A delegation of representatives from the main Canadian provincial monopolies come to the International Wine and Spirits Exhibition to introduce their own markets and to meet companies

Organized by the ICE [Italian Trade & Investment] Agency with Vinitaly as part of their activity to promote Italian wine, the official Canadian delegation, in addition to visiting the show and meeting Italian wineries, will be at the International Wine and Spirits Exhibition to present new programs for promoting and purchasing Italian wines in Canada.

These initiatives are an integral part of the new ICE campaign in support of the sector, which for the first time will undertake numerous joint promotions together with the Canada’s provincial liquor boards.

On April 16, at 9:30, at the Wine2digital space in the Palaexpo, in the Veronafiere exhibition district (entrance A2), there will also be a meeting for media and insiders called “DESTINAZIONE CANADA, opportunità per il vino italiano” [DESTINATION CANADA, opportunities for Italian wine], during which the representatives of these monopolies will concisely illustrate the trends, openings and interest for the Italian product in individual provincial markets.

Canada is one of the few countries where the marketing of alcoholic beverages is still run exclusively by the Liquor Control Boards. These provincial monopolies control all aspects of importing, distribution and retail sales, which take place in stores run by these same boards. The monopolies are completely independent (ten provinces, ten monopolies) and are some of the major importers of wines and spirits in the world.

“The presence of these monopolies’ representatives at this year’s Vinitaly stems from the ICE Agency’s continuous work in the Canadian market,” declares Matteo Picariello, Trade Commissioner, ICE Canada, “and confirms the importance of Italian wine in Canada. Promotions with these monopolies combined with an education campaign,” Picariello continues, “allows us to make the variety and complexity of Italian wines better known and are fundamental for reaching the Canadian consumer directly.

Our goal in Canada,” Picariello concludes, “is to sustain and strengthen our position as a leader in this important market which still offers great potential.”

“The collaboration with ICE Canada,” states Giovanni Mantovani, managing director of Veronafiere, “has allowed for an increase this year in the number of monopolies that are usually present and that take part in B2Bs organized by Vinitaly. Several are here for the first time; this is a big opportunity for visibility for the overall Italian wine system and for exhibiting companies that make contacts with these important buyers, get exposure and learn the rules for taking part in tenders.”

 Canada, despite the limited size of its population, is the 5th world market for importing bottled wines with 284.3 million liters for a value of 1.6 billion USD, and for sparkling wine it is the 7th market with 16.6 million liters for  157.3 million USD (source: Wine by Numbers) .

In 2017, according to data published by the Canadian Vintners Association, wine consumption in Canada was 467 million liters, an increase of 1.2% from the previous year. Italian wines, with an annual value of 483 million CAD are the number one Italian export product in the country – representing our third destination market – must face strong competition from the U.S. and France. The province of Québec records the greatest consumption of red wine, with 39% of the sales, as compared with 29% for Ontario. 12% of the white wine sold in Canada is Italian while 10% is American and 9.6% is French.