Crafting the Future: A Vision for 20% Market Share for Craft Beer in Ontario by 2025

20 by 25: An eco-system approach to support the sustainable growth of Ontario’s craft beer industry

Ontario’s craft beer industry is already a major success and growth story. It now boasts about 234 independent craft breweries operating in more than 110 communities across Ontario, with many more planning to ‘turn on the taps’ in the near future. The Ontario Craft Brewers (OCB) association is now close to reaching its goal and have at least one craft brewery in every city and town across the Province.

Ontario’s craft beer industry has an enviable reputation for producing great tasting and award-winning craft beers. The industry has now achieved a 6% market share and contributes around $1 billion towards the Provincial economy.

Ontario craft brewers generate thousands of direct jobs, accounting for almost 30% of all brewing industry jobs in the Province. In addition, thousands of indirect jobs have been created within supply industries, including agriculture and farming, packaging and distribution, equipment manufacturing and supply, restaurants and food service, and tourism.

With this success as a foundation to build upon, what is next for Ontario’s craft beer industry?

BLOOM and Earthshine have collaborated to present an objective, yet practical vision that positions Ontario’s craft beer industry to ride the global craft beer wave and achieve a sustainable 20% market share by the year 2025. Achieving this vision would generate a wide range of economic, social and environmental benefits for all stakeholders in the industry’s eco-system, including the support of Ontario government policies on climate change, GHG reduction and transitioning to a low carbon, circular economy.

Two papers have been prepared on this opportunity: The Volume 1 Discussion Paper and the Volume 2 Research and Reference Paper.

What’s in the Discussion Paper?

  • The 20 by 25 Vision Statement
  • The benefits from achieving a 20 by 25 future state, including a discussion of risk
  • A stakeholder collaboration framework to create an Ontario craft beer eco-system hub
  • A recommended path forward, comprised of 7 high-level industry-wide strategies

What’s in the Research and Reference Paper?

  • Further details on the foundational research and analysis to prepare the Discussion Paper
  • Best practice examples of how Ontario and other craft breweries are integrating sustainability into their business models
  • A profile on what a ‘truly’ sustainable craft brewer would look like
  • A comprehensive list of recommendations, both at the craft brewer level, as well as an industry-wide level, to reach the 20 by 25 vision
  • A summary of key learning points

Complete the form to download the 20 by 25 Discussion and Research and Reference Papers.

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Thank you! Please download the PDFs from the links below.


“Ontario’s craft beer industry is one with incredible potential and high aspirations. By building the necessary networks and eco-system for Ontario craft brewers, the industry is poised to reach its potential as a globally-recognised, sustainable industry contributing $3 billion annually in economic impact in Ontario by 2025.”
– Dominic Barton, Global Managing Partner, McKinsey & Company and Chair, Government of Canada Advisory Council on Economic Growth

“We need new models for sustainable growth and development in our economies. I love the industry-wide and transformative impact offered by the 20 by 25 Vision: 20% market share is ambitious, and the ability to generate new jobs and positive social impacts, while working within planetary limits, is vital for future prosperity.”
– Paul Polman, CEO, Unilever Inc.

“Our Association is excited about the vision and opportunity provided in 20 by 25. We are at a pivotal point in the industry’s growth and the timing of this is perfect, as we are just finalizing our 10-year strategic plan and priorities for next fiscal year.”
– Scott Simmons, President, Ontario Craft Brewers

“Sustainable brewing goes way beyond water, energy, carbon and eco-efficiency. We need to work on all dimensions of business performance, to deliver continued growth, along with the best impact for our communities and the wider economy. Our research shows the solutions are all available – we just need to join-up-the-dots and accelerate on the shifts that are already underway. Ontario craft brewers are ideally positioned to ride the craft wave, manage the risks, and become global leaders in sustainable craft brewing.”
– Michael Townsend, CEO, Earthshine

“Taking a holistic and eco-system approach is the hallmark of our 20 by 25 vision. There is an informal community of impacted stakeholders already in existence; the issue is the nature and strength of the inter-relationships. To achieve the 20 by 25 vision, this community will need to expand to the full spectrum of stakeholders and evolve into a more ‘formalized collaborative craft beer industry eco-system’ with one shared goal: the continued success of Ontario’s craft beer industry.”
– Michael Fagan, Senior VP, BLOOM

“Ontario’s craft beer story of success is a product of innovation, dedication and perspiration by many stakeholders, organizations and communities in the craft beer eco-system, all working with Ontario’s talented and entrepreneurial craft brewers. Our hope is that our 20 by 25 vision and the eco-system approach we have laid out will inspire and stimulate consultations amongst the key players that can lead to collective action and real change, and make Ontario a global leader in sustainable craft brewing.”
– Kevin Jones, President and CEO, BLOOM

This project is funded by Growing Forward 2, a federal-provincial-territorial initiative.

Growing Forward 2 - a federal-provincial-territorial initiative