Exports of Canadian alcoholic beverages bring cheer to global markets

In this article:  

• Meet Trade Commissioner Janet Dorozynski an expert on Canada’s alcoholic beverages exports 

• The growing international market for Canadian wine 

• TCS events and advice for alcoholic beverage producers 

• How to do business with the world with the Trade Commissioner Service  

The holiday season is a time of festive get-togethers with friends and family. That means increased sales of wine, beer, cider and spirits at shops, and in bars and restaurants. Canada is fortunate to have a vibrant and thriving alcoholic beverages industry, but producers don’t just supply the domestic market, they’re gaining recognition and increasing their exports on the international stage, with the help of the Canadian Trade Commissioner Service (TCS). 

Meet Janet Dorozynski, an expert on Canada’s alcoholic beverages exports  

Trade Commissioner Janet Dorozynski is an expert on the industry, and she has the credentials to prove it. She holds the Diploma in Wine and Spirits from the UK-based Wine and Spirits Education Trust and is the Canadian contributor to the fifth edition of the Oxford Companion to Wine.  Since joining the TCS in 2004, she has shared her extensive product knowledge and experience— as well as her expertise as a certified educator in wine and spirits— as the sector lead for alcoholic beverages, headquartered in Ottawa. 

Dorozynski has seen a lot of change over the last two decades in the way Canadian alcoholic beverages are viewed internationally. When she first came to the TCS, Canada was better known for its beer and Canadian whisky, with spirits being our top exported alcoholic beverage. Spirits exports almost doubled from $493 million in 2014 to $875 million in 2023. In fact in 2023, exports of alcoholic beverages from Canada that year reached $1.36 billion.  

The growing international market for Canadian wine 

Dorozynski and Trade Commissioners in influential global wine centres like London, New York City and Singapore are seeing growing awareness that Canada produces more than just Icewine! Icewine accounts for less than 3 percent of Canada’s overall wine production, and so the focus is on familiarizing the global wine trade with Canada’s other wine offerings. Promotional efforts have been targeting priority markets in the UK, U.S., Denmark, Singapore and Japan, and they’re working, she says.

“Today we’re increasingly known for still wine, and it’s more significant by volume in terms of our exports.”  

Canadian sparkling wine is also enjoying recognition abroad. “People are impressed with it, and we make great sparkling wine in all parts of Canada.”  

Dorozynski works with her TCS colleagues in the field and regional offices across Canada to help companies make connections to importers and distributors that lead to global sales. “When a Trade Commissioner knows who the players are, it makes all the difference and can lead to distribution and sales agreements.” Trade Commissioners also help exporters troubleshoot and deal with regulatory procedures that differ widely from market to market. 

Dorozynski follows the global alcoholic beverages industry, keeping an eye on trends and opportunities in existing and up-and-coming markets. “Working with Trade Commissioners all over the world, I have a bird’s-eye view of which markets are easier or more complicated than others,” she says, for example in terms of non-tariff barriers or how business is conducted. 

TCS events and advice for alcoholic beverage producers  

In markets that Canadian producers view as priorities, the TCS has organized trade and B2B events over the years, including the Best Canadian Wine Sommelier Competition of Greater China as well as masterclasses and table-top tastings in New York, Copenhagen, Tokyo, Hong Kong and Singapore. Influential trade and media representatives are invited to such events, which furthers product knowledge and facilitates introductions for Canadian companies.  

For more than 10 years, the TCS has organized an annual trade and media tasting in London, featuring a selection of Canadian offerings from large producers to niche wineries.  

Dorozynski says when the event started in 2010, only three Canadian wineries had distribution deals in the UK. That number has grown to more than 25 companies. The event helps them meet distributors, buyers, sommeliers and writers in one of the world’s most influential wine markets, “and our educational masterclasses highlight product categories like sparkling wine— or specific grape varieties, like cabernet franc— to offer a sense of what we produce in various regions across Canada.”  

Dorozynski’s advice to producers wanting to be successful exporters: “Make a serious and long-term commitment to export in a sustained way.” Companies must be dedicated to exporting, research which markets are suited to their products and have a dedicated product allocation as part of their business plan, she points out. “Above all, be persistent with your efforts.”  

She cautions that “you can't expect to go to a market once and find a distributor and get sales.” It may take two or three visits, “and once you secure a distribution agreement, you’ll need to return to support and assist your representative to sell through your products.”  

Luckily, Canadian producers can undertake that export journey with Trade Commissioners guiding them to make the right decisions. “The role of the TCS is to identify opportunities and help exporters meet the best people,” Dorozynski adds. 

Do business with the world   

The Trade Commissioner Service helps Canadian businesses of all sizes succeed in international markets through export advisory services, funding, accelerator programs, and tailored support at trade events. With a presence in more than 160 cities worldwide, we can help you do business with the world.  Contact a trade commissioner today.