November 30, 2021

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In Canada, epidemic wine consumption has not stopped growing, but young people are leaving

It never attracts attention, however, Canada, a peaceful country, supported by an infinite and solid economy, has become an essential market for Italian wine, where, in the 7 months to 2021, it exported 209.4 million bottles. (10.6% over the same period in 2020, Istat data analyzed by Wine News). This is not surprising, especially when looking back at 2020. According to Iwsr data, during the epidemic year, recalled by wine intelligence analysis, the wine market in Canada grew by 5% in 2019 for still wines and 4% for bright wines. The reasons are very simple: in spite of the global crisis, in fact, the Canadian economy has found extraordinary resilience, job losses and family income – the inability of restaurants to close and travel, are quite significant. Cost item – increased even by 9.95%. As you can imagine, money in the pockets of Canadians is very unlikely to be spent.

One of these possibilities is, in fact, alcohol. Starting from a local one, a core product, but with better quality, capable of reaching higher average prices than imported wine. Ontario’s Lcbo – Liquor Control Board, supermarkets, independent liquor stores (in British Columbia and Alberta) and wholesale purchases from state – controlled retailers such as e-commerce have also exploded over the past few months. Locking and 14% selected by drinkers. However, there is a positive trend facing a significant change in the panorama of wine consumers. In some segments, restrictions on socialization and the possibility of eating out, coupled with greater economic resources, have doubled alcohol consumption, while others have decided to go for spirits and beer instead, which “emerged from Canada.” Portraits “. ‘Analysis of Canadian Wine Consumers, signed by Wine Insight.

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These are “engaged explorers” and enthusiastic waiters, representing 18% of consumers, but 40% of the cost of wine depends on them. After the onset of wine consumption at lunchtime, the habit has waned, and instead customers are looking forward to the famous (and British) ‘Wine O’ clock in the afternoon. Obviously, off-prime purchases have flown by, but even with average prices per bottle, consumption opportunities are almost identical, especially among “engaged explorers”. In contrast, in the “mainstream suburbs”, the chances of the average Canadian drinker consuming, especially away from food, have increased, but not the average price of bottles of wine purchased.

On the other hand, among younger consumers who are less connected to wine and its world, the impact of the epidemic is far more negative: the segment that reflects the future of wine in Canada – of social newcomers – has shrunk. , Moved from a quarter of Canadian regular wine drinkers in 2018 to fifth in 2021. On the one hand, there is a population problem because the age of the population also weighs on the profile of the average wine consumer, on the other hand, the lack of moments of sharing and socialization has proven to be a decisive negative factor. Many are pushing for beer and heart cell consumption. Finally, the “Kitchen Casuals” consumer group, which is less associated with wine consumption, grew from 22% in 2018 to 29% in 2021: As they are old, low-income consumers, the relationship with wine is linked to certain social situations that are “necessary”.

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In short, the analysis of wine intelligence concludes that wine in Canada is enjoying well into 2020 and 2021, with a wide range of consumers coming out during these 18 month ranges always exploring different types and labels. More expensive. On the other side of the coin, as we have seen, very narrow segments of consumers over the same period have given up drinking and thrown away something else. Returning to a normal socialization model, pre-infectious habits will also return, including reluctance to pay large sums for home-made wines. Probably the youngest consumer loss in the long run. Young people in Canada have proven to be a tough market for alcohol before 2020, and epidemics seem to have accelerated this trend. Efforts to link alcohol to issues that affect young people may be key to their withdrawal, thus focusing on sustainability, organic and “best for you” products, low-alcohol wines and packaging. -Dose.


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