When Canadians raise a glass of wine it’s mostly likely an imported brand and that’s partly because the domestic wine industry remains too small to supply one of the top 10 wine importers in the world. This is good news for the producers interested in the Canadian market, but the good news tends to stop here because getting to work with the highly regulated Canadian wine importers can be a huge challenge, especially for smaller companies.
Over 70% of the wine being consumed in Canada is imported and the overall imports of wine in 2023 reached US$2.2 billion. The numbers are not very positive, as they signal a close to 10% decrease since the previous year.
Considering Canada’s significant role in the global wine market, the decrease, coupled with a similar trend in the United States and Mexico, is creating ripples among producers and wine importers alike.
The reasons for the drop in imports are more complex and likely include a shift in consumption post-pandemic, economic instability, and global trade dynamics.
Top suppliers and main provinces
The top 5 countries from which Canada imported wine in 2023 were: France, Italy, the United States, Spain, and Australia, representing 81% of import value. This top has been steady, with very small fluctuations, for many years
Even if in the last few years Canadians started to approach producers from other markets such as Chile, South Africa and New Zealand, Italy, and France remain the leaders.
Talking about imports/province, Quebec, with its strong French ties, imports more wine than any other province, followed by Ontario and British Columbia.
Canada has a special regulated import system for alcohol and in Quebec, the wine industry is handled by La Société des Alcools du Québec (SAQ). Suppliers who want to do business here should consult this dedicated website
In Ontario, the next province in the order of import volumes, the LCBO (Liquor Control Board of Ontario) is the main player and with over 660 stores is one of the largest buyers and retailers of beverage alcohol. Wine producers should consult LCBO.
US producers obtained an important victory thanks to the North American trade deal, which removes a number of logistical and regulatory barriers that make selling foreign wine in Canada so difficult. This will allow, for example, American wines to be sold on grocery shelves along with local vintages, a thing that was impossible before the deal.
New preferences, new markets
Sparkling wines and rosé continue to see hig growth, especially among younger consumers. These varieties are associated with a sophisticated lifestyle, parties, and are a great choice for a wide range of occasions.
If we analyze age distribution, the younger generation of Canada has slowly shifted away from beer and is consuming wine at higher rates. Canada appreciates and embraces wine on a different level- socially when they are with their friends and casually- when they are at home.
Two other trends that we see in mature, strong markets, are also present in Canada: a growing demand for premium wines and for organic, sustainable varieties.
Red Wine – White Wine
Red wine is the most popular choice among Canadian consumers, accounting for almost 60% of wine consumption. Among millennials, a survey found 24% of respondents reported drinking wine at least a few times a month.
Blended red wines are currently dominant in the market, but there has been recent growth in the consumption of aromatic white wines. Specifically, 76% of red wine and 63% of white wine sales are imports.
Although more than 40% of wine sold does not have a variety stated on the label, the number one variety sold in Canada is Cabernet Sauvignon. The next three most popular varieties are all white: Pinot Gris/Grigio, which grew by 5%, Chardonnay, up 2%, and Sauvignon Blanc, up 6%.
When it comes to white wines, Canada is a strong market for Australia’s premium ones. It is also the number one market for white wines.
Five Canadian Wine Importers:
Stem Wine Group Inc
Address: 40 Pippin Road, Vaughan, Ontario
Phone: 0014165488824
Top suppliers: Benjamin Laroche, Bujanda, Citation
www.stemwinegroup.com
Somm Shop Wine Imports Inc.
Address: 28 Rutherford Crescent, Ottawa, Ontario
Phone: 0014163163010
Top suppliers: Albino Rocca, Château St. Jacques d’Albas,
www.sommshopwine.com
Stile Brands
Address: 1528 Commercial Drive, Grandview-Woodland, Vancouver
Phone: 0016042552518
Top suppliers: Cantina Tollo, Domaine Céline et Frédéric Gueguen, Champagne Charles de Cazanove, De Bortoli Wines, Bodega Estampa, Amuse Bouche Napa
www.stilebrands.com
Loyal Imports Ltd.
Address: 11871 Horseshoe Way, Richmond, British Columbia
Phone: 0016042748481
Top suppliers: Domaine Lafage, Xavier Vignon, Collis Heritage SPA, Bodegas Olivares, O’Neill Vintners & Distillers
www.christopherstewart.com
Authentic Wine & Spirits Merchants
Address: 5006 Timberlea Boulevard, Mississauga, Ontario
Phone: 0019052380716
Top suppliers: Château de Parenchère, Castello di Meleto, Marisco Vineyards, Casa Ferreirinha, Anciano, Viña Cobos
www.awsm.ca
Producers interested in this top wine market can find a database with Canadian wine importers, distributors and retailers here.
