Thank you very much indeed.
My name is Miles Prodan. I am the president and executive director of the B.C. Wine Institute. I start off all my presentations by stating the fact that I do not have any samples with me this morning but I do know where you can get some, so bear with me.
I want to speak a bit about the B.C. Wine Institute first. We are the trade organization for British Columbia. Our members represent 95% of all production here in B.C., so it's my pleasure to speak before this group, and I appreciate your taking the time to come to visit us.
Canada is ranked as the second most attractive market in the world for wine sales, with growth in wine consumption twice that of the rest of the world. With a strong market and increasing number of free trade agreements, international competition in the Canadian marketplace is intensifying with import products representing close to 70% of all wine sold in Canada. For all wine that's sold here in Canada, 70% of it comes from outside Canada.
The domestic Canadian wine industry currently provides an annual economic benefit of $6.8 billion annually, which is a fraction of the potential value when recognizing that domestic sales account for less than one third of all wine in Canada. The Canadian industry is growing appreciably in all six provinces, including here in British Columbia, offering one of the highest value-added contributions of any agricultural product, and providing enhanced rural economic opportunities. It touches almost every aspect of the value chain in agricultural product, and we're proud of our contribution.
Only through a strategic investment in B.C. and in Canada will the wine industry fully achieve its potential, resulting in higher levels of winery investment and job growth, and providing a significant value to the overall Canadian economy. Here in British Columbia the wine industry is a significant economic driver. For every bottle produced in the province, there is $42 of economic impact generated.
B.C. welcomes over 800,000 visitors every year through the wine economy, which generates almost $500 million in economic impact related to tourism employment. That's outside the agricultural sector but directly affects that economic impact I speak of.
More than $298 million in federal-provincial taxes and liquor board markup is generated in the wine industry here in B.C. each year. In taxes alone, the B.C. wine industry contributes $220 million. B.C. wineries capture more general revenue than most agrifood products, by not only crushing grapes and producing wine, but also packaging, marketing, sales, and the rest of the distribution channels.
Our domestic industry is reliant upon B.C. soil and it's firmly rooted in the rural economies across the province; however, its impact extends well beyond direct sales and employment of B.C.'s 260 grape wineries and over 930 vineyards growing wine grapes, with strong linkages, as I said, to tourism, retail sales, bars, restaurants, and the whole retail channel, creating up to 10,000 jobs here in B.C.
Here is the challenge. Over the past decade Canadians have been increasingly making wine their alcoholic beverage of choice. Wine consumption has been increasing by 26%, compared with zero growth for spirits, and an 8.8% decline in beer. As people mature, their taste buds become more mature and they enjoy wine, so we're seeing that growth, and that doesn't go unnoticed by every export or import wine-producing country targeting Canada.
Of the total wine growth here in Canada over the past decade, 75% has been claimed by wine importers. In 2014, Canada became the sixth largest wine importer. As I said, importers see that expansion in the market and are targeting Canada to take advantage of that growth.
This makes Canada the reverse of most wine-producing countries, which appreciate strong domestic sales such as 95% market share in the U.S.; 74% in Australia; and 99% in South Africa, Argentina, and Chile. In fact, even China enjoys 78% of the domestic wine sales. Here in Canada we have only 32%.
It's important to recognize that virtually every country producing grape wine in any significant quantity maintains a more robust program supporting its wine industry than that of Canada. In addition to these financial obstacles, internal barriers to trade have also restricted the Canadian wine industry growth. I know most of us around this table are familiar with barriers to interprovincial trade, and if not, I'd be happy to talk at length about that at another time.
While we recognize that the commitment has recently been established by the Council of the Federation, whereby the provinces have agreed to discuss internal barriers for alcohol, the BCWI asserts that more action is required to seize the current domestic market opportunities.
As for the opportunity, in 2015 global wine expert Rabobank identified Canada as the second most attractive market in the world for wine sales while Vinexpo concluded that growth in wine consumption in Canada is twice that of the rest of the world. I just can't overstate the fact that the market is growing, and we need opportunity to fill that demand. The demand is there; we just need the opportunity to fill it.
With the proper support, the Canadian wine industry will build its market share beyond the 32% to a target of 50%. This is good for the Canadian wine industry. It's good for Canada, and we anticipate the sale of wine growth opportunity to be 50 million litres over the next two years. Based on our economic study, we know that every $1 million increase in Canadian wine sales will lead to $3.1 million in gross output—revenues, taxes, and jobs—all across the value chain. It's an excellent investment in our economy.
How do we propose to do that? We think there is an opportunity for a wine industry innovation program that would deliver an investment grant that supports initiatives to develop the Canadian wine industry through improved operational and infrastructure investments, thereby benefiting economic sustainability, productivity, and competitiveness.
The key objectives of such a program would be to develop and grow the Canadian grape wine industry, increase wine tourism and cellar door sales, foster domestic and export markets, and support business, including innovation skills and training. The area for funding priorities include projects that contribute to the development of domestic and export markets, marketing and tourism development projects, and projects that improve sustainability and production.
The growth program would apply to qualified tangible or intangible investments in every winery business and would be applied to eligible winery investment expenses related to products, processes, technology, infrastructure, and capital assets—buildings, roads, and the rest of it—intended to increase the marketability and competitiveness of the Canadian wine sector. The growth program would result in increased investment, transfer of expertise in technology through the registration of intellectual property, higher levels of employment, a more highly skilled workforce, improved economic conditions in wine regions, more economic activity, and greater future tax revenue.
Based on the average annual growth rate of 11.5% for 100% B.C. wines, the growth program would provide a 17% return on the federal government's investment and double direct and indirect employment.
Ultimately the program could grow the British Columbia wine industry's economic contribution from approximately $2.6 billion to $6.6 billion over the period of 2017 to 2027. It's a great opportunity, we think it has a lot of legs, and the need is definitely there.
By its very nature, wine and grapes provide long-term employment in investments that are inherently tied to the Canadian soil. As I said earlier, there are few value-added agricultural products like wine where a handful of grapes can be converted into world-class wine, as it is here in Canada.