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Canada’s wine consumption grows to 40 million cases

World’s fifth biggest importer by volume, British report says

BY ALISON MACGREGOR,
"In the span of 10  years, Canada's wine consumption will have grown six times faster  than the world average," says Vinexpo president Xavier de  Eizaguirre.

“In the span of 10 years, Canada’s wine consumption will have grown six times faster than the world

average,” says Vinexpo president Xavier de Eizaguirre.

Canada’s wine consumption is growing six times faster than the world average, a new report has found.

The study was conducted by British research firm ISWR for Vinexpo, the biennial international wine and spirits trade show held in Bordeaux, France.

Researchers examined worldwide wine consumption trends from 2005 to 2014.

Between 2005 and 2009, Canadians increased their wine consumption to a total of 40.4 million cases, an increase of more than 22.5 per cent.

From 2010 to 2014, Canada’s consumption is predicted to increase to 49.7 million cases, representing an increase of 19 per cent. In contrast, the world average consumption between 2010 to 2014 is predicted to rise to 2.73 billion cases, an increase of only 3.18 per cent.

“In the span of 10 years, Canada’s wine consumption will have grown six times faster than the world average,” Vinexpo president Xavier de Eizaguirre said in an interview.

The report also found that Canada is ranked as the world’s fifth biggest wine importing country by volume. In 2009, Canada imported 29 million cases of wine. By 2014, imports are expected to reach up to 35 million cases, an increase of more than 16 per cent.

By 2014, this increase is expected to place Canada in third place, after China and the United States, for wine consumption growth over 10 years.

Eizaguirre said the emerging markets of Russia -and particularly China -are playing “a very big role” in the wine consumption market.

Asked about how wine producers deal with the production of counterfeit wine in China, he acknowledged it is a “huge concern.”

“You need good lawyers and a lot of money,” he said. “The good thing is that in the last few years we have a sense that the government is taking that seriously and helping. That wasn’t the case 10 years ago.

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