Vinexpo Releases Current Trends in International Wine & Spirits Market & Outlook to 2012

Yesterday the folks who organize Vinexpo, the huge world wine and spirits exhibition, came to town as part of an international press conference tour to talk about the event (which comes up from June 21 to 25 in Bordeaux; anybody want to send me there?) and to release some of the findings of their 7th biannual study Current Trends in the International Wine and Spirits Market and Outlook to 2012, commissioned by Vinexpo and carried out by the UK research company IWSR (International Wine and Spirits Record).

As the rather dry title suggests, the study examined production and consumption of wine and spirits internationally. It was carried out before the extent of the current world economic slump was really evident, so the projections will likely be a little off the mark; however, the general shape of its predictions is probably pretty accurate.

Generally speaking, the study shows that wine is becoming more popular with consumers around the world, but especially in Canada, which has become the world's sixth largest importer of still wine. Between 2008 and 2012, Canadians are expected to increase their wine purchases by just over 26%, compared to world growth of just under 10%. The higher-end price point is expected to grow fastest, and sparkling wine is expected to see "an incredible surge" here as well.

This trend matches our aging population as well as the increasing pride in our domestic wine production. The interest in upper-end wine "is really an international trend of mature markets," Vinexpo chairman Xavier de Eizaguirre told me. As they age, "People drink less, but drink better," he says.

"Canada is a maturing country in terms of wine, both in production and in consumption. I think it really shows this market is maturing and also becoming more conscious of what they drink. A country that's producing is always good in terms of consumption," he continues. "I see Canada as a much more sophisticated market than it was 25 years ago, and more sophisticated in some ways than the US."

Probably a different demographic is responsible for two other trends: continuing rises in the popularity of rosé wine and tequila. "Rosé in the last two or three years has become a real fad because it's really appealing to young people," says de Eizaguirre. "It's friendly, it's easy, a fun wine for younger people. In France, where I am from, it's really a summer drink, but [in other places] now it's becoming a year-round trend. I totally favour this trend because it's really leading people to a more sophisticated wine."

Tequila is also a young drinker's choice, he says. "They're drinking it because it's different, new, it's not what Dad used to drink." Probably for similar reasons – and not too surprisingly – vodka is also expected to get even more popular over the next few years.

Does all this inspire you? Check out the LCBO's Tutored Tastings series or maybe one of the Coupe Space Tasting Club events.

Photo: A tasting at Vinexpo, courtesy Sopexa Canada