British Columbia Wine Institute 2017 ANNUAL REPORT CONTENTS

2 A Message from the Chair 4 A Message from the President 5 Vision, Mission, Core Values and Goals 7 Membership Objectives, Evaluations and Highlights 12 Marketing Objectives, Evaluations and Highlights 20 Tourism Objective, Evaluation and Highlights 22 International Markets Objectives, Evaluations and Highlights 24 Media Objectives, Evaluations and Highlights 30 Communications Objectives, Evaluations and Highlights 32 Government Advocacy Objectives, Evaluations and Highlights 35 2016 Vintage Report 39 Category Update 41 BCWI Structure 43 BCWI Staff 45 BCWI Member Wineries 47 BC VQA Wine Stores A MESSAGE FROM THE CHAIR

It is my pleasure to present the British Columbia Wine start or expand export have the opportunities to do so. Institute Fiscal 2017 Annual Report. The Wines of British The BCWI Asian Markets Symposium in August introduced Columbia represent the diversity, passion, and vision of our members to Debra Meiburg MW who provided valuable wineries and our wine regions evidenced by the data in this insight on the Asian wine markets identified in the 2014- report. 2018 Red & White International Export Strategy for Canadian Wine and the BCWI Fiscal 2017 Strategic Plan. Consider that the BC wine industry now has a $2.8 billion impact on our provincial economy. Our industry is Here at home, BC VQA Wine sales continued to grow. BC creating 12,000 jobs every year – 20% more than when VQA provincial market share reached 17.6% (R12 ended last reported in 2013. We are responsible for generating March 2017) – its highest share yet, and BC winery direct tax revenues of $312 million – revenue that goes to pay sales were up 13.6% over the previous rolling 12 months for hospitals, schools, and roads. Roads which, of course, ended 2016 P12 (March 2016). are important to get our product to our customers, or customers to our product as we now receive more than one On behalf of the BCWI Board of Directors, thank you to our million wine touring visitors every year. members who contribute their time and energy participating on our various committees and task groups. And on behalf The BC Wine Institute is pleased to see the continued of our members, thank you to our Board of Directors who implementation of the recommendations of the province’s work tirelessly to ensure our members’ needs are met. It is Liquor Policy Review. With 90% of the recommendations through everyone’s work that we continue to meet or exceed implemented, our winery members are now able to offer the objectives of the BC Wine Institute. Together, we are visitors liquor other than what is produced on-site. It allows making a positive difference. BC winery restaurants to offer wines without the necessity of the patron needing to order food, or to offer a licensed patio even if the winery has no interior licensed area. BC VQA Wine stores in grocery and the sale of wine at farmers’ markets are helping us reach a broader base of consumers. These changes offer consumers choice, and choice is what they continue to seek – a way to expand their horizons Christa-Lee McWatters Bond, Chair in wine style and selection as well as the entire wine experience.

As we continue working toward eliminating all inter- provincial trade barriers for Canadian wine, we are also working to help our member wineries expand their international exports. Last summer, the BCWI surveyed our members to establish benchmarks and gather data on export so that we can ensure those wineries wanting to

BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 2 A MESSAGE FROM THE PRESIDENT

This past year set a benchmark for the BC wine industry as In the end, it was consumers - by whom the wine industry indicated in the recent Canadian wine and grape industry survives - who determined through their wallets if research study that reveals the economic impact of the changes made sense and our Government delivered on the Canadian wine industry is up 33% to an astounding $9 convenience and choice they asked for. billion. Clearly, our consumers have spoken. Provincial BC VQA Such success should not be a huge surprise to 100% BC (certified 100% BC wine) market share has grown by wine lovers in this province where the industry now has a 355,000 cases and a record high 17.6%; BC Liquor Stores $2.8 billion economic impact and is a significant driver of sales are up by 110,000 cases; restaurants up by 48,000 the BC economy. cases and private liquor retailers - arguably the group most concerned about greater consumer access to BC wine - up What is even more impressive is that most BC wineries are by 31% or 72,000 cases. small, family-owned agri-businesses (farmers) that are creating jobs along with business and tax revenue making up I want to acknowledge BCWI staff, Directors, committee the $2.8 billion impact. In fact, for every bottle of 100% BC members, winery members, and grapegrower partners wine sold in British Columbia, $95.34 in economic activity is for their continued support in bringing about these policy generated across the province (bottle of import wine creates changes and steps to reduce red tape and modernize $16.61) - 100% BC wine is almost six times more impactful provincial liquor laws. than import wine.

During one of British Columbia’s most broadly-engaged public consultations in its history, British Columbians, including consumer, labour, health, and industry advocates, Miles Prodan, President/CEO added their voices to the comprehensive BC Liquor Policy Review and resulting report, with recommendations on how to improve the way we serve, retail, and consume alcohol in BC.

The BC Liquor Policy Review made 73 recommendations to modernize BC’s liquor laws and bring convenience, choice, and selection to consumers. These changes support BC’s wineries, the tourism and hospitality industry, and private liquor retailers.

BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 4 FISCAL 2017 BC WINE INSTITUTE OUR VISIONARY GOALS VISION, MISSION, CORE VALUES AND GOALS Our visionary goals are a broader expression of how we will achieve our vision and mission.

• We provide leadership as the voice of and on behalf • We support and grow BC VQA as the preferred wine of all licensed wineries to all industry participants, choice of consumers through educating stakeholders OUR VISION government, trade, media, consumers, and other that Wines of British Columbia is the best, super stakeholders in BC, across Canada and around the world. premium wine brand in the world. We work to improve the regulatory climate for industry. “Wines of British Columbia are recognized across the • We reinforce the premium position of the BC VQA world as the best, super premium wines.” • Wineries of British Columbia are knowledgeable Wine standard and the Wines of British Columbia brand about the role and purpose of BC Wine Institute in through our marketing initiatives as well as leveraging contributing to the success of their businesses. We key partners for collaborative promotion of the Wines have clear, transparent processes for responding to of British Columbia. matters and issues that have the potential to impact BC OUR MISSION OUR CORE VALUES Wine Institute and the BC wine industry. • We will develop annual marketing plans to create demand for current and future grape production and to Our mission is to champion the Quality, leadership, dedication, and • Our membership will represent the majority of promote British Columbia as a wine touring destination. interests of the British Columbia passion are reflected in all the work production and wineries in BC and our members are We will ensure our resources achieve measurable Wine Industry, through marketing, we do. knowledgeable about the role and responsibilities of objectives and return on investment. communications and advocacy of the Board of Directors and President/CEO in working its products and experiences to all on behalf of the BC wine industry. stakeholders.

LEADERSHIP Collaboration; association; cooperation LEADERSHIP

PRODUCT IDENTITY Reputation; authenticity; credibility; PRODUCT IDENTITY origin; appellation; terroir; standards

COMMUNICATION COMMUNICATION Messaging; marketing; advocacy

5 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 6 MEMBERSHIP OBJECTIVES, MEMBERSHIP HIGHLIGHTS EVALUATIONS & HIGHLIGHTS BC Wine Institute membership grew 7% to 162 winery members.

BCWI Membership Growth Growth in BC Winery Licences

TOTAL WINERIES (REPORT OF LITRE SALES) 8% 400 OBJECTIVE 7% 350 132 151 162 347 6% 300 Membership will be BC-inclusive and represent no less 318 than 95% of total grape wine sales in BC and 94% of total 5% 250 275 Large >700,000 3 255 BC VQA Wine sales in BC, 75% of active (i.e. selling more 4% 200 Medium 60,000 to 699,999 40 than 5,000 litres of 100% BC grape wine in BC) licensed 137 3% 150 Small >5,000 147 162 wineries and a strong representation of BC grapegrowers. 141 151 2% 100 Small <5,000 95 113 104 N/A 65 Evaluation 1% 50 67 52 0 0 2013 2014 2015 2016 2017 Total Winery Grape Non-Grape Non-BCWI Grape BCWI Winery • 100% of membership is BC-inclusive. Licences Wineries Wineries Wineries Members • Membership represents 94.2% of total grape wine OBJECTIVE sales (at end of calendar 2016). New winery members in Fiscal 2017 Members recognize, appreciate and value their membership • 8th Generation Vineyard • Membership represents 93.9% of BC VQA wine sales in the BC Wine Institute, with 80% indicating the BC Wine • Bordertown Vineyard & Estate Winery (at end of calendar 2016) Institute meets their expectations. • Camelot Vineyards • Membership represents 66.5% of active licensed Evaluation • Crescent Hill Winery wineries. Of the nearly 200 wineries that are not BCWI • Elephant Island Winery members, only 36 are BC Wine Authority (BCWA) Member wineries surveyed May 2017; results not available • Estate Thurn members, and 60 are non-grape winery licences. BCWI at press time. Member wineries were regularly kept • Grizzli Winery membership includes 80% of BCWA’s members up-to-date through our publications as outlined herein. • Hainle Vineyards Estate Winery (i.e. produce BC VQA), so the approximately 100 other Other member surveys issued included the topics of export, grape wineries are not BC VQA-producing wineries. viticulture, strategic planning, and events. • House of Rose Winery • Northern Lights Estate Winery • Seven grapegrower partners. • Okanagan Hills Estate Winery • Oliver Twist Estate Winery • Phantom Creek Estates • Play Estate Winery • Ripples Winery • Vanessa Vineyard Estate Winery

7 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 8 MEMBER MEETINGS & EVENTS COMPETITION CONSOLIDATION PROGRAM

Member meetings provide opportunities for members to discuss important issues During calendar 2016, BCWI consolidated members’ BC VQA Wine shipments and receive updates on the organization’s performance and strategic plans. Other for 15 domestic and international competitions: Cascadia Wine Competition; All- events, such as the Export Symposium and Annual Winemakers and Viticulturists’ Canadian Wine Championships; Chardonnay du Monde; Dan Berger’s International Forum allow members to hear from subject experts and share information. Wine Competition; Decanter Asia Wine Awards; Decanter World Wine Awards; International Wine & Spirit Competition; International Wine Challenge ANNUAL GENERAL MEETING (Tranche 2); Intervin International Wine Awards; Los Angeles International Held on July 05 at Manteo Resort Waterfront Hotel in Kelowna, 63 registrants Wine & Spirits Competition; Mondial des Pinots; New World International received the Fiscal 2016 Annual Report and approved the unaudited Financial Wine Competition; Pacific Rim International Wine Competition; San Francisco Statements. International Wine Competition; and Syrah du Monde.

