origin health tracking for wines of british columbia

1

ORIGIN HEALTH TRACKING FOR

WINES OF BRITISH COLUMBIAJANUARY 2021

Version 3 - Updated

2

Introduction p. 3

Origin and health perception: Questions asked

Data collection and sampling

Management summary p. 6

Brand health measures: Consumers p. 9

Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception

Brand health measures: Trade p. 41

Awareness

Affinity

Power

Quality perception

Imagery

British Columbia appellation awareness p. 53

Key driver analysis p. 60

Appendix and methodology p. 70

CONTENTS

3

ORIGIN HEALTH AND PERCEPTION: QUESTIONS ASKED

1. Origin awareness% who have heard of the following wine-producing origins

2. Origin purchase% who have bought wine from the following wine-growing origins in the past 3 months (6 months for countries)

3. Origin conversion to purchase% who have bought wine from the following wine-growing origins in the past 3 months (6 months for countries)

4. Origin consideration% who would consider buying wine from the following wine-producing origins

5. Origin affinity% who feel that the following wine-producing origins make wine that is right for people like them

Based on those who have heard of the wine-producing origins

Based on all Canadian regular wine drinkers

6. Origin quality perceptions% who indicate the following quality perception of wine from each wine-producing origin

7. Origin association statements% who indicated the following statements that they mostly associate with the wines from each wine-producing origin

Based on those who have heard of the Wines of British Columbia origins of interest

The objective of this project is to launch a yearly wine origin tracker to monitor the health of British Columbia, Canada, Okanagan Valley and Similkameen Valley from consumer and trade expert perspectives

4

DATA COLLECTION AND SAMPLING

CONSUMERS

▪ 1,000 regular wine drinkers (+ 200 sample size boost in British Columbia)

▪ Regular wine drinkers = those who drink wine at least once per month

▪ Sample representative in terms of age, gender and Provinces of regular wine drinkers in Canada

▪ Note: The sample boost from BC was re-weighted to ensure the sample is representative of all regular wine drinkers in Canada when reported at an all sample level

Note: For more information, please see ‘Research Methodology’ (pg. 71)

TRADE

▪ 382 wine trade experts in the Canadian wine market

▪ Trade survey respondents were not quota sampled

▪ The following types of organisations were used to segment the trade members:

▪ Wine producer▪ Importer▪ Distributor▪ Retailer▪ Online retailer▪ On-premise operator▪ Trade association▪ Government▪ Tourism▪ Consultancy▪ Journalism – media▪ Other

Data was collected from both consumers and trade respondents in Canada

5

Introduction p. 3





Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception


Awareness

Affinity

Power

Quality perception

Imagery




CONTENTS

6

1% 1% 1%2%

1%1% 3% 2% 2% 1% 3%

32% 29%28%

29%

21% 20%

15%

32%

40%34% 43% 44%

47%43%

46%

44%

21%24% 23% 21%

30% 31%38%

18%

BritishColumbia

SimilkameenValley

OkanaganValley

Canada BritishColumbia

SimilkameenValley

OkanaganValley

Canada

5 – Very high quality

4 – High quality

3 – Average quality

2 – Low quality

1 – Very low quality

Overall, members of the trade have more positive perceptions of the key origins compared with consumers

MANAGEMENT SUMMARY

Quality perception: Wines of British Columbia origins of interest% who have stated the following as their perceived quality of the following wine-producing places on a scale of 1-5Base = Those who are aware of each wine-producing origin

Wine Intelligence trade expert survey, Canada, (n = 382)Wine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

CONSUMERS TRADE

1% 1% 1%2%

1%1% 3% 2% 2% 1% 3%

32% 29%28%

29%

21% 20%

15%

32%

40%34% 43% 44%

47%43%

46%

44%

21%24% 23% 21%

30% 31%38%

18%

BritishColumbia

SimilkameenValley

OkanaganValley

Canada BritishColumbia

SimilkameenValley

OkanaganValley

Canada


4 – High quality


2 – Low quality


CONSUMERS

TRADE

7

Imagery statementsBritish

ColumbiaCanada

Okanagan

Valley

Silmakeen

Valley

n= 376 380 376 353

Tastes good 66% 53% 73% 61%

Wines I am proud to serve 66% 50% 71% 60%

Passionate craftmanship 55% 36% 59% 50%

Premium wines 36% 23% 50% 32%

Welcoming and diverse 60% 48% 58% 43%

Cool climate terroir 53% 54% 43% 34%

Discover and exploration 49% 41% 53% 45%

Awe-inspiring place 45% 32% 55% 37%

Confident 31% 18% 32% 22%

Unique 40% 31% 47% 46%

Sustainably produced 43% 24% 49% 45%

Stimulating 30% 20% 35% 27%

Grounded (or down to earth) 38% 26% 38% 38%

Breath-taking 35% 22% 40% 24%

Good value for money 37% 27% 35% 31%

Rugged and exuberant 27% 21% 27% 34%


ColumbiaCanada

Okanagan

Valley

Silmakeen

Valley

n= 656 895 642 137

Tastes good 47% 52% 54% 39%

Good value for money 39% 46% 35% 32%

Wines I am proud to serve 37% 40% 37% 29%

Premium wines 25% 25% 29% 20%

Confident 25% 27% 23% 19%

Welcoming and diverse 31% 34% 27% 24%

Passionate craftmanship 25% 24% 30% 21%

Sustainably produced 31% 31% 27% 24%

Discover and exploration 24% 25% 22% 24%

Awe-inspiring place 25% 20% 27% 22%

Unique 19% 21% 25% 21%

Grounded (or down to earth) 24% 27% 22% 22%

Cool climate terroir 21% 35% 18% 15%

Stimulating 18% 20% 21% 16%

Breath-taking 21% 18% 20% 12%

Rugged and exuberant 19% 18% 15% 16%

Consumers particularly associate British Columbia wines with being welcoming & diverse, awe-inspiring and breath-taking and for trade clear associations with being welcoming & diverse and cool climate terroir

MANAGEMENT SUMMARY

Red / Orange : statistically significantly higher than 3 or more / 2 other wine-producing places at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)Wine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Imagery associations: Wines of British Columbia origins of interest% who associate the following statements with each wine-producing placeBase = Those who are aware of each wine-producing origin

Top 3 associations

CONSUMERS TRADEWBC origins of interest

Similkameen Valley

Similkameen Valley

8

Introduction p. 3





Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception


Awareness

Affinity

Power

Quality perception

Imagery




CONTENTS

9

British Columbia wines rank 8th in terms of awareness amongst Canadian wine drinkers

ORIGIN AWARENESS

Wine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin awareness: Top 15% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS

WBC origins of interest

75%

72%

64%

62%

58%

58%

58%

55%

54%

48%

46%

43%

41%

40%

38%

11%

Canada

California – USA

Napa Valley

Bordeaux

Ontario

Tuscany

Champagne

British Columbia

Okanagan Valley

Niagara Peninsula

Chianti

Burgundy

Sicily

Beaujolais

Chablis

Similkameen Valley

“Looking at the list of origins below, please indicate which ones you know

produce wine”

“Looking at the wine-growing regions below, please indicate which ones you

have heard of”

Rank (35th=)

10

Origin Jan-20 Jul-20 Oct-20 Origin Jan-20 Jul-20 Oct-20

n= 1,000 1,000 1,200 vs. Jan vs. Jul n= 1,000 1,000 1,200 vs. Jan vs. Jul

1 Canada 78% 75% 75% 21 Prince Edward County 31% 31% 29%

2 California – USA 74% 70% 72% 22= Oregon n/a n/a 24% n/a n/a

3 Napa Valley 68% 67% 64% 22= Alsace 28% 28% 24%

4 Bordeaux 67% 68% 62% 24= Loire Valley 27% 29% 23%

5= Ontario n/a n/a 58% n/a n/a 24= Piedmont 25% 27% 23%

5= Tuscany 62% 62% 58% 26 Médoc / Haut-Médoc 22% 23% 20%

5= Champagne 61% 60% 58% 27 Rioja 22% 20% 19%

8 British Columbia n/a n/a 55% n/a n/a 28= Languedoc 19% 20% 17%

9 Okanagan Valley 57% 55% 54% 28= Saint-Émilion 20% 19% 17%

10 Niagara Peninsula 50% 50% 48% 30 Mendoza 18% 18% 16%

11 Chianti 49% 45% 46% 31= Marlborough 18% 23% 15%

12 Burgundy 50% 52% 43% 31= Vin de Pays d'Oc 18% 18% 15%

13 Sicily 42% 46% 41% 33= Mosel 14% 16% 12%

14 Beaujolais 47% 39% 40% 33= Roussillon 14% 16% 12%

15 Chablis 44% 40% 38% 35= Similkameen Valley n/a n/a 11% n/a n/a

16 Provence 43% 47% 37% 35= Vinho Verde 12% 13% 11%

17 Sonoma 37% 38% 32% 35= Hawke’s Bay 12% 15% 11%

18= Bourgogne 34% 36% 31% 38 Sancerre 11% 12% 10%

18= Côtes du Rhône 37% 33% 31% 39 Corbières 7% 9% 7%

20 Châteauneuf du Pape 32% 31% 30% 40 Maipo 4% 7% 5%

Rank

Oct '20

Tracking Rank

Oct '20

Tracking

The proportion of Canadian drinkers aware of a number of wine-producing origins has decreased during 2020

ORIGIN AWARENESS

Grey shading = n/a, origin was not tested during this wave / : statistically significantly higher / lower than previous waves at a 95% confidence levelWine Intelligence Vinitrac® Canada, January 2020 (n=1,000), July 2020 (n=1,000) and October 2020 (n=1,201) Canadian regular wine drinkers

Origin awareness: Tracking% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n ≥ 1,000)

