Wine in Canada

Euromonitor International
July 2019
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Wine Continues To Record Modest Growth ............................................................................. 1
Premiumisation Drives Value Growth ....................................................................................... 1
Uncertainty Mounts Over Legislation and Trade ....................................................................... 1
Competitive Landscape ................................................................................................................ 2
Arterra Wines Canada Inc and Apl Continue To Lead .............................................................. 2
Competitive Landscape Remains Largely Stable ..................................................................... 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Wine by Category: Total Volume 2013-2018 .................................. 2
Table 2 Sales of Wine by Category: Total Value 2013-2018 ..................................... 3
Table 3 Sales of Wine by Category: % Total Volume Growth 2013-2018 ................. 3
Table 4 Sales of Wine by Category: % Total Value Growth 2013-2018 .................... 3
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018 ....................... 4
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2013-2018 .......................... 4
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018 ....... 4
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018 .......... 5
Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-
2018 ............................................................................................................. 5
Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume
2013-2018 .................................................................................................... 5
Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume
2013-2018 .................................................................................................... 5
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume
2013-2018 .................................................................................................... 6
Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume
2014-2018 .................................................................................................... 6
Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume
2014-2018 .................................................................................................... 6
Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-
2018 ............................................................................................................. 7
Table 16 GBO Company Shares of Champagne: % Total Volume 2014-2018 ........... 8
Table 17 NBO Company Shares of Champagne: % Total Volume 2014-2018 ........... 8
Table 18 LBN Brand Shares of Champagne: % Total Volume 2015-2018 .................. 8
Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume
2014-2018 .................................................................................................... 9
Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume
2014-2018 .................................................................................................... 9
Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-
2018 ........................................................................................................... 10
Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total
Volume 2014-2018 ..................................................................................... 10
Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total
Volume 2014-2018 ..................................................................................... 11
Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume
2015-2018 .................................................................................................. 11

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Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2014-

2018 ........................................................................................................... 12
Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2014-
2018 ........................................................................................................... 12
Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018 ......... 12
Table 28 Forecast Sales of Wine by Category: Total Volume 2018-2023 ................. 12
Table 29 Forecast Sales of Wine by Category: Total Value 2018-2023 .................... 13
Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2018-
2023 ........................................................................................................... 13
Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2018-
2023 ........................................................................................................... 14

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WINE IN CANADA
HEADLINES
▪ Wine grows 3% in total volume terms to reach 592 million litres in 2018
▪ Health image and authentic experience associated with wine offers sustained support
▪ Other non-grape wine most dynamic with 13% total volume growth in 2018
▪ Average unit prices of wine rise moderately due to premiumisation trend and elevated excise
tax
▪ Arterra Wines and Andrew Peller continue to lead in a relatively fragmented category
▪ Wine to record a 2% total volume CAGR over the forecast period to reach 650 million litres in
2023

PROSPECTS

Wine Continues To Record Modest Growth

Benefiting from an image as having some health benefits, the authentic experience
associated with it and favourable demographic changes, wine has enjoyed steady modest
growth in the last two decades. In particular, still light grape wine, accounting for the lion’s share
of sales, has been steadily growing, while fortified wine has been declining. Meanwhile,
sparkling wine, including champagne and other sparkling wine, has recorded stronger growth,
reflecting rising demand for interesting experiences and “everyday celebration”. Niche areas
such as sake and fruit wine have also been posting healthy growth, as ethnic variety is more
and more appreciated as in sake’s case and growing offerings are driving interest in fruit wine’s
case.

Premiumisation Drives Value Growth

Similar to previous years, consumers, particularly younger adult wine drinkers, were
gravitating towards higher-quality and higher-priced wines in 2018. Paying a bit more for less,
but with better quality, increasingly resonates with wine consumers. Consequently, while price
bands with positive growth vary from jurisdiction to jurisdiction in Canada, premium and ultra-
premium offerings are largely exhibiting the best performances. For instance, in sparkling wine,
products such as Dom Perignon in champagne and those in prosecco and cremant in other
sparking line experienced stronger demand in 2018. In still light grape wine, the premium
segment also fared relatively better, as seen with brands such as Campo Viejo and Oyster Bay.
The premium segment also includes offerings with health positionings, such as organic, as seen
in the Speak No Evil and Angove brands.

