How Château de Pommard is playing a part in Alberta’s burgeoning wine scene

Despite the fact that educated drinkers are becoming increasingly fond of Canadian cuvées, the North American nation is importing more and more foreign wines, particularly from France and Italy.

Canada, often overlooked as a winemaking nation, has 12,500 hectares under vine and is making some outstanding wines due to the long sunlight hours that mitigate the short growing season at that latitude. But the flavors and structures of the old world remain irresistible to Canadians.

What does the Canadian market look like?

The traditional ‘big two’ buying markets are Ontario and Quebec. They operate under a government-regulated system where alcohol is brought to market through provincial liquor boards, and they are the only organisation that has the authority to import and distribute. But the fastest growing market is Alberta.

And guess who is making waves in Alberta? Yep, you guessed it.

Château de Pommard have been in this exciting province since 2021 after finding a partner importer in Icon Vins Fins. Operating originally out of Vancouver, British Columbia, they also know how to respond to Albertan consumer demand, and Château de Pommard’s international trade team were able to supply wines of the requisite quality, variety and history.

“Icon Vins Fins have a deep knowledge of the Canadian provinces networks especially in BC, Alberta, Ontario and Quebec, and a highly-skilled passionated team. They showed high-interest and sensitivity towards Chateau de Pommard’s recent certifications in organic and biodynamic agriculture. We are delighted to partner with such professionals,” said Trade Sales Manager Victor Goichon, who managed this account from its beginning until September this year.

Values aligned

Thibaut Bourtembourg, Marketing Director at Icon Vins Fins, sees the relationship as a perfect symbiosis.

“Icon Vins Fins philosophy could not be more aligned with Chateau de Pommard’s values,” he said. “As a fast growing, boutique Canadian agency, we are aiming to offer our customers a 360º experience, by curating a premium selection but also offering an above and beyond service around our portfolio.”

Unlike some other provinces in Canada, Alberta has relatively relaxed laws concerning the direct importation of wine. As a result, wine distributors and retailers in Alberta have been able to import a wider variety of wines from all over the world.

Unique system

Alberta’s privatized alcohol retail system makes it unique among Canadian provinces and territories. Since the early 1990s, the Alberta Gaming, Liquor & Cannabis (AGLC) was and remains the sole provincial authority that does not also supervise and operate retail outlets that sell alcohol. It’s also the case that privatization has fostered competition which naturally increases the variety of products available, allowing a wider range of — in this case — French wines to be accessible to the territory’s educated drinkers through choice outlets such as the Four Seasons in the jet-set friendly ski resort of Whistler.

“For the past 2 years, our collaboration with Chateau de Pommard has opened doors to some of the most sought after hospitality establishments in Canada,” explains Thibaut. “We are looking forward for the next decade of collaboration to untap the full potential of the Canadian market for such a unique piece of Burgundy.”

Economic Factors

Aside from the privatized model, there are other elements that influence fine wine’s charge to prominence in Alberta. People in this province, traditionally, have had a higher average income than many other Canadian provinces due to its prosperous oil and gas industry. This means consumers in Alberta often have more disposable income to spend on luxury goods such as imported French wine.

Increasing Sophistication of Wine Culture

Another facet of higher income is the broadening of one’s travel opportunities. Many Albertans travel to wine-producing regions, take a growing interest in gourmet food and fine dining, and are more likely to make discoveries in wine education. This increased sophistication and interest in high-quality products could well be driving increased demand for French wines, which are often perceived as premium products, and with the Château flying the flag for biodynamic wine in Burgundy, a younger, more eco-conscious audience is joining the fanbase.

And with stunning properties such as Fairmont Château Lake Louise in Banff National Park taking the clos wines, we can observe how the values of sustainability encourage brand-aligned partnerships. They boast one of the most comprehensive eco-friendly programs in the North American hotel industry and Château de Pommard is proud to call it home.