Do Canadian consumers approach wine differently than Italians do?
Italians grow up with home-made wine on the table. Canadian consumers are relatively new to the wine game. I think that’s the main difference: Italians drink wine as part of their lifestyle, whereas Canadians tend to buy wine for a particular occasion. When you take B.C. wines to Italy, how do people react? We have theme dinners, with masked bottles, and there are always lovely surprises. I remember I took a Mission Hill Chardonnay and everyone rated it in the top two or three of the 10 wines we tasted. Another time I took an Nk’Mip Merlot. Everyone thought it was great, but they guessed it was a Syrah. The terroirs are so different. Is the Okanagan region even on the map in Italy? It is now—I’m teaching the sommelier course on the Americas.
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- Do Canadian consumers approach wine differently than Italians do?
