Ontario wine sales surge after U.S. products pulled

Sales of Ontario wine have increased by over 60 per cent since the LCBO pulled American products off its shelves earlier this year, signalling a shift in buying habits among consumers in the province, the retailer says.

"Ontarians are increasingly committed to buying local and Canadian products," an LCBO spokesperson said in a statement.

"VQA wine (made from 100% Ontario-grown grapes) has seen a sales increase of over 60%, with VQA reds and whites seeing growth of 71% and 67% respectively, and VQA sparkling wine growing by +28%."

From the beginning of March until early June, total wine sales dropped by 13 per cent, the LCBO added.

In response to U.S. tariffs, the Ontario government directed the LCBO in March to implement restrictions on all U.S. beverage alcohol sales and related imports.

Spirits, wine, cider, beer, ready-to-drink coolers/cocktails and non-alcoholic drinks produced in the U.S. were promptly pulled from the shelves of LCBO retail stores and convenience outlets.

The move has been an "opportunity" for local wine makers, according to Del Rollo, former chair and current board member of Wine Growers Ontario. Rollo said Canadians have never been more passionate about supporting local and buying Canadian.

"We're capitalizing on that as an industry and making sure that the shelves are full, and they're tasting the wines and they're loving them," Rollo said.

The shift toward sipping Ontario wine has also given a boost to local restaurants and wineries.

At Kin Vineyards in Carp, sales have increase by about 25 per cent since the trade war began, according to retail manager Liam Mastersmith.

Mastersmith's family owns the vineyard that he says is home to the northernmost Pinot Noir and Chardonnay grapes in the province. The company sells most of its wine at the vineyard and through restaurants, and it's also available in select LCBO stores.

"The Ottawa Valley has always been great at supporting local anyway, and so what we've seen is that more people from outside of the Ottawa Valley are coming in and trying our wines," Mastersmith said.

Customer William Hordyk grew up near Ontario's renowned Niagara wine region and says supporting local producers has always been important, but now he's paying even more attention.

"I'm more conscious about it now and definitely looking more closely at it to make sure I'm supporting the local Canadian and Ontario wineries," he said.

Ontario wine sales also seem to have legs in local restaurants. Stephen Beckta, owner of Beckta Dining & Wine, Gezellig and Play Food & Wine in Ottawa, got a lot of attention when he publicly announced the removal of all American wines from his menus earlier this year.

Since then, he said sales of Ontario wines in his restaurants have jumped about 30 per cent. Beckta said he wants the trade war to end, but customers have been very receptive to trying new Canadian and Ontario wines.

"What we've seen is a greater confidence about supporting our own industries, and that is the wonderful byproduct that will be here regardless of when the trade war actually ends," he said.

The LCBO said in addition to VQA wine, other Ontario-made wine categories such as international-domestic blends are experiencing modest growth, while Canadian wine has experienced strong growth in response to demand, up about 18 per cent.