The Department of State and Regional Development (DSRD) promoted the growth of NSW wine exports to Canada when it hosted a two-day visit by senior representatives of the Manitoba Liquor Control Commission on February 18 and 19.

DSRD hosted Manitoba Liquor Control Commission president and CEO Don Lussier and manager of speciality purchasing Alun Bowness as part of an Australian visit to help make them fully aware of the quality and diversity of NSW wines.

The Canadian liquor market is highly regulated with the Manitoba Liquor Control Commission controlling the buying, importing and sale of alcohol in the province of Manitoba.

The Canadian visitors were taken on a tour of the Hunter Valley where they were briefed on the region's offerings and given tastings of Hunter wines at Brokenwood Wines, Audrey Wilkinson Wines, Hungerford Hill Wines, Hope Estate, de Bortoli Wines, and Capercaillie Wines.

The following day they were hosted at the NSW Government's Trade and Investment Centre in Sydney where presentations and tastings promoted wines from the Southern Highlands, Shoalhaven, Mudgee, Orange, Jerilderie, Riverina and Cowra areas.

All up, about 50 NSW wineries and their best products were promoted to the Canadian officials.

Australian wine sales to Canada topped $278 million last year with NSW wineries achieving over $52 million in sales, with good potential for future growth.

Canada is Australia's third largest wine market by value after the United Kingdom and the United States and is ripe for further growth given that about 69 per cent of white and red wine is imported.

Austrade reports that Australia holds about 12 per cent of the Canadian red wine market and approximately seven per cent of the market for white wine.

The reputation and popularity of Australian wines has grown in Canada due to their excellent quality and value, a trend to 'New World' wines, growing consumer demand and Australian promotional efforts.