ANDREW PELLER LTD: Katie Lucenti
Katie Lucenti
Team lead C&G and LCBO
Andrew Peller Limited
Based on your data, insights and experience, what’s trending for summer 2025?
Summer 2025 will be all about convenience, health-conscious choices and local pride. Shoppers are gravitating toward better-for-you offerings, especially lower sugar, lower calorie, and no/low alcohol options. We’re also seeing continued demand for sparkling formats and RTDs that deliver both flavour and functional benefits. Ontario consumers are choosing local more than ever—and that’s translating into strong growth across our VQA wine brands. For example, our Local VQA portfolio (Wayne Gretzky, Trius, and Peller Estates) is up +44% in the last six months vs. LY, a $6.5M increase.
Which of your products do you anticipate being hot sellers this summer?
We’ve carefully curated our top 30 SKUs for direct delivery to convenience retailers based on what’s resonating with consumers today. Our Wayne Gretzky, Trius and Peller Estates VQA wines are expected to continue their strong momentum this summer. Honest Lot Zero Sugar wines—now the fastest growing International Domestic wine brand in Ontario, up +32%—will also be a key growth driver, aligning with the increasing demand for health-conscious beverage options.
Sparkling wine continues to be a standout category with strong momentum, as consumers increasingly view it as an everyday indulgence rather than a product reserved for special occasions. Trius is a recognized leader in the sparkling space, and our portfolio is designed to meet a range of consumer needs—from approachable, everyday VQA sparkling wines under the Peller Estates label to more premium, occasion-worthy options from Trius. With its versatility and refreshment appeal, sparkling is well-positioned for continued growth this summer, especially during warm-weather gatherings and celebrations.
Our Peller Family 1L Tetra wines are another strategic focus— they’re environmentally friendly, non-breakable, and resealable, making them ideal for outdoor summer occasions and the convenience channel. These formats offer portability and practicality without compromising quality, and we expect them to perform exceptionally well. They’re available in four different varietals—Pinot Grigio, Cabernet Merlot, Shiraz and Chardonnay— for whatever your wine lover likes.
On the indulgent side, Panama Jack’s wine-based cream liqueur—the #1 in its segment—remains a seasonal favourite, especially served over ice.
Any new innovations in the mix?
We’re continuing to innovate to ensure we’re meeting consumers where they are—staying on trend with what today’s shoppers are looking for in terms of format, flavour, and function. You’ll see that reflected across our portfolio in 2025.
What are the outside influences shaping the space?
Consumers are increasingly seeking balance in their lifestyles, with wellness top of mind. As a result, we’re seeing growing interest in zero sugar, lower alcohol, and BFY beverage options like Honest Lot that has 0g sugar. Sustainability is also playing a bigger role in purchase decisions—which is why formats like Peller Family Vineyard’s 1L Tetras and locally made products are gaining traction.
Canadians are also looking to support local producers more than ever. Ensuring stores have a strong assortment of local products will be critical—not only to meet evolving consumer expectations, but also to reinforce domestic industry support at a time when tariff pressures are impacting our trade relationship with the United States. Local isn’t just a trend—it’s a strategic advantage.
This is the first sales summer for convenience retailers. What advice can you share in terms of seasonal demand, sales cycles, category management, planograms etc.?
Summer is a high-opportunity season with a real spike in demand from May through Labour Day. To capture the opportunity, it’s critical that planograms reflect consumer behaviour—focusing on quick, easy-to-carry formats, familiar brands, and clear product segmentation.
Ensuring that white wines and rosés are available chilled is especially important during the summer months, as these are the varietals consumers most often reach for in warm weather. Rosé in particular is a seasonal staple, and retailers should prioritize having a strong selection in-store—ideally cold and ready to enjoy.
Prioritizing high-velocity SKUs and Local options will help maximize turns. You never want to leave sales on the table by being out of stock of your #1 seller. Review your sales and increase a facing for more holding power, or bring in an extra case. Your customers will thank you.
Importantly, ensuring stores have a strong Local assortment and presence is essential in today’s environment, especially as we navigate our trade relationship with the United States and ongoing tariff pressures. Local not only aligns with shopper values, but also reinforces supply chain resilience and category stability.
If applicable, how are you partnering with or supporting convenience retailers this summer?
We’re making it easy for convenience partners to succeed by directly delivering 30 of our best-performing, consumer-driven SKUs. Our portfolio covers a broad range of needs—so retailers can confidently build a beverage set that resonates. We’re also offering tailored insights and merchandising support to ensure strong sell-through.
In terms of perfect pairings, what other convenience items go well with you offering?
Summer is all about easy, delicious pairings. Crisp white wines pair beautifully with pre-packaged veggie trays, fresh fruit, cheese sticks, or even deli sandwiches. They’re refreshing and ideal for casual outdoor moments. Red Wines are great with hearty snacks like beef jerky, pepperoni sticks, cheese and crackers, or pre-cooked hot dogs. Slightly chilled, these reds bring a smooth, satisfying experience to BBQ-style meals or casual get-togethers. For something indulgent, Panama Jack’s Wine-Based Cream is the perfect treat, served over ice or paired with chocolate bars or sweet snacks—a must-have for summer fun.
RETURN TO TASTES LIKE SUMMER Q&A SERIES
