Survey reveals only seven per cent of Canadians feel buying wine is easy
Increased purchases during holiday season spell need for more knowledge
MISSISSAUGA, ON,
"December is peak wine buying season with more consumers seeking the perfect bottle to serve at holiday meals or give as gifts. This survey shows that we're feeling the added pressure," says Lefort. "Canadians are lucky to have a wide variety of wines available in stores across the country, but for some, more choice brings with it even more stress."
Having travelled the globe, visiting vineyards from California to
"I'm encouraged by the emerging trend in Canadians daring to be adventurous in their wine choices, but I understand the challenge they face, especially during the holidays when the wine stakes are higher and there's more confusion," says Lefort. "Consumer tastes and behaviours have changed drastically in recent years. The old rules of wine pairing are out the window. There's a renewed focus on value for money and traditional holiday meals now include exotic flavours and cuisine. I've found that even though consumers are looking for adventure, they need help to make sense of it all to make confident choices."
Holiday wine tips to buy and serve with confidence
Lefort offers expert tips to help consumers along their holiday wine buying adventure from store to table.
- Look to popular new world regions like California and Australia that offer good value and are renowned for crafting approachable, food- friendly varietal wines, that pair with a range of holiday foods and are crowd pleasers. - Consider the occasion and purpose of any wine purchase and always have a budget in mind. An intimate dinner may warrant a special selection while an open house generally calls for softer, easy-to-drink wine styles that are easy on the wallet. - Part of the wine adventure is building knowledge - refer to a local wine merchant or in-store product consultant, get recommendations from family and friends, or check out wine reviews online or in newspapers. - Opt for variety at the holiday table. Don't pin all hopes on one wine to please everyone. Open a few bottles in a range of red, white, rose or sparkling styles to encourage guests to experiment and find their own favourites. - With the emergence of new flavours and regional cuisine, the old 'white wine with white meat and red wine with red meat' rules are limiting, so try to match the weight of the wine with the weight of the food. Some holiday-inspired suggestions include: - Oven roasted turkey: a fruit-forward, new world-style Pinot Noir or a buttery, oaky Chardonnay - Roast prime rib with wine gravy: a full-bodied red, like Cabernet Sauvignon from warm climate regions like California or Australia - Baked ham: an off-dry rose or White Zinfandel - Leg of lamb: a hearty Shiraz or Zinfandel - Grilled seafood: a light, crisp white, like Pinot Grigio or Sauvignon Blanc
Wine gift giving: when is the price right?
Wine is a popular holiday gift choice because it's versatile and convenient so it's not surprising that 68 per cent of Canadians surveyed feel compelled to spend more on a bottle of wine when it's for a gift.
"Consumers usually know how much they want to spend on a wine gift, but it's a lot harder for the average wine buyer to understand what they should be able to expect from a higher priced wine," says Lefort. "For consumers looking to spend wisely, wines between
According to Lefort, wines in this price range offer more complexity and often times, aging potential, because they are generally sourced from smaller, more site specific regions or vineyards and are made in lower volumes, ensuring more intense flavours.
"Red wines over
Ultimately, Lefort encourages Canadians to embrace new and adventurous wine choices amongst their tried and true favourites when entertaining and gift giving this holiday season.
Interview opportunity
Wine expert
More survey highlights:
Canadians' considerations when purchasing wine for the holidays
- 31 per cent choose wines that they think will pair nicely with the meal they are serving - 29 per cent will be sure to have red, white and sparkling wines to offer guests - 41 per cent purchase familiar wines they have always served their guests - 29 per cent consider who will be at the party and choose based on guests' preferences - 29 per cent buy wines they are interesting in trying for the first time Canadians' feelings when buying wine - 12 per cent feel confused by the abundance of choices and are not sure how to narrow it down to pick the best bottle - 6 per cent feel anxious or intimidated - 19 per cent feel calm because they always buy their 'tried and true' wine to avoid making a mistake
About
Lefort's professional experience and success began as a leading sales representative at E. & J. Gallo Winery and quickly led him to be chosen for the company's most prestigious internal fine wine training initiative - the "Fine Wine Ambassador Program." As a cornerstone of this program, Lefort received extensive one-on-one training alongside third-generation Gallo family members,
About the survey
From
About Ernest &
E. & J. Gallo Winery has become the world's foremost winery in the art and science of grape growing and winemaking; and in the distribution and marketing of wines worldwide. Headquartered in Modesto, California, E. & J. Gallo Winery is the second largest winery in the world in terms of volume. Gallo International, with regional headquarters in
For further information: or to schedule an interview with Kevin Lefort, please contact: Lauren Grant, Michele Enhaynes, PraxisPR, [email protected], [email protected], (905) 949-8255 ext. 227, 229
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