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2020 Canada Province-Level Wine Landscapes

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2020 Canada Province-Level Wine Landscapes WINE INTELLIGENCE CANADA PROVINCE-LEVEL WINE LANDSCAPES 2020 FEBRUARY 2020 1 Copyright © Wine Intelligence 2020 • All rights reserved. No part of this publication may be reproduced in any form (including photocopying or storing it in any medium by electronic means) without the permission of the copyright owners. Application for permission should be addressed to Wine Intelligence. • The source of all information in this publication is Wine Intelligence unless otherwise stated. • Wine Intelligence shall not be liable for any damages (including without limitation, damages for loss of business or loss of profits) arising in contract, tort or otherwise from this publication or any information contained in it, or from any action or decision taken as a result of reading this publication. • Please refer to the Wine Intelligence Terms and Conditions for Syndicated Research Reports for details about the licensing of this report, and the use to which it can be put by licencees. • Wine Intelligence Ltd: 109 Maltings Place, 169 Tower Bridge Road, London SE1 3LJ Tel: 020 73781277. E-mail: [email protected]. Registered in England as a limited company number: 4375306 2 CONTENTS ▪ How to read this report p. 5 ▪ Management summary p. 7 ▪ Wine market provinces: key differences p. 21 ▪ Ontario p. 32 ▪ Alberta p. 42 ▪ British Colombia p. 52 ▪ Québec p. 62 ▪ Manitoba p. 72 ▪ Nova Scotia p. 82 ▪ Appendix p. 92 ▪ Methodology p. 100 3 CONTENTS ▪ How to read this report p. 5 ▪ Management summary p. 7 ▪ Wine market provinces: key differences p. 21 ▪ Ontario p. 32 ▪ Alberta p. 42 ▪ British Colombia p. 52 ▪ Québec p. 62 ▪ Manitoba p. 72 ▪ Nova Scotia p. 82 ▪ Appendix p. 92 ▪ Methodology p. 100 4 HOW TO READ THIS REPORT Individual wine ▪ This 102-page report covers a wide variety of topics regarding the markets in the Canadian wine market. Drawing on previous and new consumer following data, the report provides a detailed analysis of how the wine Canadian markets in six Canadian provinces are performing. provinces were analyzed: ▪ The report begins with key differences between the six analyzed provinces, followed by a detailed analysis of consumer wine drinking habits, consumption and retail trends within each province. ▪ The six provinces were selected because the number of interviews collected using Wine Intelligence’s Vinitrac online consumer survey was sufficient to be able to conduct a statistically valid analysis by individual provinces. ▪ Canada Province-level Landscapes 2019 also includes tracking against 2015 and 2017 to better understand how Canadian regular wine drinkers have, or have not, changed over the years. Tracking differences are coded as follows: : statistically significantly higher than previous wave(s) at a 95% confidence level : statistically significantly lower than previous wave(s) at a 95% confidence level British Columbia Manitoba Alberta ▪ Québec Unless otherwise stated, all tracking arrows included in this Ontario report refer to data collected in 2015. Due to methodology changes, tracking data about the Canada Portraits segmentation, knowledge and confidence indexes, and off- / on-premise frequency and spend are all tracked against 2017 Nova Scotia 5 CONTENTS ▪ How to read this report p. 5 ▪ Management summary p. 7 ▪ Wine market provinces: key differences p. 21 ▪ Ontario p. 32 ▪ Alberta p. 42 ▪ British Colombia p. 52 ▪ Québec p. 62 ▪ Manitoba p. 72 ▪ Nova Scotia p. 82 ▪ Appendix p. 92 ▪ Methodology p. 100 6 WINE MARKET OVERVIEW: ONTARIO The proportion of monthly wine drinkers in Ontario is slightly lower than the entire Canadian population, though the proportion of adults in Ontario who drink wine weekly is similar to the total Canadian population Adult population 29.4 million 1 11.2 million 1 57% 40% 57% 42% Regular (i.e. at least once per 16.8 million 2 38% 6.4 million 2 month) wine drinkers 71% 73% Weekly wine 3 3 11.9 million 39% 4.7 million drinkers Sources: 1 Statistics Canada 2018 estimates 2 Wine Intelligence online calibration study, September 2019, n=1,000 Canadian adults 19+ years. Wine=still light wine (red, white, rosé) 7 3 Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET OVERVIEW: ALBERTA A lower proportion of adults in Alberta drink wine on a weekly basis compared to the total Canadian adult population Adult population 29.4 million 1 3.2 million 1 57% 40% 69% 47% Regular (i.e. at least once per 16.8 million 2 13% 2.2 million 2 month) wine drinkers 71% 67% Weekly wine 3 3 11.9 million 13% 1.5 million drinkers Sources: 1 Statistics Canada 2018 estimates 2 Wine Intelligence online calibration