Wineries looking to boost export business

Maybe their tagline could be: As tasted by U.S. President Barack Obama.

A group of about 20 Canadian wineries hope to increase their slice of the international wine export market, and they’re starting their effort with a test pilot project in Chicago.

It doesn’t hurt that Obama tippled a little Niagara wine on a visit to Canada earlier this year and has relatives in Burlington, said Robert Keyes, vice-president of economic and government affairs with the Canadian Vintners Association.

But the main reason for focusing first on wine writers and sommeliers in Obama’s home town is that it comes without bias baggage, Keyes said.

Unlike cities such as Los Angeles that favour California wines or New York that prefers European brands, the windy city is more receptive to Canadian wines, he said.

Trying to convince Chicago consumers to try Canadian wines — namely by inviting wine writers and sommeliers up north — is just part of an overall National Wine Export Strategy spearheaded by the Canadian Vintners Association.

Eventually, the team of wineries will descend on Chicago, possibly next year, to stage a Canadian wine-tasting event.

Last week, the association’s export marketing plan to promote 100 per cent Canadian wine or Vintners Quality Alliance got a $318,000 boost from the federal AgriMarketing Program.

The wine industry will match the funds.

Chicago is just part of the group’s plans to target markets in China, Japan, and the United Kingdom, as well as other cities in the United States, said Paul-Andre Bosc, Canadian Vintners Association chairman.

“We want to target our efforts where truly there is the best potential,” said Bosc, whose family runs Niagara-on-the-Lake’s Chateau des Charmes Winery, which exports about 20 per cent of its products and is part of the Canadian wine delegation.

“In the years to come we should be able to look back and say, ‘Wow that was good move.’ ”

Currently, exporting is a small part of overall wine sales in the country.

About 15 to 20 per cent of wine made in Canada is exported.

More than half the wine exported from Canada is the internationally coveted icewine, a specialty dessert wine made from pressed frozen grapes.

Part of the goal is to introduce current export markets to products beyond the internationally popular icewine, Bosc said.

While the majority of export wineries are medium and large players, small wineries can benefit from a heightened international profile, said Keyes, adding Canada will always be a niche player in the wine world.

“Success for Canadian wine internationally is noticed,” Keyes said.

“It’s noticed in the press. It’s noticed in the wine trade. It’s noticed by liquor boards. If Canadian wine is doing well internationally you get a sentiment ‘Canadian wines must be good.’ ”