Wine in Canada to 2013

Introduction

This databook provides key data and information on the wine market in Canada. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on four categories: still wine, sparkling wine, champagne and fortified wine

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

Highlights

The market for wine in Canada increased at a compound annual growth rate of 3.3% between 2003 and 2008.

The still wine category led the wine market in Canada, accounting for a share of 87.1%.

Leading players in Canadian wine market include Constellation Brands, Inc., Hillebrand and Creekside.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the wine market in Canada

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: wine 2
Summary category level: still wine 3
Summary category level: sparkling wine 4
Summary category level: fortified wine 5
Summary category level: champagne 6
Chapter 2 Introduction 7
What is this report about? 7
How to use this report 7
Market definition 8
Chapter 3 Market Overview 22
Value analysis (Canadian Dollar), 2003?08 22
Value analysis (Canadian Dollar), 2008?13 23
Value analysis (US dollars), 2003?08 25
Value analysis (US dollars), 2008?13 25
Volume analysis, 2003?08 27
Volume analysis, 2008?13 28
Company and brand share analysis 30
Distribution analysis 34
Expenditure and consumption per capita 36
Chapter 4 Leading Company Profile 39
Constellation Brands, Inc. 39
Chapter 5 Category Analysis: Still Wine 41
Value analysis (Canadian Dollar), 2003?08 41
Value analysis (Canadian Dollar), 2008?13 42
Value analysis (US dollars), 2003?08 44
Value analysis (US dollars), 2008?13 44
Volume analysis, 2003?08 46
Volume analysis, 2008?13 47
Company and brand share analysis 49
Distribution analysis 52
Expenditure and consumption per capita 54
Chapter 6 Category Analysis: Sparkling Wine 57
Value analysis (Canadian Dollar), 2003?08 57
Value analysis (Canadian Dollar), 2008?13 58
Value analysis (US dollars), 2003?08 60
Value analysis (US dollars), 2008?13 60
Volume analysis, 2003?08 62
Volume analysis, 2008?13 63
Company and brand share analysis 65
Distribution analysis 68
Expenditure and consumption per capita 70
Chapter 7 Category Analysis: Fortified Wine 73
Value analysis (Canadian Dollar), 2003?08 73
Value analysis (Canadian Dollar), 2008?13 74
Value analysis (US dollars), 2003?08 76
Value analysis (US dollars), 2008?13 77
Volume analysis, 2003?08 79
Volume analysis, 2008?13 80
Company and brand share analysis 82
Distribution analysis 85
Expenditure and consumption per capita 87
Chapter 8 Category Analysis: Champagne 91
Value analysis (Canadian Dollar), 2003?08 91
Value analysis (Canadian Dollar), 2008?13 92
Value analysis (US dollars), 2003?08 93
Value analysis (US dollars), 2008?13 93
Volume analysis, 2003?08 94
Volume analysis, 2008?13 95
Company and brand share analysis 96
Distribution analysis 98
Expenditure and consumption per capita 100
Chapter 9 Country Comparison 103
Value 103
Volume 107
Market share 111
Chapter 10 PESTLE Analysis 112
Summary 112
Political analysis 113
Economic analysis 116
Social analysis 120
Technological analysis 123
Legal analysis 128
Environmental analysis 132
Chapter 11 New Product Development 136
Product launches over time 136
Recent product launches 138
Chapter 12 Macroeconomic Profile 139
Macroeconomic indicators 139
Chapter 13 Research Methodology 144
Methodology overview 144
Secondary research 145
Market modeling 146
Creating an initial data model 146
Revising the initial data model 146
Creating a final estimate 147
Creating demographic value splits 147
Primary research 147
Data finalization 148
Ongoing research 148
Chapter 14 APPENDIX 149
Future readings 149
How to contact experts in your industry 149
Disclaimer 149

