The entire project took place during the prestigious wine competition Sélections Mondiales des Vins (SMV), held from October 8 to 11, 2025, in Montreal. This competition, one of the most significant in North America, attracted top experts from around the world. Czech and Moravian wines excelled, winning a total of 13 medals, with Johanniter from Volařík Winery placing among the Top 50 wines of the competition. This success not only highlighted the quality of Czech and Moravian wines but also served as a strong argument for their inclusion in the portfolios of Canadian distributors.

The project, organized by the Embassy of the Czech Republic in Ottawa in collaboration with the National Wine Centre & Czech Wine Salon, the Wine Fund, Špalek Winery, distributor Niche & Nosh, and the Ministry of Agriculture, included three professional events in Montreal that reached over 200 Canadian professionals—from importers and distributors to sommeliers, journalists, and influencers.

Twelve Czech and Moravian wineries were featured: Bohemia Sekt, Víno Marcinčák, Víno J. Stávek, Vinařství Volařík, Vinařství Válka, Vinařství Ludwig, Vinařství Baláž, Vinařství Thaya, Vinařství Špalek, Vinařství Tomáš Režný, Vinař Jiří Uherek, and Vinné sklepy Kutná Hora.

1. Professional Masterclass (October 9, 2025)

National sommelier Klára Kollárová presented the rich history of Czech and Moravian winemaking, dating back to the 9th century, and highlighted the uniqueness of traditional varieties as well as modern hybrids. During a guided tasting, nearly 50 professionals sampled a selection from 12 wineries with high export potential. Participants praised not only the quality of the wines but also their story, which blends centuries-old tradition with innovative technologies.

2. Wine Presentation and Tasting (October 14, 2025)

This event targeted Canadian wine buyers and distributors. Led by Klára Kollárová, nearly 50 professionals had the opportunity to taste a wide range of Czech and Moravian wines—from crisp whites to reds, unique orange wines, and sparkling varieties. The tasting was divided into three time slots, allowing for intensive networking and individual discussions.

3. Presentation and Tasting of SMV Award-Winning Wines (October 22, 2025)

The final event attracted over 400 participants, who had the exclusive opportunity to taste all the medal-winning wines from the SMV competition. The Czech booth was one of the evening’s main attractions. Approximately 100 visitors appreciated not only the quality of wines from the Czech Republic but also their unique character and varietal diversity. This event symbolically concluded this part of the campaign and left a strong impression on Canadian professionals.

Parallel to the professional events, an intensive media campaign was conducted, including articles in print media, social media posts, and collaborations with local influencers. This campaign raised awareness of Czech winemaking and helped build a positive image for the “Czech Wine” brand in the Canadian market. Especially in Quebec, where there is a strong gourmet culture and interest in wines with a story, these activities resonated deeply.

Quebec: An Attractive but Competitive Market

Quebec is one of the most attractive wine markets in Canada. With a population of over 8.5 million and a strong wine consumption culture, Quebec accounts for approximately 25% of Canada’s total wine consumption. According to data from SAQ (Société des alcools du Québec)—the state monopoly on alcohol distribution—the annual turnover of the wine market in Quebec exceeds 3.5 billion CAD. Quebec consumers prefer wines from European countries, primarily France (which holds about 40% of the market), Italy, and Spain, but there is growing interest in wines from less traditional regions, such as Chile, South Africa, or Central Europe.

Quebec consumers are known for their openness to new flavors and varieties, giving Czech wines a unique opportunity. Another important factor is the emphasis on sustainability and authenticity, which aligns with the values of Czech wineries that often combine traditional methods with modern ecological approaches.

Opportunities and Challenges for Czech Exporters

Czech and Moravian wines have several competitive advantages in the Quebec market. The first is the uniqueness of varieties that are uncommon locally. The second is a favorable price-to-quality ratio, allowing Czech wines to compete even in the premium segment. Additionally, the growing interest in wines with a story and regional identity plays into the hands of Czech winemakers—Moravian wines are often associated with picturesque landscapes, folklore, and rich culture.

Nevertheless, Czech and Moravian wines face challenges. The Quebec market is heavily regulated through SAQ, meaning complex administrative and logistical processes for imports. Competition from established wine-producing countries like France or Italy is significant, and Czech wines must invest in brand building and awareness. The key to success will be continued professional presentations, collaboration with local distributors, and targeted promotion on social media, which strongly influence purchasing decisions in Quebec.

Czech and Moravian wines, thanks to their quality, diversity, and authenticity, have the potential to become a new star in the Quebec market. Quebec, with its love for wine and openness to new flavors, serves as a gateway for Czech winemakers to the North American market. The entire project was funded by the Ministry of Agriculture through the economic diplomacy support tool.