CONSUMERS


11

OriginAll Canadian regular

wine drinkers

All BC regular wine

drinkersMale Female Male Female

n= 1,200 324* 620 580 159 165

1 Canada 75% 87% 76% 73% 82% 93%

2 California – USA 72% 82% 73% 71% 79% 86%

3 Napa Valley 64% 80% 62% 67% 75% 87%

4 Bordeaux 62% 62% 61% 63% 52% 76%

5= Ontario 58% 54% 57% 60% 47% 64%

5= Tuscany 58% 67% 54% 63% 57% 80%

5= Champagne 58% 64% 58% 58% 54% 77%

8 British Columbia 55% 82% 55% 54% 75% 91%

9 Okanagan Valley 54% 82% 53% 54% 75% 90%

10 Niagara Peninsula 48% 35% 49% 48% 28% 45%

11 Chianti 46% 47% 42% 50% 37% 59%

12 Burgundy 43% 61% 42% 43% 51% 74%

13 Sicily 41% 50% 40% 42% 48% 51%

14 Beaujolais 40% 43% 40% 40% 36% 51%

15 Chablis 38% 46% 36% 40% 37% 58%

35= Similkameen Valley 11% 47% 10% 13% 38% 58%

Canadian RWD BC RWD

Rank

Oct '20

BC wine drinkers are aware of a variety regions when compared with all Canadian drinkers, driven by female BC drinkers

ORIGIN AWARENESS

*Note: The British Columbia boosted sample is used here, but is weighted down so the data is representative of all Canadian regular wine drinkers____ = small sample size (n<50)% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin awareness: Top 15 + origins of interest by gender% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


12


wine drinkers

All BC regular wine

drinkers

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

n= 1,200 324* 90 363 306 442 31 78 92 123

1 Canada 75% 87% 63% 67% 75% 83% 75% 75% 86% 97%

2 California – USA 72% 82% 58% 61% 76% 82% 79% 60% 82% 94%

3 Napa Valley 64% 80% 50% 48% 70% 76% 60% 59% 89% 91%

4 Bordeaux 62% 62% 34% 45% 65% 79% 22% 44% 63% 87%

5= Ontario 58% 54% 44% 49% 62% 67% 27% 48% 56% 67%

5= Tuscany 58% 67% 46% 48% 59% 69% 43% 45% 73% 82%

5= Champagne 58% 64% 44% 46% 62% 68% 48% 48% 72% 72%

8 British Columbia 55% 82% 44% 44% 60% 61% 60% 61% 88% 95%

9 Okanagan Valley 54% 82% 39% 37% 59% 66% 56% 68% 86% 95%

10 Niagara Peninsula 48% 35% 23% 32% 51% 65% 0% 21% 33% 58%

11 Chianti 46% 47% 25% 28% 48% 63% 21% 21% 49% 67%

12 Burgundy 43% 61% 22% 30% 47% 54% 37% 39% 68% 76%

13 Sicily 41% 50% 43% 36% 48% 40% 56% 38% 53% 50%

14 Beaujolais 40% 43% 12% 16% 40% 65% 25% 21% 37% 64%

15 Chablis 38% 46% 17% 15% 39% 60% 25% 19% 46% 67%

35= Similkameen Valley 11% 47% 8% 6% 12% 16% 21% 25% 38% 74%

BC RWDCanadian RWD

Rank

Oct '20

In terms of awareness by age, higher proportions of BC Boomers are aware of a variety of origins whilst BC Millennials have similar awareness levels to the average Canadian consumer

ORIGIN AWARENESS


Origin awareness: Top 15 + origins of interest by age% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


13


wine drinkers

British

ColumbiaAlberta Ontario Quebec

Other

Provinces

n= 1,200 346* 169 460 300 125

1 Canada 75% 87% 81% 84% 48% 83%

2 California – USA 72% 82% 81% 77% 51% 80%

3 Napa Valley 64% 80% 72% 73% 36% 71%

4 Bordeaux 62% 62% 54% 64% 63% 61%

5= Ontario 58% 54% 56% 81% 25% 63%

5= Tuscany 58% 67% 66% 64% 38% 66%

5= Champagne 58% 64% 55% 63% 47% 63%


9 Okanagan Valley 54% 82% 72% 54% 24% 65%


11 Chianti 46% 47% 50% 46% 43% 46%

12 Burgundy 43% 61% 45% 50% 17% 49%

13 Sicily 41% 50% 44% 48% 21% 48%

14 Beaujolais 40% 43% 28% 41% 46% 32%

15 Chablis 38% 46% 33% 36% 36% 45%


Rank

Oct '20

A higher proportion of consumers from British Columbia and Alberta are aware of many origins, including British Columbia, Okanagan Valley and Similkameen Valley

ORIGIN AWARENESS

*Note: The British Columbia boosted sample is used here, but is weighted down so the data is representative of all Canadian regular wine drinkers% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin awareness: Top 15 + origins of interest by Province% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


14

Wines from British Columbia and Okanagan Valley rank in the top 5 most-consumed origins amongst wine drinkers in Canada

ORIGIN PURCHASE


Origin purchase: Top 15 + origins of interest % who have drunk wine from the following wine-producing origins in past 6 monthsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


60%

39%

24%

19%

18%

17%

17%

16%

10%

9%

8%

8%

7%

7%

6%

2%

Canada

California – USA

Ontario

British Columbia

Okanagan Valley

Niagara Peninsula

Napa Valley

Bordeaux

Tuscany

Chianti

Champagne

Prince Edward County

Côtes du Rhône

Beaujolais

Burgundy

Similkameen Valley

“From which of the following wine-producing origins have you drunk wine in

the past 6 months?”

“Looking at the wine-growing regions below, please indicate which ones you have bought wine from in the past 3

months”

Rank (30th=)

15

Origin Jan-20 Jul-20 Oct-20 Origin Jan-20 Jul-20 Oct-20

n= 1,000 1,000 1,200 vs. Jan vs. Jul n= 1,000 1,000 1,200 vs. Jan vs. Jul

1 Canada 62% 59% 60% 21= Provence 5% 5% 4%

2 California – USA 44% 35% 39% 21= Châteauneuf du Pape 4% 4% 4%

3 Ontario n/a n/a 24% n/a n/a 23= Alsace 4% 3% 3%

4 British Columbia n/a n/a 19% n/a n/a 23= Languedoc 4% 3% 3%

5 Okanagan Valley 21% 19% 18% 23= Saint-Émilion 5% 4% 3%

6= Niagara Peninsula 21% 22% 17% 23= Piedmont 3% 3% 3%

6= Napa Valley 25% 18% 17% 23= Vin de Pays d'Oc 3% 4% 3%

8 Bordeaux 20% 19% 16% 23= Oregon n/a n/a 3% n/a n/a

9 Tuscany 13% 12% 10% 23= Marlborough 5% 4% 3%

10 Chianti 13% 10% 9% 30= Médoc / Haut-Médoc 4% 3% 2%

11= Champagne 12% 10% 8% 30= Hawke’s Bay 3% 4% 2%

11= Prince Edward County 8% 8% 8% 30= Mendoza 3% 3% 2%

13= Côtes du Rhône 9% 8% 7% 30= Loire Valley 3% 3% 2%

13= Beaujolais 11% 7% 7% 30= Similkameen Valley n/a n/a 2% n/a n/a

15= Burgundy 8% 7% 6% 30= Vinho Verde 2% 3% 2%

15= Sicily 7% 7% 6% 30= Roussillon 2% 2% 2%

17= Bourgogne 7% 6% 5% 30= Mosel 1% 2% 2%

17= Sonoma 7% 5% 5% 38= Maipo 1% 2% 1%

17= Rioja 7% 5% 5% 38= Corbières 2% 2% 1%

17= Chablis 6% 6% 5% 38= Sancerre 2% 2% 1%

Rank

Oct '20

Tracking Rank

Oct '20

Tracking

In line with decreasing awareness levels, purchase incidence has also declined for some top origins, though not for Canada or Okanagan Valley

ORIGIN PURCHASE


Origin purchase: Tracking% who have drunk wine from the following wine-producing origins in past 6 monthsBase = All Canadian regular wine drinkers (n ≥ 1,000)

CONSUMERS


16


wine drinkers

All BC regular wine


n= 1,200 324* 620 580 159 165

1 Canada 60% 75% 60% 59% 69% 83%

2 California – USA 39% 48% 39% 39% 51% 43%

3 Ontario 24% 4% 22% 27% 4% 5%


5 Okanagan Valley 18% 56% 19% 16% 56% 56%


7 Napa Valley 17% 24% 18% 15% 23% 27%

8 Bordeaux 16% 13% 19% 14% 13% 12%

9 Tuscany 10% 9% 10% 10% 9% 9%

10 Chianti 9% 8% 9% 10% 8% 8%

11 Champagne 8% 9% 8% 9% 8% 11%

12 Prince Edward County 8% 1% 9% 8% 0% 1%

13 Côtes du Rhône 7% 3% 7% 8% 3% 4%

14 Beaujolais 7% 7% 8% 7% 7% 7%

15 Burgundy 6% 7% 7% 4% 9% 5%


Canadian RWD BC RWD

Rank

Oct '20

Higher proportions of BC consumers purchase wine from some of the top regions, driven by both genders

ORIGIN PURCHASE


Origin purchase: Top 15 + origins of interest by gender% who have drunk wine from the following wine-producing origins in past 6 monthsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


17


wine drinkers

All BC regular wine

drinkers

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

n= 1,200 324* 90 363 306 442 31 78 92 123

1 Canada 60% 75% 53% 53% 64% 64% 56% 71% 79% 83%

2 California – USA 39% 48% 39% 37% 46% 35% 51% 42% 50% 47%

3 Ontario 24% 4% 26% 23% 27% 23% 0% 5% 6% 4%

4 British Columbia 19% 59% 19% 17% 23% 18% 48% 43% 61% 69%

5 Okanagan Valley 18% 56% 19% 14% 21% 18% 48% 48% 54% 65%

6 Niagara Peninsula 17% 3% 14% 14% 19% 19% 0% 4% 2% 4%

7 Napa Valley 17% 24% 13% 15% 21% 15% 21% 16% 31% 25%

8 Bordeaux 16% 13% 11% 13% 21% 17% 13% 11% 18% 10%

9 Tuscany 10% 9% 8% 11% 14% 7% 6% 16% 12% 5%

10 Chianti 9% 8% 7% 8% 10% 11% 8% 7% 9% 8%

11 Champagne 8% 9% 12% 10% 9% 6% 6% 14% 10% 7%

12 Prince Edward County 8% 1% 10% 9% 9% 7% 0% 2% 1% 0%

13 Côtes du Rhône 7% 3% 1% 4% 9% 10% 0% 2% 7% 3%

14 Beaujolais 7% 7% 3% 4% 7% 11% 6% 4% 6% 9%

15 Burgundy 6% 7% 1% 6% 8% 5% 0% 10% 11% 7%


Canadian RWD BC RWD

Rank

Oct '20

Similarly to gender, higher proportions of all age groups purchase wine from BC, Okanagan Valley and Similkameen Valley