Uncertainty Mounts Over Legislation and Trade

2018 and 2019 were marked as turbulent years for various industries, including alcoholic
drinks, as legislation changes and trade friction pose mounting uncertainty for industry
participants. Major changes in cannabis legislation finally came into effect in October 2018, and
more are expected in the ensuing years. While some, including many wine makers, are
concerned about this attracting consumers away from their products, as well as the potential
impact from cannabis tourism already seen in places like California, other players, such as Vin
First Innovative Packaging, a wine maker and co-packer, have ventured into cannabis-infused

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beverages, along with a slew of other large and small players. Meanwhile, with the USMCA
trade agreement finally settled towards the end of 2018, this is likely to give US wines more
presence in Canada going forward, particularly in BC, but likely also in Ontario and Quebec.

COMPETITIVE LANDSCAPE

Arterra Wines Canada Inc and Apl Continue To Lead

The wine category in Canada is relatively mature and fragmented. Arterra Wines Canada and
Andrew Peller Ltd remained the two leading players, but the only ones accounting for more than
a 10th of overall sales, and top 30 players accounted for less than half of the total volume sales.
Since it has no longer been part of US-based Constellation Brands, Arterra Wines Canada has
been gradually establishing itself as an independent entity by adding functions previously
shared with Constellation Brands. Meanwhile, it has also been strengthening its presence in the
premium segment, as shown by its takeover of Laughing Stock Vineyards in late 2018. Andrew
Peller made acquisitions of a number of wineries in late 2017, also aiming at the premium and
super-premium segments in wine. Beyond wine, the company also made progress in craft spirits
and cider in 2018.

Competitive Landscape Remains Largely Stable

Following Arterra Wines Canada and Andrew Peller are a large number of players with small
volume shares in 2018. They include some of the leading players, such as E&J Gallo Winery
Canada, Treasury Wine Estates Canada and Corby Spirit & Wine, and many smaller wineries.
Partnering with wine makers, wine agents with rich experience in working with liquor boards and
regional variability in regulation play a critical role in the marketing and distribution of wine and
other alcoholic drinks. Major wine agents include Peter Mielzynski Agencies Ltd, Charton Hobbs
and Diamond Estates Wines & Spirits.

CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2013-2018

million litres
2013 2014 2015 2016 2017 2018

Fortified Wine and 14.3 14.2 14.0 13.9 13.6 13.4

Vermouth
- Port 3.2 3.2 3.1 3.1 3.0 2.9
- Sherry 2.5 2.4 2.4 2.3 2.2 2.1
- Vermouth 3.3 3.3 3.2 3.2 3.2 3.3
- Other Fortified Wine 5.3 5.3 5.3 5.2 5.2 5.1
Non-Grape Wine 0.7 0.8 0.8 0.9 1.0 1.1
- Sake 0.5 0.5 0.5 0.6 0.6 0.6
- Other Non-Grape Wine 0.2 0.2 0.3 0.4 0.4 0.5
Sparkling Wine 15.4 16.4 17.8 19.4 20.9 22.6
- Champagne 0.9 1.0 1.1 1.2 1.2 1.3
- Other Sparkling Wine 14.6 15.4 16.7 18.3 19.7 21.3
Still Light Grape Wine 476.0 494.4 514.0 529.1 541.9 554.6
- Still Red Wine 287.4 296.5 306.8 311.7 316.6 321.7
- Still Rosé Wine 13.4 13.8 14.8 15.6 16.1 16.5
- Still White Wine 175.2 184.1 192.5 201.7 209.3 216.4
Wine 506.4 525.7 546.7 563.3 577.4 591.7

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Wine by Category: Total Value 2013-2018

