Wine in Canada

PRE-COVID-19 PERFORMANCE

Growth maintained due to new experiences, sophistication and the health trend

Wine continued to see steady total volume growth in 2019, which was faster than the growth in the population. Although off-trade sales of wine continued to dominate in 2019, the on-trade channel saw slightly faster growth, as was the trend in the previous few years.

Still light grape wine continues to dominate and see growth

Still light grape wine continued to dominate sales of wine in 2019, and also maintained solid total volume growth. Although still red wine remained the largest category within wine, followed by still white wine, it was rosé wine which continued to see the strongest total volume growth in 2019, due to its low base and the widening range of products available.

Arterra Wines leads a fragmented category

The wine category in Canada is mature and fragmented, with the top 20 companies only accounting for half of total volume sales. Arterra Wines Canada and Andrew Peller remained the two leading players in 2019.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of wine are expected to fall by 50% in 2020 in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

Affected products within wine

In a major turnaround from 2019, other non-grape wine is expected to see one of the strongest total volume declines in 2020. Although consumers were experimenting with fruit wines at the end of the review period, in a time of uncertainty and stress consumers have been returning to traditional favourites in terms of alcoholic drinks consumption.

Recovery and opportunities

Despite a strong expected total volume sales decline in 2020, wine is expected to return to growth from 2021 and for the rest of the forecast period. By 2022, sales are expected to have exceeded the level seen in 2019, before COVID-19.

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