Tag: Canada

My Interview with Wine Meridian Magazine — Marketing Italian Wines in Canada

Wine Meridian Magazine
What is the main suggestion you can give to Italian wine producers to convey and sell their products in Canada?

Liz Palmer
First you need to know that Provincial Liquor Boards control the import, sale and distribution of wine and spirits in Canada. Here is a list of these monopolies: 

¥ Société des Alcools du Québec (SAQ)
¥ Liquor Control Board of Ontario (LCBO)
¥ British Columbia Liquor Distribution (BCLD)
¥ Alberta Gaming Liquor Commission (AGLC)

Quebec, Ontario, British Colombia and Alberta concentrate on most of the Canadian demand.

Secondly, you must choose an importer who is familiar with Italy, and your specific region.

Thirdly, find an agent who has had experience working with the various Canadian monopolies, especially the Ontario market.

Lastly, also look at choosing someone who is very interested in your products your business and family history.


Wine Meridian Magazine
What is the image of Italian wines in your country (Canada)?

Liz Palmer
Canadian consumers are then keen to taste new grapes varieties and styles, therefore the diversity of Italian wine becomes an advantage.

“Italy ranks #1 in wine sales in Canada followed by the US and then France. In 2014, Canada imported $425-million (CAD) worth of Italian wines. Québec is the largest consumer of Italian wines at 36 percent, followed closely by Ontario at 31 percent and Alberta and British Columbia account for 15 percent and 10 percent, respectively.”*

These figures speak for themselves – Italian wine has never been more relevant.

*Source: Statistics Canada

Wine Meridian Magazine
What do you think about the importance of media and press in the promotion of wine? Especially Italian wine.

Liz Palmer
It’s Important to continually receive regular ongoing coverage in targeted magazines, newspapers, online media and wine journalists.

There should also be a continued focus on educating media and journalists on the 20 wine-producing regions and 350+ varieties of domestic grapes. I think we will all learn a great deal more bout the regions and varieties when we are given more information to process.

In order to engage more in a global audience, the producers should make a special emphasis to include social media in their marketing strategy.

Wine Meridian Magazine
Most Italian wines are unknown because of their difficult designations. What do you think a clear message could be to raise awareness about Italian wines?

Liz Palmer
The best wines in the world (more specifically, Italy) come from specific varieties and places.

Wine Meridian Magazine
Positive points about Italian wines in Canada

Liz Palmer
Canadians have been loyal consumers of Italian wine products for decades. Canada currently ranks 5th in global market sales of Italian wines – these wines accommodate every taste and price range.

The Italian Trade Commission (ITC) does an excellent job in the promotion of Italian wines throughout Canada, as well as raising awareness through education with local wine writers, journalists, sommeliers, and trade.

Wine Meridian Magazine
What do you think about organic wine trend?

Liz Palmer
Not only do organic wines have the potential to be healthier for you, the environment, but they also have the added benefit of tasting just as good.

Here are three reasons why I believe this trend will continue:

Organic wines are produced with almost obsessive attention to detail and the often taste better;

The contain less or no chemicals; and

They are often more socially responsible.

Canada at ProWein 2016 [30 and 50 Degrees North]

Canada’s area under vine measures 29,500 acres or 11,950 hectares, which includes 550 vintners who produce one million hectoliters of wine. Canada is no longer known for ice wine – They are producing award-winning expressive red wines, delicate whites, rosé and sparkling wines, despite their harsh climate and long winters.

For the third year this relatively young wine country will be represented at ProWein 2016.

Exports of Canadian wines are continuing to rise: in 2014 Canada exported 1.8 million liters of premium wine to 26 countries, including: U.S., China, Hong Kong, South Korea and Great Britain.

With 22 wineries, the “Wines of Canada” joint stand in Hall 9 at ProWein 2016 will be larger than the last two years. In addition, two Canadian exhibitors will showcase their products in their individual stands in Hall 12:  La Face Cachee de la Pomme (apple Eiswein from Quebec) and Kruger Wines & Spirits (whiskey).

In addition to the joint stand, “Wines of Canada” will also offer various events during ProWein 2016: the daily masterclass at the ProWein Forum at 11:30 am and a guided tasting session every afternoon at 3:00 pm at the stand. Both events will be hosted by the famous British wine blogger Jamie Goode.

