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The decade ahead looks bright for Canadian wine

January 03, 2020

Despite concerted marketing efforts from the wine industry, Nielsen data shows millennials are drinking more spirits and beer as well as embracing cannabis. For them, for now, wine is an afterthought. As a result, you can expect to see more premium wines in cans and other packaging innovations made to shift standard - some might say, elitist - marketing practices to appeal to emerging consumers. These won't be novelty products. They'll be authentic wines packaged for convenience and have the added benefit of reducing producers' carbon footprints.