Why China and not Ontario?

The announcement of the opening of an all-Ontario wine store in China is of tremendous interest to Ontario wine producers, but not because we think it is great to see market penetration in that country. No, that announcement is interesting because of the question it inevitably draws: Why China, but not here?

This is not a new idea. The case for an alternative retail channel for wine in Ontario has been well-established.

VQA wineries in Ontario want to see more Ontario wines in the marketplace. The Wine Council of Ontario, the Grape Growers of Ontario, local politicians, MPPs, wine writers and nearly every winery in the province have all pleaded with Premier Dalton McGuinty to open the market in some way, but our pleas are either ignored or allayed with a promised second helping from the LCBO monopoly.

What can possibly be the problem with opening Ontario wine stores in Ontario? The tired arguments of trade legality really aren't working anymore. Most (if not all) other provinces have some sort of privatized wine outlets. British Columbia has more than 400, including 19 VQA-only stores, and there hasn't really been much in the way of international trade complaints. Alberta, with nary a vineyard, has an all-Canadian store as well (in the Banff Springs Hotel), but in Ontario, home to 14,000-plus acres of vineyards ... zero.

We have a great suggestion as to where to get started. St. Catharines Mayor Brian McMullan has a wonderful plan to revitalize the downtown and turn it into a cultural gem in the centre of Niagara's wine country. A major part of the plan involves bringing the heavily-travelled wine route through the city centre. One of the key pieces, naturally, is a VQA wine store to showcase the wonderful products grown in the local vineyards.

It is time to open up the market, and allow Ontario wine stores to open.

Jeff Aubry