E. Hemingway

Most Canadians still prefer beer and spirits to wine, but consumption and production of wine are increasing.

In 2001 813,000 9-liter cases of table wine were produced, by 2005 this figure jumped to 873,000 cases and forecasts are that it will reach 963,000 cases in 2010.

According to the London based International Wine and Spirits Record (IWSR), that claims to have the most extensive data base on world-wide alcoholic beverage industry, the average per capita consumption has reached 11.8 liters from 8.0 liters in 2001, and increase of 47.0 per cent. Presently the per capita wine consumption in some provinces are: Quebec 17.4 liters, Ontario 11.8, Alberta 13.9, Saskatchewan 5.0, and Yukon 18.3.

Both still and sparkling wine consumption will increase, albeit the increase of the latter will be less than 50 per cent of still wine.

While these increases look impressive in comparison to average wine consumption figures in the United Kingdom 27 liters; Australia 28.3; the Netherlands 28.6; Denmark 38.2; Germany 26.6, France 56.6, they are quite small.

The potential in Canada is great, and for this reason, exporters like France, Italy, Spain, Australia, Chile Argentina and the U S A, market their products aggressively.

Generally, although wine in all provinces, (except Alberta) is taxed heavily, Canadian prefer to drink better quality, and most of the growth is forecast to be in the over $ 10.00 per bottle category.

Forecasters anticipate domestic wine consumption to increase by 11.2 per cent from 2005 - to 2010 and imported by 20.2 per cent. Of these figures, the growth of rose wines looks most impressive (58.2 per cent); followed by red (52.9 per cent) and white (5.7 per cent).

Between 2001 and 2005 France exported more than any other country to Canada, followed by Italy, Australia, the U S A and Chile. Of all, Australia increased its exports by 172 per cent, which is attributable to their marketing savvy and ability blend wines that correspond to the preferences of consumers i.e soft, fruit-driven, medium-bodied, slightly sweet, and high-alcohol wines. When it comes to sprits, vodka is by far the most popular category, followed by rum, liqueurs, Scotch whisky, gin, brandy, Bourbon, tequila and cognac. (Note: Cognac is a brandy but the database breaks it out as a special category to help cognac marketers. Brandy as a category that is losing market share, while cognac is gaining, albeit modestly).

The largest anticipated increase for the first decade of the 21st century are Bourbon (67.8 per cent), followed by tequila (61.1), vodka (15.2) and liqueurs (12.1).

It is interesting to note that average per capita beer consumption dropped from 86 L. in 1996 to less than 80 in 2004. This can be largely attributed to the taste of mainstream beer that barely resembles authentic brew. Luckily, there is now a growing market for flavorful beers that small breweries are successfully exploiting.

In the near future expect to find better quality and a larger selection of red and rose wines to satisfy your palate.

Now he consults and writes to increase wine, beer and liquor awareness. He conducts seminars and would be pleased to consider your requests. To peruse the list of his published books and order please contact him at hirayrberberoglu_3@sympatico.ca

Hryar Berberoglu www.littlefatwino.com