Strains toward convergence in the consumption of alcoholic beverages: the Canadian case and implications for public health.

Sulkunen's observations that international trends in the consumption of alcoholic beverages involve quantitative as well as qualitative homogenization of drinking practices are tested against the experience of Canada and its provinces from the mid 1960s to late 1970s. Per capita consumption of spirits, beer, and wine, and the contribution of each of these types of alcoholic beverages to total consumption are examined for each province for the fiscal years 1966, 1972, and 1978. On the whole, the findings are consistent with worldwide trends. Per capita consumption is increasing generally and there is a trend toward greater similarity in per capita consumption across the provinces (quantitative homogenization). Consumption of different types of beverages is becoming more similar (qualitative homogenization) and increases in the beverage with the lowest share of the market (i.e., wine) appear to be additive to overall consumption. The observation that increases in consumption of the traditional types of beverages have the most impact on overall consumption is not observed for beer, but is observed in the case of spirits. Implications for public health and social policy are discussed.