Wine in Canada to 2014

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 (2004-09) and forecast (2010-14) data

*Category level company and brand share as well as distribution share information for 2008 and 2009

Highlights

The market for wine in Canada increased at a compound annual growth rate of 3% between 2004 and 2009.

The still wine category led the wine market in Canada, accounting for a share of 87.2%.

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

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

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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: champagne 5
Summary category level: fortified wine 6
Chapter 2 Introduction 7
What is this report about? 7
How to use this report 7
Market definition 8
Chapter 3 Market Overview 21
Value analysis (Canadian Dollar), 2004?09 21
Value analysis (Canadian Dollar), 2009?14 22
Value analysis (US dollars), 2004?09 24
Value analysis (US dollars), 2009?14 24
Volume analysis, 2004?09 26
Volume analysis, 2009?14 27
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), 2004?09 41
Value analysis (Canadian Dollar), 2009?14 42
Value analysis (US dollars), 2004?09 44
Value analysis (US dollars), 2009?14 44
Volume analysis, 2004?09 46
Volume analysis, 2009?14 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), 2004?09 57
Value analysis (Canadian Dollar), 2009?14 58
Value analysis (US dollars), 2004?09 60
Value analysis (US dollars), 2009?14 60
Volume analysis, 2004?09 62
Volume analysis, 2009?14 63
Company and brand share analysis 66
Distribution analysis 69
Expenditure and consumption per capita 71
Chapter 7 Category Analysis: Champagne 74
Value analysis (Canadian Dollar), 2004?09 74
Value analysis (Canadian Dollar), 2009?14 75
Value analysis (US dollars), 2004?09 76
Value analysis (US dollars), 2009?14 76
Volume analysis, 2004?09 77
Volume analysis, 2009?14 78
Company and brand share analysis 80
Distribution analysis 83
Expenditure and consumption per capita 85
Chapter 8 Category Analysis: Fortified Wine 88
Value analysis (Canadian Dollar), 2004?09 88
Value analysis (Canadian Dollar), 2009?14 89
Value analysis (US dollars), 2004?09 91
Value analysis (US dollars), 2009?14 92
Volume analysis, 2004?09 94
Volume analysis, 2009?14 95
Company and brand share analysis 97
Distribution analysis 100
Expenditure and consumption per capita 102
Chapter 9 Country Comparison 106
Value 106
Volume 110
Market share 114
Chapter 10 New Product Development 115
Product launches over time 115
Recent product launches 117
Chapter 11 Macroeconomic Profile 118
Macroeconomic Indicators 118
Chapter 12 Research Methodology 123
Methodology overview 123
Secondary research 124
Market modeling 125
Creating an initial data model 125
Revising the initial data model 125
Creating a final estimate 126
Creating demographic value splits 126
Primary research 126
Data finalization 127
Ongoing research 127
Chapter 13 Appendix 128
Future readings 128
How to contact experts in your industry 128
Disclaimer 128

LIST OF FIGURES
Figure 1: Wine, Canada, value by category (C$m), 2004?14 23
Figure 2: Wine, Canada, category growth comparison, by value, 2004?14 25
Figure 3: Wine, Canada, volume by category (liters, million), 2004?14 28
Figure 4: Wine, Canada, category growth comparison, by volume, 2004?14 29
Figure 5: Wine, Canada, company share by volume (%), 2008?09 32
Figure 6: Wine, Canada, distribution channels by volume (%), 2008?09 35
Figure 7: Still wine, Canada, value by segment (C$m), 2004?14 43
Figure 8: Still wine, Canada, category growth comparison, by value, 2004?14 45
Figure 9: Still wine, Canada, volume by segment (liters, million), 2004?14 48
Figure 10: Still wine, Canada, category growth comparison, by volume, 2004?14 48
Figure 11: Still wine, Canada, company share by volume (%), 2008?09 50
Figure 12: Still wine, Canada, distribution channels by volume (%), 2008?09 53
Figure 13: Sparkling wine, Canada, value by segment (C$m), 2004?14 59
Figure 14: Sparkling wine, Canada, category growth comparison, by value, 2004?14 61
Figure 15: Sparkling wine, Canada, volume by segment (liters, million), 2004?14 64
Figure 16: Sparkling wine, Canada, category growth comparison, by volume, 2004?14 65
Figure 17: Sparkling wine, Canada, company share by volume (%), 2008?09 67
Figure 18: Sparkling wine, Canada, distribution channels by volume (%), 2008?09 70
Figure 19: Champagne, Canada, value (C$m), 2004?14 75
Figure 20: Champagne, Canada, volume (liters, million), 2004?14 79
Figure 21: Champagne, Canada, company share by volume (%), 2008?09 81
Figure 22: Champagne, Canada, distribution channels by volume (%), 2008?09 84
Figure 23: Fortified wine, Canada, value by segment (C$m), 2004?14 90
Figure 24: Fortified wine, Canada, category growth comparison, by value, 2004?14 93
Figure 25: Fortified wine, Canada, volume by segment (liters, million), 2004?14 96
Figure 26: Fortified wine, Canada, category growth comparison, by volume, 2004?14 96
Figure 27: Fortified wine, Canada, company share by volume (%), 2008?09 98
Figure 28: Fortified wine, Canada, distribution channels by volume (%), 2008?09 101
Figure 29: Global wine market split (value terms, 2009), top five countries 107
Figure 30: Global wine market value, 2004–09, top five countries 109
Figure 31: Global wine market split (volume terms, 2009), top five countries 111
Figure 32: Global wine market volume, 2004–09, top five countries 113
Figure 33: Annual data review process 124

