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Generation X leads the way in current consumption of BC wine, but Millennials are closing in.

Vancouver, BC – Half of wine drinkers in British Columbia say their preferred wine is produced in the province, and two-in-five say they are drinking more local varietals than they were five years ago, according to the 2017 Winery Brand Reputation Insights Monitor—a unique survey conducted by Insights West in partnership with Will Creative.

In the online survey of a representative provincial sample, half of wine drinkers (50%) say their preferred wine comes from British Columbia—including 55% of men, 58% of those aged 35-to-54 and 63% of those who reside in the Interior.

British Columbia’s wine drinkers report that more than half of the wine they typically consume (58%) is produced in the province. The highest proportion of local wine consumption is observed among men (59%) and those aged 35-to-54 (62%).

In addition, two-in-five BC wine drinkers (41%) say they are drinking a higher percentage of BC wine now than five years ago, while only 7% report drinking less BC wine than they previously did.

“Millennials are definitely starting to discover BC wine,” said Ute Preusse, Founder and Director of Strategy at Will Creative Inc. “More than half of wine drinkers aged 19-to-34 say they are consuming more wine from the province than they did five years ago.”

BC’s wine drinkers express a preference for red wine (36%) ahead of white varietals (26%), although one-in-five (20%) say they like red and white wine equally.

“Red is definitely the preferred choice for BC’s wine drinkers aged 35-to-54 and 55 and over,” says Steve Mossop, President of Insights West. “Rosé and sparkling wines are more popular among those aged 19-to-34.”

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary.

Most of our surveys are conducted through our Your Insights panel. The Your Insights panel is comprised of 30,000 Canadians who share their opinions on a variety of political, economic, social and other issues while earning the opportunity to get paid and win great prizes. If you’re interested in joining, please register at

About this Release:

Results are based on an online study conducted from October 23 to October 25, 2017, among 613 adult residents of British Columbia who drink wine at least a few times a year. The data has been statistically weighted according to Canadian census figures for age, gender and region in British Columbia. The margin of error—which measures sample variability—is +/- 4.0 percentage points, nineteen times out of twenty. Click here to view the detailed data tabulations and here to download the full presentation.

For further information, please contact:

Ute Preusse
Founder and Director of Strategy, Will Creative Inc.

Steve Mossop
President, Insights West