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Quenching thirst in the blazing heat

Andrea Stockton, staff writer

September 20, 2010 — The scorching temperatures this summer had Ontarians reaching for a certain beverage.

The summer season started to heat up as early as May
The summer season started to heat up as early as May

As summer comes to an end, some observations are being made. With the sunshine out in full force for much of the season, Ontarians tended to reach for a particular drink...beer.

According to Chris Layton, with the Liquor Control Board of Ontario (LCBO), this was the most exceptional year on record.

“What was really interesting is the single cans of beer that we sell, they were up 25 percent so it was a big summer for beer...everyone was looking for a thirst quencher,” says Layton.

He adds that the consecutive days of heat is what kept the beer flowing.

“The really intense period for our beer sales was roughly from about mid June to mid July because there were so many warm days at that time.”

From the end of June until September 11, the LCBO sold the equivalent of almost two million six-packs of beer. Sales increased six percent over the same period of time last year.

Lemonade sales up in Calgary, Alberta this summer
Lemonade sales up in Calgary, Alberta this summer

That could be because in 2009, Toronto in particular saw only three days of temperatures 30°C or higher. This year the city saw over 20 days with those scorching daytime highs. The World Cup helped to drive beer sales as well.

And it wasn't just beer seeing a rise in sales. The hot temperatures in Calgary this summer gave a small group of thirsty entrepreneurs a profitable idea to help people cool down without any alcohol.

While beer can be a refreshing way to cool down, the LCBO recommends that people consume alcohol in moderation. Especially on a sizzling day.

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