From Down Under to the Great White North: Exploring the Australian and Canadian Wine Industries

Australia and Canada have several notable similarities. Both countries share a Commonwealth heritage and have comparable governmental structures. Each nation has a relatively small population spread across large, often inhospitable landscapes. While Australia is divided into seven states and territories, Canada consists of ten provinces. Additionally, both populations are highly concentrated—approximately 80% of Canadians live within 100 kilometres of the US border, while most Australians reside along the country's east coast. Australia and Canada also share strikingly similar industries, each characterised by parallel traits. Both have strong mining sectors, reflecting their abundant natural resources. The banking, domestic aviation, telecommunications and retail grocery sectors in both countries are characterised by a few major players dominating each industry. Similarly, both Australia and Canada have wine industries, with both countries having experienced a decline in wine consumption in recent years In 2023, global wine consumption was estimated at 221 million hectolitres (mhl), indicating a 2.6% decline from 2022. This reflects the ongoing decline in global wine consumption, which has decreased by 4% over the past decade, with Australia experiencing an average annual drop of 1.8%. Canada, with 4.8 mhl, saw a decrease of 5.6% compared to 2022. However, have they declined for the same reasons? This article explores current trends in wine consumption and examines the similarities and differences in factors influencing the consumer purchase decision making process for wine.