The Wine Growers British Columbia Board of Directors is pleased to announce the appointment of Jeff Guignard as the organization’s next CEO, effective April 28, 2025.
Guignard brings over a decade of leadership experience from his 11-year tenure as Executive Director of BC’s Alliance of Beverage Licensees (ABLE BC), where he successfully championed the interests of liquor, hospitality, and cannabis retail businesses. He’s well known for his ability to navigate complex policy issues, build strong relationships with all levels of government, and earn media trust through clear, credible advocacy. With a proven track record of uniting diverse interest holders and driving meaningful change, Guignard is uniquely positioned to support and strengthen BC’s dynamic and evolving wine industry.
“We are thrilled to welcome Jeff to lead Wine Growers British Columbia at such a pivotal time for our industry,” said Paul Sawler, Board Chair of Wine Growers BC. “His experience in advocacy, strategic communications, and working effectively within BC’s regulatory landscape will be invaluable as we strive to strengthen the industry, expand opportunities and promote the exceptional wines of our region.”
As CEO, Guignard will drive advocacy efforts on behalf of the BC wine industry, which contributes $3.75 billion in provincial economic growth annually. He will lead the Wine Growers BC team in executing strategic priorities, including strengthening industry relationships and collaboration, bolstering market resilience, championing 100% BC wine as both a premium brand and a culturally significant product, and expanding direct-to-consumer engagement through BC wine tourism.
Guignard steps into the role of CEO following an impactful 14-year tenure of his predecessor, Miles Prodan, whose leadership guided the industry through significant challenges, developments, and growth. Building on this strong foundation, Guignard will continue to drive forward the Wine BC 2030 vision focused on sustainable growth and a vibrant future for BC’s wine industry.
“I’m incredibly excited to be joining Wine Growers British Columbia and to help tell the story of an industry built on passion, craftsmanship, and community,” said Guignard. “I can’t wait to roll up my sleeves with the WGBC team and our amazing wineries across the province to champion the people behind BC wine and drive new opportunities for long-term growth and success.”
Guignard begins his new role on April 28, 2025.
ABOUT WINE GROWERS BRITISH COLUMBIA
Since 1990, WGBC has played a pivotal role in taking BC’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 BC; delivers quality trade, media and consumer tastings; and acts as the voice of BC’s wine industry by advocating to government on behalf of industry that contributes $3.75 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 – as of 2019 drawing 1,191,500 visitors with $783.7million in tourism and tourism employment related economic impact on an annual basis.
For more information about Wine Growers BC programs and services, please visit WineBC.com.
For details on the Wines of British Columbia, go to WineBC.com.
Quick Facts:
- The BC wine industry generates approximately $3.75 billion annually, contributes over $440 million in federal and provincial tax revenues, and employs over 14,000-plus full-time workers.
- BC wine tourism draws an annual estimated 1 million tourists with $452 million in tourism-related revenue, and $147 million in wages across 2,615 tourism-related jobs.
- For every bottle of BC wine sold, $105 is contributes to the regional and national economy.
Images courtesy of Wine Growers of BC.
