Fredericton breweries remain steady, alcohol consumption decreases

A freshly poured pint sits on the bar at a Fredericton brewery, where taprooms double as lively community hubs despite a national slowdown in beer sales. (Credit: Graystone brewery)

Fredericton’s craft breweries are defying a national slump in beer sales by transforming their taprooms into essential community social hubs.

Beer Canada, an industry group representing brewers, reported declines in beer production, consumption and sales in 2024.

The group also reported a 1.5 per cent drop in the number of breweries. 

However, New Brunswick may be bucking that trend. NB Liquor reported an overall 2.1 per cent increase in beer sales in 2024-25.

In Fredericton, nearly 20 breweries are spread out across the city. 

These businesses continue to sell their products and attract customers, even though the growth and popularity of craft beer have lessened across the country.

Steven Clark writes frequently about breweries for his popular Substack newsletter, The Fredericton Word. He said the local breweries are still hopping.

“There’s so much going on at the breweries. Trivia nights, open mics, live music, fundraisers, I couldn’t even keep up with it for my newsletter,” said Clark.

The consistent influx of customers is promising for Fredericton brewers, who have a strong foundation that will help them thrive through changes, such as lessened alcohol consumption.

Grimross Brewing and Picaroons Brewing Company in Fredericton have both sold to new owners within the past year. Clark said these are not indicative of struggling businesses. 

“It’s been a healthy industry in Fredericton and New Brunswick and we haven’t gotten any smaller,” said Clark. 

Taprooms as social spaces

Fergus Breen is the marketing director at Fredericton’s Graystone Brewing, a brewery that was founded in 2016 while the craft beer scene was flourishing. 

Breen said the craft beer industry in Fredericton is as strong as ever, where breweries have become centres of activity in the community. 

“Small tap rooms are often the centre now of community life or like nightlife … it's more than just the beer, it's all the tap houses and places where people gather,” said Breen. 

Making breweries inclusive to all is essential in preventing the loss of customers in the current state of the industry.

Evangeline Casey is the manager of the Picaroons Roundhouse, home to Picaroons Brewing Company, the 540 North restaurant and the Grain & Grind Café.

“Right now, we're really trying to promote the idea of the roundhouse being a community centre … so we want a little bit of everything for everyone,” said Casey. 

The variety of events held at the location, ranging from basket weaving to stand-up comedy, reinforces the social aspect of the space.

Casey said these events widen the horizon, bringing people in who wouldn’t necessarily come to Picaroons. 

While these events are currently playing a big part in how breweries remain current, the beer they produce remains important. 

“People aren't going to buy a bad product, so I think the quality of what's made here can compete anywhere,” said Clark. 

Craft brewers think beyond beer

As drinking habits change and some limit their alcohol intake, Fredericton breweries are shifting to produce more than just beer. 

“Many of the breweries have also transitioned to seltzers or ciders to offer more of a variety than just craft beer, because that’s the way things are going now. Lower alcohol, a variety of tastes, not just beer,” said Clark. 

Casey said they’ve been able to “ride the trends” and wants to see more people branch out with innovative products as more people limit their consumption of alcohol. 

“A lot of companies right now are [making] products like hop water. It’s non-alcoholic, almost like a carbonated water beverage. We’re one of them,” said Casey. 

However, Fredericton’s Graystone Brewery takes a different approach than Picaroons. 

Graystone’s Pale Ale has been one of the province’s top-selling beers and their focus on brewing still helps the business succeed. 

“We're just extremely positive about the craft beer industry in New Brunswick and we're focused on creating the best possible craft beer … and increasing the amount of people that choose New Brunswick-made products overall,” said Breen.