As the fourth-largest wine importer globally, Canada is a key market for producers worldwide. Its unique characteristic? The country comprises several provinces, each with distinct wine distribution regulations. How can you export your products to Canada? Here’s everything you need to know.
From Quebec to Ontario, Alberta to British Columbia, wine export is possible across Canada. However, the law requires beverages to be "imported by or shipped to a licensed distiller or a body authorized by the council, commission, agent, or another governmental entity in the destination province." In short: you must go through an intermediary licensed by a provincial government.
Wine sales in Canada are governed by provincial-specific distribution regulations, typically managed by government monopolies. Key players include:
These four provinces account for roughly 90% of Canadian wine consumption. With a monopolistic system, producers face limited freedom to export directly to Canada. Alberta, however, offers an open market.
To sell your wine, you have two options: be listed in one of these monopolies or utilize private imports through an agent.
Each province regulates wine sales with unique laws and taxes that vary based on the wine’s country of origin. The average bottle price is CAD 11.20 before taxes, with Quebec at CAD 10.77 and British Columbia at CAD 11.97.
Taxes add CAD 5–8 per bottle, depending on the province. For example, the average price of a bottle at the SAQ is CAD 17.
Canada's wine market is dominated by four provinces: Ontario, British Columbia, Alberta, and Quebec. With a population increasingly educated about wine quality and markers of excellence, wine leads alcohol sales in Quebec at 43.4% of total sales (Statistics Canada). British Columbia sees similar success, with wine topping sales at 33.2%.
Canadian consumers particularly favor:
According to Business France, Canadian consumers are gravitating toward higher-quality, higher-priced wines, making Canada a mature market with discerning audiences.
Suzanne van Dyk - Marketing Director - Tokara, South Africa
"At Tokara, we leverage Gilbert & Gaillard International Challenge results in our various markets, including Canada, the Netherlands, and China. The Canadian and Chinese markets are new for us, and the medals have been instrumental in ensuring our wines’ quality. We also display the medals in our tasting room due to the high number of tourists we receive. "
Canada’s monopolistic features present attractive opportunities for wine volumes. Winning a tender often requires highlighting accolades earned by your products. Gilbert & Gaillard International Challenge medals hold significant weight in these markets, particularly at the SAQ, where French names and Gold or Double Gold medals resonate strongly with end consumers choosing bottles on shelves.
Using Gilbert & Gaillard medals for wine exportation means leveraging an internationally recognized wine competition with a 35-year history. Want to register your wines? Log in to your winemaker space for access to our database of over 10,000 importers and distributors, including a specialized list of Canadian importers.