ORIGIN PURCHASE


Origin purchase: Top 15 + origins of interest by age% who have drunk wine from the following wine-producing origins in past 6 monthsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


18


wine drinkers

British


Other

Provinces

n= 1,200 346* 169 460 300 125

1 Canada 60% 75% 65% 69% 31% 68%

2 California – USA 39% 48% 52% 39% 24% 45%

3 Ontario 24% 4% 8% 50% 6% 17%


5 Okanagan Valley 18% 56% 37% 7% 4% 21%


7 Napa Valley 17% 24% 25% 17% 7% 16%

8 Bordeaux 16% 13% 10% 10% 34% 10%

9 Tuscany 10% 9% 13% 9% 10% 12%

10= Chianti 9% 8% 8% 9% 15% 3%

10= Champagne 8% 9% 8% 8% 9% 9%

12= Prince Edward County 8% 1% 1% 19% 1% 8%

12= Côtes du Rhône 7% 3% 4% 4% 19% 4%

12= Beaujolais 7% 7% 5% 6% 11% 3%

15= Burgundy 6% 7% 7% 6% 3% 9%

15= Sicily 6% 7% 4% 8% 3% 5%


Rank

Oct '20

Unsurprisingly, a higher proportion of consumers purchase wine from origins that are in or near the Province they live in

ORIGIN PURCHASE

*Note: The British Columbia boosted sample is used here, but is weighted down so the data is representative of all Canadian regular wine drinkers% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin purchase: Top + origins of interest 15 by Province% who have drunk wine from the following wine-producing origins in past 6 monthsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


19

Similkameen Valley ranks ahead of its positions for awareness and purchase, ‘overperforming’ proportionally in terms of conversion to purchase

ORIGIN CONVERSION


Origin conversion: Top 15 + origins of interest % who have drunk wine from the following wine-producing origins in past 6 monthsBase = Those who have heard of each wine-producing origin

CONSUMERS


80%

54%

41%

35%

35%

33%

29%

27%

27%

26%

24%

22%

21%

21%

20%

18%

Canada

California – USA

Ontario

Niagara Peninsula

British Columbia

Okanagan Valley


Rioja

Bordeaux

Napa Valley

Côtes du Rhône

Hawke’s Bay

Vin de Pays d'Oc

Chianti

Languedoc

Similkameen Valley

“From which of the following wine-producing origins have you drunk wine in

the past 6 months?”

“Looking at the wine-growing regions below, please indicate which ones you have bought wine from in the past 3

months”

Rank (18th=)

20

vs. Jan vs. Jul vs. Jan vs. Jul

1 Canada 79% 79% 80% 18= Tuscany 21% 19% 18%

2 California – USA 60% 50% 54% 22= Bourgogne 21% 17% 17%

3 Ontario n/a n/a 41% n/a n/a 22= Marlborough 26% 19% 17%

4= Niagara Peninsula 42% 45% 35% 24 Sonoma 20% 14% 16%

4= British Columbia n/a n/a 35% n/a n/a 25= Roussillon 12% 13% 15%

6 Okanagan Valley 37% 35% 33% 25= Mendoza 18% 15% 15%

7 Prince Edward County 28% 26% 29% 27= Champagne 20% 17% 14%

8= Rioja 32% 26% 27% 27= Alsace 13% 10% 14%

8= Bordeaux 30% 28% 27% 27= Piedmont 11% 12% 14%

10 Napa Valley 36% 27% 26% 27= Sicily 17% 14% 14%

11 Côtes du Rhône 24% 25% 24% 27= Mosel 8% 10% 14%

12 Hawke’s Bay 25% 26% 22% 27= Burgundy 16% 14% 14%

13= Vin de Pays d'Oc 19% 25% 21% 33= Corbières 28% 24% 13%

13= Chianti 27% 23% 21% 33= Châteauneuf du Pape 13% 13% 13%

15= Languedoc 19% 16% 20% 33= Oregon n/a n/a 13% n/a n/a

15= Saint-Émilion 23% 21% 20% 36= Chablis 14% 14% 12%

15= Maipo 33% 23% 20% 36= Médoc / Haut-Médoc 18% 14% 12%

18= Vinho Verde 16% 23% 18% 36= Provence 12% 10% 12%

18= Similkameen Valley n/a n/a 18% n/a n/a 39 Loire Valley 9% 10% 9%

18= Beaujolais 24% 19% 18% 40 Sancerre 17% 18% 8%

Origin Origin Jul-20 Oct-20Rank

Oct '20

Tracking Rank

Oct '20

TrackingOct-20Jul-20Jan-20 Jan-20

Relatively stable levels for region conversion amongst wine drinkers in Canada, with some declines seen as a result of declining awareness and purchase levels

ORIGIN CONVERSION


Origin conversion: Tracking% who have drunk wine from the following wine-producing origins in past 6 monthsBase = Those who have heard of each wine-producing origin

CONSUMERS


21

1 Canada 80% 87% 79% 81% 85% 89%

2 California – USA 54% 58% 54% 54% 65% 50%

3 Ontario 41% 8% 39% 44% 8% 8%

4= Niagara Peninsula 35% 8% 36% 34% 6% 9%

4= British Columbia 35% 72% 37% 33% 67% 77%

6 Okanagan Valley 33% 69% 36% 30% 75% 62%


8= Rioja 27% 21% 26% 28% 17% 24%

8= Bordeaux 27% 20% 31% 22% 26% 16%

10 Napa Valley 26% 31% 29% 22% 30% 31%

11 Côtes du Rhône 24% 12% 24% 24% 11% 12%

12 Hawke’s Bay 22% 13% 24% 21% 4% 21%

13= Vin de Pays d'Oc 21% 12% 23% 19% 23% 1%

13= Chianti 21% 17% 22% 20% 21% 14%

15 Languedoc 20% 11% 23% 16% 8% 15%


Canadian RWD BC RWD

Rank

Oct '20Origin

All Canadian regular

wine drinkersMale Female

All BC regular wine

drinkersFemaleMale

As a result of higher awareness and purchase levels, higher proportions of BC consumers aware of BC and Okanagan Valley go on to purchase wine from the regions compared with all wine drinkers in Canada

ORIGIN CONVERSION

____ = small sample size (n<50)% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin conversion: Top 15 + origins of interest by gender% who have drunk wine from the following wine-producing origins in past 6 monthsBase = Those who have heard of each wine-producing origin

CONSUMERS


22

1 Canada 80% 87% 84% 79% 84% 77% 75% 94% 92% 86%

2 California – USA 54% 58% 67% 61% 61% 43% 64% 71% 61% 50%

3 Ontario 41% 8% 60% 47% 44% 34% 0% 11% 11% 6%

4= Niagara Peninsula 35% 8% 61% 44% 37% 29% n/a 17% 6% 7%

4= British Columbia 35% 72% 43% 38% 38% 30% 79% 71% 69% 72%

6 Okanagan Valley 33% 69% 49% 38% 36% 27% 86% 70% 62% 68%


8= Rioja 27% 21% 12% 40% 29% 22% 0% 31% 27% 18%

8= Bordeaux 27% 20% 33% 29% 33% 21% 57% 25% 29% 11%

10 Napa Valley 26% 31% 26% 32% 30% 20% 34% 27% 34% 28%

11 Côtes du Rhône 24% 12% 17% 23% 28% 23% 0% 12% 23% 6%

12 Hawke’s Bay 22% 13% 13% 21% 18% 26% n/a 12% 0% 18%

13= Vin de Pays d'Oc 21% 12% 37% 15% 9% 29% 100% 3% 0% 12%

13= Chianti 21% 17% 29% 28% 20% 17% 39% 32% 17% 12%

15 Languedoc 20% 11% 38% 27% 19% 15% 0% 14% 23% 5%


Canadian RWD BC RWD

19-24

[Gen Z]

55+

[Boomers]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

Rank

Oct '20Origin


wine drinkers

All BC regular wine

drinkers

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

The higher conversion incidence for BC and Okanagan Valley by BC consumers is seen throughout the age groups

ORIGIN CONVERSION


Origin conversion: Top 15 + origins of interest by age% who have drunk wine from the following wine-producing origins in past 6 monthsBase = Those who have heard of each wine-producing origin

CONSUMERS


23

A higher proportion of Quebecois consumers convert to purchasing wine from French origins such as Bordeaux, Côtes du Rhône and Vin de Pays d’Oc

ORIGIN CONVERSION


Origin conversion: Top 15 + origins of interest by Province% who have drunk wine from the following wine-producing origins in past 6 monthsBase = Those who have heard of each wine-producing origin

CONSUMERS


1 Canada 80% 87% 80% 83% 65% 82%

2 California – USA 54% 58% 64% 51% 47% 56%

3 Ontario 41% 8% 14% 62% 24% 27%



6 Okanagan Valley 33% 69% 51% 13% 16% 33%


8= Rioja 27% 21% 17% 26% 42% 10%

8= Bordeaux 27% 20% 19% 16% 53% 17%

10 Napa Valley 26% 31% 34% 24% 20% 22%

11 Côtes du Rhône 24% 12% 19% 15% 39% 16%

12 Hawke’s Bay 22% 13% 37% 16% 25% 35%

13= Vin de Pays d'Oc 21% 12% 0% 16% 35% 9%

13= Chianti 21% 17% 16% 19% 34% 6%

15 Languedoc 20% 11% 17% 15% 26% 20%


AlbertaOther

ProvincesQuebec

Rank

Oct '20Origin


wine drinkersOntario

British

Columbia

24

88%

75%

75%

74%

74%

72%

70%

70%

68%

66%

66%

66%

66%

65%

63%

58%

Canada

California – USA

British Columbia

Niagara Peninsula

Ontario

Okanagan Valley

Napa Valley


Côtes du Rhône

Bordeaux

Tuscany

Hawke’s Bay

Sicily

Rioja

Provence

Similkameen Valley

Beyond Canada, which leads in terms of consideration incidence, consideration rates are similar across key regions

ORIGIN CONSIDERATION

Note: Tracking for consideration is unavailable due to first being tested this waveWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin consideration: Top 15 + origins of interest % who would consider buying wine from the following wine-producing originsBase = Those who have heard of each wine-producing origin

CONSUMERS


“From which of the following wine-producing origins would you consider

buying wine in the future?”