LIST OF FIGURES
Figure 1: Wine, Canada, value by category (C$m), 2003?13 24
Figure 2: Wine, Canada, category growth comparison, by value, 2003?13 26
Figure 3: Wine, Canada, volume by category (liters, million), 2003?13 29
Figure 4: Wine, Canada, category growth comparison, by volume, 2003?13 29
Figure 5: Wine, Canada, company share by volume (%), 2007?08 32
Figure 6: Wine, Canada, distribution channels by volume (%), 2007?08 35
Figure 7: Still wine, Canada, value by segment (C$m), 2003?13 43
Figure 8: Still wine, Canada, category growth comparison, by value, 2003?13 45
Figure 9: Still wine, Canada, volume by segment (liters, million), 2003?13 48
Figure 10: Still wine, Canada, category growth comparison, by volume, 2003?13 48
Figure 11: Still wine, Canada, company share by volume (%), 2007?08 50
Figure 12: Still wine, Canada, distribution channels by volume (%), 2007?08 53
Figure 13: Sparkling wine, Canada, value by segment (C$m), 2003?13 59
Figure 14: Sparkling wine, Canada, category growth comparison, by value, 2003?13 61
Figure 15: Sparkling wine, Canada, volume by segment (liters, million), 2003?13 64
Figure 16: Sparkling wine, Canada, category growth comparison, by volume, 2003?13 64
Figure 17: Sparkling wine, Canada, company share by volume (%), 2007?08 66
Figure 18: Sparkling wine, Canada, distribution channels by volume (%), 2007?08 69
Figure 19: Fortified wine, Canada, value by segment (C$m), 2003?13 75
Figure 20: Fortified wine, Canada, category growth comparison, by value, 2003?13 78
Figure 21: Fortified wine, Canada, volume by segment (liters, million), 2003?13 81
Figure 22: Fortified wine, Canada, category growth comparison, by volume, 2003?13 81
Figure 23: Fortified wine, Canada, company share by volume (%), 2007?08 83
Figure 24: Fortified wine, Canada, distribution channels by volume (%), 2007?08 86
Figure 25: Champagne, Canada, value (C$m), 2003?13 92
Figure 26: Champagne, Canada, volume (liters, million), 2003?13 95
Figure 27: Champagne, Canada, distribution channels by volume (%), 2007?08 99
Figure 28: Global wine market split (value terms, 2008), top five countries 104
Figure 29: Global wine market value, 2003–08, top five countries 106
Figure 30: Global wine market split (volume terms, 2008), top five countries 108
Figure 31: Global wine market volume, 2003–08, top five countries 110
Figure 32: Annual data review process 145

