APRIL IS B.C WINE MONTH!
CELEBRATE B.C.’S WINE FARMERS WHILE SUPPORTING LOCAL
Wine Growers British Columbia (WGBC) welcomes the return of B.C. Wine Month this April with a nod to B.C.’s passionate and hard-working winemakers and grapegrowers as the province once again recognizes the dedicated efforts of its wine industry.
In its fourth year strong, the B.C. government has once again proclaimed April as the official province-wide wine month, inviting all British Columbians to enjoy 100 per cent handcrafted B.C. wines farmed right here at home.
“The B.C. wine industry represents a complex, value-added food and beverage industry that offers customers a truly unique B.C. experience,” says Honourable Lana Popham, Minister of Agriculture, Food and Fisheries. “By once again proclaiming April as B.C. Wine Month we want to celebrate and acknowledge all the individuals that contribute to B.C.’s famous wine industry, from grapegrowers and winemakers to retailers and tourism operators.”
With 929 vineyards across the province, B.C.’s wine industry is doing what it can to protect the more than 12,000 jobs B.C. wineries support, which is reason enough to celebrate this dynamic industry. Not to mention the creativity and passion that goes into every bottle of B.C. wine.
“Many of our local wineries and vineyards are family-run businesses that have chosen farming and winemaking as their passion and their profession. This is a well-deserved recognition of the hard work and dedication of B.C.’s winemakers and grapegrowers,” says Miles Prodan, President and CEO, Wine Growers British Columbia. “It’s also an important recognition of the more than 280 licensed grape wineries and more than 400 independent grapegrowers which enhance the vibrancy and sustainability of B.C.’s vineyards and agricultural communities.”
“Throughout the pandemic, the B.C. wine industry has shown resiliency and strength to help pivot sales, welcome local visitors to wineries and serve their customers. From shifting to online sales, creating seating bubbles and more outdoor seating and offering door-to-door delivery, the industry has put its customers first to ensure they always felt safe and welcome. I am heartened that so many British Columbians are supporting our local producers by choosing B.C. wine, and I want to personally thank all of our B.C. grapegrowers and winemakers for their resilience and their innovation over the past year,” says Popham.
In celebration of B.C. Wine Month, Wine Growers British Columbia has launched a multi-pronged marketing campaign titled “A Year in the Life,” aimed at celebrating B.C.’s hard-working, passionate and dedicated winemakers and farmers and their deep sense of respect for the land. The campaign is supported by billboards, in-store point-of-sale materials, social media and a consumer contest inviting British Columbian’s to learn more about B.C. wine, discover new spring releases, and participate in a B.C. wine quiz for a chance to win an exclusive behind-the-scenes trip for two to one of B.C.’s pristine wine regions once it is safe to do so.
“The goal of this campaign is to form a connection between the consumer and our province’s wine farmers,” says Kim Barnes, Marketing Director, Wine Growers British Columbia. “To put a face to the bottle and show consumers the passion and spirit that goes into a bottle of B.C. wine, not just during the spring or summer, but all year round. We want to ensure consumers see more than the bottle on the shelf, but also the vineyard it came from and the families who created it.”
B.C. wineries, local retailers and hospitality partners are stepping up to promote and support B.C. Wine Month with in-store displays and point-of-sale materials across the province. B.C. Liquor Stores (BCLS) will provide additional support through print and digital ads, bus ads and BCLS social media and website promotion to drive home the “support local” message and ensure B.C. Wine Month is top-of-mind with consumers.
B.C.’s winemakers and grapegrowers are down-to-earth, with the grit, experience and refinement to make wines that are a lasting expression of the place where they were grown and crafted. This April, we raise a glass to the creativity, pride and passion that goes into every bottle of B.C. wine. Find out more about exciting B.C. wines and the winemakers and grapegrowers that craft them at WineBC.com.
Download the Wines of BC Explorer App to discover new B.C. wine spring releases and memorable and safe winery experiences you can enjoy in-person or from home.
About Wine Growers British Columbia (WGBC) (formerly British Columbia Wine Institute):
Since 1990, WGBC has played a pivotal role in taking B.C.’s wine industry from a vision to an internationally recognized niche region producing premium wines and providing exceptional wine tourism experiences.
WGBC markets the wine and regions of B.C.; delivers quality trade, media and consumer tastings; and acts as the voice of B.C.’s wine industry by advocating to government on behalf of industry that contributes $2.8 billion in provincial economic growth annually.
WGBC represents all wineries in British Columbia to grow the premium market share for the Wines of British Columbia, while driving awareness of our world-class wines and tourism product – currently drawing 1,000,000 visitors with $600 million in tourism and tourism employment related economic impact every year.
For more information about Wine Growers British Columbia’s member programs and services, please visit WineBC.com.
Media release and image provided by Carie Jones, Wine Growers British Columbia