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The success of the SAQ kick-off weekend is a great indicator that our market programs are on track here in Canada. We are working actively with Liquor Control Boards across the country to create more Australian promotions and to showcase that, when given the opportunity, consumers buy and enjoy premium, diverse and regional Australian wines.
SAQ in-store Australian wines sales were up 402% with revenue of $2.35 million in stores over Saturday, May 5th and Sunday, May 6th.
We are very happy with the weekend results. This is an important win for Australian wine and a great launch pad for future programs in Quebec with the SAQ.
The May 2012 SAQ promotion sales reached nearly $3 million in its first weekend of in-store, on-line and mail order sales.
“It’s slow and steady – the category is correcting itself and what’s emerging is an exciting and diverse offering of regional Australian wines.”
We are at the beginning of a new chapter for Australian wine here in the US, one that is dedicated to Australia's diversity, regionality and quality.