Canadian Wine Sales Hold at $7.8 Billion as Consumption Drops 5%, Red Wines Fall Below Half of Market

Wine sales in Canada during the 2023-24 period, which runs from July to June, remained steady at 7.8 billion Canadian dollars. However, the total volume of wine sold dropped significantly, falling from 5.0 million hectoliters to 4.8 million. This trend mirrors what is happening in other developed markets, where wine consumption has been declining after a temporary increase during the Covid-19 pandemic.

The decrease in wine consumption in Canada is part of a broader structural decline that has resumed with more intensity after the pandemic. Countries that were once considered growth markets for wine, including Canada, are now seeing reduced demand. In 2023-24, the overall volume of wine sold in Canada fell by 5 percent compared to the previous year. This decline affected all categories of wine but was most pronounced for red wines. For the first time since records began, red wines accounted for less than half of total wine sales in both volume and value.

Red wines have traditionally been popular among Canadian consumers, but this year their sales dropped by 2.4 percent in value to 3.9 billion Canadian dollars and by 7 percent in volume to 2.3 million hectoliters. White wines performed better, with a slight decrease of 2 percent in volume to 1.91 million hectoliters but an increase of 3 percent in value, reaching a record high of nearly 2.8 billion Canadian dollars.

Sparkling wines and rosé wines both saw declines in value and volume. Sparkling wine sales fell by 1 percent in value and by 3 percent in volume, while rosé wines dropped by 3 percent in value and by 7 percent in volume after peaking during the 2021-22 period. Despite some growth in recent years, sparkling wines still represent only about 8 percent of total wine purchases in Canada, indicating that the market remains focused on still wines.

The average price per liter of wine increased from 15.7 to 16.5 Canadian dollars over the past year. This rise reflects both inflationary pressures and a shift toward higher-priced products as overall consumption declines.

Imported wines continue to dominate the Canadian market, making up more than 70 percent of all wine purchases. This share has remained stable over time, with domestic wines accounting for about 30 percent of sales.

Wine’s share of the total alcoholic beverage market in Canada held steady at around 30 percent this year, following a slight decline from pre-pandemic levels when it was closer to 32 percent.

These figures come from Statistics Canada and reflect ongoing changes in consumer preferences and broader economic factors affecting alcohol consumption across the country. The data suggest that while Canadians are spending about the same amount on wine as before, they are buying less of it overall and shifting their preferences within different categories of wine.