ICE Toronto: Italian wine growing in Canada, but France is ahead of us

Italian wine is healthy and growing in Canada, at least as far as value is concerned, and it is the fifth foreign market of reference for Italian wineries. The Canadian market, in some respects, anyway, follows the same dynamics as the US, and Italy holds the 2017 record for wine suppliers, reaching 515 million dollars (21% of the total imported), for 80 million liters (19%), and an increase of 71% in value over the last 10 years. The first part of 2018 shows Italian shipments growing in value, but, on the other hand, losing in volume, whereas France, its main competitor, is advancing faster. These are the facts revealed from Statistics Canada data that ICE processed for WineNews. In the first 8 months of 2018, moreover, Italian exports grew 6.5% in value, reaching 347.5 million dollars, while instead they decreased 3.4% in volume, to 51.2 million liters. Meanwhile, in the same period, France saw the value of its exports increase 14%, reaching 368.3 million dollars, overriding Italy, and 7.7% in volume, to 41.3 million liters. Bubbles are also doing well, at 10 million liters imported (+5.6%) for 124 million dollars (+10.9%), and again Italy is the number one supplier in volume (4.4 million liters, +6.5%), while for value (38.5 million dollars, +8%), it is still behind France (58.7 million dollars, +15.7%, for 2.2 million liters, +8.1%). “As far as sales are concerned, Italian wine has reached over one billion Canadian dollars”, explained Matteo Picariello, director of ICE Toronto, “14% of the total wine sales in Canada. The wine sector is truly a fundamental pillar of Made in Italy in Canada. Data regarding the first 8 months of 2018 indicate, nevertheless, a slowdown in our wine race. Even though it might be a temporary fact that could be considered an adjustment, due to the recent surge in growth of our products compared above all to the market share of French wines, or to the recent boom of our bubbles, it is definitely a fact that we will carefully monitor. We will somewhat move our focus of support of the ICE/Italian Trade Agency from activities aimed mainly at encouraging the entry of new products / producers to actions supporting consumption as well as social and advertising campaigns, considered the “tail” of the US project”.