EXECUTIVE SUMMARY

ONTARIO WINE SALES TOP 5 FACTS

The following facts are based on the latest Scorecard (Q4 2019/20) provided to the industry by the LCBO and are based on the 12 months ending March 31, 2020.

These numbers do not capture the impacts of COVID-19 on our industry, particularly on Winery Retail Stores and Licensee sales.

FACT 1

Ontario wine sales rose by 3.8% in terms of value and by 2.2% in terms of volume.  Dollar sales in Winery Retail Stores was up 5.5%.  By volume there were decreases in LCBO Vintages and Direct Delivery.

FACT 2

VQA represents 25% of Ontario wine sales by volume and 40% by value. Ontario value priced wines were 75% and 60% respectively.

FACT 3

By sales channel the LCBO accounted for 54% of all Ontario wine sales. On-site and off-site Winery Retail Stores represented another 38%, licensee/restaurant sales 8% and farmers markets less than 1% of Ontario wine sales.

FACT 4

Sales to Licensees (restaurants) represented around $75 million for Ontario wineries. This was down 1.2%.

FACT 5

VQA sales through the LCBO represented over $169M (up 4.5%) and sales at Winery Retail Stores were just over $146M (down 2.9%).

For the first period 2020-21:

  • VQA sales at the LCBO were down 1.4%.  Comparable imports were up 2%.
  • Ontario value priced wine sales at the LCBO were up 4.1%
  • Ontario wine sales at grocery stores was up 50%.  Import sales at grocery were up 11%.