthy in large quantities.

Johnston said he thinks the new guidelines will have an impact on the industry, adding momentum to already-shifting consumer habits around alcohol.

91裸聊视频淭here91裸聊视频檚 a long term shift towards reduced consumption,91裸聊视频� he said.

Now, with a 91裸聊视频減erfect storm91裸聊视频� of inflation, economic uncertainty, and these changing behaviours, the market is down compared to pre-COVID, he91裸聊视频檚 noticed.

This presents a difficult scenario for many businesses, said Johnston: customers are changing their habits faster than anticipated, but rising costs and lower sales make it harder to pivot.

Many businesses are likely nervous about the new guidelines, said Kennedy, and understandably so 91裸聊视频� for many restaurants and bars, alcohol sales help subsidize other, less lucrative parts of the business.

The timing of the announcement in Dry January, which happens during the slowest sales month for the industry, is likely contributing to those worries, said Kennedy. And he does think some businesses will suffer in the coming years, especially those that are slower to adapt.

Bars and restaurants that don91裸聊视频檛 have good non-alcoholic offerings are 91裸聊视频渓osing out on cash,91裸聊视频� Kennedy said.

Like Kennedy, Johnston thinks the social nature of alcohol means sales won91裸聊视频檛 91裸聊视频渇all off a cliff,91裸聊视频� but he does think consumers will continue on their current path.

Over the longer term, Johnston said he wants to see health authorities take a measured approach at messaging that takes into consideration the broader scope of health risks to consumers.

Johnston said he91裸聊视频檚 glad Collective Arts had already started to expand, and has been doing test runs of sparkling botanical water, non-alcoholic beer and non-alcoholic cocktails. They also have a sister company that sells cannabis beverages.

91裸聊视频淚 think the timing is right,91裸聊视频� he said.

He said as the options available to consumers evolve and grow, so too will consumer preferences, and businesses have to evolve with them.

91裸聊视频擱osa Saba, The Canadian Press