“From which of the wine-growing regions would you consider buying wine in the

future?”

Rank (25th=)

25

1 Canada 88% 92% 88% 88% 91% 93%

2= California – USA 75% 76% 72% 78% 75% 78%



4= Ontario 74% 62% 72% 76% 57% 66%

6 Okanagan Valley 72% 89% 71% 73% 91% 87%

7= Napa Valley 70% 75% 70% 71% 74% 76%


9 Côtes du Rhône 68% 68% 73% 64% 68% 67%

10= Bordeaux 66% 65% 70% 63% 71% 60%

10= Tuscany 66% 64% 62% 70% 60% 67%

10= Hawke’s Bay 66% 79% 60% 72% 68% 87%

10= Sicily 66% 64% 64% 68% 65% 64%

14 Rioja 65% 64% 66% 63% 67% 62%

15 Provence 63% 68% 60% 66% 69% 68%



wine drinkers

Rank

Oct '20Origin

Canadian RWD BC RWD

Male FemaleFemaleMaleAll BC regular wine

drinkers

Consideration incidence between all wine drinkers and BC wine drinkers is similar, apart from higher consideration levels for wine from BC and Okanagan Valley in line with higher rates in previous measures


Note: Tracking for consideration is unavailable due to first being tested this wave____ = small sample size (n<50)% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin consideration: Top 15 + origins of interest by gender% who would consider buying wine from the following wine-producing originsBase = Those who have heard of each wine-producing origin

CONSUMERS


26

1 Canada 88% 92% 89% 88% 90% 88% 92% 89% 91% 93%

2= California – USA 75% 76% 77% 77% 82% 69% 60% 80% 86% 75%



4= Ontario 74% 62% 81% 75% 76% 71% 53% 59% 62% 64%

6 Okanagan Valley 72% 89% 77% 75% 75% 68% 100% 87% 85% 90%

7= Napa Valley 70% 75% 74% 75% 76% 65% 69% 73% 76% 76%

7= Prince Edward County 70% 63% 57% 74% 76% 66% 100% 69% 73% 49%

9 Côtes du Rhône 68% 68% 64% 78% 72% 63% 100% 66% 80% 56%

10= Bordeaux 66% 65% 75% 73% 74% 58% 64% 73% 73% 59%

10= Tuscany 66% 64% 70% 74% 73% 57% 56% 77% 68% 60%

10= Hawke’s Bay 66% 79% 63% 55% 84% 64% n/a 43% 91% 82%

10= Sicily 66% 64% 68% 76% 71% 54% 77% 74% 74% 48%

14 Rioja 65% 64% 50% 70% 75% 58% 50% 98% 77% 52%

15 Provence 63% 68% 71% 75% 73% 51% 78% 82% 71% 61%


Canadian RWD BC RWD

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

40-54

[Gen X]

55+

[Boomers]

Rank

Oct '20Origin


wine drinkers

All BC regular wine

drinkers

19-24

[Gen Z]

25-39

[Millennials]

Whilst higher proportions of Gen Zs and Boomers from BC would consider buying wine from British Columbia and Okanagan Valley compared with all Canadian consumers, Millennials from BC do not share the sentiment



Origin consideration: Top 15 + origins of interest by age% who would consider buying wine from the following wine-producing originsBase = Those who have heard of each wine-producing origin

CONSUMERS


27

1 Canada 88% 92% 83% 90% 82% 94%

2= California – USA 75% 76% 76% 76% 64% 85%



4= Ontario 74% 62% 60% 84% 58% 73%

6 Okanagan Valley 72% 89% 81% 64% 46% 80%

7= Napa Valley 70% 75% 74% 70% 61% 74%


9 Côtes du Rhône 68% 68% 54% 68% 72% 70%

10= Bordeaux 66% 65% 64% 67% 67% 68%

10= Tuscany 66% 64% 68% 64% 65% 76%

10= Hawke’s Bay 66% 79% 77% 64% 24% 69%

10= Sicily 66% 64% 64% 68% 64% 64%

14 Rioja 65% 64% 54% 66% 68% 64%

15 Provence 63% 68% 63% 62% 64% 62%


AlbertaOther

ProvincesQuebec

Rank

Oct '20Origin



British

Columbia

Quebecois consumers are less likely to consider purchasing wine from many origins, including from Canada, British Columbia and Okanagan Valley



Origin consideration: Top 15 + origins of interest by Province% who would consider buying wine from the following wine-producing originsBase = Those who have heard of each wine-producing origin

CONSUMERS


28

All four origins of interest rank within the top 15 in terms of affinity, with Similkameen Valley ‘overperforming’ proportionally compared with its awareness and purchase rates

ORIGIN AFFINITY

Note: Tracking for affinity is unavailable due to first being tested this waveWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin affinity: Top 15% who feel wine from the following wine-producing origins is right for people like themBase = Those who have heard of each wine-producing origin

CONSUMERS


82%

65%

65%

63%

63%

61%

58%

56%

53%

53%

53%

53%

52%

51%

51%

Canada

Niagara Peninsula

Ontario

British Columbia

California – USA

Okanagan Valley


Similkameen Valley

Napa Valley

Hawke’s Bay

Bordeaux

Côtes du Rhône

Marlborough

Châteauneuf du Pape

Rioja

“Which of the following wine-producing origins make wine that you think is right

for people like you?”

“Which of the following wine-growing regions make wine that you think is right


29

1 Canada 82% 87% 81% 82% 85% 88%


2= Ontario 65% 41% 62% 68% 37% 44%


4= California – USA 63% 66% 62% 65% 61% 72%

6 Okanagan Valley 61% 82% 60% 63% 81% 84%


8 Similkameen Valley 56% 63% 63% 50% 63% 62%

9= Napa Valley 53% 60% 55% 52% 58% 63%

9= Hawke’s Bay 53% 55% 53% 53% 41% 66%

9= Bordeaux 53% 48% 54% 51% 46% 51%

9= Côtes du Rhône 53% 47% 54% 51% 43% 51%

13 Marlborough 52% 47% 50% 54% 38% 55%

14= Châteauneuf du Pape 51% 41% 51% 50% 36% 46%

14= Rioja 51% 52% 51% 51% 44% 59%

BC RWD

Male FemaleAll BC regular wine

drinkers

Canadian RWD

Rank

Oct '20Origin



Higher proportions of BC consumers, especially women from BC, feel affinity for wine from BC and Okanagan Valley

ORIGIN AFFINITY

Note: Tracking for affinity is unavailable due to first being tested this wave____ = small sample size (n<50)% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Origin affinity: Top 15 by gender% who feel wine from the following wine-producing origins is right for people like themBase = Those who have heard of each wine-producing origin

CONSUMERS


30

1 Canada 82% 87% 86% 75% 84% 84% 75% 91% 85% 90%


2= Ontario 65% 41% 55% 62% 66% 67% 6% 39% 35% 51%


4= California – USA 63% 66% 62% 63% 67% 61% 50% 80% 74% 63%

6 Okanagan Valley 61% 82% 66% 67% 59% 60% 89% 76% 78% 86%


8 Similkameen Valley 56% 63% 42% 43% 64% 57% 61% 45% 69% 63%

9= Napa Valley 53% 60% 49% 56% 54% 52% 37% 70% 58% 65%

9= Hawke’s Bay 53% 55% 50% 42% 65% 53% n/a 27% 63% 57%

9= Bordeaux 53% 48% 41% 50% 58% 51% 43% 52% 52% 46%

9= Côtes du Rhône 53% 47% 41% 50% 53% 54% 50% 35% 47% 50%

13 Marlborough 52% 47% 41% 48% 52% 58% 21% 41% 48% 54%

14= Châteauneuf du Pape 51% 41% 76% 42% 52% 52% 79% 16% 43% 44%

14= Rioja 51% 52% 12% 51% 54% 53% 0% 66% 65% 49%

40-54

[Gen X]

55+

[Boomers]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

Rank

Oct '20Origin


wine drinkers

All BC regular wine

drinkers

19-24

[Gen Z]

Canadian RWD BC RWD

19-24

[Gen Z]

25-39

[Millennials]

Origin affinity is similar to previous measures, with more BC consumers feeling affinity towards wine from BC and Okanagan Valley, especially BC Gen Xs and Boomers

ORIGIN AFFINITY


Origin affinity: Top 15 by age% who feel wine from the following wine-producing origins is right for people like themBase = Those who have heard of each wine-producing origin

CONSUMERS


31

1 Canada 82% 87% 81% 82% 73% 87%


2= Ontario 65% 41% 42% 76% 60% 69%


4= California – USA 63% 66% 66% 59% 65% 68%

6 Okanagan Valley 61% 82% 76% 47% 43% 70%



9= Napa Valley 53% 60% 57% 52% 45% 57%

9= Hawke’s Bay 53% 55% 41% 57% 24% 66%

9= Bordeaux 53% 48% 49% 46% 70% 46%

9= Côtes du Rhône 53% 47% 46% 43% 64% 51%

13 Marlborough 52% 47% 52% 54% 44% 65%

14= Châteauneuf du Pape 51% 41% 45% 47% 57% 63%

14= Rioja 51% 52% 39% 50% 60% 46%

QuebecOther

ProvincesAlberta

Rank

Oct '20Origin



British

Columbia

In line with purchase incidence, consumers feel greater affinity for origins that are in or near the Provinces they live in

ORIGIN AFFINITY


Origin affinity: Top 15 by Province % who feel wine from the following wine-producing origins is right for people like themBase = Those who have heard of each wine-producing origin

CONSUMERS


32

The four origins of interest rank within the top 10 for BC respondents in terms of most powerful regions, ahead of where they rank by all Canadian regular wine drinkers

ORIGIN POWER


CONSUMERS

Origin power: Top 15 + origins of interest by BC respondents Base = All Canadian regular wine drinkers (n=1,200)