LIST OF TABLES
Table 1: Wine category definitions 9
Table 2: Wine distribution channels 10
Table 3: Wine, Canada, value by category (C$m), 2003?08 22
Table 4: Wine, Canada, value forecast by category (C$m), 2008?13 23
Table 5: Wine, Canada, value by category ($m), 2003?08 25
Table 6: Wine, Canada, value forecast by category ($m), 2008?13 25
Table 7: Wine, Canada, volume by category (liters, million), 2003?08 27
Table 8: Wine, Canada, volume forecast by category (liters, million), 2008?13 28
Table 9: Wine, Canada, brand share by volume (%), 2007?08 30
Table 10: Wine, Canada, volume by brand (liters, million), 2007?08 31
Table 11: Wine, Canada, company share by volume (%), 2007?08 33
Table 12: Wine, Canada, volume by company (liters, million), 2007?08 33
Table 13: Wine, Canada, distribution channels by volume (%), 2007?08 34
Table 14: Wine, Canada, volume by distribution channel (liters, million), 2007?08 34
Table 15: Wine, Canada, expenditure per capita (C$), 2003?08 36
Table 16: Wine, Canada, forecast expenditure per capita (C$), 2008?13 36
Table 17: Wine, Canada, expenditure per capita ($), 2003?08 37
Table 18: Wine, Canada, forecast expenditure per capita ($), 2008?13 37
Table 19: Wine, Canada, consumption per capita (liters), 2003?08 38
Table 20: Wine, Canada, forecast consumption per capita (liters), 2008?13 38
Table 21: Constellation Brands, Inc. key facts 39
Table 22: Still wine, Canada, value by segment (C$m), 2003?08 41
Table 23: Still wine, Canada, value forecast by segment (C$m), 2008?13 42
Table 24: Still wine, Canada, value by segment ($m), 2003?08 44
Table 25: Still wine, Canada, value forecast by segment ($m), 2008?13 44
Table 26: Still wine, Canada, volume by segment (liters, million), 2003?08 46
Table 27: Still wine, Canada, volume forecast by segment (liters, million), 2008?13 47
Table 28: Still wine, Canada, brand share by volume (%), 2007?08 49
Table 29: Still wine, Canada, volume by brand (liters, million), 2007?08 49
Table 30: Still wine, Canada, company share by volume (%), 2007?08 51
Table 31: Still wine, Canada, volume by company (liters, million), 2007?08 51
Table 32: Still wine, Canada, distribution channels by volume (%), 2007?08 52
Table 33: Still wine, Canada, volume by distribution channel (liters, million), 2007?08 52
Table 34: Still wine, Canada, expenditure per capita (C$), 2003?08 54
Table 35: Still wine, Canada, forecast expenditure per capita (C$), 2008?13 54
Table 36: Still wine, Canada, expenditure per capita ($), 2003?08 55
Table 37: Still wine, Canada, forecast expenditure per capita ($), 2008?13 55
Table 38: Still wine, Canada, consumption per capita (liters), 2003?08 56
Table 39: Still wine, Canada, forecast consumption per capita (liters), 2008?13 56
Table 40: Sparkling wine, Canada, value by segment (C$m), 2003?08 57
Table 41: Sparkling wine, Canada, value forecast by segment (C$m), 2008?13 58
Table 42: Sparkling wine, Canada, value by segment ($m), 2003?08 60
Table 43: Sparkling wine, Canada, value forecast by segment ($m), 2008?13 60
Table 44: Sparkling wine, Canada, volume by segment (liters, million), 2003?08 62
Table 45: Sparkling wine, Canada, volume forecast by segment (liters, million), 2008?13 63
Table 46: Sparkling wine, Canada, brand share by volume (%), 2007?08 65
Table 47: Sparkling wine, Canada, volume by brand (liters, million), 2007?08 65
Table 48: Sparkling wine, Canada, company share by volume (%), 2007?08 67
Table 49: Sparkling wine, Canada, volume by company (liters, million), 2007?08 67
Table 50: Sparkling wine, Canada, distribution channels by volume (%), 2007?08 68
Table 51: Sparkling wine, Canada, volume by distribution channel (liters, million), 2007?08 68
Table 52: Sparkling wine, Canada, expenditure per capita (C$), 2003?08 70
Table 53: Sparkling wine, Canada, forecast expenditure per capita (C$), 2008?13 70
Table 54: Sparkling wine, Canada, expenditure per capita ($), 2003?08 71
Table 55: Sparkling wine, Canada, forecast expenditure per capita ($), 2008?13 71
Table 56: Sparkling wine, Canada, consumption per capita (liters), 2003?08 72
Table 57: Sparkling wine, Canada, forecast consumption per capita (liters), 2008?13 72
Table 58: Fortified wine, Canada, value by segment (C$m), 2003?08 73
Table 59: Fortified wine, Canada, value forecast by segment (C$m), 2008?13 74
Table 60: Fortified wine, Canada, value by segment ($m), 2003?08 76
Table 61: Fortified wine, Canada, value forecast by segment ($m), 2008?13 77
