The trade agreements open up those markets to us, which is important. However, if you look at the agreements themselves, these are superpowers in wine production, so their interest in importing wine from Canada is limited. Our largest exports will typically be our icewines, but we do have growth in sparkling and table wines because we're becoming better and better every year and winning global competitions. There is that opportunity, but it's slow and it's small. It's case by case, rather than pallet by pallet.
What we're up against is a significant amount of investment by foreign governments into their industry. I've looked at some numbers recently. Whereas the Canadian industry gets support to the tune of around $38 million, I compare that to Italy, which gets support to the tune of $440 million. These are things such as a 40% grant on every dollar of investment made. These guys are getting the best technology, the best innovation, which they're investing into their wineries with the support of their government, to be able to own their own market and export abroad.
The other challenge we have is not being able to ship our wine across interprovincial borders and the fact that the growth in wine sales in Canada is typically going to imports. Over the past 10 years, 67% of all wine sales growth went to imports. That means we have to keep our eye on the domestic marketplace. There is no country in the world that exports that doesn't own their own market. We're in the awkward position that, in terms of our exportable wines, we have only a 10% market share. If we put our eye too much on exports, which is difficult for us to do because we don't have that much volume, we'll start to lose more market share because countries are investing more and more.
Portugal just announced that they're putting another $21 million into marketing in the Canadian marketplace, to be able to capture more market share.
Just this week, there was a report in a drink magazine that told us that six CEOs from liquor boards across Canada were in Italy last week and they provided a presentation to Italian producers, trying to get them to sell more wine in Canada. That's what we're up against. Italy sells more wine in Canada than we do, yet the liquor boards are there trying to get them to sell more here. That's the challenge we face.