Canada’s thirst for imported wine grows

Consumption of imported wines, particularly from the New World, rose in Canada during 2014 with per capita consumption now outpacing the US.

Just over 32 million nine litre cases of imported wines were consumed by Canadians last year as a taste for wine grows which the domestic industry, as yet, cannot adequately sustain.

Canada is now the sixth largest wine importing market in the world.

According to CTV, the Vinexpo commissioned report from IWSR found that New Zealand wines saw a jump of 17.7% between 2008 and 2014, US wines were up 10% over the same period and Chilean wines 5%.

Although the US market is far bigger than its northern neighbour, valued at US$29.5bn compared to US$6.1bn, Canada’s market is projected to grow by a further 10.4% by value to 2018 while consumption is expected to grow by nearly 8% to 49.9m cases.

Also projected to grow is the per capita consumption. Despite the difference in size between the US and Canadian markets by volume and value, Canadian per capita consumption is 13.5 litres a year compared to 12.3 litres in the US. Vinexpo forecast a further 4.1% growth in per capita consumption to 16.4 litres by 2018.

As well as New World wines, rosé, Prosecco and Cava are on the rise, Prosecco has seen a 14.4% increase in consumption since 2008, which is broadly in line with worldwide consumption trends.

In spirits, since 2009 bourbon and Cognac have seen steady growth and there is a boom currently underway for Tequila which is projected to have grown by another 16.7% by 2018.