Canadians Reach for More Wine


MONTREAL — Canada’s wine consumption continues to grow. According to Vinexpo’s 9th study on global current and future trends, revealed yesterday in Montreal and Toronto, wine consumption in Canada is expected to jump 19 per cent by 2014, while international growth is pegged at just over three per cent.

“In the span of 10 years, Canada’s wine consumption will have grown six times faster than the world average,” said Xavier de Eizaguirre, president of Vinexpo.

Between 2005 and 2009, Canadians increased wine consumption by more than 22.5 per cent, for a total of 40.4-million cases consumed in 2009. By 2014, consumption should continue its steady increase to 49.708-million cases. Between 2010 and 2014, wine consumption is expected increase by 7.9-million cases, which would place Canada in third place, after China and the United States, for wine consumption growth over 10 years.

But what are we drinking? In 2009, imported wines represented 72 per cent of Canada’s total wine consumption. While France remains the Canadian market’s main supplier, French wines have seen a 1.89-per-cent decrease. Conversely, Italian wines are seeing a 23.15-per-cent increase. If this trend continues, Italian wines will lead the market.

What’s more, the report predicts that between 2010 and 2014, domestic wines will see a 26 per cent increase, meaning that Canadians will consume 14.6-million-cases of locally produced wine annually by that time.

For 14 years Vinexpo has commissioned a study of the prospects for world wine and spirits consumption and production. Entrusted to British consultancy The IWSR (International Wine and Spirit Research) for the 9th consecutive year, this study analyzes the production trends in 28 countries and the evolution in consumption in 114 countries.


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