Statistics Canada reports that in 2007 imports generated 75% of red wine sales, 60% for white wine, 30% for spirits and 11.4% for beer.
Last year, Canadians drank US$18 billion worth of beer, wine and spirits. That amounts to a 4.9% gain over 2006.
Canadian beer drinking continues to slow, although sales of imported brands did grow faster than Canadian-made brews last year. Overall, Canadian purchases of beer rose 2% in 2007 - the slowest of any alcoholic beverage category. Imported beers now represent 11.4% of Canadian beer sales, twice the Canadian beer market share 10 years ago.
Wine sales to Canadians moved ahead 9.5%. Red wines now account for 61% of Canadian sales. Wine imports dominate 75% of Canadian red wine and 60% of white wine sales, respectively.
Statistics Canada also revealed that sales of spirits rose 5.8% in 2007. Up 10%, vodka was the fastest-growing spirit last year. While imported spirits garner less than 30% of the Canadian spirits market, foreign spirit brands are growing their sales faster than Canadian-made products. Whisky, scotch and bourbon remain the most popular hard liquors in Canada.
So why do imported alcoholic beverages led Canadian alcohol sales? We should consider the following trends.
- A compelling trend towards drinking more red wine in Canada, particularly more expensive brands of imported red wine
- A 1.5% population increase in Canadians over age 15
- More sales of premium alcohol combined with a 0.9% rise in alcoholic beverage prices
- Overall, Canadians spent 3.1% more on alcohol last year.
