International Export Strategy for Canadian Wine
Our Vision: Canada is globally recognized as one of the world’s finest producers of premium cool-climate wines.
The 2018-2022 International Export Strategy for Canadian Wine provides a framework for growing Canada’s premium wine exports, including target markets, tactics and performance indicators. Developed by the WGC’s International Trade and Export Committee, comprised of winery representatives of all scales of production, as well as provincial associations, the strategy is proudly industry led and managed.
Canada is recognized as the world’s premier flagship producer of Icewine, achieving a level of recognition that has supported the Canadian wine industry’s global exports and international wine market development. From this advantageous position, the strategy will leverage the reputation and build greater global recognition for Canadian excellence in cool-climate wines, including table, dessert and sparkling wine products. As a producer of high quality, high value wines, this point of differentiation will help set Canada apart from other global wine producing countries, and is reflected by our new vision statement for the Canadian wine export program: Canada is globally recognized as one of the world’s finest producers of premium cool‐climate wines.
Recognizing the many opportunities for Canadian wine in global markets, and evaluating them against market potential with full consideration of the industry’s resource limitations, the most promising export markets were identified as: China, the U.S., the U.K., Taiwan, South Korea and Hong Kong. The following strategies were then identified, accompanied by tactics, to achieve success in the target geographical markets:
Increase global awareness of Canada as a serious “cool climate” wine producing region to build and retain international export market
Create increased awareness/recognition by high profile wine media and trade globally
Protect, maintain and enhance fair access to global markets through both advocacy and increased commercial opportunities
The International Export Strategy for Canadian Wine is an important document for the Canadian wine industry. It establishes reasonable and ambitious goals, while also balancing export priorities with the need to increase Canadian domestic market share, which will support greater revenue growth to re‐invest in export development. We appreciate the contributions of our committee members and winery associations across Canada in its development.