Note: For more information, please see ‘Wine Origin Power Index’ (pg. 50)


Rank OriginBC RWD Final

Index

1st Canada 100 100 100 100.0 1st 100.0

2nd British Columbia 95 88 92 91.3 4th 68.7

3rd Okanagan Valley 94 85 95 91.2 6th 66.5

4th California – USA 95 72 76 81.4 2nd 82.9

5th Napa Valley 92 54 69 72.0 5th 67.5

6th Tuscany 77 37 60 57.9 9th 59.3

7th Bordeaux 72 41 56 56.3 8th 65.5

8th Similkameen Valley 54 41 72 54.8 26th 37.5

9th Champagne 74 38 50 54.4 10th 55.3

10th Burgundy 71 36 51 52.8 16th 48.7

11th Sonoma 58 41 58 51.7 21st 42.8

12th= Sicily 57 37 58 50.4 14th 49.8

12th= Provence 60 36 56 50.4 17th 46.6

14th Chianti 54 37 54 48.0 11th 53.0

15th Oregon 52 35 58 47.6 23rd 39.3

Awareness

Index

Purchase

Index

Connection

Index

All Canadian RWD Final

Index

33

1% 1% 1% 1%2% 1% 2% 1%3% 3% 3%

6%*

32%

14%

29% 28%28%

33%29%

21%

39%*

40%

46%

34% 42% 43%38% 44%

47%*

32%

21%

33%*24%

23% 23% 22% 21% 19%14%

BritishColumbia

Burgundy SimilkameenValley

California- USA

OkanaganValley

Ontario Canada Sonoma Oregon


4 – High quality


2 – Low quality


CONSUMERS

Burgundy and Similkameen Valley outperform British Columbia from a consumer perspective

QUALITY PERCEPTION

Red / Orange : statistically significantly higher than 5 or more / 4 other wine-producing places at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Quality perception: Origins of interest % who have stated the following as their perceived quality of the following wine-producing origin on a scale of 1-5Base = Those who are aware of each wine-producing originSorted by average quality perception

34

1% 4% 1% 1% 1%1%2%

2%1%

2%1% 8%* 5%

24%18%

9%

22%24%

17%

31%

37%* 37%*

41%

41%

49%

46% 48%54%

34%

31%36%

31%37%* 36%

24% 24% 23% 22%17%

9%

BritishColumbia

OkanaganValley

Burgundy California- USA

Canada Sonoma SimilkameenValley

Ontario Oregon


4 – High quality


2 – Low quality


CONSUMERS

BC wine drinkers perceive Okanagan Valley to have the highest quality of all origins tested, including Burgundy, which is seen as having the highest quality by all Canadian respondents

QUALITY PERCEPTION


Quality perception: Origins of interest by BC respondents % who have stated the following as their perceived quality of the following wine-producing origin on a scale of 1-5Base = Those who live in British Columbia and are aware of each wine-producing originSorted by average quality perception

35


ColumbiaCanada

California -

USA

Okanagan

ValleyOntario Burgundy Sonoma Oregon

Silmakeen

Valley

n= 656 895 864 642 702 511 383 287 137

Tastes good 47% 52% 52% 54% 49% 48% 42% 37% 39%

Good value for money 39% 46% 37% 35% 46% 17% 23% 24% 32%

Wines I am proud to serve 37% 40% 30% 37% 35% 34% 26% 23% 29%

Premium wines 25% 25% 30% 29% 24% 43% 29% 20% 20%

Confident 25% 27% 27% 23% 26% 33% 26% 21% 19%

Welcoming and diverse 31% 34% 24% 27% 30% 17% 15% 24% 24%

Passionate craftmanship 25% 24% 22% 30% 23% 31% 23% 20% 21%

Sustainably produced 31% 31% 20% 27% 27% 19% 15% 20% 24%

Discover and exploration 24% 25% 18% 22% 21% 19% 14% 23% 24%

Awe-inspiring place 25% 20% 19% 27% 15% 24% 20% 18% 22%

Unique 19% 21% 17% 25% 20% 27% 19% 20% 21%

Grounded (or down to earth) 24% 27% 17% 22% 24% 13% 15% 23% 22%

Cool climate terroir 21% 35% 9% 18% 27% 12% 6% 21% 15%

Stimulating 18% 20% 18% 21% 16% 20% 16% 14% 16%

Breath-taking 21% 18% 16% 20% 15% 21% 15% 17% 12%

Rugged and exuberant 19% 18% 16% 15% 12% 18% 13% 21% 16%

Consumers particularly associate British Columbia wines with being welcoming and diverse, awe-inspiring, sustainably produced and breath-taking

IMAGERY PERCEPTION


Imagery perception: Origins of interest % who associate the following statements with each wine-producing originBase = Those who are aware of each wine-producing origin

CONSUMERS

Top 3 associations


Other origins of interest

Similkameen Valley

36


ColumbiaCanada

California -

USA

Okanagan


Silmakeen

Valley

n= 656 895 864 642 702 511 383 287 137

Tastes good 47% 52% 52% 54% 49% 48% 42% 37% 39%



Premium wines 25% 25% 30% 29% 24% 43% 29% 20% 20%

Confident 25% 27% 27% 23% 26% 33% 26% 21% 19%






Unique 19% 21% 17% 25% 20% 27% 19% 20% 21%



Stimulating 18% 20% 18% 21% 16% 20% 16% 14% 16%

Breath-taking 21% 18% 16% 20% 15% 21% 15% 17% 12%


Consumers particularly associate British Columbia wines with being welcoming and diverse, awe-inspiring, sustainably produced and breath-taking

IMAGERY PERCEPTION


Imagery perception: Origins of interest % who associate the following statements with each wine-producing originBase = Those who are aware of each wine-producing origin

CONSUMERS

Green = relative strength of association for each statementRed = relative weakness of association for each statement



Similkameen Valley

37Good value for money

Tastes good

Sustainably produced

Wines I am proud to serve

Premium wines

Confident

Stimulating

Breath-takingGrounded (or down to earth)

Rugged and exuberant

Unique

Awe-inspiring place

Cool climate terroir

Passionate craftmanship

Welcoming and diverse

Discover and exploration

British Columbia

Burgundy

Canada

California – USA

Okanagan Valley

Ontario

Oregon

Similkameen Valley

Sonoma

British Columbia is less distinctly associated with many statements, whilst Canada is more closely associated with being welcoming and diverse and sustainably produced

IMAGERY PERCEPTION


Imagery perception: Origins of interest mapBase = Those who are aware of each wine-producing origin

CONSUMERS

The positioning map is a geographical representation of the association between the wine-producing places and statements. The strength of the association is measured by how far the origin and the statement are from the centre



38


ColumbiaCanada

California -

USA

Okanagan

ValleyBurgundy Ontario Sonoma

Silmakeen

ValleyOregon

n= 120 127 121 120 89 79 73 68 65

Tastes good 57% 50% 52% 65% 46% 35% 48% 46% 36%



Premium wines 35% 27% 30% 40% 49% 20% 36% 20% 21%



Confident 33% 25% 27% 29% 33% 20% 22% 18% 18%





Unique 25% 18% 21% 28% 29% 14% 19% 20% 16%

Stimulating 26% 19% 17% 29% 22% 16% 16% 16% 12%


Breath-taking 26% 18% 14% 27% 18% 12% 15% 12% 8%


BC consumers associate British Columbia with value, being welcoming and diverse, sustainably produced and grounded more so than other origins

IMAGERY PERCEPTION


Imagery perception: Origins of interest by BC respondents % who associate the following statements with each wine-producing originBase = Those who live in British Columbia and are aware of each wine-producing origin

CONSUMERS

Top 3 associations



Similkameen Valley

39


ColumbiaCanada

California -

USA

Okanagan


Silmakeen

ValleyOregon

n= 120 127 121 120 89 79 73 68 65

Tastes good 57% 50% 52% 65% 46% 35% 48% 46% 36%



Premium wines 35% 27% 30% 40% 49% 20% 36% 20% 21%



Confident 33% 25% 27% 29% 33% 20% 22% 18% 18%





Unique 25% 18% 21% 28% 29% 14% 19% 20% 16%

Stimulating 26% 19% 17% 29% 22% 16% 16% 16% 12%


Breath-taking 26% 18% 14% 27% 18% 12% 15% 12% 8%


BC consumers associate British Columbia with value, being welcoming and diverse, sustainably produced and grounded more so than other origins

IMAGERY PERCEPTION


Imagery perception: Origins of interest by BC respondents% who associate the following statements with each wine-producing originBase = Those who live in British Columbia and are aware of each wine-producing origin

CONSUMERS




Similkameen Valley

40

Introduction p. 3





Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception


Awareness

Affinity

Power

Quality perception

Imagery




CONTENTS

41

99%

99%

99%

99%

98%

98%

98%

98%

97%

97%

95%

95%

95%

95%

94%

92%

California – USA

Canada

Bordeaux

Napa Valley

Okanagan Valley

British Columbia

Burgundy

Champagne

Tuscany

Sonoma

Côtes du Rhône

Oregon

Chianti

Provence

Chablis

Similkameen Valley

Awareness incidence amongst trade members is narrow for the top 16 wine-producing origins, within which all four origins of interest rank

ORIGIN AWARENESS

Wine Intelligence trade expert survey, Canada, (n = 382)

Origin awareness: Top 15 + origins of interest% who have heard of the following wine-producing originsBase = Canadian trade experts (n=382)


“Looking at the list of origins below, please indicate which ones you know

produce wine”

“Looking at the wine-growing regions below, please indicate which ones you

have heard of”

Rank (16th=)

TRADE

42

Awareness incidence is similar across trade members from all types of wine businesses

ORIGIN AWARENESS

____ = small sample size (n<50)% / % : statistically significantly higher / lower than all surveyed Canadian trade members at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

Origin awareness: Top 15 + origins of interest by organisation type% who have heard of the following wine-producing regionsBase = Canadian trade experts (n=382)

