Beth McMahon Canadian Vintners Association 671 wineries in Canada - - PowerPoint PPT Presentation

Beth McMahon Canadian Vintners Association

• 671 wineries in Canada
• ~30,000 acres
• Canadian production 0.5% of global wine

production

• 10% Canadian wineries export to 40 countries
• Premium exports up 50% (2010-2014)
• Canada is the 6th largest wine importer in the

world 2015 Canadian Wine Exports: $18.6M Icewine (BC $2.5M) $7.7M Table wine (BC $1.8M) $6.5M Sparkling wine (BC $4.4M) Total: $32.8M (BC $8.7M)

CVA’s International Trade & Export Committee* led the initiative, following Government of Canada’s Long-Term International Strategy (LTIS) format:

• SWOT Analysis
• Developed Objectives (Trade & Regulatory)
• Target Markets
• Priorities & Actions
• Performance Metrics

*BCWI, WANS, WGAO, and eight exporting wineries from NS, ON and BC

Canada’s Export Vision: Canada is globally recognized as the world’s finest producer of premium cool- climate wines Export Wine Strategy: Grow premium wine exports by 15% to target markets over 4 years Key Markets: Hong Kong, Japan (Tokyo), United States (NYC and San Francisco), United Kingdom (London) Secondary Markets: China, Korea

• 1. Increase global awareness of Canada as a serious “cool-climate” wine producing

region to build and retain international export market.

• 2. Introduce Canadian businesses to high opportunity/exposure distribution

channel & commercial opportunities

• 3. Support international winery tourism as mechanism to support international

sales.

• 4. Protect & enhance fair access to global markets.

Growing Forward 2 Agri-Marketing Program (AMP) multi-year contract secured (until March 31, 2018), securing funding for:

• Wines of Canada brand development
• International funding support for ProWein, Chengdu Food & Drinks Show,

Consulate trade activities (i.e. London event in May), International Cool Climate Wine Symposium

• Canadian Wine Initiative and shipping costs for select international activities
• In-bound familiarization activities, including travel support for Somm Camp and

Cool Climate Chardonnay Celebration (i4C)

• Domestic market development activities, including Vancouver International Wine

Festival and Winnipeg Wine Festival

• Launch of Wine411.ca

• Provincial Growing Forward 2 programs support export travel costs for businesses,

which is ideal for multi-faceted export initiatives

• Through CVA, travel support is available for wineries for ProWein, Chengdu,

Vancouver International Wine Festival, and approved Consulate activities

• 50% economy airfare
• Per diem ($200/day for international travel and $150/day for domestic travel)
• Supports 1/person per winery; however, up to 2ppl pending budget review
• Must fill out survey, which is used to report back to Government of Canada

Did you know: CVA is asking federal government for funding to implement the Wine Industry Innovation Program, funding investment in winery expansion and innovation, supporting increased domestic and international sector competitiveness.

• UK, London: Canadian wine tasting + Master Class (May 2016)
• China, Hong Kong: Canadian Wine Master Class (June 2016)
• Japan, Tokyo: Virtual Canadian Wine Master Class (June 2016)
• China, Shanghai: Canadian Wine Seminar + Tabletop Tasting Event (November

2016)

For more information: Clare.Chen@international.gc.ca

• China, Chengdu: China Food and Drinks Fair (March 2017)

For more information: Philippe.Painchaud@international.gc.ca; Jun-Xia.Jiang@international.gc.ca

• Canadian Wine Initiative
• Support for Canadian wine tourism (through Destination Canada)

• Further development of Wines of Canada, including website
• Execution of major projects/commitments
• Review and updating of export strategy (2018)
• Host International Cool Climate Wine Symposium (2020)
• Participate in funded activities
• Report back on export success related to these activities
• Participate in Growing Forward 3 consultations (online consultation until Nov. 30)

Canada announced as theme country for the Vancouver International Wine Festival 2017 Wines of Canada at the International Cool Climate Wine Symposium (Brighton, UK) Jamie Goode leads a tour & tasting at the Wines of Canada pavilion at ProWein 2016 Canada’s ambassador to Germany visits the Wines of Canada pavilion at ProWein 2016 Wines of Canada logo finalized September 2015