study, September 2019, n=1,000 Canadian adults 19+ years. Wine=still light wine (red, white, rosé) 8 3 Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET OVERVIEW: BRITISH COLUMBIA The proportion of weekly wine drinkers in British Columbia is relatively similar to the total Canadian population Adult population 29.4 million 1 4 million 1 57% 40% 45% 33% Regular (i.e. at least once per 16.8 million 2 11% 1.8 million 2 month) wine drinkers 71% 70% Weekly wine 3 3 11.9 million 11% 1.3 million drinkers Sources: 1 Statistics Canada 2018 estimates 2 Wine Intelligence online calibration study, September 2019, n=1,000 Canadian adults 19+ years. Wine=still light wine (red, white, rosé) 9 3 Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET OVERVIEW: QUÉBEC The proportion of monthly and weekly wine drinkers in Québec is relatively similar, with a slightly lower proportion of monthly wine drinkers compared with the entire Canadian population Adult population 29.4 million 1 6.6 million 1 57% 40% 67% 49% Regular (i.e. at least once per 16.8 million 2 26% 4.4 million 2 month) wine drinkers 71% 72% Weekly wine 3 3 11.9 million 27% 3.2 million drinkers Sources: 1 Statistics Canada 2018 estimates 2 Wine Intelligence online calibration study, September 2019, n=1,000 Canadian adults 19+ years. Wine=still light wine (red, white, rosé) 10 3 Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET OVERVIEW: MANITOBA The proportion of weekly wine drinkers in Manitoba is slightly lower than the entire Canadian population Adult population 29.4 million 1 1 million 1 57% 40% 70% 40% Regular (i.e. at least once per 16.8 million 2 4% 0.7 million 2 month) wine drinkers 71% 63% Weekly wine 3 3 11.9 million 3% 0.4 million drinkers Sources: 1 Statistics Canada 2018 estimates 2 Wine Intelligence online calibration study, September 2019, n=1,000 Canadian adults 19+ years. Wine=still light wine (red, white, rosé) 11 3 Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET OVERVIEW: NOVA SCOTIA A similar proportion of adults in Nova Scotia drink wine on a weekly basis compared with the total Canadian population Adult population 29.4 million 1 0.8 million 1 57% 40% 38% 25% Regular (i.e. at least once per 16.8 million 2 2% 0.3 million 2 month) wine drinkers 71% 71% Weekly wine 3 3 11.9 million 2% 0.2 million drinkers Sources: 1 Statistics Canada 2018 estimates 2 Wine Intelligence online calibration study, September 2019, n=1,000 Canadian adults 19+ years. Wine=still light wine (red, white, rosé) 12 3 Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers SUMMARY: PROVINCE WINE MARKET SIZE Regular wine drinkers residing in Ontario account for the largest share of population, total spend and volumes consumed in Canada, followed by consumers living in Québec Relative importance of provinces Share of population, total market volume and total market value Base = All Canadian regular wine drinkers (n=7,482) Ontario 38% 41% 39% Québec Alberta 26% 27% 26% British Columbia Manitoba 13% 13% 14% 11% 11% 12% Nova Scotia 4% 3% 4% 2% 2% 2% Share of total Canadian Share of total volume of Share of total spend on wine drinkers wine in Canada wine in Canada 13 Source: Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET SUMMARY: ONTARIO Ontario wine drinkers are characterized as middle-aged professionals with the highest annual household income in Canada, drinking wine quite frequently, and having the most knowledge and confidence about wine out of all provinces Total Frequency of Wine Consumption HIGH FREQUENCY LOW Typically spending $13 - $18.99 retail and (MB) (AB) (QC) (BC) (ON) (NS) $19 - $24.99 in the on-premise Wine Knowledge Index HIGH HIGH KNOWLEDGE LOW LOW (QC) (MB) (AB) (NS) (BC) (ON) Eager to try new With half of the wine styles; they population aged are primarily driven Wine Confidence Index under 45, Ontario by grape variety and HIGH regular wine brand awareness when purchasing CONFIDENCE drinkers are the LOW highest earners wine (MB) (QC) (AB) (NS) (BC) (ON) 14 Source: Wine Intelligence, Vinitrac® Canada, 2019 (n=7,482) Canadian regular wine drinkers WINE MARKET SUMMARY: ALBERTA Alberta regular wine drinkers are the youngest out of all the provinces and have lower consumption frequency; they have slightly below national average confidence and knowledge indexes and tend to spend slightly more in on-premise Total Frequency of Wine Consumption HIGH FREQUENCY LOW Typically spending $13 - $18.99 retail and (MB) (AB) (QC) (BC) (ON) (NS) $20 - $25.99 in the on-premise Wine Knowledge Index HIGH KNOWLEDGE LOW Prefer to (QC) (MB) (AB) (NS) (BC) (ON) consume wines from Okanagan Youngest regular wine Valley Wine Confidence Index drinking population, HIGH yet earning high CONFIDENCE incomes,
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