Canada is a vast country with a very small population, around 36 million people, therefore many areas of the country, above all in the north, are practically uninhabited. Beer is the most popular alcoholic beverage, making up 44% of overall alcohol consumption, wine follows at 32% and the rest is hard liquor. In the last few years, wine has been growing steadily, even though pro-capita consumption figures are still relatively low (15 litres pro-capita). All studies and surveys carried out agree on the fact that Canada will be, over the next few years, one of the most prominent markets for wine.
Instead, the United States, by now out of the 2008-2009 recession, have succeeded with an effective mix of economic and monetary policies in getting back on the track of economic growth, which is stronger year after year. The main alcoholic drink in the U.S. is beer, but wine is in second place even if consumption, in terms of volume, is a tenth of that of beer. Wine is a relatively new product for American consumers, who do not have the habit of drinking it daily at meals. Imports are one-third of the American wine market, 80% is bottled wine, but recently there has been an increase in bulk wine imports, above all from European Union countries.
Today, our sales, in both Canada and the United States, are mainly concentrated on Pinot Grigio.