CAD million
2013 2014 2015 2016 2017 2018

Fortified Wine and 359.3 360.6 359.2 360.1 356.3 352.6

Vermouth
- Port 131.9 131.1 129.1 129.7 126.2 123.0
- Sherry 81.3 82.7 83.0 82.2 79.7 77.5
- Vermouth 61.2 61.7 61.6 62.1 63.8 65.2
- Other Fortified Wine 84.9 85.1 85.5 86.1 86.6 87.0
Non-Grape Wine 22.7 25.4 28.2 31.6 35.1 38.7
- Sake 17.6 19.0 20.3 21.6 23.4 25.2
- Other Non-Grape Wine 5.1 6.4 7.9 10.0 11.7 13.4
Sparkling Wine 539.9 583.0 640.3 706.0 771.8 848.9
- Champagne 134.4 145.3 161.0 175.1 186.5 199.2
- Other Sparkling Wine 405.5 437.7 479.3 530.9 585.3 649.6
Still Light Grape Wine 9,940.8 10,343.4 10,820.4 11,343.9 11,889.0 12,407.2
- Still Red Wine 6,371.1 6,588.2 6,872.2 7,118.2 7,396.1 7,648.5
- Still Rosé Wine 236.7 249.8 275.6 301.9 319.0 336.5
- Still White Wine 3,333.1 3,505.4 3,672.6 3,923.8 4,174.0 4,422.2
Wine 10,862.7 11,312.5 11,848.1 12,441.5 13,052.1 13,647.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Wine by Category: % Total Volume Growth 2013-2018

% total volume growth

2017/18 2013-18 CAGR 2013/18 Total

Fortified Wine and Vermouth -1.8 -1.4 -6.6

- Port -3.9 -2.6 -12.2
- Sherry -4.2 -2.8 -13.2
- Vermouth 0.6 -0.2 -1.0
- Other Fortified Wine -1.0 -0.8 -3.7
Non-Grape Wine 9.2 10.3 63.3
- Sake 6.7 6.4 36.5
- Other Non-Grape Wine 12.9 17.8 127.0
Sparkling Wine 8.4 7.9 46.5
- Champagne 5.9 7.8 45.6
- Other Sparkling Wine 8.5 7.9 46.6
Still Light Grape Wine 2.3 3.1 16.5
- Still Red Wine 1.6 2.3 11.9
- Still Rosé Wine 2.8 4.3 23.2
- Still White Wine 3.4 4.3 23.5
Wine 2.5 3.2 16.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Wine by Category: % Total Value Growth 2013-2018

% local currency, current value growth

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2017/18 2013-18 CAGR 2013/18 Total

Fortified Wine and Vermouth -1.0 -0.4 -1.9

- Port -2.5 -1.4 -6.8
- Sherry -2.8 -1.0 -4.7
- Vermouth 2.3 1.3 6.6
- Other Fortified Wine 0.5 0.5 2.4
Non-Grape Wine 10.3 11.3 70.5
- Sake 8.1 7.5 43.7
- Other Non-Grape Wine 14.7 21.3 162.9
Sparkling Wine 10.0 9.5 57.2
- Champagne 6.8 8.2 48.2
- Other Sparkling Wine 11.0 9.9 60.2
Still Light Grape Wine 4.4 4.5 24.8
- Still Red Wine 3.4 3.7 20.1
- Still Rosé Wine 5.5 7.3 42.2
- Still White Wine 5.9 5.8 32.7
Wine 4.6 4.7 25.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018

million litres
2013 2014 2015 2016 2017 2018

Off-trade 429.0 446.0 464.6 478.8 490.5 502.3

On-trade 77.4 79.7 82.0 84.6 86.9 89.3
Total 506.4 525.7 546.7 563.3 577.4 591.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Wine by Off-trade vs On-trade: Value 2013-2018

CAD million
2013 2014 2015 2016 2017 2018

Off-trade 7,754.2 8,091.6 8,503.7 8,919.8 9,379.9 9,824.5

On-trade 3,108.5 3,220.8 3,344.5 3,521.7 3,672.2 3,822.9
Total 10,862.7 11,312.5 11,848.1 12,441.5 13,052.1 13,647.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018

% volume growth
2017/18 2013-18 CAGR 2013/18 Total

Off-trade 2.4 3.2 17.1

On-trade 2.8 2.9 15.5
Total 2.5 3.2 16.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018

% constant value growth

2017/18 2013-18 CAGR 2013/18 Total

Off-trade 4.7 4.8 26.7

On-trade 4.1 4.2 23.0
Total 4.6 4.7 25.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018