TRADE


OriginCanadian trade

members

On-premise

operator +

Tourism

Retailer +

Online retailer

Wine producer

+ Importer +

Distributor

Journalism and

MediaOther

n= 382 113 105 42 31 91

1= California – USA 99% 99% 100% 100% 100% 99%

1= Canada 99% 100% 100% 98% 100% 99%

1= Bordeaux 99% 100% 97% 98% 100% 99%

1= Napa Valley 99% 99% 99% 100% 100% 97%

2= Okanagan Valley 98% 100% 97% 98% 100% 98%


2= Burgundy 98% 100% 97% 95% 100% 97%

2= Champagne 98% 98% 97% 100% 100% 97%

3= Tuscany 97% 100% 95% 98% 97% 97%

3= Sonoma 97% 96% 97% 98% 100% 97%

4= Côtes du Rhône 95% 91% 98% 95% 100% 96%

4= Oregon 95% 94% 96% 98% 97% 93%

4= Chianti 95% 96% 96% 93% 100% 91%

4= Provence 95% 95% 95% 93% 100% 93%

15 Chablis 94% 90% 95% 93% 100% 95%


Rank

Oct '20

43

Awareness incidence is similar amongst trade located in British Columbia and Alberta, with the majority of trade members aware of all top 16 origins

ORIGIN AWARENESS

Note: Remaining regions are available in the data table, they are not shown here due to sample size% / % : statistically significantly higher / lower than all surveyed Canadian trade members at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

Origin awareness: Top 15 + origins of interest by Province% who have heard of the following wine-producing regionsBase = Canadian trade experts (n=382)

TRADE


OriginCanadian trade

members

British

ColumbiaAlberta

n= 382 300 63

1= California – USA 99% 100% 100%

1= Canada 99% 100% 100%

1= Bordeaux 99% 99% 98%

1= Napa Valley 99% 98% 100%

2= Okanagan Valley 98% 98% 100%

2= British Columbia 98% 99% 98%

2= Burgundy 98% 98% 100%

2= Champagne 98% 97% 100%

3= Tuscany 97% 97% 97%

3= Sonoma 97% 97% 98%

4= Côtes du Rhône 95% 95% 100%

4= Oregon 95% 94% 97%

4= Chianti 95% 95% 97%

4= Provence 95% 95% 97%

15 Chablis 94% 93% 98%

16 Similkameen Valley 92% 94% 90%

Rank

Oct '20

44

TRADE

94%

88%

86%

82%

80%

79%

78%

78%

77%

75%

75%

75%

75%

75%

75%

74%

Canada

Okanagan Valley

British Columbia

Similkameen Valley

Rioja

California – USA

Tuscany

Oregon

Chianti

Sancerre

Loire Valley

Champagne

Côtes du Rhône

Burgundy

Bordeaux

Châteauneuf du Pape

The four origins of interest are those which Canadian trade members feel are the most right for people like them, followed closely by other key regions

ORIGIN AFFINITY


Origin affinity: Top 15% who feel wine from the following wine-producing origins is right for people like themBase = Those who have heard of each wine-producing origin


“Which of the following wine-producing origins make wine that you think is right


“Which of the following wine-growing regions make wine that you think is right


45

1 Canada 94% 99% 88% 88% 100% 94%

2 Okanagan Valley 88% 91% 86% 78% 97% 88%



5 Rioja 80% 81% 80% 89% 87% 72%

6 California – USA 79% 88% 70% 88% 87% 71%

7= Tuscany 78% 79% 78% 76% 87% 76%

7= Oregon 78% 82% 76% 73% 97% 69%

9 Chianti 77% 77% 76% 85% 81% 71%

10= Sancerre 75% 82% 68% 73% 89% 74%

10= Loire Valley 75% 82% 72% 66% 84% 72%

10= Champagne 75% 71% 77% 74% 84% 74%

10= Côtes du Rhône 75% 77% 72% 75% 84% 72%

10= Burgundy 75% 74% 75% 75% 87% 70%

10= Bordeaux 75% 72% 77% 78% 84% 70%

16 Châteauneuf du Pape 74% 79% 75% 66% 74% 72%

Other

Wine producer

+ Importer +

Distributor

Rank

Oct '20Origin

Canadian trade

members

On-premise

operator +

Tourism

Retailer +

Online retailer

Journalism and

Media

Journalists and media have a 100% affinity for wine from BC

ORIGIN AFFINITY

____ = small sample size (n<50)% / % : statistically significantly higher / lower than all surveyed Canadian trade members at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

Origin affinity: Top 15 + origins of interest by organisation type% who feel wine from the following wine-producing regions is right for people like themBase = Those who have heard of each wine-producing region

TRADE


46

1 Canada 94% 95% 92%

2 Okanagan Valley 88% 90% 86%

3 British Columbia 86% 90% 79%

4 Similkameen Valley 82% 85% 74%

5 Rioja 80% 79% 85%

6 California – USA 79% 78% 84%

7= Tuscany 78% 77% 84%

7= Oregon 78% 78% 84%

9 Chianti 77% 76% 79%

10= Sancerre 75% 75% 76%

10= Loire Valley 75% 74% 82%

10= Champagne 75% 76% 73%

10= Côtes du Rhône 75% 74% 83%

10= Burgundy 75% 72% 84%

10= Bordeaux 75% 73% 82%

16 Châteauneuf du Pape 74% 73% 83%

Rank

Oct '20Origin

Canadian trade

members

British

ColumbiaAlberta

Affinity incidence is similar amongst trade members from British Columbia and Alberta

ORIGIN AFFINITY

Note: Remaining regions are available in the data table, they are not shown here due to sample size% / % : statistically significantly higher / lower than all surveyed Canadian trade members at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

Origin affinity: Top 15 + origins of interest by Province% who feel wine from the following wine-producing regions is right for people like themBase = Those who have heard of each wine-producing region

TRADE


47

Origin Final Index

1st Canada 100 100 100 100.0

2nd Okanagan Valley 99 89 94 94.1

3rd British Columbia 99 89 92 93.4

4th California - USA 100 83 84 89.4

5th Similkameen Valley 93 70 88 83.2

6th Rioja 93 69 86 82.2

7th Tuscany 98 65 83 82.0

8th Côtes du Rhône 96 67 80 80.9

9th Champagne 98 64 80 80.7

10th Bordeaux 99 62 80 80.3

11th Chianti 95 64 82 80.1

12th Burgundy 98 61 80 79.8

13th Oregon 96 59 83 78.9

14th Napa Valley 99 58 76 78.0

15th Provence 95 60 78 77.6

Awareness

Index

Purchase

Index

Connection

Index

ORIGIN POWER


The four origins of interest rank within the top 5 most powerful origins in the Canadian market amongst the trade, predominantly as a result of high awareness and connection scores

Origin power: Top 15Base = Canadian trade members (n = 382)

TRADE

Note: For more information, please see ‘Wine Origin Power Index’ (pg. 50)


48

1%2% 1% 1% 1% 2% 2% 3% 7%*

21%*

4%11%

15% 15%

20%24%*

32%*

46%*

47%

29%

46%45% 46%

43%43%

44%

30%

30%

66%*

42%* 39%* 38%*31% 31%

18%

10%

BritishColumbia

Burgundy Sonoma Oregon OkanaganValley

SimilkameenValley

California- USA

Canada Ontario


4 – High quality


2 – Low quality


Burgundy, Sonoma, Oregon and Okanagan Valley outperform British Columbia from a trade perspective

QUALITY PERCEPTION

% / % : statistically significantly higher than 5 or more / 4 other wine-producing places at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

Quality perception: Origins of interest % who have stated the following as their perceived quality of the following wine-producing places on a scale of 1-5Base = Those who are aware of each wine-producing placeSorted by average quality perception

TRADE

49


ColumbiaCanada

California -

USA

Okanagan

ValleyBurgundy Sonoma Oregon

Silmakeen

ValleyOntario

n= 376 380 380 376 374 371 363 353 348

Tastes good 66% 53% 63% 73% 65% 65% 68% 61% 37%



Premium wines 36% 23% 52% 50% 80% 56% 57% 32% 14%





Confident 31% 18% 52% 32% 53% 50% 37% 22% 12%

Unique 40% 31% 14% 47% 33% 22% 36% 46% 25%


Stimulating 30% 20% 22% 35% 41% 29% 33% 27% 11%


Breath-taking 35% 22% 19% 40% 39% 24% 25% 24% 7%



Trade members particularly associate British Columbia wines with being welcoming and diverse and cool climate terroir amongst a variety of other associations

IMAGERY PERCEPTION

% / % : statistically significantly higher than 5 or more / 4 other wine-producing places at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

Imagery perception: Origins of interest % who associate the following statements with each wine-producing placeBase = Those who are aware of each wine-producing place

TRADE



Top 3 associations

Similkameen Valley

50


ColumbiaCanada

California -

USA

Okanagan


Silmakeen

ValleyOntario

n= 376 380 380 376 374 371 363 353 348

Tastes good 66% 53% 63% 73% 65% 65% 68% 61% 37%



Premium wines 36% 23% 52% 50% 80% 56% 57% 32% 14%





Confident 31% 18% 52% 32% 53% 50% 37% 22% 12%

Unique 40% 31% 14% 47% 33% 22% 36% 46% 25%


Stimulating 30% 20% 22% 35% 41% 29% 33% 27% 11%


Breath-taking 35% 22% 19% 40% 39% 24% 25% 24% 7%



Trade members particularly associate British Columbia wines with being welcoming and diverse and cool climate terroir

IMAGERY PERCEPTION


Imagery perception: Origins of interest % who associate the following statements with each wine-producing placeBase = Those who are aware of each wine-producing place

TRADE




Similkameen Valley

51

Good value for money

Tastes good



Premium wines

Confident

Stimulating

Breath-taking

Grounded (or down to earth)


Unique

Awe-inspiring place


Passionate craftmanship


Discover and explorationBritish Columbia

Burgundy

Canada

California – USA

Okanagan Valley

Ontario

Oregon

Similkameen Valley

Sonoma

Canada is more distinctly associated with being unique and grounded, whilst British Columbia, Okanagan Valley and Similkameen Valley are all more similarly associated with discover and exploration and sustainably produced

IMAGERY PERCEPTION


Imagery perception: Origins of interest mapBase = Those who are aware of each wine-producing origin

The positioning map is a geographical representation of the association between the wine-producing places and statements. The strength of the association is measured by how far the origin and the statement are from the centre