ASIAN MARKETS EXPORT SYMPOSIUM Seventy-one BCWI winery members participated in the program. They won 1,310 accolades in these competitions. This count does not include the hundreds of Held on August 16 at Summerland Waterfront Resort, 31 attendees heard from awards won by BCWI winery members at all the other competitions not included Debra Meiburg MW, who provided insights on the Asian wine markets identified in the Competition Consolidation Program. For more information on awards, visit in the 2014-2018 Red & White International Export Strategy for Canadian Wine WineBC.org/press_room/awards. and the BCWI Fiscal 2017 Strategic Plan.

10TH ANNUAL WINEMAKERS & VITICULTURISTS’ FORUM Awards Summary Held on November 24 at Burrowing Owl Estate Winery, Sonora Room Restaurant. Winery of the Year 1 This annual forum brought together more than 80 winemakers and viticulturists Winery of the Year Finalists 3 to share information on the growing season and inform our annual vintage report. Regional Trophy 1 MEMBER MEETING Platinum 1 Chairman’s Award - Unanimous Gold 1 Held on March 07 at Manteo Resort Waterfront Hotel in Kelowna, 47 registrants Best of Competition 1 received an overview of the Fiscal 2018 Strategic Plan and Budget, and on wine Best of Class 25 and culinary tourism research undertaken on behalf of the BCWI. Attendees Outstanding Gold 1 also heard updates from the BC Liquor Distribution Branch (BC LDB) and the BC Double Gold 42 Liquor Control and Licensing Branch (BC LCLB). Gold 171 Outstanding Silver 9 Silver 450 Bronze 560 Commended 44 Grand Total 1,310

9 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 10 MARKETING OBJECTIVES, EVALUATIONS & HIGHLIGHTS

OBJECTIVE OBJECTIVE OBJECTIVE

BC VQA market share (litres) will Weighted average wholesale price per BC VQA sales in Alberta will increase increase by a minimum of 6% more bottle of BC VQA Wine sold in BC will by 10%. than increase in overall wine category be minimum of $13.50. in British Columbia. Evaluation Evaluation Evaluation Partially met. While Alberta has Met. Sales from BC VQA Wine stores experienced an economic downturn, Expected to be met*. At R12 ended used as a proxy measurement. overall BC VQA sales in Alberta did 2017 P12 (March 2017) over 2016 increase 5% (with sales of BC VQA P12, BC VQA market share in British rosé increasing 23%). BCWI programs Columbia increased 7.16%, which continued to support member was 3.95% greater than the overall initiatives in this export market to wine category increase of 3.21%. Data contribute to the continued increase is based on first-run numbers; for in BC VQA sales in Alberta. periods where numbers have been re-run, the trend is a variance greater than 6%. March re-run data* will be presented in July.

BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 12 MARKETING HIGHLIGHTS Dine Out Vancouver & The Grape Debate EDUCATION British Columbia Canada’s largest food and drink festival, Dine Out Vancouver, BCWI Wines of British Columbia Ambassador Program was a 17-day calendar of culinary events and experiences. The goal of the BCWI Wines of British Columbia Ambassador Buy Local / Explore BC VQA Wine Explore BC VQA Wine & Win Contest More than 280 restaurants offered prix fixe menus paired with BC VQA Wines. More than 60 member wineries and Program is to equip winery and restaurant staff with the Our Buy Local campaign, Explore BC VQA Wine launched To engage consumers, the Explore BC VQA Wine campaign hundreds of wines were featured. In addition, BC VQA knowledge of what makes BC VQA Wine distinctive and in September and ran through March. The campaign was included a social media contest in which consumers were Wine stores promoted these wines by applying neck tags to appealing. designed to encourage consumers to look for BC VQA on encouraged to post their favourite BC VQA Wine experiences participating winery products in-store. Other event elements SPRING the label and experience BC VQA Wines from all of BC’s on Instagram or Twitter and include #ExploreBCWine for a included BC VQA Wine featured at the media preview, three wine regions. chance to win one of three seasonal BC VQA Wine trips for brunches at elegant Vancouver-area restaurants, and The In May and June, BC wine educator and Georgia Straight two. Hundreds of entries were received and wineries that Grape Debate - a spirited evening held at the UBC Alumni wine columnist Kurtis Kolt facilitated 31 Level 1 and Level 2 As part of the campaign activities, the BCWI: donated prizes received extensive social media coverage Centre. The debate educated and entertained an audience of trade-focused BCWI Wines of British Columbia Ambassador which will continue when the winners take their trips. • Merchandised all Wines of British Columbia Save-On- 150 UBC alumni who were thrilled to taste through a flight of Programs for restaurant staff in Tofino, Victoria, Vancouver, BC VQA Wine as the speakers debated. Following the debate Penticton, Kelowna, and Kamloops. These reached an audience Foods locations with two month-long applications. CONSUMER-FACING PROGRAMS & SPONSORSHIPS portion of the evening, a walk-around tasting featured an of more than 650 participants. • Applied neck tags to wines in the BC Liquor Stores for ChefmeetsBCGrape additional 13 wineries. Everything Wine provided an onsite one month. pop-up store so consumers could purchase wine to take Follow up surveys indicated that: The annual ChefmeetsBCGrape event celebrated 12 years of home that night. • 81% of respondents learned more about the Wines of • Featured point-of-sale material and tasting events at continued success in September. Nearly 550 wine and food British Columbia than they knew before. 34 private liquor retailers. lovers packed the Vancouver Convention Centre where 84 Dine Around & Stay in Town Victoria BCWI member wineries poured 320 BC VQA Wines and nine • Recruited restaurants to secure new by-the-glass The 17-day event featured prix fixe menus and BC VQA • More than 84% of respondents said they were more restaurants created dishes that highlighted local ingredients. listings supported by campaign point-of-sale material. Wine pairings throughout Victoria. The launch party for likely to recommend BC VQA Wine to their customers after attending the seminars. Vancouver International Wine Festival (VIWF) Dine Around & Stay in Town Victoria had more than 700 • Ran radio ads in various markets including Victoria, attendees, including consumers and trade, sampling BC BC wineries were provided the opportunity to have their staff Vancouver, and Kelowna. The VIWF, which celebrated Canada as its theme country, VQA Wine from 14 wineries and tasting food from the 62 members attend a session in Osoyoos, Penticton or Kelowna hosted 180 wineries from around the world including 60 participating restaurants. • Executed digital media campaign of display ads and in May. Rhys Pender MW facilitated each session providing an from British Columbia. Over the eight days of consumer, e-newsletters, and boosted Facebook, Twitter, and in-depth overview of the BC wine industry. trade, and media events, some 25,000 people swirled, Dine Around Thompson Okanagan Instagram posts. sniffed and sipped some of the best wines BC has to Sponsorship of the 19-day event included the participation WINTER offer. Working collectively under the banner of the Wines • Presented out-of-home media (advertising that of more than 50 restaurants featuring special menus, many of Canada, the BC Wine Institute; Canadian Vintners The BCWI offered its Wines of British Columbia Ambassador reaches consumers outside of their homes), including paired with BC VQA Wine. The launch party was well Association; Wine Marketing Association of Ontario; and Program Level 2 as part of Cornucopia Whistler’s 20th billboards and bus shelters. attended with 17 wineries pouring for 250 guests. Winery Association of Nova Scotia created the nature- anniversary celebrations. The session included a blind inspired Canada section of the International Tasting Room, interactive varietal tasting of BC and international wines and six trade and media masterclasses, and five consumer was fully subscribed with 80 trade and media in attendance. seminars and tasting events. At the regional Wines of British Columbia booth, the BCWI team poured wine from 16 In November and December, the BCWI delivered seminars BC wineries representing a variety of styles and regions. for serving staff at three BC ski hills. Kurtis Kolt delivered the

