Canadians proving keen on Australian wine

Canada should be a major market for Australian wine producers, particularly given the ongoing boycott of goods from the US. 

But when I visited late last year I was surprised how few quality Australian wine were available on LCBO shelves in Ontario.  

Now Australian winemakers are seeing renewed momentum in Canada, with new export and sales data along with feedback from importers pointing to a surge in demand for premium, regionally distinctive wines. 

That's the precise market I noted back then: https://www.gourmetontheroad.com/2025/11/plunging-us-wine-sales-to-canada-create.html

In the 12 months to March 2026, Australian wine exports to Canada rose 24% in value to $188 million and 15% in volume to 69 million litres, Wine Australia reports. 

The number of Australian exporters active in the market to 220 businesses.

Small steps from a low base, but important nonetheless. 

While 2025 restrictions on US wine imports reduced the availability of American products across Canadian liquor boards, producers say the strong performance of Australian wine over this period reflects groundwork laid over several years. 

Sustained engagement with buyers, retailers and sommeliers has strengthened understanding of Australia’s quality, diversity and regional strengths, positioning Australian wine to expand as shelf space became available, Wine Australia says.

Matt Fowles of Fowles Wine said the premium category’s momentum reflected renewed consumer interest in Australian wines with a strong sense of place.

“Our focus in firmly on fine wine, and it’s clear customers value having these wines back on shelves,” Fowles said. “When the regional story and provenance are understood, the category lifts quickly.”

Over the past two years, buyers from major provincial liquor boards including Ontario, Quebec and British Columbia have visited Australian regions through in-bound programs, while ongoing in-market activity including tastings, masterclasses and trade education has strengthened understanding of modern Australian wine.

Collectively, these visits have contributed to 177 new liquor board listings, expanded training for retail and on-premise staff and strengthened advocacy among sommeliers.

Vancouver-based importer Peter Marshall of Sur Lie said first-hand experience has played a critical role in shifting buyer confidence.

“Buyers who have travelled to Australia approach the category with far greater confidence,” Marshall said. “That first-hand experience reshapes their perceptions and opens the door to more distinctive and adventurous Australian wines.”

Libby Nutt, general manager marketing and export sales at Casella Family Brands, said engagement with buyers had strengthened relationships and delivered consistent commercial outcomes.

“Our relationships with the liquor boards have always been strong, but they’ve deepened significantly as more buyers travel to Australia,” Nutt said.

“These visits have driven real alignment, and we’ve secured new listings every time we reconnect. Each engagement is opening new doors and strengthening our presence in the market.”

At a recent trade event in Vancouver as part of Wine Australia’s North America Roadshow (top image), almost 100 key trade, buyers, media and sommeliers attended.