New survey shows Canadians are confident but price conscious wine consumers

    Beringer California Collection launches in Canada

    TORONTO, July 8 /CNW/ - Canadians may be adjusting some aspects of their
lifestyles to reflect the changing economic conditions, but Canadian wine
purchasers know exactly what they're looking for. At 94 per cent, quality
ranks as the most important attribute of survey respondents who purchase wine.
But a full 88 per cent factor price into a purchasing decision, according to a
national Angus Reid survey conducted for Beringer's new California Collection.
    The research supports Beringer's strategy to introduce its California
Collection to Canadian wine drinkers. The value-priced option is made from
quality California grapes by a world-class vintner and named for the bountiful
and sunny state in which they originate.

    Creatures of Habit

    The findings show that while two thirds of Canadians who purchase wine in
an average month have not changed their wine-buying habits at all, among those
who have changed, the more we enjoy wine the more likely we are looking for a
lower-priced bottle rather than to cut back. Almost a third of those who buy
five or more bottles a month said they were looking for lower prices.

    Brand Defined

    When looking for a lower price option, almost 80 percent say reputation
of the brand is a key part of the decision. In fact almost four in five
Western Canadians rely on trusted brands for making purchase decisions.

    Regional Quirks

    Not only do 71 per cent of Canadians pay attention to the where the wine
they drink comes from, there are some unique regional preferences among those
who purchase wine regularly

    -   One quarter of Manitoba & Saskatchewan respondents say that price is
        not important, whereas BC & ON indicate that price is important (92
        per cent and 90 percent)
    -   BC & QC are most concerned with the region that a wine comes from (79
        per cent and 78 per cent respectively); Manitoba and Saskatchewan are
        the least concerned at 55 per cent.
    -   Quebecers are more likely be interested in wine that has a limited
        time offer or discount; whereas Atlantic Canadians are the least
        likely to factor this into a decision

    Beringer's California Collection is crafted to deliver outstanding
quality and vibrant flavours - hallmarks of the Beringer winemaking team. This
collection offers a wonderful array of smooth and refreshing wines, Canadians
now can purchase Pinot Grigio, Cabernet Sauvignon in addition to Beringer's
popular White Zinfandel.

    NOTE TO EDITORS: Photos available upon request.

    Angus Reid Survey Methodology

    From June 10 to June 11, 2009, Angus Reid Strategies conducted an online
survey among a randomly selected, representative sample of 1,054 adult
Canadians who are Angus Reid Forum panelists, including 711 who purchase at
least one bottle of wine per month. The margin of error - which measures
sampling variability - is +/- 3.1%, 19 times out of 20. The results have been
statistically weighted according to the most current education, age, gender
and region Census data to ensure a sample representative of the entire adult
population of Canada. Discrepancies in or between totals are due to rounding.

    About Beringer California Collection

    Fruit-forward and smooth, these wines offer dependable taste and great
value for casual drinkers. The vineyards selected for the California
Collection wines are bathed in warm sunshine the majority of the day, to yield
the most ripe, sun-kissed fruit flavors in the grapes.

    About Beringer Vineyards

    No winery more thoroughly embodies the timeless appeal and seductive
flavor of Napa Valley than Beringer Vineyards, Napa's benchmark producer since
its establishment in 1876. Now in its third century of crafting classic wines
from Napa's finest appellations and vineyards, Beringer today is guided by
Winemaker Laurie Hook, with the supportive collaboration of celebrated
Winemaster Emeritus Ed Sbragia. Their wines speak eloquently of Beringer's
rich heritage while offering cutting-edge quality and contemporary elegance.
    For more information on Beringer Vineyards: www.beringer.com

For further information: Media Contact: Corrinne Madden, Ketchum Public
Relations (on behalf of Beringer Vineyards), (416) 355-7424,
Corrinne.Madden@Ketchum.com; Angela Lyons, Beringer Vineyards, (416) 504-6344,
angela.lyons@am.fostergroup.com