TRADE



52

Introduction p. 3





Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception


Awareness

Affinity

Power

Quality perception

Imagery




CONTENTS

53

Fraser Valley and Kootenays are more known amongst older (Boomer) consumers

BRITISH COLUMBIA WINE APPELLATION AWARENESS

Ranking is out of 16 tested appellations% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

British Columbia appellation awareness: by age and gender% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS

AppellationAll Canadian regular


19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

n= 1,200 620 580 90 363 306 442

1 Vancouver Island 39% 35% 42% 44% 39% 40% 36%

2 Fraser Valley 37% 36% 37% 23% 26% 40% 46%

4= Kootenays 25% 27% 23% 20% 18% 26% 31%

7 Thompson Valley 18% 17% 20% 15% 16% 18% 22%

8= Shuswap 17% 17% 16% 21% 14% 13% 20%

10 Gulf Islands 14% 14% 14% 18% 14% 12% 15%

12 Lillooet 11% 11% 10% 11% 10% 10% 11%

Rank

Oct '20

54


wine drinkers

All BC regular wine


n= 1,200 324* 620 580 159 165

1 Vancouver Island 39% 64% 35% 42% 61% 68%

2 Fraser Valley 37% 65% 36% 37% 63% 67%

4= Kootenays 25% 51% 27% 23% 51% 49%

7 Thompson Valley 18% 47% 17% 20% 45% 50%

8= Shuswap 17% 47% 17% 16% 46% 48%

10 Gulf Islands 14% 42% 14% 14% 40% 44%

12 Lillooet 11% 34% 11% 10% 32% 38%

Rank

Oct '20

Canadian RWD BC RWD

Unsurprisingly, higher proportions of BC wine drinkers are aware of BC appellations, driven by both genders


Ranking is out of 16 tested appellations*Note: The British Columbia boosted sample is used here, but is weighted down so the data is representative of all Canadian regular wine drinkers% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

British Columbia appellation awareness: by gender% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS

55

All age groups drive BC wine drinkers’ increased awareness of BC appellations, though similar proportions of Millennials are aware of Vancouver Island and Guls Islands compared with all Canadian drinkers


Ranking is out of 16 tested appellations*Note: The British Columbia boosted sample is used here, but is weighted down so the data is representative of all Canadian regular wine drinkers____ = small sample size (n<50)% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

British Columbia appellation awareness: by age% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS


wine drinkers

All BC regular wine

drinkers

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

19-24

[Gen Z]

25-39

[Millennials]

40-54

[Gen X]

55+

[Boomers]

n= 1,200 324* 90 363 306 442 31 78 92 123

1 Vancouver Island 39% 64% 44% 39% 40% 36% 60% 49% 67% 70%

2 Fraser Valley 37% 65% 23% 26% 40% 46% 54% 57% 66% 71%

4= Kootenays 25% 51% 20% 18% 26% 31% 41% 48% 50% 56%

7 Thompson Valley 18% 47% 15% 16% 18% 22% 27% 41% 50% 56%

8= Shuswap 17% 47% 21% 14% 13% 20% 54% 34% 38% 56%

10 Gulf Islands 14% 42% 18% 14% 12% 15% 41% 25% 45% 47%

12 Lillooet 11% 34% 11% 10% 10% 11% 27% 36% 36% 36%

Canadian RWD BC RWD

Rank

Oct '20

56


wine drinkers

British


Other

Provinces

n= 1,200 346* 169 460 300 125


2 Fraser Valley 37% 65% 48% 36% 12% 49%

5 Kootenays 25% 51% 46% 22% 3% 31%

7 Thompson Valley 18% 47% 31% 15% 4% 15%

8= Shuswap 17% 47% 36% 10% 2% 14%

10 Gulf Islands 14% 42% 13% 13% 2% 16%

12 Lillooet 11% 34% 10% 9% 3% 11%

Rank

Oct '20

A significantly lower proportion of Quebecois consumers have heard of the British Columbia appellations compared with other drinkers in Canada


Ranking is out of 16 tested appellations*Note: The British Columbia boosted sample is used here, but is weighted down so the data is representative of all Canadian regular wine drinkers% / % : statistically significantly higher / lower than all Canadian regular wine drinkers at a 95% confidence levelWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

British Columbia appellation awareness: by Province% who have heard of the following wine-producing originsBase = All Canadian regular wine drinkers (n=1,200)

CONSUMERS

57

AppelationCanadian trade

members

On-premise

operator +

Tourism

Retailer +

Online retailer

Wine producer

+ Importer +

Distributor

Journalism and

MediaOther

n= 382 113 105 42 31 91


2 Fraser Valley 89% 88% 90% 88% 100% 88%

5 Gulf Islands 76% 75% 73% 62% 100% 78%

6= Lillooet 73% 73% 76% 62% 87% 70%

8 Thompson Valley 72% 75% 70% 62% 94% 67%

9 Kootenays 70% 71% 70% 57% 87% 69%

10 Shuswap 63% 65% 65% 48% 77% 62%

Rank

Oct '20

British Columbia appellation awareness is similar across different members of the trade from all sectors of the wine industry


____ = small sample size (n<50)Ranking is out of 16 tested appellations% / % : statistically significantly higher / lower than all surveyed Canadian trade members at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

British Columbia appellation awareness: by organisation type% who have heard of the following wine-producing originsBase = Canadian trade experts (n=382)

TRADE

58

AppelationCanadian trade

members

British

ColumbiaAlberta

n= 382 300 63

1 Vancouver Island 93% 95% 92%

2 Fraser Valley 89% 91% 84%

5 Gulf Islands 76% 81% 62%

6= Lillooet 73% 79% 57%

8 Thompson Valley 72% 75% 68%

9 Kootenays 70% 71% 75%

10 Shuswap 63% 65% 70%

Rank

Oct '20

Fewer trade members from Alberta have heard of Gulf Island and Lillooet as wine-producing origins compared with all surveyed trade experts


____ = small sample size (n<50)Ranking is out of 16 tested appellations, remaining regions are available in the data table, they are not shown here due to sample size% / % : statistically significantly higher / lower than all surveyed Canadian trade members at a 95% confidence levelWine Intelligence trade expert survey, Canada, (n = 382)

British Columbia appellation awareness: by Province% who have heard of the following wine-producing originsBase = Canadian trade experts (n=382)

TRADE

59

Introduction p. 3





Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception


Awareness

Affinity

Power

Quality perception

Imagery




CONTENTS

60Wine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

KEY DRIVER ANALYSIS:

STRENGTH OF ATTRIBUTES FOR DRIVING ORIGIN PURCHASE IN CANADA

Factors that consumers associate with wine origins and drive purchases from wine origins

Factors that consumers associate with wine origins, but do not drive purchases

Factors that are not as widely associated with wine origins, but when present, do drive purchase

Factors that are not associated with wine origins and, when present, do not drive wine origin purchases

Low

Low

Hig

h

CONSUMERS

Good value for money


Welcoming and diverseTastes good


Cool climate terroirBreath-taking


Premium winesPassionate craftmanship

Discover and explorationStimulating

Unique

Rugged and exuberant Awe-inspiring placeConfident

-5.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Average association for brands

Ke

y d

rive

rs o

f in

ten

t to

pu

rch

ase

Stre

ngt

h o

f ea

ch a

ttri

bu

te in

dri

vin

g p

urc

has

e

Association with origins High

Base = All Canadian RWD

61

Imagery statements

Relative strength

of each attribute in

driving purchase

(rank)

British

ColumbiaCanada

California -

USA

Okanagan


Silmakeen

Valley

n= 656 895 864 642 702 511 383 287 137

Good value for money 1st 39% 46% 37% 35% 46% 17% 23% 24% 32%

Wines I am proud to serve 2nd 37% 40% 30% 37% 35% 34% 26% 23% 29%

Welcoming and diverse 3rd 31% 34% 24% 27% 30% 17% 15% 24% 24%

Tastes good 4th 47% 52% 52% 54% 49% 48% 42% 37% 39%

Grounded (or down to earth) 5th 24% 27% 17% 22% 24% 13% 15% 23% 22%

Cool climate terroir 6th 21% 35% 9% 18% 27% 12% 6% 21% 15%

Breath-taking 7th 21% 18% 16% 20% 15% 21% 15% 17% 12%

Sustainably produced 8th 31% 31% 20% 27% 27% 19% 15% 20% 24%

Premium wines 9th 25% 25% 30% 29% 24% 43% 29% 20% 20%

Passionate craftmanship 10th 25% 24% 22% 30% 23% 31% 23% 20% 21%

Discover and exploration 11th 24% 25% 18% 22% 21% 19% 14% 23% 24%

Stimulating 12th 18% 20% 18% 21% 16% 20% 16% 14% 16%

Unique 13th 19% 21% 17% 25% 20% 27% 19% 20% 21%

Rugged and exuberant 14th 19% 18% 16% 15% 12% 18% 13% 21% 16%

Awe-inspiring place 15th 25% 20% 19% 27% 15% 24% 20% 18% 22%

Confident 16th 25% 27% 27% 23% 26% 33% 26% 21% 19%

British Columbia is strongly associated tasting good, value and wines they are proud to serve; though these are top associations for most origins tested

KEY DRIVER ANALYSIS: IMAGERY ASSOCIATIONS WITHIN EACH ORIGIN

RWD: All Canadian regular wine drinkersWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

Relative strength of each attribute in driving purchase: by all RWD% who associate the following statements with each wine-producing placeBase = Those who have heard of each origin

Stronger association of the attribute with the origin

Lower association of the attribute with the origin

CONSUMERS


Similkameen Valley

62


ColumbiaCanada

California -

USA

Okanagan


Silmakeen

Valley

n= 656 895 864 642 702 511 383 287 137

Good value for money 116 139 112 106 138 50 70 73 96

Wines I am proud to serve 116 123 94 114 109 104 80 72 88

Welcoming and diverse 123 136 98 107 118 67 61 95 95

Tastes good 101 112 112 116 105 102 90 79 84

Grounded (or down to earth) 114 129 83 106 113 63 74 110 107

Cool climate terroir 116 191 49 98 147 68 34 113 84

Breath-taking 124 104 92 114 90 121 88 101 68

Sustainably produced 129 132 83 113 112 81 64 84 102

Premium wines 93 93 109 105 88 157 106 73 75

Passionate craftmanship 101 99 92 124 94 127 96 83 85

Discover and exploration 115 119 87 104 97 90 66 109 113

Stimulating 103 113 103 119 91 112 91 77 89

Unique 92 101 80 120 96 126 88 95 102

Rugged and exuberant 114 109 97 95 74 108 81 126 96

Awe-inspiring place 118 93 88 130 72 113 95 87 105

Confident 99 107 107 92 105 131 102 82 74

British Columbia leads the origins tested in terms of being sustainably produced, breath-taking and welcoming and diverse whilst Okanagan Valley is associated with being an awe-inspiring place, passionate craftmanship and being unique and stimulating