% off-trade
2013 2014 2015 2016 2017 2018

Under CAD14.99 7.1 6.7 6.6 6.6 6.6 6.6

CAD15 to CAD15.99 14.9 14.9 14.9 14.9 14.8 14.8
CAD16 to CAD16.99 27.1 27.4 27.4 27.3 27.3 27.3
CAD17 to CAD19.99 20.5 20.6 20.6 20.7 20.7 20.7
CAD20 to CAD24.99 18.3 18.3 18.3 18.2 18.3 18.3
CAD25 and above 12.1 12.2 12.2 12.3 12.3 12.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018

% off-trade
2013 2014 2015 2016 2017 2018

Under CAD14.99 9.1 9.0 9.0 9.1 9.1 9.1

CAD15 to CAD15.99 22.9 22.9 22.9 23.0 23.0 23.0
CAD16 to CAD16.99 29.0 29.1 29.1 29.2 29.2 29.2
CAD17 to CAD19.99 12.5 12.5 12.5 12.4 12.4 12.4
CAD20 to CAD24.99 19.1 19.1 19.1 19.0 19.0 19.0
CAD25 and above 7.3 7.3 7.3 7.4 7.4 7.4
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018

% off-trade
2013 2014 2015 2016 2017 2018

Under CAD14.99 10.1 10.1 10.0 9.9 9.9 9.9

CAD15 to CAD15.99 23.0 23.0 23.0 23.0 23.0 23.0
CAD16 to CAD16.99 33.7 33.7 33.7 33.8 33.8 33.9
CAD17 to CAD19.99 21.7 21.8 21.8 21.7 21.8 21.8
CAD20 to CAD24.99 7.2 7.2 7.2 7.2 7.2 7.2
CAD25 and above 4.3 4.3 4.3 4.3 4.3 4.3
Total 100.0 100.0 100.0 100.0 100.0 100.0

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-
2018

% off-trade
2013 2014 2015 2016 2017 2018

Under CAD14.99 4.4 4.2 4.2 4.0 4.0 4.0

CAD15 to CAD15.99 9.9 9.9 9.9 10.0 10.0 10.0
CAD16 to CAD16.99 20.5 20.7 20.7 20.8 20.8 20.8
CAD17 to CAD19.99 24.5 24.5 24.5 24.6 24.5 24.5
CAD20 to CAD24.99 22.5 22.5 22.5 22.3 22.1 22.1
CAD25 and above 18.2 18.2 18.2 18.4 18.6 18.6
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

Andrew Peller Ltd 12.2 12.4 12.3 12.4 12.4

Accolade Wines Ltd 10.5 10.5 10.4 10.4 10.4
Arterra Wines Canada Inc - - 6.9 7.0 7.0
E&J Gallo Winery Inc 3.0 3.0 3.0 3.0 3.0
Treasury Wine Estates Ltd 2.4 2.2 2.5 2.5 2.5
La Agricola SA 2.2 2.1 1.9 1.7 1.6
Pernod Ricard Groupe 1.1 1.2 1.3 1.4 1.5
Casella Wines Pty Ltd 1.6 1.5 1.5 1.5 1.5
Viña Concha y Toro SA 1.1 1.1 1.2 1.3 1.3
Pelee Island Vineyard Inc 1.1 1.1 1.1 1.1 1.2
Masi Agricola SpA 1.1 1.1 1.1 1.1 1.1
Delegat's Group Ltd 0.6 0.7 0.7 0.8 0.8
Distell Group Ltd 0.6 0.6 0.6 0.6 0.6
Mission Hill Family 0.6 0.6 0.6 0.6 0.6
Estate Winery
Constellation Brands Inc 7.1 7.3 0.5 0.5 0.5
Boisset, Groupe 0.3 0.3 0.3 0.3 0.3
Baron Philippe de 0.2 0.2 0.2 0.2 0.2
Rothschild SA
Fat Bastard Wine Co 0.2 0.2 0.2 0.2 0.2
Grupo Peñaflor SA 0.1 0.1 0.1 0.1 0.1
Diageo Plc 0.3 0.3 - - -
Foster's Group Ltd - - - - -
Ruffino SpA - - - - -
Others 53.6 53.6 53.6 53.4 53.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018

% total volume

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Company 2014 2015 2016 2017 2018

