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CVA Direct-to-Consumer Retailing Survey

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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).

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CVA Direct-to-Consumer Retailing Survey

  1. 1. Canadian Vintners Association Direct-to-Consumer Retailing Survey December 5 2017
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. THANK YOU 12 TORONTO 65 Queen Street West, Suite 510 Toronto, Ontario M5H 2M5 T: 416.644.4120 For more information contact: David Herle, Principal Partner T: 416.644.4126 herle@gandalfgroup.ca OTTAWA 116 Albert Street, Suite 300 Toronto, Ontario K1P 5G3 T: 613.699.8910 info@gandalfgroup.ca | gandalfgroup.ca

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