Nearly all Canadians (87%) believe that consumers should be permitted to order wine for delivery to their home from any Canadian winery located in any province, according to a Gandalf Group poll commissioned by the Canadian Vintners Association (CVA).

1. Canadian Vintners Association
Direct-to-Consumer Retailing Survey
December 5 2017

2. 2
Methodology
Sample Margin of Error Online study
n=1008 Canadians, weighted to
reflect the country’s gender, age,
and regional distribution
For a random sample would be
+/- 3.1%, 19 times out of 20
Male Female BC AB SK/MB ON QC Atlantic
n= 478 530 144 113 57 389 234 70
MOE ±4.5% ±4.3% ±8.2% ±9.2% ±13% ±4.5% ±6.4% ±11.7%
Completed Online
November 22-28, 2017

3. 3
“How frequently do you drink wine?” / “How much of the wine that you purchase is made in Canada?”
Total Canadians n=1008; Wine drinkers n=780
Canadian Wine Consumers
6%
22%
39%
25%
8%
All of it Most of it Some of it
Very little of it None of it
“How much of the wine that you
purchase is made in Canada?”
• Three quarters of Canadians are wine drinkers, and most purchase Canadian wine
at least some of the time.
76%of Canadians
drink wine at least
occasionally

4. 4
“The following are some reasons people give for why consumers should be allowed to order wine for delivery directly from Canadian wineries.
Please tell us whether you strongly agree, somewhat agree, somewhat disagree or strongly disagree with each.”
Total n=1008
Valuation of the
Canadian Wine Industry
• The Canadian wine industry is believed to produce high quality products, and
provide benefits to Canada’s economy and cultural life.
81%
78%
76%
74%
64%
64%
57%
52%
6%
9%
11%
8%
12%
16%
10%
5%
13%
14%
13%
18%
24%
20%
33%
43%
The Canadian wine industry contributes to the
economic vitality of agriculture in rural areas
The Canadian wine industry contributes to
Canada’s tourism industry
The Canadian wine industry enriches Canada’s
cultural life
Canadian wines can compete internationally
Canadian wines meet or exceed my standards for
taste and quality
Canadian wines offer good value for money
The Canadian wine industry’s VQA certification is
a meaningful indicator
Canadian wines are sustainably produced
Agree Disagree Don't know

5. 5
“How do you typically purchase wine?”
Total wine drinkers n=780
Method of Purchasing Wine
80%
32%
13%
2% 2% 2%
81%
58%
27%
1% 2%
5%
15%
80%
12%
5% 6%
93%
24%
3%
89%
23%
12%
1% 2% 1%
88%
17%
8%
4%
1% 1%
85%
12%
19%
I purchase wine at a
government-mandated
retail outlet
I purchase wine at a
privately-operated retail
outlet
I purchase wine directly
from a winery
I order wine for delivery
from a government-
mandated retail outlet
I order wine for delivery
from a privately-operated
retail outlet
I am a member of a wine
club
Total BC AB SK/MB ON QC Atlantic
• Wine drinkers across the country (with the exception of Alberta), most frequently
purchase their wine at a government-mandated retail outlet.
• Very few Canadians currently have their wine delivered directly from a winery.

6. 6
“Overall, how satisfied are you with the experience of purchasing wine from the outlet(s) that you typically use?
Please tell us using a scale of one to nine where one is not satisfied at all and nine is very satisfied.”
Total wine drinkers n=780
Satisfaction with Wine
Purchasing Experience
• The in-store retail experience is reportedly good for most wine drinkers. 8 in 10 say
they are ‘very satisfied’ with the experience at the outlet they typically use.
82% 14% 3% 1%
Very satisfied (7-9) Somewhat satisfied (4-6)
Not satisfied (1-3) Don't know
“How satisfied are you with
the experience of purchasing
wine from the outlet(s) you
typically use?”

