Canadians Embrace the Ability to Purchase Wines from Other Provinces

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According to Senior Vice-President Doug Anderson, “With the House of Commons unanimously approving Bill C-311 – to remove the limitation on importing wine from other provinces – it seems clear that Canadians will welcome this change. Our survey shows that many Canadian wine consumers not only support this change, their sense is that the quality of Canadian wines has been improving and that their consumption of them has been increasing.”

 

 

  • About half of Canadians say they drink wine, at least occasionally. Nationally, 17% indicate they drink wine regularly, while 36% say they drink wine occasionally.
  • Among those who drink wine, half are drinking about the same amount of wine as they did five years ago. Overall, 28% say they are drinking more wine than they were five years ago, while 50% say they are drinking about the same amount. One in five (21%) say they are drinking less wine than they were five years ago.
  • One in four indicates they are drinking more Canadian wine. Nationally, 25% express this view, while 58% say they are drinking the same amount of Canadian wine as they did five years ago. Just 13% say they are drinking less Canadian wine than they were five years ago.
  • More than half feels the quality of Canadian wine has increased in recent years. Nationally, 52% feel the quality of Canadian wine has increased over the past few years, while 33% feel the quality has remained the same. Residents of BC are most likely to say the quality of Canadian wine has increased in recent years.
  • More than four in ten are aware of restrictions that prevent the transportation of wine across provincial boundaries. Nationally, 44% are aware, while 54% are unaware. Residents of Atlantic Canada and BC are most likely to be aware of these restrictions. Awareness has doubled on this question over the last three years, likely in large part due to the introduction of a private member’s Bill that attempted to repeal this law.
  • Three in four Canadians view these restrictions as unreasonable. Nationally, 78% express this view saying these inter-provincial barriers are unreasonable, almost five times the number who feels the restrictions is reasonable (16%). A strong majority in all regions, and among all demographic groups are of the view the restrictions are unreasonable. More than 90% of those who describe themselves as regular wine drinkers feel these restrictions are unreasonable.
  • More than eight in ten feel Canadians should have the ability to access wines from other provinces through online purchasing. Overall, 82% feel this way; while 13% feel Canadians should not have the ability to access wines from other provinces through online purchasing.

Each week, Harris/Decima interviews just over 1000 Canadians through teleVox, the company’s national telephone omnibus survey. The most recent data were gathered between June 7 and June 11, 2012. A sample of the same size has a margin of error of 3.1%, 19 times out of 20.