Canada's Consumption Will Grow Six Times Faster Than the World Average

MONTREAL, Feb. 17 /CNW Telbec/ - The results of VINEXPO's 9th study on Global current and future trends to 2014: consumption, production, distribution and international wine and spirits trade were revealed today in Montreal and Toronto. This study, conducted by British firm ISWR for VINEXPO, the international wine and spirits exhibition to be held in Bordeaux from June 19 to 23, 2011, confirms that Canada's wine consumption continues to grow. According to the study, wine sales volumes are expected to grow by a further 19% by 2014, while average worldwide volume growth totals 3.18%.

The Wine Industry in Canada and the World: A Prosperous Market

Wine consumption across the world is expected to grow well into 2014. The VINEXPO/IWSR study forecasts a moderate 3.18% increase of the world's wine consumption, for a total of 2.73 billion cases. As such, in the span of 10 years, the world's wine consumption will have grown by 8.6%, or 216 million cases. Between 2010 and 2014, the sales figure will continue its rapid growth (+6.73%) to achieve a total of US$198.42 billion.

"In the span of 10 years, Canada's wine consumption will have grown 6 times faster than the world average," explained Xavier de Eizaguirre, President of Vinexpo.

Between 2005 and 2009, Canadians increased their wine consumption by over 22.5%, for a total of 40.4 million cases consumed in 2009. By 2014, consumption should continue its steady increase to 49.708 million cases, representing a 19% growth. Between 2010 and 2014, still wine consumption should increase by 7.9 million cases, which would place Canada in third place, after China and the United States, for wine consumption growth over 10 years.

In 2010, sales figures from retail wine sales totalled US$4.634 billion and will post a 18.58% growth over 5 years, for a total of $5.495 billion in 2014. Between 2010 and 2014, still wine sales growth (value-based) across Canada (+18.58%) will represent more than double the world's growth projections (+6.73%).

"According to the VINEXPO/IWSR study, value-based wine consumption will have increased by an average of 4.5% per year between 2005 and 2014, said Robert Beynat, CEO of Vinexpo. Rarely do food products achieve such a success!"

Canada now ranks as the world's 5th biggest wine importing country by volume. Indeed, the imported wine consumption is increasing steadily, totalling 29 million cases in 2009. Said growth is expected to reach up to 35 million cases by 2014, representing an increase of over 16%. In 2009, imported wines represented 72% of Canada's total wine consumption. While France remains the Canadian market's main supplier, French wines have seen a 1,89% decrease. Conversely, Italian wines are seeing a 23.15% increase. Should this trend continue, Italian wines will become the markets leaders.

Between 2010 and 2014, domestic wines will see a 26% increase, meaning that Canadians will consume 14.6 million cases of locally-produced wine.

Red and Rosé Wines Are Popular and Favour Growth

Red wines have grown by 23% between 2005 and 2009, and the VINEXPO/IWSR study expects a further 20% increase between 2010 and 2014. In 2010, 68% of wines consumed in Canada were red wines. By 2014, this trend should continue with a 21% increase in red wine consumption, for a total of 29.8 cases. Furthermore, rosé wine is expanding and regaining its popularity among Canadians. Between 2010 and 2014, rosé wine will grow by 54.14%. As such, rosé wine consumption will increase from 1.45 million cases to 2.23 million cases.

A Growing Spirits Market

Canada's spirits consumption has grown by 7.07% between 2005 and 2009, for a total of 16.767 million cases. The VINEXPO/IWSR study predicts a further 4% growth in spirits consumption between 2010 and 2014, for a total of 17.54 million cases in 2014. Local spirits remain the most popular alcohol choices among consumers, followed by vodka, of which 4.6 million cases were consumed in 2010, rum and liqueurs. However, tequila and bourbon have seen the biggest increase in consumption, with growth levels of 15.64% and 14.88%, respectively.

About Vinexpo

Created in 1981 by the Bordeaux Chamber of Commerce and Industry, the Vinexpo exhibition has established itself over the years as the key event for major international decision-makers, distributors and producers in the wine and spirits sector. Held in Bordeaux every uneven-numbered year, Vinexpo has displayed tremendous growth since its inception. In 2009, Vinexpo hosted 2,402 exhibitors from 48 countries, 46,621 visitors from 135 countries, and 1,367 journalists and writers. An outstanding showcase for products from all over the world, Vinexpo is a place for exchange and debate in the heart of the greatest fine wine growing area in the world. Beyond the exhibition itself, Vinexpo has succeeded in providing wine and spirits professionals with a genuine tool for strategic reflection and planning through studies, seminars and conferences.
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About the study

For 14 years, Vinexpo has commissioned a study of the prospects for world wine and spirits consumption and production. Entrusted to British consultancy The IWSR for the 9th consecutive year, this study will analyze the production trends in 28 countries and the evolution in consumption in 114 countries. Since 1971, The IWSR's database has provided the most comprehensive information on the world's alcoholic beverage market.


For further information:

Source:TheVINEXPO/IWSR study

For more information, please contact:

Johanna Raynaud    
Tel.: 514 288-5802, ext. 210                      
Contact Vinexpo - France:
Anne Cusson - Director of Media Relations /
Juliette Demptos - Press Attaché
Tel.: +33 (0) 5 56 56 01 69
Fax: +33 (0) 5 56 56 00 12

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