Ontario winemakers are smiling as Canadian wine sales rise

Sales of VQA Canadian wines have jumped after Ontario expanded retail alcohol access and some U.S. brands were removed from shelves, boosting demand for Niagara producers such as Henry of Pelham.

Paul Speck, president of Henry of Pelham Family Estate Winery and a founding director of the Vintners' Quality Alliance (VQA), says Ontario wineries are experiencing a marked increase in demand. The change followed Ontario's retail opening in October 2024 and the later removal of some U.S. brands from liquor shelves, which together broadened where wine can be sold. Speck and his family have worked in Niagara wine production since the 1980s and were involved in creating VQA quality standards. He describes new listings, including at big-box retailers, as an important factor in recent sales growth. Reported details: - Paul Speck began working in his family’s Niagara vineyards in 1984 and helped establish the Vintners' Quality Alliance to set Canadian wine standards. - After Ontario’s retail opening in October 2024, distribution points supplying wine rose from about 800 to more than 8,500, according to Speck’s account of the change. - The LCBO reported 67 per cent year-over-year growth for VQA products after American brands were removed from some shelves in March, as reported in the article. - Henry of Pelham was listed at Costco in Ontario last September; Speck said the listing improved the winery’s reputation and helped sales across other channels. - Consumer habits shifted toward wines in the $15–$25 range, while some lower-priced lines (an example was a $13.95 brand called Sibling Rivalry) were discontinued, and some shoppers moved from familiar California brands to Niagara alternatives. Summary: The reported shift in retail access and product availability has increased national interest and sales for VQA wines, creating higher demand for producers in Niagara and beyond. Producers report they are struggling to keep pace with orders and that the market is favoring mid-priced bottles. Undetermined at this time.