Il Canada represents an interesting and evolving market for the wine, with unique dynamics compared to other Western countries. Despite the per capita consumption slightly decreasing (from over 14 liters per year to about 12) Sales value continues to grow. That’s because Canadian consumers are becoming increasingly selective, with room for maneuver for those who focus on quality and craftsmanship.
Wine, drink less and better
Thanks to new consumer preferences, the trade tensions with the United States and to the uniqueness of the distribution system, they have opened up new opportunities for Italian producers. In most of the country, the sale of alcohol is managed by provincial monopolies, such as the LCBO (Liquor Control Board of Ontario), the SAQ (Société des alcools du Québec) and the Bcldb in British Columbia.
Wine, why Canada is looking at Made in Italy
For Made in Italy, this means that it is not possible to simply send wine to a private importer and start selling. It is necessary to move from a centralized approval system, made up of annual or seasonal catalogs, price lists set by public authorities and strong barriers to entry. However, this system is also changing. TheOntario, for example, has started a liberalization process that from 2024 allows supermarkets, grocery stores and convenience stores (over 8.500 potential new outlets) to sell wine and beer.
Wine, US-Canada trade tensions
Another element to keep an eye on is the trade tensions between the United States and Canada. Following disputes over excise duties and health standards, Canada has imposed new duties on American wines, making them less competitive on the shelf. And it is in this scenario that the Bel Paese can be included. Italian wines are already well present in premium channels (Chianti, Barolo, Prosecco), but there is still a lot of room for growth for small-medium sized producers, especially if they are capable of offering good value for money.
According to Istat and Ice data, Italy is consistently among the top three wine exporters to Canada, together with France and the USA. In 2023, Italian sales exceeded 430 million euros, up from the previous year, despite a general decline in volumes worldwide.
In terms of quantity, Italy exported approximately 92 million liters of wine, making it the second largest supplier in terms of volume after the USA.
The main exported products are:
• prosecco;
• DOC red wines such as Chianti, Valpolicella, Montepulciano;
• labels from native vines such as Nero d'Avola o Primitive.
The provinces with the highest demand are Ontario (about 40% of total sales), followed by Quebec and British Columbia. Furthermore, the average value per liter exported is growing, demonstrating a greater propensity of Canadian buyers to invest in medium-high range Italian wines, not only on the competitive price. An interesting fact: according to Nomisma Wine Monitor, approximately 90% of Canadian wine drinkers know at least one Italian denomination, which confirms the high potential for brand recognition and the margin for growth still available, especially for wineries entering the overseas market for the first time.