Arterra Wines Canada Inc - - 17.9 17.9 17.9

Andrew Peller Ltd 12.2 12.4 12.3 12.4 12.4
E&J Gallo Winery Canada 3.0 3.0 3.0 3.0 3.0
Ltd
Treasury Wine Estates 2.4 2.2 2.2 2.2 2.1
Canada Inc
Familia Zuccardi 2.2 2.1 1.9 1.7 1.6
Corby Spirit & Wine Ltd 1.1 1.2 1.3 1.4 1.5
Casella Wines Ltd 1.6 1.5 1.5 1.5 1.5
Escalade Inc - 1.1 1.2 1.3 1.3
Pelee Island Vineyard Inc 1.1 1.1 1.1 1.1 1.2
Authentic Wine & 1.1 1.1 1.1 1.1 1.1
Spirits Merchants
Oyster Bay Wines Canada 0.6 0.7 0.7 0.8 0.8
Mielzynski Agencies 0.6 0.6 0.6 0.6 0.6
Ltd, Peter
Mission Hill Family 0.6 0.6 0.6 0.6 0.6
Estate Winery
Mark Anthony Brands Ltd - - 0.3 0.3 0.3
Charton Hobbs Inc 0.3 0.3 0.3 0.3 0.3
Baron Philippe de 0.2 0.2 0.2 0.2 0.2
Rothschild SA
Diamond Estates Wines & 0.2 0.2 0.2 0.2 0.2
Spirits Ltd
Philippe Dandurand 0.1 0.1 0.1 0.1 0.1
Wines Ltd
Constellation Brands Inc 16.8 17.0 - - -
Mondia Alliance Inc 0.8 0.7 - - -
Diageo Canada Inc 0.3 0.3 - - -
Concha y Toro Canada Ltd 1.1 - - - -
Corby Distilleries Ltd - - - - -
Viña Concha y Toro SA - - - - -
Brave New Wines Ltd - - - - -
Beringer Blass Wine - - - - -
Estates Canada Inc
Foster's Wine Estates - - - - -
Canada Inc
Vincor Canada - - - - -
Others 53.6 53.6 53.6 53.4 53.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Jackson Triggs Arterra Wines Canada Inc - 4.3 4.3 4.3

Inniskillin Arterra Wines Canada Inc - 1.6 1.7 1.7
Domaine d'Or Andrew Peller Ltd 1.8 1.7 1.7 1.7
FuZion (La Agricola Familia Zuccardi 2.1 1.9 1.7 1.6
SA)
Yellow Tail Casella Wines Ltd 1.5 1.5 1.5 1.5
(Casella Wines Pty
Ltd)

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Pelee Island Pelee Island Vineyard Inc 1.1 1.1 1.1 1.2
Peller Estates Andrew Peller Ltd 1.0 1.0 1.1 1.1
Masi (Masi Agricola Authentic Wine & 1.1 1.1 1.1 1.1
SpA) Spirits Merchants
Jacob's Creek Corby Spirit & Wine Ltd 0.8 0.8 1.0 1.1
(Pernod Ricard
Groupe)
E & J Gallo (E&J E&J Gallo Winery Canada 1.0 1.0 1.0 1.0
Gallo Winery Inc) Ltd
Jackson Triggs Constellation Brands Inc 4.1 - - -
Inniskillin Constellation Brands Inc 1.6 - - -
Others Others 83.9 83.9 83.8 83.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 16 GBO Company Shares of Champagne: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

LVMH Moët Hennessy 29.0 29.1 29.1 29.2 29.3

Louis Vuitton SA
Pernod Ricard Groupe 14.2 14.2 14.1 14.2 14.2
Groupe Laurent-Perrier 9.5 9.4 9.3 9.2 9.0
Nicolas Feuillatte 8.3 8.5 8.5 8.5 8.4
Others 39.0 38.7 38.9 39.0 39.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 17 NBO Company Shares of Champagne: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

Charton Hobbs Inc 15.4 15.6 15.6 15.7 15.8

Corby Spirit & Wine Ltd 14.2 14.2 14.1 14.2 14.2
LVMH Moët Hennessy 13.6 13.6 13.5 13.6 13.6
Louis Vuitton SA
Laurent-Perrier SA 9.5 9.4 9.3 9.2 9.0
Nicolas Feuillatte 8.3 8.5 8.5 8.5 8.4
Corby Distilleries Ltd - - - - -
Others 39.0 38.7 38.9 39.0 39.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 18 LBN Brand Shares of Champagne: % Total Volume 2015-2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Moët & Chandon Charton Hobbs Inc 15.6 15.6 15.7 15.8