KEY DRIVER ANALYSIS: ASSOCIATION INDEX

Association index by origin: by all RWDIndex: Association of each origin with the following imagery statements, comparison calculated by average associationBase = Those who have heard of each origin

Index: which origin over-index and under-index in terms of their imagery associations, expressed as an average where the average association is 100RWD: All Canadian regular wine drinkersWine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers

100The origin is over-indexing in

terms of the imagery associationThe origin is under-indexing in

terms of the imagery association

Average

CONSUMERS


Similkameen Valley

63Wine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers




Factors that consumers associate with wine origins, but do not drive purchases



CONSUMERS

Base = BC respondents

Good value for moneyWelcoming and diverse




Breath-taking Tastes good

Unique Premium wines

ConfidentRugged and exuberant


Discover and exploration

Awe-inspiring place

Stimulating Passionate craftmanship

-5.0

0.0

5.0

10.0

15.0

20.0


Ke

y d

rive

rs o

f in

ten

t to

pu

rch

ase

Low Association with origins High

Low

Hig

hSt

ren

gth

of

each

att

rib

ute

in d

rivi

ng

pu

rch

ase

64

Imagery statements

Relative strength of

each attribute in

driving purchase

(rank)

British

ColumbiaCanada

California -

USA

Okanagan


Similkameen

ValleyOregon

n= 120 127 121 120 89 79 73 68 65

Good value for money 1st 53% 39% 37% 50% 13% 32% 24% 30% 21%

Welcoming and diverse 2nd 40% 36% 29% 38% 10% 21% 22% 22% 20%

Grounded (or down to earth) 3rd 34% 30% 18% 32% 11% 14% 12% 23% 19%

Wines I am proud to serve 4th 48% 36% 30% 51% 36% 21% 36% 32% 22%

Sustainably produced 5th 42% 30% 18% 38% 12% 16% 14% 26% 23%

Breath-taking 6th 26% 18% 14% 27% 18% 12% 15% 12% 8%

Tastes good 7th 57% 50% 52% 65% 46% 35% 48% 46% 36%

Unique 8th 25% 18% 21% 28% 29% 14% 19% 20% 16%

Premium wines 9th 35% 27% 30% 40% 49% 20% 36% 20% 21%

Confident 10th 33% 25% 27% 29% 33% 20% 22% 18% 18%





Stimulating 15th 26% 19% 17% 29% 22% 16% 16% 16% 12%


Similarly to all respondents, those from British Columbia strongly associate the region they live in with tasting good, value and wines they are proud to serve; though these are top associations for most origins tested

KEY DRIVER ANALYSIS: IMAGERY ASSOCIATIONS WITHIN EACH ORIGIN


Relative strength of each attribute in driving purchase: by BC respondents% who associate the following statements with each wine-producing placeBase = Those who have heard of each origin



CONSUMERS


65


ColumbiaCanada

California -

USA

Okanagan


Similkameen

ValleyOregon

n= 120 127 121 120 89 79 73 68 65






Breath-taking 155 111 86 161 107 71 88 72 50

Tastes good 117 103 107 135 95 73 100 95 75

Unique 120 85 97 130 136 67 91 96 77

Premium wines 112 87 98 131 157 66 115 66 67

Confident 132 101 108 117 130 80 87 74 70





Stimulating 133 100 89 152 113 85 84 82 62


British Columbians associate the region with sustainable production, good value, and being grounded and breath-taking whilst they associate Okanagan Valley with similar attributes as well as being stimulating and passionate craftmanship


Association index by origin: by BC respondentsIndex: Association of each origin with the following imagery statements, comparison calculated by average associationBase = Those who have heard of each origin

Index: which origin over-index and under-index in terms of their imagery associations, expressed as an average where the average association is 100Wine Intelligence Vinitrac® Canada, October 2020 (n=1,200) Canadian regular wine drinkers




Average

CONSUMERS


66Wine Intelligence trade expert survey, Canada, (n = 382)




Factors that consumers assocate with wine origins, but do not drive purchases



Stre

ngt

h o

f ea

ch a

ttri

bu

te in

dri

vin

g p

urc

has

e

Low

Hig

h

TRADE




Awe-inspiring placeGood value for money Tastes good

Breath-takingDiscover and exploration

Cool climate terroirGrounded (or down to earth)

Confident


Premium winesStimulating UniquePassionate craftmanship

-5.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0


Key

dri

vers

of

inte

nt

to p

urc

has

e

Association with originsLow High

67

British Columbia is strongly associated with wines consumers are proud to serve, welcoming and diverse, tasting good and passionate craftmanship, though these associations are in line with the same key associations for most tested origins

KEY DRIVER ANALYSIS: IMAGERY ASSOCIATIONS WITHIN EACH BRAND


Relative strength of each attribute in driving purchase% who associate the following statements with each wine-producing placeBase = Those who have heard of each origin



TRADE


Imagery statements

Relative strength of

each attribute in

driving purchase

(rank)

British

ColumbiaCanada

California -

USA

Okanagan


Silmakeen

ValleyOntario

n= 376 380 380 376 374 371 363 353 348

Wines I am proud to serve 1st 66% 50% 42% 71% 64% 49% 55% 60% 24%

Welcoming and diverse 2nd 60% 48% 33% 58% 13% 29% 32% 43% 28%

Sustainably produced 3rd 43% 24% 17% 49% 26% 21% 36% 45% 14%


Good value for money 5th 37% 27% 27% 35% 12% 19% 23% 31% 17%

Tastes good 6th 66% 53% 63% 73% 65% 65% 68% 61% 37%

Breath-taking 7th 35% 22% 19% 40% 39% 24% 25% 24% 7%



Grounded (or down to earth) 10th 38% 26% 11% 38% 20% 19% 32% 38% 18%

Confident 11th 31% 18% 52% 32% 53% 50% 37% 22% 12%


Premium wines 13th 36% 23% 52% 50% 80% 56% 57% 32% 14%

Stimulating 14th 30% 20% 22% 35% 41% 29% 33% 27% 11%

Unique 15th 40% 31% 14% 47% 33% 22% 36% 46% 25%


Similkameen Valley

68

British Columbia over indexes for many statements, including being welcoming and diverse, good value and grounded whilst Okanagan Valley over indexes for being an awe-inspiring place, sustainably produced and breath-taking, amongst other statements


Association index by originIndex: Association of each origin with the following imagery statements, comparison calculated by average associationBase = Those who have heard of each origin

Index: which brands over-index and under-index in terms of their imagery associations, expressed as an average where the average association is 100Wine Intelligence trade expert survey, Canada, (n = 382)




Average

TRADE



ColumbiaCanada

California -

USA

Okanagan


Silmakeen

ValleyOntario

n= 376 380 380 376 374 371 363 353 348






Tastes good 108 86 102 118 106 107 111 100 61

Breath-taking 135 85 74 155 147 92 94 90 29




Confident 91 53 152 95 156 147 108 63 35


Premium wines 82 52 118 112 180 125 127 73 32

Stimulating 108 72 81 126 149 106 120 97 42

Unique 122 94 43 144 101 69 109 141 77


Similkameen Valley

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Introduction p. 3





Awareness

Purchase

Conversion

Consideration

Affinity

Power

Quality perception

Imagery perception


Awareness

Affinity

Power

Quality perception

Imagery




CONTENTS

70

WINE ORIGIN POWER INDEX 2020

Wine origin power index

1. Origin awareness% who have heard of the following wine-producing origins

2. Origin purchase% who have drunk wine from the following wine-producing origins in the past 3 months (6 months for countries)

3. Origin conversion to purchase% who have drunk wine from the following wine-producing origins in the past 3 months (6 months for origins)

4. Origin consideration% who would consider buying wine from the following wine-producing origins

5. Origin affinity% who feel that the following wine-producing origins make wine that is right for people like them

Based on those who have heard of the wine-producing origins

Based on all Canadian regular wine drinkers

▪ Feedback from consumers collected via Vinitrac® and trade members was analysed to calculate the index for origin power

▪ The index is calculated by allocating 100 points to the highest origin for each measure, 0 to the lowest, and assigning relative points to the origins in the middle

Origin health measures included in the origin power index 2020:

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Jan-20 Jul-20 Oct-20

n= 1,000 1,000 1,200

Age Male 51% 51% 52%

Female 49% 49% 48%

Total 100% 100% 100%

Gender 19-24 7% 7% 8%

25-34 22% 22% 21%

35-44 18% 18% 18%

45-54 17% 17% 17%

55-64 17% 17% 17%

65 and over 20% 20% 20%

Total 100% 100% 100%

Province Ontario 38% 38% 38%

British Columbia 13% 15% 12%

Alberta 12% 11% 14%

Other Provinces 12% 11% 10%

Québec 25% 25% 25%

Total 100% 100% 100%

Vinitrac® Canada

METHODOLOGY

▪ The data for this report was collected in Canada in January 2020, July 2020 and October 2020

▪ Data was gathered via Wine Intelligence’s Vinitrac® online survey

▪ Respondents were screened to ensure that they were at least 19 years old; drank red, white or rosé wine at least once a month; and bought wine in the off-premise or in the on-premise

▪ Invalid respondents (those who sped through the survey or gave inconsistent answers to selected questions) were removed before analysis

▪ The responses of the additional British Columbian respondents were weighted down during the data analysis process to ensure the sample is representative of Canadian regular wine drinkers in terms of gender, age and Province

▪ The distribution of the sample is shown in the table:

Source: Wine Intelligence, Vinitrac® Canada, January 2020 (n=1,000), July 2020 (n=1,00) and October 2020

(n=1,200) Canadian regular wine drinkers

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origin health tracking for wines of british columbia

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