Adaptation of the article published in Échos de Bordeaux
The registration campaign for the 2025 edition of the Canadian competition Sélections Mondiales des Vins is underway. For Bordeaux producers present in the Québec and Ontario markets, this is an opportunity to seize in order to boost their sales in these markets.
While the United States is intensifying its protectionist policies and maintaining trade tensions with numerous countries, Canada is positioning itself as a trusted trade partner. Stable, accessible, and recognized for its regulatory transparency, the Canadian market offers a favorable environment.
This new edition will spotlight Bordeaux wine, in partnership with the Bordeaux Wine Council (CIVB), as explained by Christophe Château, its Communication Director:
Could you briefly tell us about your background and the CIVB?
Christophe Château: “I joined the CIVB as Head of Internal Communication in 2009 and have been Communication Director since 2012, as well as General Commissioner of Bordeaux Fête le Vin since 2014. The CIVB is an institution that brings together 5,300 winegrowers and 300 merchants. Its main mission is to promote Bordeaux wines worldwide. It also has economic and technical roles. It represents 4,637 winegrowers, 300 trading houses, 29 cooperatives, and 50,000 jobs. The industry generates €4 billion in turnover and produces more than 450 million bottles per year.”
What does the Canadian market represent for Bordeaux wines?
CC: “Canada is a very important market for Bordeaux — it is our 9th market in value and 6th in volume. Over the past 12 months, this represents more than 8 million bottles sold for a turnover of €67 million. Most importantly, it should be noted that it is a very dynamic market, as it has grown by 10% in volume over the last three months, which is rare in the current global economic context. Furthermore, we can imagine that diplomatic tensions between the United States and Canada may, in the coming months, divert consumers from American wines, which currently rank third in value sales here, after France and Italy.”
“Bordeaux and Québec share a special bond. The province of Québec has historically been an important market, and the SAQ is among our largest clients. This commercial relationship is strengthened by friendly ties born from the twinning of the city of Québec with Bordeaux 40 years ago. We have organized numerous editions of Bordeaux Fête le Vin there and have also taken part in the ‘Table Gourmande’ events in Québec City.”
Why did you decide to establish this partnership with the Sélections Mondiales des Vins competition this year?
CC: “In general, competitions and their medals are good tools to help consumers make choices, as they are often a bit lost in the vast wine aisles. And the Sélections Mondiales des Vins competition is the most renowned in Canada, if not in North America, and we indeed confirm its credibility to our members.”
“We have always been close to this competition, which remains a tool for discovering new gems, particularly for the SAQ. In the current context, the CIVB was delighted to establish a partnership with the competition to spotlight the Bordeaux region this year. A special focus will therefore be given next October, with the status of guest of honor, a reinforced presence and communication, including the official presentation at the opening night.”
“Several other partners are involved in the initiative: the Crus Bourgeois du Médoc, the Grand Cercle des Vins de Bordeaux, the agents representing Bordeaux wines in Québec and Ontario, as well as the oenologists from various Bordeaux organizations, including the Enosens laboratory and EEV – Ensemble de la Vigne au Vin.”
Several Bordeaux partners involved in the 2025 initiative
The Grand Cercle des Vins de Bordeaux is innovating this year by facilitating the participation of its 120 producers, representing both banks of Bordeaux and the Entre‑Deux‑Mers.
A partnership was established three years ago with the Enosens laboratory to offer its clients the opportunity to present their wines in the Canadian market. Enosens works with around 2,000 clients in Gironde, Dordogne, and Charentes. Its grouping strategy helps reduce shipping costs by about 20%. The “Trump” taxes on exports have disrupted the distribution of wines within the SAQ in Canada, thereby opening new opportunities for Bordeaux wines. In addition, this competition offers complementary opportunities, such as showcasing medal‑winning wines to the press and agents at the post‑competition tasting, or providing access to lists of commercial agents in Québec.
In the same spirit, EVV – Ensemble de la Vigne au Vin is participating this year for the second time. This company brings together vineyard technicians, consulting oenologists, and packaging specialists who work together to support nearly 3,000 winegrowers in a comprehensive strategy. EVV helps its 350 consulting clients to develop the marketing of their wines and to create cuvées tailored to the expectations of each market (US, Canada, etc.).
A Competition with Strong Strategic Partnerships
During the 2024 edition, SMV played a major role in enhancing the visibility of producers in the Québec market through several initiatives, including the creation of the SAQ Top 30 — a selection of the best SMV award‑winning cuvées already available in Québec — as well as the February 2025 cross‑promotion on the transactional site SAQ.com, where ten SMV award‑winning cuvées were showcased for one week.
The SAQ Inspire contest is also returning, offering a unique opportunity for three consumers from the “Grand Connaisseur” profile to be part of the jury for the 2025 edition of the competition.
Building on the success of recent years, the post‑competition tasting of SMV 2025 medal‑winning wines will take place on October 22 in Montréal, with more than 150 industry guests discovering the award‑winning wines of the 32nd edition.
A springboard to the Canadian market
SMV has direct links with importers, agencies, and major Canadian monopolies, notably through A3 and RASPIPAV, which together represent more than 150 of the most influential agencies in the market. The wines are evaluated by experts and enjoy an ideal showcase to attract the Canadian market and beyond.
Practical Information
Registration period: Closes on September 1, 2025
Deadline for receiving samples: September 15, 2025
Competition dates: October 8 to 11, 2025
“Top 50” announcement: October 15, 2025
2025 Winners list: October 17, 2025