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(LVMH Moët Hennessy

Louis Vuitton SA)
Mumm (Pernod Ricard Corby Spirit & Wine Ltd 14.2 14.1 14.2 14.2
Groupe)
Veuve Clicquot LVMH Moët Hennessy 13.6 13.5 13.6 13.6
Louis Vuitton SA
Laurent-Perrier Laurent-Perrier SA 9.4 9.3 9.2 9.0
(Groupe Laurent-
Perrier)
Nicolas Feuillatte Nicolas Feuillatte 8.5 8.5 8.5 8.4
Moët & Chandon LVMH Moët Hennessy - - - -
Louis Vuitton SA
Mumm (Pernod Ricard Corby Distilleries Ltd - - - -
Groupe)
Others Others 38.7 38.9 39.0 39.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

Oetker-Gruppe 5.7 5.8 5.8 5.9 12.8

Andrew Peller Ltd 8.5 8.4 8.3 8.3 8.3
Constellation Brands Inc 7.8 7.5 7.3 7.3 7.3
Carlyle Group, The - - - - 3.0
Bacardi & Co Ltd 2.9 2.9 2.9 2.9 2.9
Freixenet SA 6.7 6.7 6.7 6.7 -
Codorníu SA 3.0 3.0 3.0 3.0 -
Others 65.4 65.7 66.2 66.0 65.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

Andrew Peller Ltd 8.5 8.4 8.3 8.3 8.3

Arterra Wines Canada Inc - - 7.3 7.3 7.3
Freixenet Canada 6.7 6.7 6.7 6.7 6.8
Henkell & Co 5.7 5.8 5.8 5.9 6.1
Sektkellerei KG
Codorníu SA 3.0 3.0 3.0 3.0 3.0
Bacardi Canada Inc 2.9 2.9 2.9 2.9 2.9
Constellation Brands Inc 7.8 7.5 - - -
Vincor Canada - - - - -
Others 65.4 65.7 66.2 66.0 65.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Baby Duck Andrew Peller Ltd 8.4 8.3 8.3 8.3

Spumante Bambino Arterra Wines Canada Inc - 7.3 7.3 7.3
(Constellation
Brands Inc)
Henkell Trocken Henkell & Co 5.8 5.8 5.9 6.1
(Oetker-Gruppe) Sektkellerei KG
Freixenet (Oetker- Freixenet Canada - - - 5.6
Gruppe)
Codorníu (Carlyle Codorníu SA - - - 3.0
Group, The)
Martini & Rossi Bacardi Canada Inc 2.9 2.9 2.9 2.9
Asti (Bacardi & Co
Ltd)
Segura Viudas Freixenet Canada - - - 1.1
(Oetker-Gruppe)
Codorníu Codorníu SA 3.0 3.0 3.0 -
Segura Viudas Freixenet Canada 1.1 1.1 1.1 -
(Freixenet SA)
Spumante Bambino Vincor Canada - - - -
(Constellation
Brands Inc)
Others Others 78.8 71.7 71.6 65.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-
2018

% total volume
Company 2014 2015 2016 2017 2018

Arterra Wines Canada Inc - - 26.8 27.0 27.2

Bacardi & Co Ltd 13.3 14.2 14.2 14.6 15.0
Andrew Peller Ltd 7.9 7.9 8.0 8.1 8.2
Emperador Distillers Inc - 3.4 3.4 3.3 3.3
Campari Milano SpA, 3.2 2.8 2.9 3.0 3.1
Davide
Fladgate Partnership, The 2.1 2.1 2.1 2.0 2.0
Europvin SA 1.7 1.7 1.7 1.7 1.8
Accolade Wines Ltd 1.7 1.8 1.7 1.8 1.8
Symington Family Estates 1.0 1.0 1.0 1.0 1.0
Giacomo Sperone IVIS SpA 0.5 0.5 0.5 0.5 0.5
Constellation Brands Inc 26.5 26.7 - - -
Suntory Holdings Ltd 3.4 - - - -
Fortune Brands Inc - - - - -
Beam Inc - - - - -
Others 38.6 37.8 37.6 37.0 36.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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W INE IN CANADA Passport 11

Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-
2018

% total volume
Company 2014 2015 2016 2017 2018

Arterra Wines Canada Inc - - 28.5 28.8 29.0

Bacardi Canada Inc 13.2 13.7 13.7 14.1 14.4
Andrew Peller Ltd 7.9 7.9 8.0 8.1 8.2
Beam Global Canada Inc - 3.4 3.4 3.3 3.3
Campari Canada - 2.8 2.9 3.0 3.1
Taylor, Fladgate & 2.1 2.1 2.1 2.0 2.0
Yeatman - Vinhos SA
Europvin SA 1.7 1.7 1.7 1.7 1.8
W & J Graham & Co 1.0 1.0 1.0 1.0 1.0
Mielzynski Agencies 3.3 0.5 0.5 0.5 0.6
Ltd, Peter
Saverio Schiralli 0.5 0.5 0.5 0.5 0.5
Agencies Ltd
Constellation Brands Inc 28.3 28.5 - - -
Corby Spirit & Wine Ltd 3.4 - - - -
Corby Distilleries Ltd - - - - -
Vincor Canada - - - - -
Others 38.6 37.8 37.6 37.0 36.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Bright Arterra Wines Canada Inc - 18.4 18.6 18.8

Martini (Bacardi & Bacardi Canada Inc 13.7 13.7 14.1 14.4
Co Ltd)
Imperial Apera Arterra Wines Canada Inc - 8.4 8.4 8.4
Andrés Andrew Peller Ltd 7.9 8.0 8.1 8.2
Harvey's Bristol Beam Global Canada Inc 3.4 3.4 3.3 3.3
Cream (Emperador
Distillers Inc)
Cinzano (Campari Campari Canada 2.8 2.9 3.0 3.1
Milano SpA, Davide)
Taylor's (Fladgate Taylor, Fladgate & 2.1 2.1 2.0 2.0
Partnership, The) Yeatman - Vinhos SA
Lustau Europvin SA 1.7 1.7 1.7 1.8
Emu (Accolade Wines Arterra Wines Canada Inc - 1.7 1.8 1.8
Ltd)
Graham's (Symington W & J Graham & Co 1.0 1.0 1.0 1.0
Family Estates)
Bright Constellation Brands Inc 18.4 - - -
Imperial Apera Constellation Brands Inc 8.3 - - -
Emu (Accolade Wines Constellation Brands Inc 1.8 - - -
Ltd)
Others Others 38.8 38.6 38.0 37.4
Total Total 100.0 100.0 100.0 100.0

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

Gekkeikan Sake Co Ltd 7.1 6.8 6.5 6.3 6.2

Muskoka Lakes Winery 2.4 2.7 3.1 3.2 3.3
Sunnybrook Farm Estate 2.1 2.3 2.5 2.7 2.8
Winery
Others 88.3 88.1 87.9 87.8 87.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018

% total volume
Company 2014 2015 2016 2017 2018

Select Wines Inc 7.1 6.8 6.5 6.3 6.2

Muskoka Lakes Winery 2.4 2.7 3.1 3.2 3.3
Sunnybrook Farm Estate 2.1 2.3 2.5 2.7 2.8
Winery
Others 88.3 88.1 87.9 87.8 87.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Gekkeikan Junmai Select Wines Inc 6.8 6.5 6.3 6.2

Sake (Gekkeikan
Sake Co Ltd)
Muskoka Lakes Muskoka Lakes Winery 2.7 3.1 3.2 3.3
Cranberry
Sunnybrook Sunnybrook Farm Estate 2.3 2.5 2.7 2.8
Winery
Others Others 88.1 87.9 87.8 87.7
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 28 Forecast Sales of Wine by Category: Total Volume 2018-2023

million litres
2018 2019 2020 2021 2022 2023

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Fortified Wine and 13.4 13.1 12.9 12.7 12.6 12.4