13 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 14 interactive tasting at Sun Peaks Resort in Kamloops and Silver EDUCATION FAMs TRADE TASTINGS Co-op Wine Spirits Beer Star Mountain Resort in Vernon to nearly 70 staff representing multiple bars and restaurants at the resorts. Rhys Pender MW Wines of British Columbia Save-On-Foods Team Bloom BC VQA Spring Release Tasting Vancouver Co-op Wine Spirits Beer liquor stores featured eight wineries’ BC presented at Big White Ski Resort near Kelowna. VQA Wines in a flyer and at store tastings over two weekends. Twenty-five Wines of British Columbia Save-On-Foods Eighty-six participating wineries showcased 300 BC VQA This year saw a 37% increase in samples served and a 62% managers and key wine staff spent four days touring the Wines to 511 trade, media, and influential buyers. Survey results increase in bottles sold. All Co-op locations were merchandised Okanagan Valley and Similkameen Valley for a hands-on showed 60% of responding attendees listed a new BC VQA with point-of-sale material encouraging consumers to celebrate “BCWI shows amazing depth and diversity in their educational experience of BC VQA Wine. Rhys Pender MW Wine because of attending the tasting, and 77% planned to do Canada’s 150th anniversary with BC VQA Wine. A contest to seminar. The content would appeal to everyone, from facilitated the BCWI Wines of British Columbia Ambassador so in the near future. win a four-day, three-night trip to BC Wine Country generated Program; included was a paired tasting to showcase how wine nearly 2,000 entries. Nearly half of these consumers signed up novice wine enthusiasts to professional industry people. Bloom BC VQA Spring Release Tasting Victoria The knowledge our staff and I gained is invaluable and food interact. As the group traveled through the valleys, to receive our consumer newsletter, The Vine, and will continue they learned about the variations in terroir. The host wineries and will go a long way in helping our staff and Seventy-four participating wineries showcased 270 BC VQA to receive information about the Wines of British Columbia. provided educational elements providing the group with a deeper clientele feel comfortable about selecting wine.” Wines to 147 trade, media, and influential buyers. Survey results understanding of and appreciation for the BC wine industry. Sobeys Liquor and Safeway Wine & Spirits showed 74% of responding attendees listed a new BC VQA MARK LEHMANN BC Liquor Stores Wine because of attending the tasting, and 70% planned to do BC VQA Wine was the focus of a promotion in 75 Sobeys Liquor FOOD AND BEVERAGE MANAGER, so in the near future. SILVER STAR MOUNTAIN RESORT and Safeway Wine & Spirits stores in the all-important run-up The BCWI hosted the annual BC Liquor Stores’ BC VQA to Christmas. Featuring our Explore BC VQA Wine campaign, Colour BC VQA Fall Release Tasting Vancouver Learning Experience in September. The group consisted of 34 this was their first promotion of BC VQA Wine in partnership staff from around the province, including 21 BC VQA advocates, Seventy-nine participating wineries showcased 300 BC VQA with BCWI. This promotion builds on the relationship 10 product consultants, two regional managers, and portfolio Wines to 462 trade, media, and influential buyers who attended. established with the inclusion of Sobeys representatives on the manager Stephen Schiedel. The itinerary included the BCWI Survey results showed more than half of the attendees listed a FAM tour earlier in the year. Wines of British Columbia Ambassador Program Level 1 and a new BC VQA Wine because of attending the tasting, and 65% presentation by Dr. Pat Bowen of Agriculture and Agri-Foods EDUCATION planned to do so in the near future. Canada. Twenty-eight wineries contributed in hosting the BCWI Wines of British Columbia Ambassador Program group who were left most impressed. Alberta With increased demand from Alberta trade for our BCWI Wines ALBERTA TRADE PROGRAMS of British Columbia Ambassador Program, award-winning wine director Brad Royale facilitated sessions throughout May and “The enthused tour participants are now charged and Big Taste Calgary June for both on- and off-premise industry professionals. We recharged to promote and sell BC VQA Wines in BC BCWI sponsored Big Taste Calgary, an annual 10-day wine also provided education to the staff of Co-op Wine Spirits Beer Liquor Stores.” and food event. Our sponsorship meant that BC VQA Wine to strengthen BC VQA Wine sales and grow the category. was paired with prix fixe menus across Calgary including the STEPHEN SCHIEDEL Signature Events at top restaurants. Featuring 19 BC wineries We partnered with Edmonton Women in Wine and the Alberta PORTFOLIO MANAGER, Liquor Conference to bring the BCWI Wines of British Columbia BC LIQUOR STORES across 12 ticketed events, 75% of the Signature Events sold out with 656 diners attending. The number of diners taking Ambassador Program to Edmonton for the first time. Kurtis Kolt advantage of the 90 prix fixe menu offers increased by 42% over facilitated three seminars to 100 attendees. last year. Survey results also showed that 94% of diners rated their experience as either good or very good and indicated they would buy BC VQA Wine at their local liquor stores.

15 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 16 Co-op Wine Spirits Beer FAM Discover BC VQA Spring Release Tasting Calgary Social Media Campaign & Consumer Contest

The BCWI hosted Co-op Wine Spirits Beer Category Buyer Thirty-nine wineries showcased 150 BC VQA Wines to 119 trade, With the increased visibility of BC wine in the Ontario Lana Turner and 10 new in-store managers and sommeliers media, and influential buyers. Survey results showed 64% of market through Vintages stores, the BCWI launched a for an educational tour throughout the Okanagan Valley. We responding attendees listed a new BC VQA Wine because of digital consumer campaign with a call to action to explore delivered an experience for her team that enabled a stronger attending the tasting, and 64% planned to do so in the near the Wines of British Columbia. The main hook was the understanding of our local wine industry and the passion behind future. chance to win a four-day, three-night vacation in BC Wine BC VQA Wine to be translated back into the Alberta market. Country. The campaign generated 7,000 contest entries Discover BC VQA Fall Release Tasting Calgary with about half choosing to sign up to receive our seasonal Alberta Liquor Store Association FAM consumer newsletter, The Vine. Twenty-seven participating wineries showcased 95 BC VQA The BCWI partnered with the Alberta Liquor Store Association Wines to 88 trade, media, and influential buyers. Survey results (ALSA) to sponsor a day in their “Into the Vineyard” education showed 31% of responding attendees listed a new BC VQA trip to the Okanagan Valley. The group consisted of both Wine because of attending the tasting, and 44% reported they on- and off-premise professionals representing key regions planned to do so in the near future. of Alberta, including Edmonton, Calgary, and Jasper. The day featured our BCWI Wines of British Columbia Ambassador Ontario Program facilitated by Marcus Ansems MW, vineyard tours, and Our Ontario campaign was timed to support the March edition tastings with winemakers and owners. of the Liquor Control Board of Ontario’s (LCBO) Vintages Alberta VIP FAM Magazine which featured BC wine. BCWI implemented activities focused on key trade and consumers in the Ontario market as The BCWI hosted a VIP FAM with key representatives from described below. Sobeys Liquor and Safeway Wine & Spirits stores, Highlander Wine and Spirits, River Café Restaurant, ALSA, and Canadian LCBO Product Consultants Training Rocky Mountain Resorts. Nineteen wineries throughout the BCWI engaged notable wine educator and writer David Okanagan Valley and Similkameen Valley welcomed the group Lawrason to conduct an education session on BC wine and who were provided with hands-on harvest opportunities, terroir for LCBO product consultants. Tasting through a flight diverse tastings, local cuisine, and insights to the BC wine of six wines supplied by our members, the consultants learned industry. about our geographical indications, what makes BC wine unique, Discover BC VQA Spring Release Tasting Edmonton and our diversity of styles.

Thirty wineries showcased 100 BC VQA Wines to more than 50 Ontario Trade Training & Walk-around Showcase trade, media, and influential buyers. Survey results showed 50% We held two BCWI Wines of British Columbia Ambassador of responding attendees listed a new BC VQA Wine because Program sessions for Ontario trade and media, educating nearly of attending the tasting, and 90% planned to do so in the near 70 people. In addition, we hosted a walk-around showcase for future. more than 100 trade who tasted 40 BC VQA Wines.

17 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT TOURISM OBJECTIVE, EVALUATION & HIGHLIGHTS

OBJECTIVE TOURISM HIGHLIGHTS BC Wine Institute’s provincial Wine & Culinary Tourism Wine & Culinary Tourism Strategy Strategy will increase Kamloops, Kelowna, Penticton, and Osoyoos hotel revenues to $177 million and BC winery direct RESEARCH sales across British Columbia by 5%. The BCWI, in collaboration with Destination BC (DBC), Evaluation initiated research to benchmark metrics in BC and Alberta as follows: the current incidence of visitation to BC for wine Exceeded. Hotel room revenues for Kamloops, Kelowna, touring; the primary motivation for trips that included wine Penticton, and Osoyoos in 2016 totaled $198 million. touring; the appeal of BC as a wine destination; and the likelihood of wine touring in BC in the next two years [BC Exceeded. BC winery direct sales are up 13.6% over the Wine Industry Benchmarking, August 2016, DBC]. previous rolling 12 months ended 2016 P12 (March 2016).

SUMMARY

BRITISH COLUMBIA (BC) ALBERTA (AB)

• 37% of BC residents have experienced wine touring in BC in • 23% of AB residents have experienced wine touring in BC in the past two years. the past two years. • Out of those, 23% mentioned wine touring was the primary • Out of those, 15% mentioned wine touring was the primary motivation for their trip. motivation for their trip.

• 58% of BC residents consider BC an appealing wine touring • 51% of AB residents consider BC an appealing wine touring destination. destination.

• 37% (which is approximately 1,400,000 BC residents) are • 29% (which is approximately 900,000 AB residents) are likely to experience wine touring in BC in the next two years. likely to experience wine touring in BC in the next two years. • 65% of them have experienced wine touring in BC in the past • 46% of them have experienced wine touring in BC in the past two years. two years.

BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 20 The BCWI commissioned quantitative and qualitative visitor SUMMER CAMPAIGN research to understand the wine touring experience and how INTERNATIONAL MARKETS CLICK-THROUGH visitors navigate the region. The aim of this research helped TACTIC IMPRESSIONS CLICKS RATE (CTR) OBJECTIVES, EVALUATIONS & HIGHLIGHTS focus our marketing approach and provided useful insights Search Engine for wineries and restaurants. The Net Promoter Score for 75,513 1,370 1.81% Marketing (SEM) wine touring in BC derived from this research will be used Paid Social 651,297 6,760 1.04% as a measurable objective in future years. Current Net OBJECTIVE INTERNATIONAL MARKETS Promoter Score for wine touring in BC is 29 (Alberta 38 and Display/Mobile 2,262,122 1,368 0.06% Total 2,988,932 9,498 0.32% HIGHLIGHTS Vancouver residents 24). Member winery BC VQA category participation in key international markets will increase by 15%. United Kingdom WINE AND CULINARY TOURISM CAMPAIGNS SHOULDER SEASON CAMPAIGN, SEPTEMBER 19 THROUGH OCTOBER 30 AND HOLIDAY EXTENSION The BCWI received funding for its Wine & Culinary Tourism Evaluation BCWI supported the efforts of the Canadian Consulate in CAMPAIGN, NOVEMBER 14 THROUGH DECEMBER 11 Strategy from DBC’s Co-op Marketing Partnership Program. London for a trade and media event where BC VQA Wine Exceeded. Results of our Export Survey in 2016 compared The Wine & Culinary Tourism Strategy was developed to from 12 BC wineries was profiled at a tabletop tasting with Our BC Wine Country: Your Urban Escape campaign against our previous Export Survey showed a 408% support all wine producing regions in the province and the producers and at a masterclass. This event was the fifth of launched in the fall to inspire BC, Alberta, and Washington increase in the number of member wineries participating local culinary offerings in these areas. Part of the strategy its kind and an evolution of the commitment and efforts travelers to visit BC’s wine regions during the harvest in export to international markets. To help continue grow included an in-region summer campaign as well as a to this influential international market. Attendance was and holiday seasons. The goal was to increase awareness, the number of wineries exporting, BCWI established an shoulder season campaign targeted to Alberta, Washington, the best to date with more than 200 top media and trade visitation, and sales for all BC wineries and associated export task group to provide insight and direction, with and BC Lower Mainland residents in their trip planning attending, including Tina Gellie; Dr. Jamie Goode; Oz Clarke; restaurants as well as increase overnight stays in primary membership from: stages. BC wine regions by inviting travelers to find a new wine Steven Spurrier; Tim Atkin; and Richard Hemming. experience somewhere in BC. • BCWI member wineries SUMMER CAMPAIGN, JULY 25 THROUGH SEPTEMBER 12 The BCWI joined the Wines of Nova Scotia, the Wine • Federal government SHOULDER SEASON & HOLIDAY EXTENSION CAMPAIGN Marketing Association of Ontario and the Canadian Vintners The summer campaign was designed to influence and • Provincial government Association under the Wines of Canada banner to promote increase visitors’ awareness of the diversity of wine and food CLICK-THROUGH • Destination BC TACTIC IMPRESSIONS CLICKS our respective regions at the Cool Climate Wine Symposium opportunities available to them while in BC Wine Country. RATE (CTR) in Brighton. Again, many key influencers were in attendance, Campaign components included: radio; billboards; street- SEM 29,767 454 1.53% OBJECTIVE including Jancis Robinson; Dr. Jamie Goode; and Oz Clarke. level signage; and online marketing. This campaign resulted Paid Social 74,416 1,330 1.79% BC VQA Wine was poured at each break over the three- in a 146% increase in in-region visits to WineBC.com over Total 104,183 1,784 1.71% BC VQA Wine sales in each of the international target day symposium, and BC showcased a great selection of the previous seven-week period, and a 161% increase when markets will increase by 10%. six wines at the Sea Life reception on the second evening. compared to the same seven-week period in 2015. BCWI was part of the committee responsible for creating Evaluation the successful pitch for Canada to host the 2020 Cool Climate Wine Symposium. Exceeded. Combined sales to tertiary international target markets increased 102% over the previous year.

21 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 22 ProWein MEDIA OBJECTIVES, EVALUATIONS & HIGHLIGHTS Under the Wines of Canada banner, the Wines of British “We are very excited to be collaborating with Columbia were featured at ProWein 2017 in Düsseldorf, the British Columbia Wine Institute to present Germany (March 19 through 21); it was the largest turn- the high-quality Wines of British Columbia out of Canadian wines in the show’s history. ProWein, OBJECTIVE OBJECTIVE to the trade in Hong Kong. This was a very arguably the most important trade fair for wine in the world, interesting masterclass and the quality, balance, Develop and execute an annual media relations plan in Increase international and domestic media coverage by 20% welcomed more than 55,000 visitors and 6,200 exhibitors, and diversity of the wines speak for the decades support of business objectives with a 5:1 return on unpaid in advertising equivalency over 2016. including 25 Canadian wineries from British Columbia, of hard work and conviction that have gone into media coverage. Ontario and Nova Scotia. giving this region of Canada an amazing line-up Evaluation of wines, putting it on the wine world map as a Evaluation In addition to the Wines of British Columbia being featured in Met. International and domestic media coverage increased quality region.” the Wines of Canada pavilion, Dr. Janet Dorozynski and David Exceeded. A combination of indirect and direct media 20% in total circulation over 2016, from 500 million to 600 Lawrason facilitated two Wines of Canada Masterclasses coverage generated through the BCWI (via press releases, million people worldwide. Total advertising equivalency for more than 100 savvy wine buyers and media. The first IVY NG, PUBLISHER THE DRINKS BUSINESS hosted and assisted media tours, events, and other media generated by international and domestic media coverage masterclass was a discovery of Canada’s remarkable reds relations activities), exceeded this objective resulting in an increased 11.8% over 2016, from $1.7 million to $1.9 million. in which attendees tasted intense, fruit-driven, fresh and advertising equivalency value of $1.9 million and reached structured BC VQA reds. The second class featured aromatic almost 600 million people worldwide online, in print and whites and exciting Chardonnays. Each day, Dr. Jamie Goode through broadcast media. MEDIA HIGHLIGHTS hosted a mini-tour of the Wines of Canada pavilion providing an added opportunity for key buyers and media to taste our Media FAM Tours terroir-driven wines and discover why Canadian wines are OBJECTIVE BCWI-led media trips and collaborative media tours, with catching the world’s attention. Ensure 40% of unpaid media coverage comes from partners including DBC, Thompson Okanagan Tourism Hong Kong international media in advertising equivalency. Association, Tourism Kelowna, Okanagan Wine Festivals Society, and Watermark Beach Resort, continued to raise The BC Wine Institute successfully held a Wines of British Evaluation the profile of the Wines of British Columbia in key markets. Columbia Masterclass on November 09 showcasing top quality BC VQA Wine at the China Club in Hong Kong. Led Met. International media generated more than $550,000 The BCWI hosted or co-hosted 72 media during Fiscal 2017 by The Drinks Business Senior Editor Rupert Millar and in advertising equivalency making up 40.8% of all unpaid (67% increase over the previous fiscal year), attracting Master of Wine Rhys Pender, the seminar explored some of media coverage. journalists from 52 media outlets. the representative quality wine styles from British Columbia including: Riesling, Chardonnay, Pinot Noir, and red blends from the Okanagan Valley and Similkameen Valley.

The masterclass included a 90-minute expert-led wine tasting and seminar featuring 16 premium BC VQA Wines, followed by a 30-minute tasting reception where guests had the opportunity to mingle and try a selection of other BC VQA Wine.

23 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 24 HOSTED MEDIA CIRCULATION (TOP 10 COUNTRIES) MEDIA EVENTS British Columbia Dr. Rookmin Maharaj (City Style and Living Michelle Bouffard (WineAlign judge) Advertising Magazine) BC Association of Travel Writers Alison Sinkewicz (Montecristo Magazine) Nadia Fournier (WineAlign judge) Country Circulation Equivalency $ Tom Firth (Cowtown Wine; Avenue Magazine; Alistair Veen (BC Sommelier of the Year) Rémy Charest (WineAlign judge) China 237,453,405 178,652 Annual Symposium Culinaire Magazine; City Palate) Andrew Morrison (Scout Magazine) Robert Beauchemin (restaurant critic and food Canada 197,821,832 1,364,455 writer) BCWI Media Relations Manager Laura Kittmer participated Anthony Gismondi (Gismondi on Wine; Saskatchewan United States 121,572,990 236,564 Vancouver Sun) on the industry panel at the BC Association of Travel Noelle Chorney (Amazon in the Kitchen) Newfoundland United Kingdom 37,283,792 100,824 Barbara Philip MW (CBC Coast to Coast) Writers Annual Symposium, British Columbia: Too Beautiful Chef Bob Arniel (Chef to Go) Hong Kong 2,107,935 19,498 Brent Muller (Wine Retail Manager, Vessel Manitoba for Words, in Vancouver on April 10. Among other panelists, Liquor Store) Poland 202,232 1,871 Ben MacPhee-Sigurdson (WineAlign) USA including the Aboriginal Tourism Association of BC and Chef Mark Filatow (Waterfront Wines) Germany 90,821 8,401 Chef Barbara O’Hara (Dessert Sinsations Café) Christopher Chan (Happy Hour Radio on 570 Tourism Vancouver Island, she had the opportunity to pitch Chef Perry Bentley (Okanagan College) KVI) India 84,246 7,793 wine tourism in BC to 60 BC travel, lifestyle, food and wine Daenna Van Mulligen (WineDiva) Ontario Elaine Chukan Brown (Jancis Robinson; Hawk Bulgaria 22,374 2,069 writers, including keynote speaker and award-winning travel DJ Kearney (wine writer; New District) Andre Proulx (Torontoist.ca, Toronto Star) Wakawaka Wine Reviews) South Africa 21,933 2,029 writer, Lucas Aykroyd. Gail Johnson (Georgia Straight; Globe and Anne DesBrisay (Ottawa Magazine) Gregory McCluney (Global Traveler Magazine; Mail) Bill Zacharkiw (WineAlign judge) Underground Wine Letter) Gloria Chang (Wine Adventures) Christopher Waters (Vines Magazine) Kirsten Akens (Adventure Girl; USA Today) Canada Media Marketplace Iain Philip (wine writer; educator) David Lawrason (WineAlign judge) Kristin Ackerman Bacon (SIP Northwest NUMBER OF ARTICLES (FROM TOP 10 COUNTRIES) Magazine) James Nevison (The Province) Dr. Janet Dorozynski (WineAlign judge) At Canada Media Marketplace in San Francisco (April 17 Rob McMillan (Executive VP & Founder, Joanne Sasvari (freelance wine and food writer) James Chatto (wine writer) Canada through 20), BCWI held one-on-one meetings with 24 Silicon Valley Bank’s Wine Division) Joy Pecknold (Fashion Magazine) Jennifer Havers (Ottawa Citizen; Natalie United States influential US travel and lifestyle journalists, editors, and Krissy Vann (Weather Network) Shea McCammant (SIP Northwest Magazine) Maclean) China producers. The BCWI also worked alongside Destination Kurtis Kolt (Georgia Straight) Siobhan Higgins (LAX Magazine) John Szabo MS (WineAlign judge) United Kingdom Canada to sponsor the welcome reception highlighting Zach Geballe (SIP Northwest Magazine; Lauren Toyota (Youtube and social influencer) Marc Smith (AdventureGuy.com) Seattle Weekly) Germany the Wines of British Columbia to 115 prominent print Marcus Ansems MW Michael Godel (WineAlign judge) Hong Kong and television media from across North America and 113 Michaela Morris (The Westender) Sara d’Amato (WineAlign judge) Hong Kong India destination marketing organization partners from across Rhys Pender MW (Montecristo Magazine; Sasha Chapman (Globe and Mail, Walrus Debra Meiburg MW (wine journalist) Bulgaria Taste Magazine) Magazine) Canada. South Africa Sarah Bancroft (Vitamin Daily) Steve Thurlow (WineAlign judge) United Kingdom Sarah Harowitz (Editor, Montecristo Magazine) Australia Dr. Jamie Goode (Wine Anorak) Vintage 2015 Media Preview Sebastien Le Goff (Wine Director, Cactus Nova Scotia Club) Bill Spurr (The Chronicle Herald) Germany This VIP trade and media tasting on April 29 in Vancouver Sharon McLean (Eat Magazine) Craig Pinhey (WineAlign judge) Ursula Heinzelmann (Vininum Magazine) provided an in-depth review of the 2015 vintage. Moderated Sid Cross (wine writer) Heather Rankin (WineAlign judge) by DJ Kearney, a panel of five BCWI member winery Tim Pawsey (Quench Magazine; Hired Belly) Moira Peters (Unwined Tasting Parties) Sweden winemakers discussed the vintage in front of the largest Treve Ring (EAT Magazine) Sean Wood (Wood On Wine) Ulf Palmnas (Munskänken Magazine) turnout yet for this event - 39 key media and trade, Alberta Quebec including: Sid Cross, Kurtis Kolt, Michaela Morrison, Terry Brad Royale (Rocky Mountain Resorts) Carrie MacPherson (Zurbaines Magazine, David Mulligan, Kristina Long (Sommelier, Hawksworth Mary Bailey (The Red Tomato) Mercedes-Benz Magazine) Restaurant), and Kristi Linneboe (Sommelier, L’Abattoir).

