Canadians consume about 10.6 litres of wine annually, according to statistics in a recent report. Beer and spirits consumption has decreased during the past five years, but wine has continued to show steady growth.

The younger generation is largely responsible for the gains in the wine category, according to D.J. Kearny, a wine consultant in Vancouver.

In the past, younger drinkers started with beer, progressed to spirits and eventually dabbled in fruity wines.

However, according to statistics from The National Post, young drinkers are choosing wine at an earlier age and are heading for more robust and more expensive wines sooner than in the past.

In addition, affluent baby boomers also account for growth in the category, because they’re willing to spend money on lifestyle products.

Finally, the development of Canada’s wine industry in British Columbia, Ontario, Quebec and Nova Scotia has raised awareness and intrigue about homegrown affordable wine.

And there’s no doubt that the growth of quality value wines has propelled the growth of the wine category over the past few years.