Wine Victoria is expanding its Canadian market development efforts this October, returning to Toronto and Vancouver with a larger trade delegation, expanded tasting programs and a renewed commitment to building long-term relationships with Canadian buyers, retailers, sommeliers, hospitality professionals and media.
The Canadian visit follows Wine Victoria’s inaugural trade program earlier this year and reflects growing confidence in Canada as one of the most promising export markets for Victorian wine. As global wine producers navigate shifting trade dynamics and changing consumer behaviour, Canada continues to demonstrate strong demand for Australian wine, with export growth significantly outpacing many other international markets.
Wine Victoria CEO Stephanie Duboudin will travel to Canada with representatives from Victoria’s wine sector to meet with importers, provincial liquor buyers, retailers, hospitality professionals and wine media. Trade showcases will take place in Toronto on Oct. 15 and Vancouver on Oct. 20, featuring a significantly expanded portfolio of Victorian producers and wines.
“Canada has become a market we believe is worth investing in for the long term,” said Duboudin. “While recent trade conditions have created new opportunities, our focus extends well beyond short-term market shifts. We’re building relationships with Canadian buyers, educators, media and consumers because we believe Victorian wine has a meaningful place in this market. The response we’ve seen so far has reinforced that Canada is a priority growth market for our producers.”
In the 12 months to June 2026, Australian wine exports to Canada increased 13.2 per cent in volume and 19.6 per cent in value. Victoria’s shipments to Canada in the same timeframe rose 5.1 per cent in volume and 27.3 per cent in value, showing Victoria is driving value growth in Australian Exports to Canada.
The evolving Canada-U.S. trade relationship has also reshaped the Canadian beverage alcohol landscape. The removal of most U.S. alcoholic products from provincial distribution and retail systems beginning in 2025 created opportunities for international producers to expand their presence with buyers, retailers and restaurant operators.
For Victorian wineries, however, the opportunity is about more than replacing products from another market. Home to more than 20 wine regions, Victoria produces a diverse range of premium wines, from cool-climate Pinot Noir and Chardonnay to Shiraz, Cabernet Sauvignon and emerging varieties. Wine Victoria’s Canadian program is designed to help trade professionals better understand that diversity while creating direct commercial connections between Victorian producers and Canadian decision-makers.
Building on early momentum
Wine Victoria made its first dedicated Canadian trade visit in February 2026, introducing Victorian wine to Canadian buyers, sommeliers and media through educational tastings and seminars. The October return marks a significant expansion of that effort. In both Toronto and Vancouver, Wine Victoria will present invitation-only seminars for leading trade and media professionals, followed by larger walk-around receptions featuring wines currently available in Canada alongside producers seeking new distribution and partnership opportunities.
John Szabo MS will lead Toronto’s seminar, while wine writer and educator Kurtis Kolt will lead Vancouver’s session. Rather than focusing exclusively on Victorian wines, each seminar will place the wines within a broader international context through curated tastings designed to explore style, climate, quality positioning and commercial relevance in today’s premium wine market. Participants will have the opportunity to compare Victorian wines alongside peer wines from other global regions, providing a more nuanced understanding of the region’s strengths and distinctiveness. Following each seminar, attendees will be invited to explore a broader selection of Victorian wines and meet representatives from Wine Victoria and participating wineries.
“Canadian buyers are increasingly looking for wines with authenticity, regional character and a compelling story,” said Duboudin. “Being present in the market matters. When buyers can taste widely, they quickly see that Victoria is not a single style or a single region. The diversity, quality and innovation coming out of Victoria are what make these conversations so valuable.”
For Victoria’s wine sector, Canada represents an increasingly important market for long-term growth. Through continued investment in education, trade relationships and market development, Wine Victoria aims to strengthen awareness of Victorian wine while creating new opportunities for producers across the state’s diverse wine regions.