25 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 26 Fresh Fest Signature Event - BC Shellfish The Judgment of BC generated 24 articles, reaching 15.3 Vancouver International Wine Festival Spring & Fall Release Media Tastings and Seafood Festival million readers for an estimated ad value of more than $178,000. On December 06, the Wines of British Columbia partnered SPRING On June 10, eight member wineries participated in the with Wine Country Ontario and Wines of Nova Scotia under Hosted by Rhys Pender MW and Sharon McLean, our pre- Fresh Fest signature kick-off event to the BC Shellfish and the Wines of Canada flag to host the official media launch for Dinner with the WineAlign Judges Bloom VIP seminars in Vancouver and Victoria reached a Seafood Festival. Each participating winery was paired with the Vancouver International Wine Festival (VIWF) (February record high of 62 VIP trade and media attendees, focusing a local BC chef in showcasing and providing BC VQA Wine 24 through March 4). Moderated by DJ Kearney, seven BC BCWI hosted a dinner with the judges on June 23 at on the different styles of wine being made by BCWI member and seafood pairings to 250 trade and media including 11 VQA Wines were presented alongside wines from Ontario and Tantalus Vineyards as part of the WineAlign National Wine wineries. wine and food media from The Province, Alaska Airlines, Awards of Canada. This event gave BCWI member wineries Nova Scotia to 23 savvy wine media and trade in a Wines of China Daily and more; eight notable delegates, including the opportunity to connect with the esteemed judging Canada Masterclass. Attendees included John Schreiner; Sid Don McRae, Paul Ives, and Andrew Adams; and eight panel in an intimate setting. The 26 wine judges from Cross; Carmen Ruiz y Laza; Kristi Linneboe; and many more. Pre-Discover VIP seminars were hosted in Calgary and culinary partners, including Chef Ned Bell and Chef Ronald across Canada included Rhys Pender MW; John Szabo MS; Edmonton. Moderated by Brad Royale, 28 trade and media attendees tasted their way through a flight featuring the St. Pierre from Locals Restaurant in Courtenay. Michelle Bouffard; Sara d’Amato; Anthony Gismondi; David The BCWI, Canadian Vintners Association, Wine Marketing different styles of BC VQA Wine. Lawrason; and Brad Royale. Also this year, renowned wine Association of Ontario and Wine Association of Nova Scotia Judgment of BC writers Dr. Jamie Goode, and Elaine Chukan Brown joined co-hosted internationally- and nationally-acclaimed wine the judging panel, and BCWI hosted and led them on a five- media as moderators and panelists for six masterclasses FALL On June 21, the BCWI hosted the second annual Judgment day FAM through the Okanagan Valley and Similkameen during VIWF, including Dr. Jamie Goode; Rhys Pender Prior to the Colour and Discover BC VQA Fall Release of BC in Summerland. Once again curated and moderated Valley. MW; Barbara Philip MW, John Szabo MS; and wine writers Tastings in Vancouver and Calgary, Rhys Pender MW and by DJ Kearney, a judging panel of 30 of the top wine palates Christopher Waters and Moira Peters. And, in partnership Brad Royale presented to more than 52 VIP trade and from across the country and internationally scored the with VIWF, British Columbia’s Ministry of International Wines of British Columbia media attendees in comprehensive seminars discussing wines. Judges included three Masters of Wine: Rhys Pender, Trade and Ministry of Agriculture, and in association with and tasting through flights of wine that highlighted the Marcus Ansems, and Barbara Philip; Master Sommelier Masterclass Hong Kong VIWF sponsor Delta Air Lines, BCWI hosted an international unique attributes of terroir throughout BC’s wine regions. John Szabo, and two internationally-acclaimed wine trade and media delegation representing the Hong Kong, The BCWI partnered with The Drinks Business Hong Kong, Attendees included wine influencers: John Schreiner; Sid writers, Dr. Jamie Goode and Elaine Chukan Brown who is a Korea and US markets. International guests included Kristin a premiere wine magazine with a worldwide reputation in Cross; Kurtis Kolt; Neal McLennan; Joanne Sasvari; David contributing wine writer for Jancis Robinson. Ackerman of SIP Publications; Christopher Chan of Happy the international drinks market, to bring 16 BC VQA Wines Stansfield; Tom Firth; and Mike Roberts. Hour Radio 570 KVI and founder of the SOMM Summit; to Hong Kong in an advanced educational Wines of British Tony Westfall of Good Company Wines; and Chris Tanghe of The Judgment of BC was a blind tasting of 12 Rieslings Columbia Masterclass on November 09. Moderated by Vinum Wine Importing and Distribution. and 12 Pinot Noirs; six from BC and six were international Rhys Pender MW and The Drinks Business Senior Editor benchmarks. In the end, Riesling fared better than Pinot Rupert Millar, the event was fully subscribed with more Noir with BC’s CedarCreek Estate Winery’s Platinum Block than 40 industry professionals and media in attendance. Dine Out Vancouver Media Launch 3 Riesling 2014 BC VQA Okanagan Valley ranked second The masterclass generated media coverage reaching almost closely behind the Max Ferd. Richter Graacher Himmelreich 300,000 readers around the world for an estimated ad value The BCWI partnered with Tourism Vancouver to sponsor Riesling Kabinett 2013 Mosel Valley, Germany. Bouchard of more than $51,000, including a four-page article written the official media launch of Dine Out Vancouver on January Père Premier Cru Beaune Clos de la Mousse Monopole 2012 by Rupert Millar profiling theWines of British Columbia in the 10. Celebrating Dine Out Vancouver’s 15th anniversary, 15 from Burgundy, France came out on top of the flight of March issue of The Drinks Business Hong Kong. BC VQA Wines were poured for and showcased to 60 wine, Pinot Noir, with BC placing fourth, fifth, sixth, seventh and food, and lifestyle media. Attendees included: Nikki Bayley; eighth. Dawn Chubai; Sid Cross; Nathan Fong; Mijune Pak; Tim Pawsey; Joanne Sasvari; and many more.

27 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 28 Social Media Highlights TWITTER COMMUNICATIONS OBJECTIVES, EVALUATIONS INSTAGRAM Followers increased 6% from 9,579 to 10,139. Tweets received 3,901 engagements including 2,400 likes and 1,257 & HIGHLIGHTS Followers increased 33% from 2,983 to 3,973. Posts retweets. received 2,100 engagements, including 1,928 likes and 128 Twitter Followers comments. 12000 OBJECTIVE OBJECTIVE Instagram Followers 10000 6% Annual member/industry communications plan will ensure Ensure the BC Wine Institute continues to be seen as the 6000 19% 8000 member wineries are up-to-date, have access to relevant voice for the BC wine industry through communications 5000 28% 6000 industry information and opportunities, and have a clear with members, trade, media, and tourism and government 4000 4000 33% understanding of the work of the BC Wine Institute, with an stakeholders. 3000 2000 80% satisfaction rate in the annual member survey. 94% 2000 Evaluation 0 2015 2016 2017 1000 100% Evaluation Exceeded. While difficult to measure the objective, the BC 0 2015 2016 2017 Member wineries surveyed May 2017; results not available Wine Institute has grown its membership, continues to be at press time. Member wineries were kept up-to-date sought out by media for comment on issues affecting the Social Media Campaigns through our regular publications. Several member surveys industry, has good partnerships with destination marketing FACEBOOK SUMMER CAMPAIGN were issued in Fiscal 2017, including surveys on the topics of organizations, and is regularly consulted by government. These export, viticulture, strategic planning, and events. factors demonstrate that the BC Wine Institute continues to Fans increased 17% from 4,077 to 4,769. Posts received The campaign’s goal was to encourage people already be the peak organization for the BC wine industry. 9,955 engagements including 5,077 shares, 4,416 likes, and in-market to move around the region. During a six-week 462 comments. period (July 25 through September 11), the social media Facebook Followers component of the campaign earned 651,297 impressions

6000 across Facebook, Instagram, and Twitter resulting in 6,760

5000 clicks through to WineBC.com.

