Page 20 - GBC Summer ENG 2021
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Ray Kollars
Ray is the Director of National On-Premise at Andrew Peller Limited, one of Canada’s leading producers and marketers of award-winning wine and craft beverages. Contact Ray at 778-772-9281 or ray.kollars@andrewpeller.com.
    Canada’s Incredible
 Gray Monk Estate Winery in Lake Country, Okanagan Valley, BC.
Spring is a very special time of year. Longer days bring the smell of freshly cut grass and the excitement of the first round of golf. In the vineyard, warmer temperatures encourage budburst and the official start of our growing season.
This year’s fresh start brings a new kind of optimism following the incredible challenges faced over the past 12 months. We are all looking forward to less restrictions, safer socialization and the ability to celebrate with family and friends.
CANADIANS LOVE TO BUY LOCAL
The impact of COVID-19 was far-reaching and there is no question that it changed our behaviours. Pantry loading and value shopping were hallmarks of the first several months. This was followed by increased demand for sporting goods and simple luxuries that could be enjoyed at home. After all, we did not have anywhere to go.
The pandemic also encouraged us to shift our focus more locally, which supported a trend that was well underway before social distancing protocols. People are becoming more conscious of what goes into the products they consume, who is making them, and the distance they travel. While this trend is somewhat offset by the thousands of smiling,
Amazon boxes sitting on doorsteps across the country, there is no question that Canadians love to buy local.
In the wine category, we are very fortunate to have amazing wine growing regions across Canada, producing a wide range of qualities and styles that can rival the most prestigious regions on the planet. Domestic wines will never replace demand for international wines, but we have quickly earned a reputation as a high quality new world region to watch.
In terms of sales in Canada, domestic wine including Intern- ational-Canadian blends, is by far the market share leader and the fastest growing country. United
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