Published by Leonardo Calcagno

The Canadian Brewing Awards (CBA) have announced their retirement. On social media, the organization explained they are “stepping away” due to the industry’s economic situation, limited resources, investment in a technological development project with bestbeer.com, communication issues, and more.

The news will come as no surprise to industry insiders. Back in 2024, we wrote about an edition in Hamilton managed by a new team: a soulless event, empty rooms, frustrated suppliers. The sound of crickets was louder than the business conversations—a sad signal for what was meant to be a gathering of the industry.

A Market Too Small for Two National Events

In Canada, it is difficult to sustain two national beer competitions—CBA and the Canada Beer Cup—in a small market where brewers and suppliers are already juggling limited resources. The result: events with too little impact to justify their costs. This challenge is not unique to Canada; beer competitions and trade shows worldwide are being questioned for their economic relevance.

As we wrote in Que faire pour revitaliser les salons professionnels de la bière?: does a sponsored lunch really make a difference for a supplier’s business? The end of CBA should trigger honest reflection: what does the industry really need? Certainly not keeping an event alive just to employ a handful of people year-round.

Canada Beer Cup: A National Platform to Consolidate

In a short time, the Canada Beer Cup has established itself as an important national platform for brewers and cideries (kudos for integrating this category). The event has created a space for connection, yet several challenges remain.

First, its lack of French-language presence leaves a significant portion of the industry—particularly in Quebec and the Maritimes—feeling excluded. The result: a growing disengagement from regional players who should feel represented at a national event.

Second, return on investment (ROI) remains crucial. Brewers and suppliers need tangible benefits—visibility, contacts, new business—to justify ever-increasing participation costs. Without clear ROI, sustained engagement is difficult.

To establish itself as the national benchmark, the Canada Beer Cup must:

• strengthen bilingual presence to truly unite the country,

• better measure and communicate economic impact for participants,

• adjust the format to maximize value for all actors across the brewing chain.

Note: BaronMag is proud to be a media partner of the 2025 edition in Québec City, but our role is also to ask the tough questions for the good of the industry.

Rising Costs, Fading Appeal

Commercial representation costs are climbing: travel, lodging, meals, promotional materials, labor, booths… a growing financial burden. In this context, trade shows are less appealing to small and medium-sized breweries and suppliers, already strained by operational costs and staff shortages.

How to Reinvent the Format?

Should events stick to the traditional static booth? Or rethink the architecture to stimulate interactions? Could smaller, more specialized events make more sense? And why not merge initiatives to create a stronger event capable of generating real business opportunities—including with related industries?

A Future to Invent

The future of beer trade shows and competitions will depend on their ability to adapt to the real needs of the industry and, most importantly, to deliver tangible value. Rethinking format, content, and approach is no longer optional—it is essential.

At BaronMag, we believe that trade shows and competitions remain essential tools for connecting the industry and discovering new ideas.

But we must have the courage to discuss obstacles and ask the right questions. Members of associations and suppliers must demand that these conversations happen in public. This is the first step toward building platforms truly adapted to this new era.

Towards a Format Revolution?

In response to this crisis, several solutions emerge:

Specialized Micro-Events

• Intimate formats (50–100 participants maximum)

• Highly targeted themes

• Controlled costs, maximized interactions

Digital Hybridization

• Digital platforms as a complement

• AI-assisted networking

Cross-Sector Fusion

• Multi-industry events (beer + gastronomy + tourism)

• Broader commercial synergies

• Shared organizational costs

Your thoughts: [email protected]