4000 17% 18% SHOULDER SEASON CAMPAIGN 3000 n/a AND HOLIDAY EXTENSION 2000

1000 The campaign’s goal was to encourage people to travel to

0 BC’s wine regions during the shoulder season. The social 2015 2016 2017 media components of the campaign ran on Facebook September 19 through October 16 and November 14 through December 11, and was targeted at people in Metro Vancouver and Calgary. The two periods earned a total of 214,069 impressions and 6,258 clicks through to WineBC.com.

29 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 30 COMMUNICATIONS HIGHLIGHTS awards, winery accolades, and wine and food recipe pairings. Average open rate was 32%. GOVERNMENT ADVOCACY OBJECTIVES, Newsletters CEO Updates EVALUATIONS & HIGHLIGHTS For another year, the BCWI team demonstrated exemplary engagement with its audience BCWI President and CEO, Miles Prodan, regularly distributes updates directly from his desk on the latest receiving an All Star Award from its contact OBJECTIVE OBJECTIVE management system, Constant Contact. Award advocacy issues. recipients maintain high open rates that are BC Government will maintain current supported programs. BC Liquor Distribution Branch will increase number of above their industry average and low bounce rates. Only 10% of BCWI Publications - Open Rates listings of BC VQA Wines. Constant Contact users reach all star status. 50% Evaluation 45% Evaluation Met. The BCWI is working to ensure BC wineries receive all Weekly Marketing Update 40% 43% 42% revenue for wine delivered directly to hospitality licensees Met. Commitment obtained from BC Liquor Stores to Sent each Thursday to members, BC agents and, when relevant, 35% 35% and private retailers. increase from 47 to 80 BC Liquor Stores that feature four 30% Alberta agents, this update provides information on the latest 32% new BC VQA Wines each month. BCWI marketing opportunities. A new, mobile-friendly format 25% OBJECTIVE was developed during the fiscal to assist our busy members 20% in staying up-to-date on the go. The new format also allows OBJECTIVE 15% Changes to the benefit of the wine industry as a whole will analysis on utilization. Average open rate was 43%. 10% be advocated for and obtained. Various levels of government and representatives from other industry groups recognize BC Wine Institute’s proactive the First Press 5% Evaluation leadership role in advocacy and promoting a united front. 0 Distributed monthly to BCWI members, this newsletter Weekly the First Celebrate the The Vine Update Press Wines of British Exceeded. BC LCLB liquor policy changes were implemented includes relevant information about upcoming BCWI Columbia Evaluation reducing reduce red tape and modernizing liquor laws in BC. marketing opportunities, reports on recent marketing Met. The BCWI continues to meet with various federal, campaigns and events, and media activity. Average open Articles provincial, regional, and municipal government and rate was 42%. OBJECTIVE Quarterly articles were contributed to industry publications industry officials on a regular basis to provide updates on Celebrate the Wines of British Columbia – Canadian Grapes to Wine, and Orchard and Vine. An article Interprovincial wine barriers, with focus on Alberta, will be the success of the BC wine industry and provide policy recommendations for its continued growth. BC Wine Industry Quarterly Review on the 2016 vintage was contributed to The Publican. removed.

A synopsis of our advocacy progress, marketing initiatives, BCWI Collateral Evaluation and media relations distributed to approximately 2,700 The BCWI produced the following publications: In progress. On July 24, the Province announced a new winery, government, trade, and tourism stakeholders. • 2016 Vintage Report Inter-Provincial Trade Agreement with Ontario and Quebec Average open rate was 35%. • 2017 Media Kit to allow consumers in those provinces to order BC wine online. While an important first step, the BCWI continues The Vine • Fiscal 2016 Annual Report to advocate for 100% BC wine to be shipped directly to • Fiscal 2018 Strategic Plan A seasonal newsletter for consumers on everything BC VQA consumers across Canada. Wine including contests, winery events, wine festivals, wine

31 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 32 OBJECTIVE GOVERNMENT ADVOCACY HIGHLIGHTS Regulatory climate for industry will improve and our resources will achieve measurable objectives and return on Wines of Marked Quality Regulation investment. BC’s Wines of Marked Quality Regulation has been updated Evaluation to enable wineries to state sub-geographical indications on their wine bottles. The changes were included in the Exceeded. A Canadian wine and grape industry research BCWI-initiated BC Wine Appellation Task Group’s industry- study released in March shows that the BC wine and grape approved recommendations. industry is a significant driver of the provincial economy contributing $2.8 billion in 2015. The Canadian industry Labeling overall has grown 33% since 2013 to $9 billion, of which BC contributes 31%. BC is Canada’s second largest wine grape The federal Ministry of Agriculture and Agri-Food approved producing province, next to Ontario, in terms of acreage, a new label designation to replace “Cellared in Canada” with tonnage, and wine grape sales “International Blend from Imported and Domestic Wines”. Transition to the new label designation is scheduled for fall 2017. BC LCLB Liquor Policy Changes

Several long-overdue and positive changes that reduce red tape for the BC wine industry and modernize provincial liquor laws came into effect on January 23.

33 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT the earliest we had ever seen it and slowed down by a cooler start to the was one of the coolest on record 2016 VINTAGE REPORT this year we are a couple days earlier summer and an extended fall season; over the past 20 years. A return than last year.” it all adds up to an excellent 2016 to seasonal heat in August and vintage. September brought an excellent White Wine Quality: Very Good to Excellent Harvest started early on the morning balance of moderate alcohol, retention of September 6 for Quails’ Gate Similkameen Valley of natural acidity, ripe tannins and Red Wine Quality: Very Good to Excellent Winery, with picking of Maréchal beautiful, concentrated flavours. Foch from the winery’s property on Overall, the Similkameen Valley Icewine: Excellent Boucherie Road in West Kelowna. experienced similar conditions to the Over at Corcelettes Estate Winery Winemaker Nikki Callaway said this Okanagan Valley. With no extended in Keremeos, Winemaker Charlie An unusually hot spring led to an early and vigorous growing season. Cooler summer temperatures allowed the fruit to develop year’s harvest was seven to 10 days freeze, the Similkameen Valley saw no Baessler reported: “Spring arrived flavour complexity, moderate alcohol, balanced tannins and natural acidity in what is, by all accounts, an excellent vintage. ahead of previous vintages. “I think it kill over the winter. quickly for us! We hustled to is an exciting vintage,” said Callaway. place shoots where they belonged “It is always a positive when you start as growth was rapid. The pace off the year with excellent fruit and “Similkameen Valley wineries will changed as the season cooled and Okanagan Valley brought hot, dry weather typical of good quality.” have another fantastic vintage temperatures fell. It was critical to the Okanagan Valley. to showcase. The alcohol is monitor our progress and make the The winter of 2015/2016 was good to “Overall, I think we’re looking at Large, heavy red grapes and clusters balanced and we will be able to necessary crop load adjustments. grapegrowers in the Okanagan Valley a beautiful vintage.” Because of the early heat, veraison were reported, especially for Cabernet express varietal character and our Overall, Similkameen Valley wineries who reported no extended periods came about two weeks early for Sauvignon and Merlot, while the mineral terroir.” will have another fantastic vintage of freezing temperatures and no bud DAVID PATERSON some, but was reported as protracted. white varietals were more consistent. GM & WINEMAKER, to showcase. The alcohol is balanced damage. TANTALUS VINEYARDS Unlike summers past, forest fires The fruit up and down the Valley CHARLIE BAESSLER and we will be able to express varietal were not an issue for grapegrowers was remarkably clean. And although WINEMAKER, CORCELETTES ESTATE WINERY character and our mineral terroir.” It was an atypical spring with this year. Naramata experienced 10 to 12 weeks extremely warm weather that normal. This heat required diligence of 60% humidity which meant the Fraser Valley provided more Growing Degree Days “Without the blistering high heat that threat of powdery mildew, diligent in the vineyards, especially with Here, budbreak and flowering also (GDD) in April than any other April sometimes occurs in July and August, viticulture practices saw clean Budbreak in the Fraser Valley started irrigation. The early start to the came early thanks to soaring spring in the last 19 years: 126.85 total the grapes had more time to mature fruit. According to Katie O’Kell of in the first week of March, four weeks growing season caused some labour temperatures. Again, vigilance in monthly GDD (April) were reported and we are seeing phenomenal Serendipity Winery, they harvested ahead of schedule. GDD in Langley pressure later in the season as winery the vineyard was necessary. As Rhys in Osoyoos and 93.55 in Summerland. balance with low alcohol and balanced “the cleanest fruit we have ever seen.” was ahead of the 20-year average. and vineyard needs competed with Pender MW, wrote for WineAlign in Temperatures were also up reaching area orchards’ needs. acidity,” noted David Paterson, Reports from the Fraser Valley saw the high 20s throughout the Valley, General Manager and Winemaker at In Oliver and Osoyoos, a few areas September, “Growers who balance more challenging conditions but with Osoyoos recording a high of GDD remained ahead of any other Tantalus Vineyards. “Overall, I think of the Valley floor experienced frost their vineyard and yield to the season, although there were reduced crops 29.8° C (Environment Canada Climate year with temperatures reaching the we’re looking at a beautiful vintage.” October 11/12 which caused leaf drop; and harvest at optimum ripeness and and some disease pressure, a warm, Summary April 2016). mid to high 30s until the week of however, most berries not yet picked balance will always make good wine, dry August led to excellent grape June 19 when the weather changed. Harvest started early with reports were already ripe and not much crop be it white, red, pink or orange.” development with beautiful flavours Budbreak was the earliest on record, of picking Ortega for sparkling wine was affected. and balanced acids and sugars. GDD started to even out with 2015 Following the same weather pattern as much as six weeks early in some and then dropped below for the rest on August 17 at Evolve Cellars in areas, and was followed by early Summerland whose Christa-Lee Early spring heat started off an as their neighbouring region to the Andrew Etsell, General Manager and of the season. Mean temperatures east, July in the Similkameen Valley flowering, about two weeks ahead of in July were in the low 20s. August McWatters Bond said, “Last year was excellent growing season which was Viticulturist at Singletree Winery in

