The data and resources below are from studies conducted by Business France, the Team France Export, and the AD'OCC agency.
The Canadian wine market is promising, unavoidable, and growing, even if the demand for alcoholic beverages remains dominated by the beer industry. In 2019, France remained Canada's largest wine supplier by value with 22.7% market share. France is now also the second largest wine supplier by volume with 15.2%, after gaining two places.
Over the past ten years, the overall volume of consumption has increased by almost 25%, between 470 and 500 million liters per year. This trend is expected to continue in the coming years with an estimated annual growth rate of 3% between 2017 and 2021 (Euromonitor, 2017).
The share of spirits expenditure was 23.7% in 2018 and 32.4% for wine (Statistics Canada, 2019).
The typical wine consumer is between 35 and 54 years old. As wine consumption is associated with a particular social prestige, the Canadian consumer is gradually moving towards higher-quality wines, sold at higher prices. Also, a younger clientele is growing, more connected through smartphone apps, review sites, blogs, influencers, and online wine tastings.