Table 62: Fortified wine, Canada, volume by segment (liters, million), 2003?08 79
Table 63: Fortified wine, Canada, volume forecast by segment (liters, million), 2008?13 80
Table 64: Fortified wine, Canada, brand share by volume (%), 2007?08 82
Table 65: Fortified wine, Canada, volume by brand (liters, million), 2007?08 82
Table 66: Fortified wine, Canada, company share by volume (%), 2007?08 84
Table 67: Fortified wine, Canada, volume by company (liters, million), 2007?08 84
Table 68: Fortified wine, Canada, distribution channels by volume (%), 2007?08 85
Table 69: Fortified wine, Canada, volume by distribution channel (liters, million), 2007?08 85
Table 70: Fortified wine, Canada, expenditure per capita (C$), 2003?08 87
Table 71: Fortified wine, Canada, forecast expenditure per capita (C$), 2008?13 88
Table 72: Fortified wine, Canada, expenditure per capita ($), 2003?08 88
Table 73: Fortified wine, Canada, forecast expenditure per capita ($), 2008?13 89
Table 74: Fortified wine, Canada, consumption per capita (liters), 2003?08 89
Table 75: Fortified wine, Canada, forecast consumption per capita (liters), 2008?13 90
Table 76: Champagne, Canada, value (C$m), 2003?08 91
Table 77: Champagne, Canada, value forecast (C$m), 2008?13 92
Table 78: Champagne, Canada, value ($m), 2003?08 93
Table 79: Champagne, Canada, value forecast ($m), 2008?13 93
Table 80: Champagne, Canada, volume (liters, million), 2003?08 94
Table 81: Champagne, Canada, volume forecast (liters, million), 2008?13 95
Table 82: Champagne, Canada, brand share by volume (%), 2007?08 96
Table 83: Champagne, Canada, volume by brand (liters, million), 2007?08 96
Table 84: Champagne, Canada, company share by volume (%), 2007?08 97
Table 85: Champagne, Canada, volume by company (liters, million), 2007?08 97
Table 86: Champagne, Canada, distribution channels by volume (%), 2007?08 98
Table 87: Champagne, Canada, volume by distribution channel (liters, million), 2007?08 98
Table 88: Champagne, Canada, expenditure per capita (C$), 2003?08 100
Table 89: Champagne, Canada, forecast expenditure per capita (C$), 2008?13 100
Table 90: Champagne, Canada, expenditure per capita ($), 2003?08 101
Table 91: Champagne, Canada, forecast expenditure per capita ($), 2008?13 101
Table 92: Champagne, Canada, consumption per capita (liters), 2003?08 102
Table 93: Champagne, Canada, forecast consumption per capita (liters), 2008?13 102
Table 94: Global wine market value, 2008 103
Table 95: Global wine market split (value terms ($m), 2008), top five countries 106
Table 96: Global wine market volume, 2008 107
Table 97: Global wine market split (volume terms, 2008), top five countries 110
Table 98: Leading players, top five countries 111
Table 99: Analysis of Canada’s political landscape 113
Table 100: Analysis of Canada’s economy 116
Table 101: Analysis of Canadian social system 120
Table 102: Analysis of Canada’s technological landscape 123
Table 103: Cost competitiveness – ranking by cost index 124
Table 104: Patents granted by the USPTO 127
Table 105: Analysis of Canada’s legal landscape 128
Table 106: Analysis of Canada’s environmental landscape 132
Table 107: Canada wine new product launches reports, by company (top five companies), 2009 136
Table 108: Canada wine new product launches SKUs, by company (top five companies), 2009 136
Table 109: Canada wine new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 137
Table 110: Canada wine new product launches (reports), by ingredients 2009 137
Table 111: Canada wine new product launches (reports), by package tags or claims 2009 138
Table 112: Canada wine new product launches - recent five launches (2009) 138
Table 113: Canada population, by age group, 2003?08 (millions) 139
Table 114: Canada population forecast, by age group, 2008?13 (millions) 140
Table 115: Canada population, by gender, 2003?08 (millions) 140
Table 116: Canada population forecast, by gender, 2008?13 (millions) 141
Table 117: Canada nominal GDP, 2003?08 (C$bn, nominal prices) 141
Table 118: Canada nominal GDP forecast, 2008?13 (C$bn, nominal prices) 141
Table 119: Canada real GDP, 2003?08 (C$bn, 2000 prices) 142
Table 120: Canada real GDP forecast, 2008?13 (C$bn, 2000 prices) 142
Table 121: Canada real GDP, 2003?08 ($bn, 2000 prices) 142
Table 122: Canada real GDP forecast, 2008?13 ($bn, 2000 prices) 143
Table 123: Canada consumer price index, 2003?08 (2000=100) 143
Table 124: Canada consumer price index, 2008?13 (2000=100) 143


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