Vermouth
- Port 2.9 2.7 2.7 2.6 2.5 2.4
- Sherry 2.1 2.1 2.0 1.9 1.9 1.8
- Vermouth 3.3 3.3 3.3 3.2 3.2 3.2
- Other Fortified Wine 5.1 5.1 5.0 5.0 5.0 5.0
Non-Grape Wine 1.1 1.2 1.3 1.4 1.5 1.5
- Sake 0.6 0.7 0.7 0.8 0.8 0.8
- Other Non-Grape Wine 0.5 0.5 0.6 0.6 0.7 0.7
Sparkling Wine 22.6 24.3 25.9 27.5 29.0 30.5
- Champagne 1.3 1.4 1.4 1.5 1.5 1.6
- Other Sparkling Wine 21.3 23.0 24.5 26.0 27.5 29.0
Still Light Grape Wine 554.6 566.6 577.9 588.2 597.5 605.8
- Still Red Wine 321.7 326.5 330.8 334.5 337.6 340.0
- Still Rosé Wine 16.5 17.0 17.4 17.8 18.2 18.5
- Still White Wine 216.4 223.1 229.7 235.9 241.7 247.2
Wine 591.7 605.3 618.1 629.8 640.6 650.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 29 Forecast Sales of Wine by Category: Total Value 2018-2023

CAD million
2018 2019 2020 2021 2022 2023

Fortified Wine and 352.6 350.2 348.6 347.8 347.5 347.8

Vermouth
- Port 123.0 120.5 118.5 116.9 115.7 114.7
- Sherry 77.5 75.7 74.3 73.1 72.1 71.3
- Vermouth 65.2 66.4 67.4 68.2 69.0 69.7
- Other Fortified Wine 87.0 87.6 88.5 89.6 90.8 92.1
Non-Grape Wine 38.7 42.4 46.1 49.7 53.1 56.4
- Sake 25.2 27.2 29.2 31.0 32.6 34.3
- Other Non-Grape Wine 13.4 15.2 17.0 18.8 20.5 22.1
Sparkling Wine 848.9 923.3 995.8 1,069.1 1,144.2 1,221.1
- Champagne 199.2 211.8 223.3 234.9 246.8 258.8
- Other Sparkling Wine 649.6 711.5 772.5 834.2 897.4 962.4
Still Light Grape Wine 12,407.2 12,868.9 13,330.3 13,788.0 14,241.1 14,685.7
- Still Red Wine 7,648.5 7,883.6 8,113.9 8,339.4 8,559.7 8,770.6
- Still Rosé Wine 336.5 351.6 366.8 382.0 397.4 412.8
- Still White Wine 4,422.2 4,633.7 4,849.5 5,066.6 5,284.1 5,502.3
Wine 13,647.4 14,184.8 14,720.8 15,254.7 15,786.0 16,311.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023

% total volume growth

2018/19 2018-23 CAGR 2018/23 Total

Fortified Wine and Vermouth -1.7 -1.5 -7.2

- Port -3.6 -3.0 -14.3
- Sherry -3.9 -3.4 -15.8
- Vermouth 0.1 -0.5 -2.3
- Other Fortified Wine -0.9 -0.6 -2.9
Non-Grape Wine 8.7 6.7 38.2
- Sake 6.1 4.6 25.2

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- Other Non-Grape Wine 12.4 9.4 56.8

Sparkling Wine 7.6 6.2 34.8
- Champagne 4.6 3.6 19.2
- Other Sparkling Wine 7.7 6.3 35.8
Still Light Grape Wine 2.2 1.8 9.2
- Still Red Wine 1.5 1.1 5.7
- Still Rosé Wine 2.7 2.3 12.2
- Still White Wine 3.1 2.7 14.2
Wine 2.3 1.9 9.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

% local currency, constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Fortified Wine and Vermouth -0.7 -0.3 -1.4

- Port -2.0 -1.4 -6.8
- Sherry -2.2 -1.6 -7.9
- Vermouth 1.7 1.3 6.8
- Other Fortified Wine 0.7 1.2 5.9
Non-Grape Wine 9.6 7.8 45.9
- Sake 7.6 6.3 35.7
- Other Non-Grape Wine 13.4 10.5 65.0
Sparkling Wine 8.8 7.5 43.9
- Champagne 6.3 5.4 29.9
- Other Sparkling Wine 9.5 8.2 48.1
Still Light Grape Wine 3.7 3.4 18.4
- Still Red Wine 3.1 2.8 14.7
- Still Rosé Wine 4.5 4.2 22.7
- Still White Wine 4.8 4.5 24.4
Wine 3.9 3.6 19.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International