7. 7
“How important would each of the following be to you, if they were proposed as changes to wine retailing? Please tell us using a scale of one to nine
where one means “completely unimportant” and nine means “very important”.”
Total n=780
Prioritizing Changes to
Wine Retailing
• While customers are mostly satisfied currently, it is important that any changes to
wine retailing prioritizes lower prices, and better selection – including of Canadian
wines.
68%
55%
45%
45%
44%
42%
40%
22%
31%
34%
33%
31%
35%
38%
8%
11%
18%
19%
22%
21%
20%
2%
3%
3%
3%
2%
2%
3%
Lower prices
Better selection
Better selection of Canadian wines
Better selection of local, high-quality, small-lot
Canadian wines
More convenient hours
More convenient locations
Better customer service
Very important (7-9) Somewhat important (4-6) Not important (1-3) Don't know

8. 8
“Are you aware of laws that restrict consumers from freely transporting alcoholic beverages across provincial or territorial borders within Canada?”
Total n=1008
Awareness of Alcohol
Transportation Restrictions
• 6 in 10 Canadians are aware that there are laws that restrict consumers from freely
transporting alcoholic beverages across provincial or territorial borders within
Canada.
• Those from Ontario, Saskatchewan and Manitoba are least likely to be aware of
such restrictions, but majorities are aware across the country.
60%
68%
66%
65%
64%
55%
53%
28%
19%
26%
20%
25%
32%
35%
12%
14%
8%
15%
10%
13%
12%
Total
BC
AB
Atlantic
QC
SK/MB
ON
Yes No Don't know

9. 9
“In some Canadian jurisdictions, it is permissible for consumers to order wine for delivery directly from Canadian wineries in any province. Is this
service available where you live?”
Total n=1008
Availability of Direct Purchase
From Canadian Wineries
• Just 9% of Canadians believe that it is currently permissible for consumers to order
wine for delivery directly from Canadian wineries in any province.
• Belief that this type of retailing is allowed is low in every province, regardless of if it
is currently permissible.
9%
12%
12%
8%
5%
4%
3%
14%
10%
9%
14%
20%
22%
21%
77%
77%
79%
79%
75%
74%
76%
Total
AB
ON
BC
QC
Atlantic
SK/MB
Yes No Don't know

10. 10
“In the United States, most consumers are free to order wine for delivery from any winery in any state. However, in seven of ten Canadian
provinces, it is illegal for consumers to order wine for delivery from an out-of-province winery. Please tell us your opinion with respect to the
following statement:”
Total n=1008
Opinion on Restrictions for Direct
Purchasing From Wineries
• Nearly all Canadians (87%) believe that consumers should be permitted to order
wine for delivery to their home from any Canadian winery located in any province –
similar to the American model.
87% 7%6%
Agree Disagree Don't know
“Consumers living anywhere in
Canada should be permitted to
order wine for delivery to their
home from any Canadian winery
located in any province.”

11. 11
“The following are some reasons people give for why consumers should be allowed to order wine for delivery directly from Canadian wineries.
Please tell us whether you strongly agree, somewhat agree, somewhat disagree or strongly disagree with each.”
Total n=1008
Reasons to Allow Direct
Purchasing From Wineries
• Canadians see obvious advantages in terms of selection, convenience, and growth
within Canada’s wine industry – an industry that they revere.
88%
87%
85%
83%
67%
7%
7%
9%
8%
17%
5%
6%
6%
9%
16%
Canada’s agriculture and wine industries will
benefit if there are more ways in which local wine
can be purchased
Consumers will have easy access to a broader
selection of Canadian wines
Consumers will benefit if there are more
convenient ways to purchase Canadian wine
The wine industry in Canada has the potential to
grow and be a more robust source of employment
Provincial liquor agencies are not able to offer
consumers access to a comprehensive selection of
wines from every Canadian winery
Agree Disagree Don't know

12. THANK YOU
12
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