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Wednesday, January 23, 2013

VinExpo Presser on IWSR report: consumption of wine in Canada 2011-2016

The Date and Time: Tuesday, January 22, 2012  9AM to 11AM

The Event: Release of the study "Current Trends in the International Wine and Spirits Market and Outlook to 2016", a report from Vinexpo but conducted by the British firm IWSR.

The Venue: Arcadian Lofts

The Target Audience: Ontario wine trade and writers

The Availability/Catalogue: the report is available through M. Eizaguirre spoke about Vinexpo 2013 (coming up in Bordeaux on June 16 – 20), possibly trying to drum up some business. He then presented materials on the global impact of wines and spirits, both export and import, plus domestic consumptions. At one stage in the early research, the report considered beer, but now it is just wine and spirits. The study was conducted in 28 wine-producing countries and on 114 wine and spirit consumer markets. The IWSR has been at this data collection since 1971. The global wine market continues to expand, with new patterns of drinking in Russia and China. Germany continues to be the top importer of wines (mostly reds), followed by Netherlands (4th), Belgium (8th) and Sweden (9th) – none of these three latter countries makes commercial wines. I was most interested in Canada, where the report again fails to distinguish between VQA and ICB brands (ICB are almost totally imported wines) – I had brought this up four years ago but nothing seemed to have been done about it. Canadian wine consumption is expected to go up 34.59% between 2007 and 2016, and 17.44% between 2011 and 2016. Bottom lines: growth in Canadian wine consumption is three times faster than at world level (2007 – 2011); sales of rose wine and wine sold for more than US$10 in Canada are booming; Italy takes over from France as the leading supplier of imported wines. Now, if only the IWSR and Vinexpo can get a handle on VQA and ICB sales.

The Quote/Background: This is the 11th year of the research, and while I have been at most of the press conferences in the past, this is the earliest-in-the-day one that I have attended: next time, pre-breakfast? Xavier de Eizaguirre, Chairman of Vinexpo, presented the results and spoke on the matters raised through an active Q & A afterwards.

The Wines: unlike previous presentations of this report, no wines were served because of the unlicensed hour, although orange juice and cranberry cocktail did arrive in large wineglasses.

The Food: breakfast goodies from Oliver & Bonacini included almond croissants, chocolate croissants, muffins, Danish, yogurt, fruit cocktail, juices, teas and coffees.

The Downside: it was early in sub-zero weather; consequently, travel was very bad, and arrival times varied.

The Upside: a chance to hear first hand about the study.

The Contact Person: or

The Event's Marketing Effectiveness and Execution (numerical grade): 91.



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