Canada’s Wine Regions
The producers at the “Wines of Canada” stand will be representing three provinces: Ontario, British Columbia and Nova Scotia. Ontario is by far the largest winemaking region with 80% of Canadian vines cultivated here on some 6,000 hectares. As a result, half the 22 Canadian winemakers presented at the joint stand come from this province. Varieties featured will be: Riesling, Chardonnay, Ice Wine, along with Gamay, Pinot Noir, Cabernet Franc and Cabernet Sauvignon. Over the past few years Canadian Merlots have also gained ground with their convincing quality. This is surprising as Ontario is located on nearly the same geographical latitude as Tuscany in Italy.

Nine producers from British Columbia will be represented focusing on varieties such as: Pinot Gris, Chardonnay, Gewürztraminer, Riesling, Merlot, Pinot Noir, Cabernet Sauvignon and Syrah.
Two vitners will be represented from Nova Scotia. The cultivated area is relatively small and primarily features lesser known, frost-resistant grape varieties. Nova Scotia is increasingly making a name for itself with sparkling wines made according to the traditional méthode champenoise.

VQA Appellation System
To control the quality of the wine and also guarantee it long term, Canadian wine also follows a classification system. With VQA wines (Vintners Quality Alliance) 100% of the grapes come from each relevant growing area. In accordance with this alliance each wine must state its province or geographic origin. Over the past few years more and more new wine cultivation areas are being defined due to micro-climatic influences and specific soil properties.

ProWein will be held from March 13 – 15, 2016 at the fairgrounds in Düsseldorf, Germany www.prowein.com

Liz Palmer
www.liz-palmer.com

CANADIAN TRUTH-IN-LABELING VICTORY APPROACHES

ch bureauIn the same way that a Napa wine comes only from Napa Valley, California, Champagne comes only from Champagne, France. As of January 1, 2014, Canada joins the group of nations that put truth-in-labeling first.

This change in the law isolates the United States even more as over 45% of all sparkling wine are still mislabeled “Champagne.” This practice seeks to trade on the good name of another location, as well as mislead consumers. This deception is a problem for all winemakers who seek to differentiate their products by location.

Winemaking regions around the world rely on their place name (or Geographic Indication, or “GI,” as it is referred to in Europe) to differentiate themselves from other winemaking regions. Consumers rely on these names to choose their wine as the name reflects where it comes from, its quality and its specific characteristics.

Champagne produces about 300 million bottles a year, a small percentage of the approximately three billion bottles of sparkling wine that are sold worldwide every year. And producers throughout the world, including the United States, Australia, Italy and Spain, profitably produce and sell millions of bottles of sparkling wine without using the name “Champagne.”

Most countries have robust truth-in-labeling laws that protect consumers from being deceived by requiring the name of a wine’s location be reserved exclusively for the regions where the wine is produced and grown. As of January 1, 2014, Canada will become the latest country to join the global movement in support of robust truth-in-labeling laws on their wine labels.

Most Canadian wine producers stopped using “Champagne” and other wine growing place names (Sherry, Port, etc.) many years ago, but the January 1 milestone will make the change official. Canada will now join the majority of countries around the world – including the European Union, Australia, Brazil, China, India, Mexico and South Africa – that believe when consumers buy a bottle of wine, they should be able to rely on the truthfulness of the bottle’s label.

With Canada’s approaching change in law, there are very few countries which do not adequately protect Champagne’s name. While the United States has yet to ban mislabeled wines that misuse the name Champagne, many quality producers in the United States proudly and successfully use the term “sparkling wine” to describe their wines. We look forward to a time when the U.S. and others joining this growing body of countries which reserve the name Champagne exclusively for wines from Champagne, France.

Source: Champagne Bureau

Moët & Chandon is the official Champagne The Great Gatsby

Moët & Chandon has joined a stellar list of sponsors for the Great Gatsby production — The Baz Luhrmann movie is based on the classic novel by F.Scott Fitzgerald and is due to hit theatres May 10th.

Great Gatsby is set during a time when importing wine from Europe to Canada was done illegally. Coincidentally, Moët & Chandon is putting their 1921 vintage on sale — perfecting marketing on both ends. Leonardo DiCaprio is part of the collaboration and promises to be in Cannes. We are not sure what they have in mind – a “Gatsby” inspired cocktail is almost definitely part of the plan!