Wine in Canada

PROSPECTS

Wine continues to record modest growth

Benefiting from an image as having some health benefits, the authentic experience associated with it and favourable demographic changes, wine has enjoyed steady modest growth in the last two decades. In particular, still light grape wine, accounting for the lion’s share of sales, has been steadily growing, while fortified wine has been declining.

Premiumisation drives value growth

Similar to previous years, consumers, particularly younger adult wine drinkers, were gravitating towards higher-quality and higher-priced wines in 2018. Paying a bit more for less, but with better quality, increasingly resonates with wine consumers.

Uncertainty mounts over legislation and trade

2018 and 2019 were marked as turbulent years for various industries, including alcoholic drinks, as legislation changes and trade friction pose mounting uncertainty for industry participants. Major changes in cannabis legislation finally came into effect in October 2018, and more are expected in the ensuing years.

COMPETITIVE LANDSCAPE

Arterra Wines Canada Inc and APL continue to lead

The wine category in Canada is relatively mature and fragmented. Arterra Wines Canada and Andrew Peller Ltd remained the two leading players, but the only ones accounting for more than a 10th of overall sales, and top 30 players accounted for less than half of the total volume sales.

Competitive landscape remains largely stable

Following Arterra Wines Canada and Andrew Peller are a large number of players with small volume shares in 2018. They include some of the leading players, such as E&J Gallo Winery Canada, Treasury Wine Estates Canada and Corby Spirit & Wine, and many smaller wineries.

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