Cellared in Canada - Criticism

Criticism

In late 2009, local and international criticism of the "Cellared in Canada" practice emerged. Grape growers in Ontario began protesting the practice as a threat to their livelihood, claiming that thousands of tons of Canadian grapes were left rotting on the vine because producers were using imported grapes to make wine labeled as "Canadian". Wine producers who do not use the "Cellared in Canada" designation criticized the practice as tarnishing the reputation of Canadian wines and misleading consumers. Producers and growers in Canada have petitioned the government for several changes, such as making the origin of grapes for "Cellared in Canada" wine clearer on the wine label and increasing the visibility of 100% Canadian wines produced by members of the Vintners Quality Alliance (VQA) in province-run liquor stores. As of August 2009, the stores of the Liquor Control Board of Ontario (LCBO) featured less than 2.5% Canadian wine produced by VQA members, with the vast majority of its wines produced under the "Cellared in Canada" designation. In LCBO stores, such wines are currently under signage which says "International Canadian Blends".

Wine producers who use the "Cellared in Canada" designation claim that it is a vital business component that allows them to compete in the "under $10" price category. An executive at Vincor International Inc., which is owned by Constellation Brands and produces wine in Canada under labels such as Jackson Triggs, has claimed that the "Cellared in Canada" practice is a necessity due to the country having too many grapes planted (producing a wine lake effect), with growers charging prices "too high" to be competitive in the market.