Where are we when it comes to wine?

Mintel breaks down Canadian habits and areas for brands to potentially grow in the category.
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Craft beer might be getting a lot of attention when it comes to what Canadians are drinking, but local wine is holding its own.

A recent report from Mintel suggests that wine will continue to grow, although the average pace of growth will decrease, with average annual sales growth going from 5.4% for 2010 to 2015 to a projected 3.6% for 2015 to 2020.

More than half of wine drinkers say they stick to the same varietal, which could be a challenge going forward, Mintel notes. Like with the craft beer space, packaging innovation and the introduction of variety packs could help wine brands get people to sample new types. Smaller bottles could also help get consumers to be more adventurous with what they try, the report notes.

Only 9% of consumers overall said that learning about wine is a reason for drinking it. However, women generally show less confidence with knowing about wine, which points to potential opportunities with PR initiatives to help that demographic learn more, Mintel says.

Price is the biggest factor when choosing a wine for 47% of consumers, although six in 10 consumers are willing to pay more for a quality wine. Perhaps unsurprisingly, people between 20 and 24 are most price conscious, with seniors over 65 being most willing to spend on their libations.

Indeed, the ageing population here has contributed to wine’s growth overall, with Canadians over 55 most likely to drink wine on a weekly basis, Mintel says.

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