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New issue of Y&A Magazine: Newad highlights innovative ideas in Canada’s alcoholic beverages industry

Montreal – Newad announces the launch of the fourth issue of its tri-annual Y&A Magazine. Ushering in the back-to-school season and the impending arrival of fall, the editorial team produced an issue that explores the Young & Affluent’s relationship with alcohol and alcoholic beverages. The sale of alcohol in Canada amounts to a more than 20 billion dollar market each year and its industry shells out more than $200 million annually on advertising.

The refinement of the Young and Affluent consumption habits

“We looked into a number of Canadian businesses that are taking clever, creative steps to ensure they reach their target market in an innovative way, keeping in mind that alcohol marketing is one of the most highly regulated sectors of the advertising industry. We tried to paint the most accurate portrait of these consumers, most notably with research that confirms a refinement in the tastes and habits of young adults living in urban areas” comments Marie-Claude Bourdeau, Director, Creation & Content, Newad Publishing.

Sébastien Dandurand, Senior Analyst, Marketing Research and Web Analytics at Newad, reveals, in his article, that the Young & Affluent are more inclined than the overall 18-49 population to consume all types of alcohol on a regular basis, whether it be beer, wine or spirits. We are noticing that they are becoming more selective and are willing to invest in quality products. We also learn that the popularity of local consumption is avidly reflected in the industry by the boldness and creativity of brewers eager to catch onto this new trend. Among the companies profiled in this issue are Steam Whistle Brewing, Big Rock Brewery, MadeWithLove, LCBO, PUR Vodka, Céleste Levure and an interview with the founder of McAuslan Brewing.

5,000 copies and now available online at

The Y&A is distributed at 5,000 copies to the main agencies and advertisers across the country. For the first time, Newad is now also making the entirety of its content available online, including the archives of its three previous issues (

Invite to agencies and advertisers across Canada

Newad will soon invite agencies and advertisers to a launch event for the latest issue of the Y&A. Meanwhile, they can write to to RSVP or to get more information.

About the Y&A and Newad

The Y&A is published three times a year and delves into a number of themes related to marketing and consumer trends among Canada’s Young & Affluent. Newad reaches the highest concentration of the Young & Affluent in Canada by guiding millions of consumers to four targeted platforms:Indoor, with 21,500 digital and classic boards in over 3,000 establishments and 36.5 million impressions delivered each week; Experiential Marketing, with the production of 250 promotional events per year; Publishing & Content, with numerous Web properties reaching 450,000 visitors each month and the production of branded content (photos & videos, mobile applications, contests, social media management, white label content); and Web, including the Newad OnLine advertising network delivering, each month, 124 million pages views and 6.7 million visitors. Recipient of many prizes rewarding its creativity and innovation, Newad’s 350 employees set the trends in its Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.


Marie-Christine Fournier
Director, Marketing & Communications
1 866 899-6685