Q&A: Consul general Ian Burchett

Ian Burchett, Canadian consul general for Hong Kong, on the opportunities for Canadian wine in China and how the Canadian government tries to support producers in new export markets.

Consul general Ian Burchett

What opportunities are there for Canadian wine in Hong Kong and the rest of Asia?

“Hong Kong consumers are increasingly drinking wine and participating in guided tastings and classes in order to better understand wines from around the world.  Most have heard that Canadian Icewines are among the best in the world but many have not yet had a chance to taste and learn about Icewine so there is still considerable room for market growth in Hong Kong, mainland China, South Korea, Singapore, Taiwan, and Japan.

“The same is true for table wine. Production volumes of Canadian wines are relatively small but their unique characteristics and high-quality appeal to consumers who are keen to try new varieties and who trust the Canada brand. While competition in Hong Kong and other mature Asian markets is fierce, Canadian table wines show extremely well in blind tastings with both old and new-world wines, and wine writers and educators are increasingly taking notice of the impressive expressions of Canadian varietals such as Pinot Noir, Chardonnay, Cabernet Franc, and lesser-known varietals such as Baco Noir.

“Wine tourism, wine competitions, blind tastings or wine and food pairings with key opinion leaders, high-end hotel restaurants, corporate sales, and business to consumer platforms such as e-commerce, are all viable options to promote Canadian table wine to Asian buyers and consumers.”

What help is the Canadian government giving to producers seeking to export their wines?

“The wine, beer, and spirits sector is a priority sector for the Government of Canada’s Global Markets Action plan and Hong Kong is a priority market, in particular for the wine industry.

“In terms of assistance, the Canadian government, through the Trade Commissioner service, supports active and prospective Canadian exporters by providing market intelligence and information, qualified contacts, business to business matchmaking, and support for promotional activities and events organized by Canadian wineries and their partners in international markets.

“Our Embassies and Consulates abroad work in conjunction with our dedicated wine, beer and spirits practice at headquarters, including industry representatives to support and execute events such as table top tastings, masterclasses, winemaker dinners and trade and media visits to Canadian wine regions.”

How might the large Asian population in Canada and indeed the large number of Canadian passport-holding Asians be of help to growing sales of Canadian wine?

“Canadians are exposed to a large selection of outstanding Canadian wine in restaurants and retail stores, and the popularity of wine tourism adds the additional option of cellar door purchases. Many Canadian wines are highly-sought by Canadian chefs and sommeliers and are never exported.

“This is changing, however, as Canadians in Asia continue to seek out their favourite wines or varietals from their time spent in Canada and those recommended by friends and family in Canada. In this regard, Canadians on both sides of the Pacific are well placed to help grow sales of Canadian wine in Hong Kong. Hong Kong importers are increasingly seeking Canadian wines to add to their portfolios in order to meet this growing market demand and to offer existing customers new and exciting wines from Canada.

“There are also a growing number of Chinese Canadians and investors from mainland China who have purchased wineries in the Okanagan Valley of British Columbia and are seeking to produce Canadian wine for the Chinese market.”