Wines of BC wants this summer’s FIFA World Cup 2026™ crowds thinking beyond stadiums and sports bars and into some of the most breathtaking landscapes on earth.
From vineyard patios overlooking sun-soaked valleys to lakeside watch parties and weekend wine country escapes, This Is Our BC is a province-wide celebration of everything that makes British Columbia extraordinary. The campaign invites visitors and locals alike to get outside, explore, and share how they experience summer with BC wine front and centre.
“This is a once-in-a-generation moment for British Columbia,” said Jeff Guignard, CEO and President of Wine Growers British Columbia. “Hundreds of thousands of visitors are coming to our province and the whole world is watching. We want them to see what we already know: that BC is home to world-class wine, breathtaking landscapes, and experiences you simply cannot find anywhere else.”
Join the #ThisisOurBC Challenge
A mountaintop, a lakeside vineyard, a local landmark, a quiet hillside with a view that won’t quit. Wherever you love to sip BC wine, we want to see it.
Post your photo or video featuring BC wine, tag @WinesofBC and use #ThisIsOurBC for a chance to be featured and win a limited-edition Wines of BC football scarf.
How to Participate:
• Choose your favourite location, anywhere that feels like your BC
• Capture a photo or video with a BC wine glass front and centre
• Post your photo or reel using #ThisIsOurBC, maktag and follow @WinesofBC
• Tag and challenge your friends, teammates, or community to share their moment
As the world watches Vancouver for FIFA World Cup 2026™, let’s show off the beauty waiting in every corner of this province.
Football Season, BC Style
For those looking to trade crowded sports bars for vineyard patios and vibrant open-air landscapes, BC wine country is closer than you think.
Whether it’s stopping at a Fraser Valley winery between matches, or planning a weekend getaway to the Okanagan Valley or Vancouver Island, take a drive beyond the city lights and discover charming stops and wines worth every sip.
Visit WineBC.com to start planning your BC wine country adventure.
From first kick to final whistle, where will you be watching from? Post your moment, raise your glass, and be part of the story.
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.