LCBO ‘TOP 10’ TRENDS FOR SUMMER 2013 - Part II
June 7, 2013 15:48 ET
6. ONTARIO WINES: Thirty per cent of Ontario wine sales are generated in the summer months and local varietals to watch are Riesling, Cabernet Franc and Baco Noir. Ontario Chardonnay in VINTAGES continues to be the driver of premium white wine sales, accounting for 18.5 per cent market share and growing at 17.1 per cent. Red and white blends are also gaining popularity and combined account for 29 per cent of total growth of Ontario wines. Ontario Rosés are a perfect complement to dinner on the grill, and this year’s seasonal promotion has seen an increase in sales of more than 15 per cent over last year.
7. READY-TO-DRINK: Summer is the perfect time of year for ready-to-drink beverages, so not surprisingly almost 60 per cent of the annual sales in this category happen during this time. While traditional coolers are still very popular, more and more customers are looking for natural, lighter-tasting and less sweet flavour profiles. Spiced-rum and vodka iced tea coolers are the trendy choices in this area, and pre-mixed, single-serve pouches that can be frozen are also expected to be hot this season. Sales of new packaging formats, like environmentally friendly cans and PET bottles, have increased 26 per cent over last year, mainly because coolers and one-pour drinks in cans are attractive alternatives to beer.
8. LOCAL, LOCAL, LOCAL: The trend toward buying local continues with one Ontario success story after another. Whether its Ontario VQA wines, craft beers, spirits, or homegrown cider, the local experience is one that customers repeatedly return to in summer. Nearly 47 per cent of Ontario VQA Rosé sales happen in summer, and with VQA Destination Boutiques scheduled to open in the next few months at select LCBO stores, customers will have hundreds of new, unique and rare VQA products to choose from.
9. CALORIE-REDUCED PRODUCTS: The trend toward light and low-calorie options continues and large brands have taken notice. Smirnoff and Skinnygirl are launching new vodka options this season, along with newcomer Voli Vodka from France. ‘Light’ beer is a perennial favorite for summer, as are longstanding, ready-to-drink favorites such as Smirnoff Ice Light and Skinnygirl One Pour Cocktails. Emerging flavour trends in this category are melon, cherry and blood orange. Calorie-reduced products continue to be a trend in the WINES category, particularly with women between the ages of 25 and 35. As part of the Summer Rosé program, LCBO will introduce its first low-calorie Rosé – Lindeman’s Early Harvest Low Calorie Rosé. Ontario-grown Skinnygrape Chardonnay became an instant favorite since its launch in April, with sales now outpacing its closest U.S. competitor.
10. ONTARIO CRAFT BEER: With almost 200 Ontario craft beers (OCB) available this summer, the trend toward locally produced product continues with gusto. OCBs have seen phenomenal sales growth of 575 per cent since 2006. New brewmasters are driving change and responding to customer demand by experimenting with bigger and bolder styles and flavours. New products launched this summer include Saw Dust City Brewing Co., Junction Craft Brewing, Mad & Noisy Brewing Co., Hogtown Brewers, Big Rig Brewing Co., and Niagara Oast House Brewers.
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LCBO Senior Communications Consultant
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