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Survey Reveals Most Canadians Intimidated by Wine Buying |
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Tuesday, 24 November 2009 12:03 |
MISSISSAUGA, ON — More Canadians are buying wine, but only seven percent feel that it's easy, according to a new survey which demonstrates a thirst for more knowledge, according to wine expert Kevin Lefort, Fine Wine Manager at E. & J. Gallo Winery.
The holiday season is approaching, bringing with it celebrations, entertaining and gift giving. It also means increased wine purchases for 46 percent of Canadians according to the recent survey commissioned by E. & J. Gallo Winery and carried out by Angus Reid Strategies.
With more Canadians buying wine, but only seven percent feeling that it's easy, the survey results demonstrate a thirst for more knowledge, according to wine expert Kevin Lefort, Fine Wine Manager at E. & J. Gallo Winery.
"December is peak wine buying season with more consumers seeking the perfect bottle to serve at holiday meals or give as gifts. This survey shows that we're feeling the added pressure," says Lefort. "Canadians are lucky to have a wide variety of wines available in stores across the country, but for some, more choice brings with it even more stress."
Having travelled the globe, visiting vineyards from California to Australia and most regions in between, Lefort has made a career of bringing knowledge directly from winemakers to Canadian consumers, restaurateurs and sommeliers. For the 44 percent of Canadians surveyed who indicated they feel adventurous when buying wine, Lefort urges that consumers needn't be wine experts to make fail safe choices that deliver a sense of adventure.
"I'm encouraged by the emerging trend in Canadians daring to be adventurous in their wine choices, but I understand the challenge they face, especially during the holidays when the wine stakes are higher and there's more confusion," says Lefort.
"Consumer tastes and behaviours have changed drastically in recent years. The old rules of wine pairing are out the window. There's a renewed focus on value for money and traditional holiday meals now include exotic flavours and cuisine. I've found that even though consumers are looking for adventure, they need help to make sense of it all to make confident choices."
(C) 2009 Canada NewsWire. All Rights Reserved
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