LIST OF TABLES
Table 1: Wine category definitions 9
Table 2: Wine distribution channels 10
Table 3: Wine, Canada, value by category (C$m), 2004?09 21
Table 4: Wine, Canada, value forecast by category (C$m), 2009?14 22
Table 5: Wine, Canada, value by category ($m), 2004?09 24
Table 6: Wine, Canada, value forecast by category ($m), 2009?14 24
Table 7: Wine, Canada, volume by category (liters, million), 2004?09 26
Table 8: Wine, Canada, volume forecast by category (liters, million), 2009?14 27
Table 9: Wine, Canada, brand share by volume (%), 2008?09 30
Table 10: Wine, Canada, volume by brand (liters, million), 2008?09 31
Table 11: Wine, Canada, company share by volume (%), 2008?09 33
Table 12: Wine, Canada, volume by company (liters, million), 2008?09 33
Table 13: Wine, Canada, distribution channels by volume (%), 2008?09 34
Table 14: Wine, Canada, volume by distribution channel (liters, million), 2008?09 34
Table 15: Wine, Canada, expenditure per capita (C$), 2004?09 36
Table 16: Wine, Canada, forecast expenditure per capita (C$), 2009?14 36
Table 17: Wine, Canada, expenditure per capita ($), 2004?09 37
Table 18: Wine, Canada, forecast expenditure per capita ($), 2009?14 37
Table 19: Wine, Canada, consumption per capita (liters), 2004?09 38
Table 20: Wine, Canada, forecast consumption per capita (liters), 2009?14 38
Table 21: Constellation Brands, Inc. key facts 39
Table 22: Still wine, Canada, value by segment (C$m), 2004?09 41
Table 23: Still wine, Canada, value forecast by segment (C$m), 2009?14 42
Table 24: Still wine, Canada, value by segment ($m), 2004?09 44
Table 25: Still wine, Canada, value forecast by segment ($m), 2009?14 44
Table 26: Still wine, Canada, volume by segment (liters, million), 2004?09 46
Table 27: Still wine, Canada, volume forecast by segment (liters, million), 2009?14 47
Table 28: Still wine, Canada, brand share by volume (%), 2008?09 49
Table 29: Still wine, Canada, volume by brand (liters, million), 2008?09 49
Table 30: Still wine, Canada, company share by volume (%), 2008?09 51
Table 31: Still wine, Canada, volume by company (liters, million), 2008?09 51
Table 32: Still wine, Canada, distribution channels by volume (%), 2008?09 52
Table 33: Still wine, Canada, volume by distribution channel (liters, million), 2008?09 52
Table 34: Still wine, Canada, expenditure per capita (C$), 2004?09 54
Table 35: Still wine, Canada, forecast expenditure per capita (C$), 2009?14 54
Table 36: Still wine, Canada, expenditure per capita ($), 2004?09 55
Table 37: Still wine, Canada, forecast expenditure per capita ($), 2009?14 55
Table 38: Still wine, Canada, consumption per capita (liters), 2004?09 56
Table 39: Still wine, Canada, forecast consumption per capita (liters), 2009?14 56
Table 40: Sparkling wine, Canada, value by segment (C$m), 2004?09 57
Table 41: Sparkling wine, Canada, value forecast by segment (C$m), 2009?14 58
Table 42: Sparkling wine, Canada, value by segment ($m), 2004?09 60
Table 43: Sparkling wine, Canada, value forecast by segment ($m), 2009?14 60
Table 44: Sparkling wine, Canada, volume by segment (liters, million), 2004?09 62
Table 45: Sparkling wine, Canada, volume forecast by segment (liters, million), 2009?14 63
Table 46: Sparkling wine, Canada, brand share by volume (%), 2008?09 66
Table 47: Sparkling wine, Canada, volume by brand (liters, million), 2008?09 66
Table 48: Sparkling wine, Canada, company share by volume (%), 2008?09 68
Table 49: Sparkling wine, Canada, volume by company (liters, million), 2008?09 68
Table 50: Sparkling wine, Canada, distribution channels by volume (%), 2008?09 69
Table 51: Sparkling wine, Canada, volume by distribution channel (liters, million), 2008?09 69
Table 52: Sparkling wine, Canada, expenditure per capita (C$), 2004?09 71
Table 53: Sparkling wine, Canada, forecast expenditure per capita (C$), 2009?14 71
Table 54: Sparkling wine, Canada, expenditure per capita ($), 2004?09 72
Table 55: Sparkling wine, Canada, forecast expenditure per capita ($), 2009?14 72
Table 56: Sparkling wine, Canada, consumption per capita (liters), 2004?09 73
Table 57: Sparkling wine, Canada, forecast consumption per capita (liters), 2009?14 73
Table 58: Champagne, Canada, value (C$m), 2004?09 74
Table 59: Champagne, Canada, value forecast (C$m), 2009?14 75
