Wine Industry in Canada

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Topics: Wine
| Wine Industry in Canada | Project | | | |

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Summary
This project is a small scale analysis of the wine industry in Canada for purposes of learning how to use market research techniques as outlined in the course. The statistical information available through the Statistics Canada sites, Canada Agricultural pages and Canadian Government Industry site was used and data available could be analyzed up to year 2010. The information was collected from the abovementioned sources and put into format that describes the industry’s present standing within the overall Canadian industry. The industry is relatively small even when compared to other liquor and spirits industry parts. Also, there are only two big players on the Canadian market, while the majority of companies are medium and small businesses.

In this study, a brief analysis of the wine industry market using Porter’s five forces theory was done. For determining the industry attractiveness and profitability, two biggest companies that have the market share of 37.7% are analyzed and comparison made to smaller players on the market. Also, it is worth noticing that most of the analysis focuses on the study of wines made out of grapes. The data for part of industry that makes wines from other fruits were less available and therefore not reviewed in detail. The analysis started with a brief wine history in Canada since the knowledge of industry history is also important in understanding today’s industry standing. The description of the industry structure and the size of the market regarding annual sales, employment and types of products are also given for the whole Canadian market. Future market value forecast until year 2014, analysis done by VINEXPO/IWSR, is presented in the report. Finally, some of the newest future opportunities for Canadian wine industry are discussed as our Prime Minister visited China recently and among other subjects touched the growing opportunity for



Bibliography: 1. McGuigan et al: Managerial Economics: Application, Strategy and Tactics, 12th Edition, 2008 2 5. J.F. Outreville: Price Strategy for Wine Producers in Quebec, 5Th International Academy of Wine Business Research Conference, Feb. 2010, Aukland NZ 6 9. McIntyre G.: The BC Wine Industry – A Look Ahead, 2010, MNP Library 10 11. A. Hira et al: ‘The Wine Industry in British Columbia: A Closed Wine But Ready for Harvest’, Simon Fraser University, 2011 12

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