35 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 36 Abbotsford, reported their harvest as Maréchal Foch in late September little bit lighter crop for our Monte and -9° C by Kalala Organic Estate weather, the berries were quite frozen, began August 25 with Siegerrebe. and Pinot Gris and Pinot Noir in late Creek Ranch vineyards. However, the Winery which brought in 1.5 tons of so although yields were average, what This was their earliest start to harvest September to early October. Nearly all bright side of a light crop is that we Chardonnay, 3.5 tons of Riesling and came out of the frozen marbles was “2016 is going to be the year.” on record and Etsell says, “…the 2016 harvesting was complete before the got more concentrated and flavourful four tons of Zweigelt. They resumed a sticky delectable treat... or it will be TONY STEWART vintage will offer incredible fruit which arrival of heavy rains the second week fruit.” picking for Merlot and Cabernet Franc when I’m done with it.” PROPRIETOR & CEO, in turn will make some great quality of October. on December 8, 14 and 16. Based QUAILS’ GATE WINERY wine.” Nearby in the Shuswap, Graydon on the 33 tons of grapes brought in, Grapes harvested for Icewine in 2016 September was a bit cooler than Ratzlaff of Recline Ridge Vineyards Winemaker Karnail Sidhu expects include: Cabernet Franc, Cabernet Vancouver Island & The Gulf Islands average and October was significantly and Winery reported very little winter 10,000 to 12,000 litres of Icewine for Sauvignon, Chardonnay, Ehrenfelser, cooler than the past two years. kill, with a late April budbreak and late their 2016 vintage. Gewürztraminer, Kerner, Merlot, Lamont Brooks of the Wine Islands Reporting on the overall fruit quality May flowering. Spring temperatures Oraniensteiner, Petit Verdot, Pinot Growers Association, provided a at his Symphony Vineyard in Saanich, in April and May were above normal. For Inniskillin Okanagan Vineyards, Blanc, Pinot Noir, Riesling, Roussanne, climate summary for 2016 and reports Brooks says it was, “Fantastic. Veraison came in late June and the the early harvest secured an average Syrah, Vidal, Viognier and Zweigelt. that, “Overall, 2016 was an excellent Although yields were lower than in overall fruit development was good. to larger crop than in past years. year, characterized by an unusually the past two years, we had the best Harvest started in early September Viticulturist Troy Osborne said Conclusion warm April and May, which got the harvest parameters (Brix, TA, pH) and ended in late October. his crew began picking Riesling on The growing season started early vines off to a very fast start.” we have ever seen in most varietals, the morning of December 8, and and unusually hot with many people especially Pinot Gris.” Growers in Grand Forks experienced finished the morning of December With more GDDs than is typical, predicting the hottest vintage no winter kill and saw average 9. With temperatures averaging -12° budbreak, flowering and veraison on record. However, with one of Emerging Regions temperatures throughout the spring C, Osborne was pleased with the started early. the coolest Julys experienced in and summer. The fall harvest started concentration of the fruit brought in Outside BC’s designated geographical the last 20 years, it was not to September 18 and brought milder which averaged 42 Brix. “The grapes indications (GIs), the growing season be. The coolness slowed things temperatures and some rain. went through a couple of freeze thaw was similar to the interior regions, down, allowing flavours to develop periods before picking which gives “Fantastic. Although yields were with few minor differences. Monte Icewine Harvest and preserving the natural acidity the flavour characteristics we want for lower than in the past two Creek Ranch Winery reported for which BC wine is known. The Icewine.” years, we had the best harvest budbreak in late April – the earliest Twenty-three wineries registered 2016 vintage will showcase some with the BC Wine Authority to pick parameters (Brix, TA, pH) we ever recorded in the Thompson region. Red Rooster Winery began picking of the best BC has to offer. Some an estimated 896 standard tons of have ever seen in most varietals, A warm spring but relatively cool Riesling at 1:00 AM on December 8 of the standout varietals: Riesling, Icewine grapes on an estimated 205 especially Pinot Gris.” summer put the harvest about a week when temperatures in the Naramata Chardonnay, Sauvignon Blanc, Pinot acres in 2016. At the time of the behind last year, but still about three Bench vineyard reached -9° C bringing Noir, Merlot, Cabernet Franc and LAMONT BROOKS vintage report, 18 wineries had started weeks earlier than is normal. Their in fruit at 40 Brix. They picked again Gamay. SYMPHONY VINEYARD harvest and an estimated 600 tons first day of crush was August 22 with for Riesling and Cabernet Franc on had been picked, 224 more tons than Marquette (for rosé) whereas Harper’s December 13 at -10° C, finishing Trail Winery reported their first crush last year’s total harvest. Harvest on Vancouver Island was harvest at 44 Brix. Although a fair bit on August 31 of Gewürztraminer. also earlier than normal, with early Harvest started December 6, 10 days of their crop this year was lost due to extreme winds, Winemaker Karen ripening whites such as Ortega and In its own harvest report, Monte later than in 2015. The first grapes Gillis says the overall quality of the Siegerrebe being picked early to Creek stated, “A bit of tough weather were picked in West Kelowna with grapes is very good. “With days of cold mid-September, red hybrids such during flowering has resulted in a temperatures ranging between -8°

37 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 38 CATEGORY UPDATE TOTAL PROVINCIAL WINE MARKET SHARE (LITRES) IN BC | YEAR ENDED MARCH 2017 Other BC (non-VQA): 36.2% BC VQA LITRE SALES BY CHANNEL IN BC | YEAR ENDED MARCH 2017 BC VQA: 17.6% United States: 10.7% Italy: 5.8% BC Liquor Stores (~200): 24.6% Chile: 5.6% Wineries: 21.7% Other: 4.5% BC VQA Wine Stores (16): 6.5% Australia: 4.1% LRSs (~670): 21.5% Argentina: 4.0% Agency Stores: 4.9% France: 3.9% New Zealand: 3.2% Hospitality (~540): 20.9% Spain: 2.7% South Africa: 1.3% Other Provinces (non-VQA): 0.4% VQA (non-BC): 0.1%

TOTAL PROVINCIAL WINE MARKET SHARE IN BC CHANGE IN LITRES YEAR ENDED MARCH 2017 BC VQA LITRE SALES IN BC CHANGE IN LITRES YEAR ENDED MARCH 2017 30,000,000 3,500,000 3.0% -1.2% 25,000,000 TOTAL MARKET UP 3.21% OVER PREVIOUS YEAR 3,000,000 13.6% 20,000,000 4.2% 5.9% 2,500,000 15,000,000 7.2% 10,000,000 2,000,000 -5.2%

5,000,000 17.1% 4.4% 3.0% 2.1% 4.3% -5.2% 1,500,000 5.1% 0.1% 8.5% -0.3% 0 9.6%

1,000,000 Chile Italy 16.2% Spain Other France BC VQA 11.6% Argentina Australia New ZealandSouth Africa United States 500,000 VQA (non-BC) Other BC (non-VQA)

Other Provinces (non-VQA) 0 2017 P12 2016 P12 BCLS Wineries BC VQA LRSs Agency Hospitality (~200) Stores (16) (~670) Stores (~540)

2017 P12 2016 P12 BCWI STRUCTURE Board Governance Committee Paul Sawler, Dirty Laundry Vineyard Mandate to nominate a slate of proposed Directors to be Sara Triggs, Culmina Family Estate Winery considered for election at each annual general meeting; to A Board of Directors made up of nine voting members governs the BCWI. There are three seats on the Board attend to succession planning and conduct Board evaluation; TASK GROUPS for Directors from each of the three winery size categories, though each Director acts on behalf of the entire and to ensure that the Society maintains appropriate governance standards. BCWI membership. Board members are elected at annual general meetings for three-year terms and each Ad hoc task groups are created from time to time to help Greg Berti, Chair, Andrew Peller accomplish the work that would normally be done by staff, and year they elect from among themselves the Board Chair. An independent grapegrower appointed by the BC include invited member wineries to assist and provide input. Grapegrowers’ Association, a non-industry representative (optional), and the BCWI President are ex-officio Christa-Lee McWatters Bond, Evolve Cellars Differing from committees, task groups are created to address non-voting members of the Board. Ezra Cipes, Summerhill Pyramid Winery short-term issues. They are given specific tasks to accomplish and usually a short time frame within which their work is to be Active committees and task groups comprised of expert volunteer members assist the organization. completed. When the task is complete, the group is disbanded. MANAGEMENT COMMITTEES Committees of the Board of Directors currently include Finance and Risk Management, and Board Governance. BC VQA Wine Appellation Task Group Management committees to assist the President include Government Relations, and Marketing. Ad hoc task groups may be convened from time to time. Government Relations Committee Mandate to bring forward industry recommendations to propose amendment(s) to the Wines of Marked Quality Mandate to identify policy priorities, develop strategies for Regulation that represent the interests of all 100% BC Wine advocating policy changes that benefit the British Columbia Producers. Complete. grape and wine industry and BCWI Society members; and to Board of Directors COMMITTEES OF position the BCWI Society as the industry leader in advocacy Christa-Lee McWatters Bond, Chair, Evolve Cellars THE BOARD OF DIRECTORS to all levels of government. BC Liquor Stores Task Group David Wilson, Vice Chair, Mission Hill Family Estate Winery Christa-Lee McWatters Bond, Chair, Evolve Cellars Mandate to increase opportunities for BC VQA Wine in the BC Finance & Risk Management Committee Liquor Stores channel. Complete. Greg Berti, Andrew Peller George Hanson, Seven Stones Winery Ezra Cipes, Summerhill Pyramid Winery Mandate to facilitate the timely and accurate reporting Tony Holler, Poplar Grove Winery Export Task Group of financial information to the BCWI Society Board Erik Fisher, Monte Creek Ranch Winery Trish Morelli, Kamloops Winery Association Mandate to develop a three- to five-year export (outside of Directors and to its members; to review financial Luke Smith, Howling Bluff Estate Winery Canada) strategy for BC VQA Wine. Complete. Leo Gebert, St. Hubertus & Oak Bay Estate Winery statements and the Society’s budget; to ensure that Bob Heiss, Gray Monk Estate Winery proper accounting procedures are being followed within the Josie Tyabji, Constellation Brands Canada BC VQA Wine Store Task Group Tony Holler, Poplar Grove Winery Society; and to monitor the key risks that may arise from or Marketing Committee Mandate to recommend the role, long-term strategy and vision Josie Tyabji, Constellation Brands Canada impact the Society’s strategy. for the non-grocery BC VQA Wine stores, including input from Mandate to provide direction to BCWI staff on marketing Geri Davis, Chair, Gray Monk Estate Winery the membership at large. Complete. David Kozuki, Golden Retreat Vineyard, BC Grapegrowers’ strategies; to facilitate the development of the annual Association Leo Gebert, St. Hubertus & Oak Bay Estate Winery marketing and communications plan; and to develop and BC VQA Wine-in-Grocery Annual Douglas Friend, Independent Josie Tyabji, Constellation Brands Canada recommend a budget that will allow the Society to meet objectives contained in the annual plan. Marketing & Merchandizing Task Group Miles Prodan, President & CEO, BC Wine Institute David Wilson, Mission Hill Family Estate Winery Erik Fisher, Chair, Monte Creek Ranch Winery As required by the BCWI BC VQA Wine store-in-grocery Christine Coletta, Okanagan Crush Pad operating agreement, mandate to develop an annual plan specific to the BC VQA Wine-in-grocery channel. Ongoing. Bob Heiss, Gray Monk Estate Winery Lindsay Kelm, Quails’ Gate Winery Scott Locke, CedarCreek Estate Winery

