Christina Marciangelo has been working in the wholesale wine industry for 30 years, including the last 10 with her own company, Salivate Wine Consulting Inc. She specializes in European wines—primarily from Italy, Austria, Hungary, Bulgaria, Germany, Spain, and France—focusing on smaller, family-owned wineries that often farm organically. True to her company’s name, Christina favors wines with ample freshness.
Based in Calgary, Alberta, Christina sells throughout Alberta, Saskatchewan, and Manitoba—three provinces that make up the Canadian Prairies. Known for vast open landscapes and a strong agricultural tradition, the Prairie provinces have a unique and highly regulated wine market, with distinct rules and taxes in each province. Today, Christina works with 30 wineries and navigates this complex market, bringing fresh and distinctive European wines to local consumers.
The Prairie Market in Perspective
If you had to describe the Prairie market in three words, and is there a common consumption culture across the provinces?
“Competitive, diverse, expensive. There are a wide range of products and importers in each province, and each province has its own set of governing regulations. Taxes, regulations, and storage fees can make wines more expensive than in other larger markets. That said, I think the consumption is more similar than different across Alberta, Manitoba, and Saskatchewan.”
Consumer Attitudes and Trends
Are Prairie consumers becoming more curious? Are they drinking less or differently?
“I think consumers are more curious. In general, people are drinking less for health reasons and due to economic constraints. Some are drinking less but better, while others are buying on sale and lowering the cost of their purchases. There is definitely growing attention toward lower-alcohol or fresher styles, even in a cold climate, and more people are paying attention to alcohol levels and whether grapes are farmed ethically.”
Price, Story, and Influence on Purchases
How much do price and producer stories influence buying decisions?
“I think price—or good value—remains the most important factor. That said, for an importer, there is space to make a difference by bringing in high-quality, value-driven, unique wines that are not just more of the same grape, region, or country. I see myself definitely as a cultural curator rather than just a commercial intermediary.”
Retail vs. Restaurant Markets
What works on retail shelves versus restaurant wine lists, and how adventurous are restaurateurs?
“For retailers, labels are very important, along with value. In restaurants, value, familiarity with grape variety, producer, and region, and food-pairing ability are important. Prairie restaurateurs can be very conservative in their selections, but some are also looking for unique grapes and regions. Wine lists have become shorter, some well-curated, some not, and wines from classic and familiar appellations often beat out other less familiar but more immediately drinkable wines. Where front-of-house staff are well-trained, they can present lesser-known wine regions more effectively.”
Entering the Prairie Market
What should producers know before entering these provinces, and what mistakes do they often make?
“Each province is unique in terms of governance, pricing, and product selection, so that is absolutely critical to understand. European producers often make the mistake of assuming the market is the same everywhere. As for emerging countries from Eastern Europe, the Caucasus, or South America, there is some space, but the product must be marketable amongst the vast selection of well-known countries. Sustainable packaging or lightweight glass doesn’t greatly influence buyers, though it is certainly a meaningful feature. I don’t import New World wines, so I can’t comment on what they might underestimate.”
