One of the world's largest alcohol purchasers will now permanently stock Tauranga winemaker Steve Bird's Manu Pinot Gris in Canada.

The wine has been added to the Liquor Control Board of Ontario's (LCBO) general product list in early 2012 and be available for purchase by 13 million Canadians in 601 stores.

The LCBO is a provincial government agency which controls more than half of Ontario's total beverage alcohol market.

They source wine, spirits and beers from 77 different countries and recorded $4.55 billion worth of sales in the 2010/11 financial year.

Steve broke into this lucrative marketplace last year when two of his wines were added to the LCBO's Vintages list.

However, Vintages listings are a one-off deal and winemakers must constantly re-apply to be included on the next list.

'There are never any guarantees,” says Steve.

'But now we have made it onto the general list our wine will be permanently stocked in all LCBO stores.

'This is a major coup for a small label like ours as that list is normally dominated by very large companies.”

Steve is in good company joining the elite ranks of well established Kiwi wine company Kim Crawford, which is also included on the LCBO general product list.

Competition for a place on LCBO shelves is fierce.

The agency sampled 7190 products and conducted 27,379 product tastings in its stores during 2010/11.

'The LCBO is extremely sophisticated in terms of research and consumer feedback.

'They are constantly monitoring each brand's performance and adjust their product range and marketing accordingly.

'Manu Pinot Gris has gained entry through their tasting submission process and it's great to see this Marlborough wine being given the international recognition it deserves.”

The label's branding was also assessed by the LCBO to ensure it was relevant to the Canadian marketplace.

Manu Pinot Gris will appear on Canadian shelves in time for the Northern Hemisphere spring, and Steve is preparing the first shipment of more than 300 cases.