Australian wine builds momentum in Canada

Australian wine producers are seeing renewed momentum in Canada, with new export and sales data along with feedback from importers pointing to a surge in demand for premium, regionally distinctive wines. 

In the 12 months to March 2026, Australian wine exports to Canada rose 24 per cent in value to $188 million and 15 per cent in volume to 69 million litres and lifting the number of Australian exporters active in the market to 220 businesses.

While 2025 restrictions on US wine imports reduced the availability of American products across Canadian liquor boards, producers say the strong performance of Australian wine over this period reflects groundwork laid over several years. Sustained engagement with buyers, retailers and sommeliers has strengthened understanding of Australia’s quality, diversity and regional strengths, positioning Australian wine to expand as shelf space became available. 

Premium and mid-price wines lead growth

New sales data from EzFocus shows Australian wine increasing in both volume and value across Canada’s four largest provinces. Gains have been particularly strong in Ontario, where sales volume rose by around 30 per cent year on year and market share grew from 6 to 9 per cent. 

All price segments are experiencing growth - including mid-priced wines ($8-$14.99), which is traditionally a strong segment for Australia, as well as a visible lift in premium bottled wines over $15. Cabernet Sauvignon has emerged as the standout performer, particularly in Ontario where volumes rose by more than 70 per cent, followed by Shiraz and Chardonnay. Across provinces, producers are also reporting rising demand for lighter, fresher styles, sparkling wines and regionally distinct offerings. 

Matt Fowles of Fowles Wine said the category’s momentum reflected renewed consumer interest in premium Australian wines with a strong sense of place.

“Our focus in firmly on fine wine, and it’s clear customers value having these wines back on shelves,” Mr Fowles said. 

“When the regional story and provenance are understood, the category lifts quickly.”

Sustained trade engagement delivers commercial outcomes

Producers and importers point to ongoing trade engagement as a critical factor in converting opportunity into listings and long-term growth. Over the past two years, buyers from major provincial liquor boards including Ontario, Quebec and British Columbia have visited Australian regions through inbound programs, while ongoing in-market activity including tastings, masterclasses and trade education has strengthened understanding of modern Australian wine.  

Collectively, these visits have contributed to 177 new liquor board listings, expanded training for retail and on-premise staff and strengthened advocacy among sommeliers. 

Vancouver-based importer Peter Marshall of Sur Lie said firsthand experience has played a critical role in shifting buyer confidence. 

“Buyers who have travelled to Australia approach the category with far greater confidence,” Mr Marshall said. 

“That firsthand experience reshapes their perceptions and opens the door to more distinctive and adventurous Australian wines.”

Libby Nutt, General Manager Marketing and Export Sales at Casella Family Brands, said engagement with buyers had strengthened relationships and delivered consistent commercial outcomes. 

“Our relationships with the liquor boards have always been strong, but they’ve deepened significantly as more buyers travel to Australia,” Ms Nutt said. 

“These visits have driven real alignment, and we’ve secured new listings every time we reconnect. Each engagement is opening new doors and strengthening our presence in the market.”

Feedback from recent in-market activity continues to reinforce this shift. At a recent trade event in Vancouver as part of Wine Australia’s North America Roadshow, almost 100 key trade, buyers, media and sommeliers attended. An education seminar, tastings and discussions highlighted strong interest in Australia’s emerging varieties and evolving wine styles, particularly white and sparkling wines, that reflect regional diversity and food-friendly appeal. The feedback from seminar attendees was incredibly positive, with more than 90 per cent of those surveyed in buying positions indicating that they will likely increase the number of Australian wines in their program after attending. 

Wine Australia General Manager, Market Development Paul Turale said sustained engagement has helped build advocacy in market. 

“This kind of firsthand experience builds confidence and advocacy among buyers and sommeliers, helping them share the stories of Australian wine with greater credibility,” Mr Turale said. 

A competitive but promising outlook

While some US products are gradually returning to shelves in parts of Canada, producers expect the structural changes combined with ongoing consumer scepticism toward US products, to support continued opportunity for Australian wine in the near term. 

Producers note that while competition and costs remain high in the market, the payoff is stronger consumer engagement, improved brand awareness and more informed demand in the on- and off-premise channels. 

“Canada is a market with deep goodwill toward Australian producers,” said Mark Ramm, Regional Export Manager at Angove Family Winemakers. 

“The opportunity is significant, and now is the right time to back it with sustained investment and on-the-ground presence.” 

With strong performance across price points and growing confidence among buyers, producers say Canada remains one of the most attractive export markets for Australian wine in the current global environment.