Table 60: Champagne, Canada, value ($m), 2004?09 76
Table 61: Champagne, Canada, value forecast ($m), 2009?14 76
Table 62: Champagne, Canada, volume (liters, million), 2004?09 77
Table 63: Champagne, Canada, volume forecast (liters, million), 2009?14 78
Table 64: Champagne, Canada, brand share by volume (%), 2008?09 80
Table 65: Champagne, Canada, volume by brand (liters, million), 2008?09 80
Table 66: Champagne, Canada, company share by volume (%), 2008?09 82
Table 67: Champagne, Canada, volume by company (liters, million), 2008?09 82
Table 68: Champagne, Canada, distribution channels by volume (%), 2008?09 83
Table 69: Champagne, Canada, volume by distribution channel (liters, million), 2008?09 83
Table 70: Champagne, Canada, expenditure per capita (C$), 2004?09 85
Table 71: Champagne, Canada, forecast expenditure per capita (C$), 2009?14 85
Table 72: Champagne, Canada, expenditure per capita ($), 2004?09 86
Table 73: Champagne, Canada, forecast expenditure per capita ($), 2009?14 86
Table 74: Champagne, Canada, consumption per capita (liters), 2004?09 87
Table 75: Champagne, Canada, forecast consumption per capita (liters), 2009?14 87
Table 76: Fortified wine, Canada, value by segment (C$m), 2004?09 88
Table 77: Fortified wine, Canada, value forecast by segment (C$m), 2009?14 89
Table 78: Fortified wine, Canada, value by segment ($m), 2004?09 91
Table 79: Fortified wine, Canada, value forecast by segment ($m), 2009?14 92
Table 80: Fortified wine, Canada, volume by segment (liters, million), 2004?09 94
Table 81: Fortified wine, Canada, volume forecast by segment (liters, million), 2009?14 95
Table 82: Fortified wine, Canada, brand share by volume (%), 2008?09 97
Table 83: Fortified wine, Canada, volume by brand (liters, million), 2008?09 97
Table 84: Fortified wine, Canada, company share by volume (%), 2008?09 99
Table 85: Fortified wine, Canada, volume by company (liters, million), 2008?09 99
Table 86: Fortified wine, Canada, distribution channels by volume (%), 2008?09 100
Table 87: Fortified wine, Canada, volume by distribution channel (liters, million), 2008?09 100
Table 88: Fortified wine, Canada, expenditure per capita (C$), 2004?09 102
Table 89: Fortified wine, Canada, forecast expenditure per capita (C$), 2009?14 103
Table 90: Fortified wine, Canada, expenditure per capita ($), 2004?09 103
Table 91: Fortified wine, Canada, forecast expenditure per capita ($), 2009?14 104
Table 92: Fortified wine, Canada, consumption per capita (liters), 2004?09 104
Table 93: Fortified wine, Canada, forecast consumption per capita (liters), 2009?14 105
Table 94: Global wine market value, 2009 106
Table 95: Global wine market split (value terms ($m), 2009), top five countries 109
Table 96: Global wine market volume, 2009 110
Table 97: Global wine market split (volume terms, 2009), top five countries 113
Table 98: Leading players, top five countries 114
Table 99: Canada wine new product launches reports, by company (top five companies), 2009 115
Table 100: Canada wine new product launches SKUs, by company (top five companies), 2009 115
Table 101: Canada wine new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 116
Table 102: Canada wine new product launches (reports), by ingredients , 2009 116
Table 103: Canada wine new product launches (reports), by package tags or claims , 2009 117
Table 104: Canada wine new product launches - recent five launches (2009) 117
Table 105: Canada population, by age group, 2004?09 (millions) 118
Table 106: Canada population forecast, by age group, 2009?14 (millions) 119
Table 107: Canada population, by gender, 2004?09 (millions) 119
Table 108: Canada population forecast, by gender, 2009?14 (millions) 120
Table 109: Canada nominal GDP, 2004?09 (C$bn, nominal prices) 120
Table 110: Canada nominal GDP forecast, 2009?14 (C$bn, nominal prices) 120
Table 111: Canada real GDP, 2004?09 (C$bn, 2000 prices) 121
Table 112: Canada real GDP forecast, 2009?14 (C$bn, 2000 prices) 121
Table 113: Canada real GDP, 2004?09 ($bn, 2000 prices) 121
Table 114: Canada real GDP forecast, 2009?14 ($bn, 2000 prices) 122
Table 115: Canada consumer price index, 2004?09 (2000=100) 122
Table 116: Canada consumer price index, 2009?14 (2000=100) 122



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