Canada wine sales report

About the report

This quarterly report summarises wine sales in Canada by volume, country of origin, province, and variety.

The report is a valuable resource to track wine market trends in Canada by various categories and can help identify growth opportunities for Australian wine exporters and producers already in or seeking to enter the Canadian wine market.

Report summary

Canada is Australia's fourth most valuable export market.

Wine sales in Canada are controlled by provincial liquor boards. The four biggest provinces for wine sales are, in order, Quebec, Ontario, British Columbia and Alberta.

Australia is the fifth ranked country of origin in the market behind wines from Canada, Italy, the United States and France. 

Total sales in the market totalled more than 50 million cases and grew by 2 per cent in the 12 months to April 2017. Australia accounted for 4.6 million litres (9 per cent of the market) and grew by 1 per cent over the same period.

Red wine accounted for 53 per cent of wine sales in Canada ahead of white wine with 36 per cent.  Australia had 11 per cent of the red wine market and 8 per cent of the white wine market. 

Australian wine sales increased in Quebec and Saskatchewan but declined in the other provinces.

Cabernet Sauvignon is the top-selling variety across the major provinces in Canada with around 12 per cent market share, although "non-varietal" wines sell the most volume overall and have around one-third of the market in all the major provinces. Shiraz is the biggest selling Australian wine variety in Canada and Australia is by far the dominant supplier of Shiraz in Canada. Moscato and Cabernet Sauvignon were the best performing varieties for Australia in most of the provinces.

Source

The report was prepared by Wine Australia using data sourced from the Canadian Vintners Association.