FWM CANADA: Daniel Speck
Daniel Speck
President
FWM Canada
Based on your data, insights and experience, what’s trending for summer 2025?
Clearly, it's Ontario's appellation wines that carry the VQA certification. Sales in April alone are up over 97% (off monthly high double-digit increases since Jan) with Henry of Pelham up more than three times that in convenience and grocery—and from a solid base too! People are truly embracing high quality Ontario VQA wines right now.
Which of your products do you anticipate being hot sellers this summer?
Our standard bearers are leading the charge. For Henry of Pelham it is all things Baco Noir, especially our Old Vines ($19.95), and our Classic ($16.95). So, to our Pinot Grigio ($16.95) and our Henry of Pelham Sparkling Wine ($17.95). For our Family Tree wines it is the 'Bootlegger' Baco Noir ($17.95), 'The Padré' Cabernet-Merlot ($17.95) and 'The Goat Lady' Chardonnay ($16.95). (All prices LCBO inclusive of HST/deposit for comparison purposes). Many California wine drinkers are finding a new home in these wines and saving a couple of dollars per bottle at the same time.
Any new innovations in the mix?
We keep expanding The Family Tree portfolio, the fastest growing brand in Ontario VQA for at least a year. It is the right brand at the right time. The styles are very fruit forward and generous, the packaging screams 'New World' and the wines way over deliver. The Toronto Star and The Globe and Mail have all endorsed them multiple time as good substitutes for wines you can't find from other places right now.
What are the outside influences shaping the space? Ie, thirst for zero sugar, lower carb etc.?
The 'buy Canada' movement has real traction right now for all of the reasons we know, but what we are finding is that many wine drinkers who are motivated to buy Canadian are realizing what we winemakers (and the rest of the world: we sell in 20 countries abroad) have known for years: That Ontario's wines and Henry of Pelham's especially are both outstanding quality and a bargain. Fun fact: our wines are a great value at home and abroad, even when on export they typically sell for the same number of units of the foreign country's local currency as they do here in Canadian dollars. For example, a CDN$17 wine here sells for about $17 US$/€/£ on export and yet we are still seen as a value on those country's shelves.
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.?
Think about the seasonality of your offerings: Spring means more whites than reds, sparkling wine cocktails (so put orange juice near sparkling wine and encourage Mimosas) and rosé sales take off. That doesn't mean that reds won't sell (they are perfect for the BBQ), but red sales have a big lift from Sept-Feb—focus a bit more on other colours/styles in the Spring/Summer.
How are you partnering with or supporting convenience retailers this summer?
With training! Please visit our Store Sommelier.
In terms of perfect pairings, what other convenience items go well with you offering?
Have fun with it! Baco Noir and beef jerky or pizza. Sparkling wine mixed with juices (like orange juice for a Mimosa).
Anything else you would like to add?
While every store is mandated to carry 40% Ontario VQA (not IDB) wines, the reality is that the sales alone warrant this and more (as the numbers above indicate). Load up on best-sellers and enjoy the success!
RETURN TO TASTES LIKE SUMMER Q&A SERIES
