But sales to Asia, its major market foricewine, are expected to slow down dueto market conditions there. So the wineries believe the time is right to taketheir specialty wine in a bigger way tothe U.S. market.
Sales have been minimal in the U.S.,partly because one of the major well-known wineries, Inniskillin, does virtually no traditional advertising. It focuses rather on tastings. Initial marketing efforts for the U.S. will include thelaunch of the Inniskillin Wine & Musicseries, a set of four wine seminars accompanied by Canadian classical musicians,which will take place at the Canadian consulate in New York in the fall of 1999.
Inniskillin Wines of Niagara-on-the-Lake was the particular winery that puticewine on the global map when in 1991it won the Grand Prix d'honneur award atVinex-po in France for its 1989 icewine.
Since then, the wine has grown in popularity across Canada. The majority ofsales have been to Asia. Annual salesare just over $2 million.
Copyright December 1998, Crain Communications Inc.