Sales of Ontario wine have surged by more than 60% following the LCBO’s removal of American products earlier this year, indicating a shift in consumer preferences within the province, as reported by the retailer. An LCBO spokesperson highlighted that Ontarians are increasingly opting for local and Canadian goods. They mentioned that VQA wine, made entirely from Ontario-grown grapes, has witnessed a sales spike of over 60%. Specifically, VQA reds and whites saw growth rates of 71% and 67%, respectively, while VQA sparkling wine increased by 28%.
During the period from March to early June, overall wine sales at the LCBO declined by 13%. This decline was attributed to the Ontario government’s response to U.S. tariffs, which directed the LCBO in March to impose restrictions on all U.S. beverage alcohol sales and imports. Consequently, spirits, wine, cider, beer, ready-to-drink coolers/cocktails, and non-alcoholic beverages originating from the U.S. were swiftly removed from LCBO retail stores and convenience outlets.
Del Rollo, former chair and current board member of Wine Growers Ontario, viewed this move as an “opportunity” for local winemakers. Rollo noted that Canadians are displaying heightened enthusiasm for supporting local businesses and buying Canadian products. He emphasized the industry’s commitment to ensuring shelves are stocked with quality wines that consumers appreciate.
The trend towards favoring Ontario wines has not only benefited winemakers but has also positively impacted local restaurants and wineries. Kin Vineyards in Carp, for instance, experienced a 25% increase in sales since the onset of the trade tensions. According to retail manager Liam Mastersmith, the vineyard, renowned for housing the northernmost Pinot Noir and Chardonnay grapes in the province, predominantly sells its wines on-site and through select restaurants and LCBO stores.
Customers like William Hordyk, who place importance on supporting local producers, have become more conscientious about their purchasing decisions during the ongoing Canada-U.S. trade dispute. The shift towards Ontario wines has also been noted in local restaurants. Stephen Beckta, owner of Beckta Dining & Wine, Gezellig, and Play Food & Wine in Ottawa, reported a 30% increase in Ontario wine sales after removing American wines from his menus. Beckta expressed a desire for the trade conflict to end but acknowledged the positive response from patrons towards exploring Canadian and Ontario wine offerings.
Apart from VQA wines, other Ontario-made wine categories, including international-domestic blends, have seen moderate growth. Canadian wine, in response to increased demand, has exhibited robust growth, rising by approximately 18%. This surge in local wine sales reflects a growing confidence among consumers in supporting domestic industries, a trend that is expected to persist beyond the resolution of the trade war.