41 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 42 BCWI STAFF

Miles Prodan Lisa Braman President & CEO Industry Communications Manager Responsible for achieving annual Board Responsible for BCWI members, approved BCWI goals & objectives. BC wine industry and stakeholder communications. Maggie Anderson (maternity leave) Marketing Director Patricia Pracher Accounting Manager Kimberley Barnes Responsible for BC VQA Wine store and Acting Marketing Director winery payments; and BCWI budgeting, Responsible for BCWI marketing including accounts payables and programs. Responsible for BCWI receivables. marketing and communication strategic planning & implementation management Philippa Douglas for the BC wine industry and the Wines Administrative Assistant of British Columbia brand. Responsible for general administrative support to staff members; responding to Traci Deman general inquiries from members, public, Office Manager etc.; and tracking of expense accounts, Responsible for general administrative payments and bills. matters; Board and Committee meetings; BC VQA Wine store licensing; BC VQA products and pricing; and regarding competition consolidations.

Laura Kittmer Media Relations Manager Responsible for BCWI media & public relations.

Teresa Nykilchuk Marketing Manager Responsible for BCWI marketing programs.

43 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT Phantom Creek Estates Thornhaven Estates Winery BCWI MEMBER WINERIES Pipe Dreams Vineyard and Estate Winery TIME Estate Winery Platinum Bench Estate Winery Tinhorn Creek Vineyards Play Estate Winery Top Shelf Winery 1st R.O.W. Estate Winery D’Angelo Estate Winery Lang Vineyards Poplar Grove Winery Township 7 Vineyards & Winery – Langley 8th Generation Vineyard Daydreamer Wines Lariana Cellars Privato Vineyard & Winery Township 7 Vineyards & Winery – Okanagan 50th Parallel Estate Deep Roots Winery LaStella Winery Quails’ Gate Winery Upper Bench Estate Winery Adega on 45th Estate Winery Desert Hills Estate Winery Laughing Stock Vineyards Quinta Ferreira Estate Winery Vanessa Vineyard Estate Winery Ancient Hill Estate Winery Dirty Laundry Vineyard Lavina Estate Recline Ridge Vineyards & Winery Van Westen Vineyards Arrowleaf Cellars Eau Vivre Winery & Vineyards Le Vieux Pin Winery Red Rooster Winery vinAmité Cellars BC Wine Studio Elephant Island Winery Liquidity Wines Ripples Winery Vista D’oro Farms & Winery Baccata Ridge Winery Estate Thurn Little Farm Winery River Stone Estate Winery Volcanic Hills Estate Winery Backyard Vineyards Evolve Cellars Little Straw Vineyards Estate Winery Robin Ridge Winery Wild Goose Vineyards & Winery Baillie-Grohman Estate Winery Ex Nihilo Vineyards Okanagan Valley Lulu Island Winery Rollingdale Winery Young & Wyse Collection Bartier Bros. Vineyard and Winery Fairview Cellars Marichel Vineyard & Winery Rustico Farm & Cellars Bella Wines Fitzpatrick Family Vineyards Maverick Estate Winery Sage Hills Organic Vineyard & Winery Bench 1775 Winery Fort Berens Estate Winery Meyer Family Vineyards Sandhill Black Dog Cellars Gehringer Brothers Estate Winery Misconduct Wine Co. Saxon Estate Winery Black Hills Estate Winery Giant Head Estate Winery Mission Hill Family Estate Winery See Ya Later Ranch Black Hills Wine Experience Centre Gold Hill Winery Monster Vineyards Serendipity Winery Blackwood Lane Vineyards & Winery Gray Monk Estate Winery Montakarn Estate Winery Seven Stones Winery Bordertown Vineyard & Estate Winery Grizzli Winery Monte Creek Ranch Winery Singletree Winery Burrowing Owl Estate Winery Hainle Vineyards Estate Winery Moon Curser Vineyards Sonoran Estate Winery C.C. Jentsch Cellars Harper’s Trail Estate Winery Moraine Estate Winery Sperling Vineyards Calona Vineyards Heaven’s Gate Estate Winery Mt. Boucherie Family Estate Winery SpierHead Winery Camelot Vineyards Hester Creek Estate Winery Nagging Doubt Winery Squeezed Wines Cassini Cellars Hillside Winery & Bistro Niche Wine Company St. Hubertus & Oak Bay Estate Winery CedarCreek Estate Winery House of Rose Winery Nighthawk Vineyards St. Urban Winery Celista Estate Winery Howling Bluff Estate Winery Nk’Mip Cellars Stag’s Hollow Winery & Vineyard CheckMate Artisanal Winery Indigenous World Winery Noble Ridge Vineyard & Winery Stoneboat Vineyards Church & State Wines – Black Sage Bench Inniskillin Okanagan Vineyards Northern Lights Estate Winery Sumac Ridge Estate Winery Church & State Wines – Oliver Intersection Estate Winery Okanagan Crush Pad Winery SummerGate Winery Church & State Wines – Victoria Intrigue Wines Okanagan Hills Estate Winery Summerhill Pyramid Winery Clos Du Soleil Winery Isabella Winery Oliver Twist Estate Winery Sunnybrae Vineyards & Winery Columbia Gardens Vineyard & Winery Jackson-Triggs Okanagan Estate Orofino Vineyards T.H. Wines Corcelettes Estate Winery JoieFarm Osoyoos Larose Estate Winery Tantalus Vineyards Covert Farms Family Estate Kalala Organic Estate Winery Pacific Breeze Winery Terravista Vineyards Crescent Hill Winery Kismet Estate Winery Painted Rock Estate Winery The Vibrant Vine Crowsnest Vineyards Kraze Legz Vineyard & Winery Peller Estates The View Winery Culmina Family Estate Winery Lake Breeze Vineyards Perseus Winery Therapy Vineyards & Guest House

As of March 31, 2017 BC VQA WINE STORES

Okanagan Valley Wines of British Columbia Wines of British Columbia Save-On-Foods Prince George Save-On-Foods Fleetwood BC Wine Information Centre 555 Central Street, Prince George 9014 - 152 Street, Surrey 101 - 553 Vees Drive, Penticton 604.881.3363 604.881.3363 250.490.2003 [email protected] [email protected] [email protected] pentictonwineinfo.com Lower Mainland Wines of British Columbia Save-On-Foods Langley Wines of British Columbia Sardis Park VQA Wine Store 20151 Fraser Highway, Langley Save-On-Foods Lakeshore 202 - 5580 Vedder Road, Chilliwack 604.881.3363 3175 Lakeshore Road, Kelowna 604.824.0042 [email protected] 604.881.3363 [email protected] [email protected] sardisparkwines.com Wines of British Columbia Save-On-Foods South Point Wines of British Columbia Swirl Wine Store – Yaletown 3033 - 152 Street, Surrey Save-On-Foods Orchard Plaza 1185 Mainland Street, Vancouver 604.881.3363 101 - 1876 Cooper Road, Kelowna 604.408.9463 [email protected] 604.881.3363 [email protected] [email protected] swirlwinestore.ca Wines of British Columbia Save-On-Foods Tsawwassen Vancouver Island Village VQA Wines – Kitsilano 1143 - 56 Street, Delta 1811 West 1 Avenue, Vancouver 604.881.3363 Wines of British Columbia 604.732.8827 [email protected] Save-On-Foods Parksville [email protected] 818 West Island Highway, Parksville villagevqawines.com Wines of British Columbia 604.881.3363 Save-On-Foods White Rock [email protected] Westwood Wines 1641 - 152 Street, Surrey B4 - 1410 Parkway Boulevard, 604.881.3363 Other Areas of BC Coquitlam [email protected] 604.464.5009 Wines of British Columbia [email protected] Save-On-Foods Kamloops (Sahali) 100 - 1210 Summit Drive, Kamloops Wines of British Columbia 604.881.3363 Save-On-Foods East Maple Ridge [email protected] 22703 Lougheed Highway, Maple Ridge 604.881.3363

[email protected] As of March 31, 2017

47 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE

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