British Columbia wines are proving their strength in the wholesale channel, even as the provincial market adjusts to the sudden removal of U.S. wines from the market. The latest Liquor Market Review (Q1 2025/26) shows BC wine sales climbed to $131.2 million, a 6% increase year-over-year, with volumes rising to 8.68 million litres.
BC wines are not just holding steady — they’re capturing more of the market. Despite total wholesale wine sales falling nearly 5% year-over-year, BC’s share climbed from 47% to over 52%. This marks a significant shift: for the first time, BC wines represent more than half of all wholesale wine sales in the province.
Ontario Comparison
Ontario’s domestic wine share (32.5%) is significantly lower than BC’s (52%), showing a much heavier reliance on imports in Ontario.
BC clearly leads in retaining a more substantial market share for locally produced wine versus Ontario. BC shows much healthier consumer support for regional producers.
BC Wines Leading the Charge
Reds and Whites remain the backbone of BC wine, together accounting for more than 85% of sales. Both categories ticked higher compared to last year, but the real buzz came from Rosé and Sparkling wines. Rosé nearly doubled over the previous quarter, hitting $11.2 million, while Sparkling surged to $6.8 million. Patio season clearly fueled the lift, proving these festive styles are here to stay.
The dessert, fruit, and ice wine categories remain niche but consistent, serving as unique hallmarks of BC winemaking.
Imports Fill the U.S. Gap
The most significant disruption this quarter was the absence of U.S. wines, which posted negative sales due to inventory being pulled from shelves in March 2025. Premier David Eby put it bluntly: “British Columbians expect us to stand up for our wine industry. Pulling U.S. wines from BCLIQUOR stores sends that message loud and clear.”
With American bottles out, Italy surged to the top spot at $30.1 million, fueled by Prosecco and value reds. New Zealand climbed to $16.3 million on the back of Sauvignon Blanc dominance. France hit $22.3 million, with Champagne and Rosé in high demand. Australia also jumped 15% to $12.8 million, led by Chardonnay and affordable Sparkling. Argentina and Chile together topped $19 million, showing steady appetite for South American reds.
Keeping BC at the Heart
While imports are stepping into the spotlight, the numbers show that BC wine is holding its ground and growing. This resilience is crucial as producers navigate both competitive pressures and shifting consumer preferences. It’s also a reminder of the importance of protecting and promoting wines truly crafted here at home.
For a deeper look at how local wineries are preserving the soul of BC winemaking — even when using imported grapes — see Crafted in BC wines.
The Bottom Line
The U.S. wine exit may have reshuffled the shelves, but BC’s wines are thriving, and imports are scrambling to fill the gap. For wine lovers, that means more choice — and for BC wineries, a clear signal that local support remains strong.
This article was researched, written, and formatted by Julian Park, with ChatGPT support to enhance structure, data integration, and editorial clarity