Consorzio Lambrusco brings ten wineries to Toronto for market expansion

Ten companies from the Consorzio Tutela Lambrusco will participate in the ‘More than one Shade’ project in Toronto on October 28 and 29. Organized in collaboration with the Italian Chamber of Commerce in Canada, the initiative includes B2B meetings, masterclasses, and events for the press and consumers to strengthen the presence of Lambrusco wines in Ontario.

Ontario serves as a strategic market for Italian producers, as the province is Canada’s largest alcoholic beverage market by volume. Recent data from the Liquor Control Board of Ontario (LCBO) shows that the market share of Italian wines in the province grew from 21% to 25% within a single year. This growth occurred alongside shifts in the distribution landscape, including the expansion of alcohol sales to supermarkets and convenience stores, and trade tensions between Canada and the United States that impacted the availability of U.S. products in the LCBO assortment.

Consumer preferences in the region, which show an increasing interest in fresh, light, red, and sparkling wines, are expected to favor Lambrusco varieties.