The next hurdle for the evolving B.C. wine industry is the world stage, where global competition is fierce both at home and abroad. Many of B.C.’s 250 plus licensed grape wineries/ 900 plus vineyards are participating in the work of the UBC & Kedge Wine Industry Collaborative, an innovative partnership between UBC as convener, international experts and the B.C. wine industry. Focused on strengthening the industry’s export readiness and developing a global identity for international growth, funding of $1.3m over three years includes $630,000 from Western Economic Diversification Canada as well as other levels of government, UBC and the industry.
A two-day symposium held in November brought together a cross-section of stakeholders – the collaborative is open to everyone interested in the future of the B.C. wine industry – to address wine labelling and presentations issues through:
- Presentation of the results of an industry-wide survey on accurate wine labelling and presentation.
- Discussion of the international experience.
- Striking and organizing a Task Force on Labelling and Presentation.
Of 281 surveys sent online (which included grape/fruit/cider/ mead/sake producers), 51 grape wineries replied with completed returns. These included three large (100%), 14 medium size (41%) and 34 (16%) small wineries. Of these, 31 wineries or 61% were BCWI members. Based on his extensive experience on these projects, “the results indicate real engagement by the BC wine industry,” says Jacques Olivier Pesme, Associate Dean of International Development and Director of Wine and Spirits Management Academy at KEDGE Business School in Bordeaux, France. A specialist in international business and sustainable competitiveness and a world-leading academic authority on the business of wine, Pesme is working with Roger Sugden, Dean of UBC’s Faculty of Management at the Okanagan campus.
The survey provides a snapshot of what indications – BC VQA certification, BC geographical indications, CIC (Cellared in Canada), terms like meritage and late harvest, such “fantasy” descriptors as Alsace-inspired and Chauvignon Blanc - are used on wine labels in B.C. Paraphrased from the survey results: 60% of respondents questioned the relevancy of current B.C. wine indications and think that the available indications can be improved; A huge majority believe that having origin on the label is key.
Michael Botner
Jacques-Olivier-Pesme
Jacques-Olivier Pesme, director of the Wine and Spirits Management Academy at KEDGE Business School in Bordeaux.
“In a truly global market, tough international competition and changes to provincial liquor laws challenge the sustainability of the local wine industry,” Pesme says. “Positioning the industry to become international players requires greater collaboration amongst B.C. players. As impartial allies to the wine industry, UBC and Kedge creates a new avenue for territory-wide growth, as values, standards and collective strategies can be developed and coordinated for the benefit of all wineries in the region.”
Pesme discussed labelling and marketing aspects of wine labels early in the symposium. Whether the product is wine or corn flakes, “the role of branding and brand architecture follows a similar model in open economies,” he says.
Using wine label examples, he described a traditional tryptic system comprising:
- Guarantee – identifying producer, responsible for story (Gebert Family)
- Umbrella – for category and symbol, emphasizes type, narrative (Pinot Noir)
- Topic – for naming and specifying, brings added value, hero of the story (Oak Bay)
Composed of six randomly-selected industry members, two per winery size, the Task Force has a target date of April, 2016 for presentation of the final report. Its objective is “provide recommendations about labelling and label architecture, including specification of origin on labelling, for all wines that are produced by wineries in BC, both those containing 100% BC grown and others.”
Streamlining the appellation system in BC
In a notable example of wine industry collaboration, the symposium provided a fitting venue for Ezra Cipes, chair of the BC Wine Appellation Task Group and CEO of Summerhill Pyramid Winery, to present the survey results of the BC Wine Appellation Task Group.
“Around the world today wine makers and wine enthusiasts are increasingly interested in the soil and climate conditions of where the wine is grown,” Cipes explains. “Our recommendations will help to strengthen a sense of place for our wines that is uniquely about British Columbia.”
Supported by the BC Minister of Agriculture and conducted in cooperation with BC Wine Authority and BC Wine Institute, the work of the Task Force took place over seven months with the publication of the final report on November 4. Many leading figures representing different perspectives in the industry participated in the Task Group, including Andy Johnston of Averill Creek Winery (Vice Chair), Harry McWatters (TIME Estate Winery), Sandra Oldfield (Tinhorn Creek Vineyards), Rhys Pender, MW (Little Farm Winery) and Donald Triggs (Culmina Winery). The final recommendations are based on a series of 8 town hall meetings by region, which provided all the themes and was followed by a survey conducted by a pollster to test the popularity of the ideas. The Task Force received 724 responses resulting in a richly detailed report from the pollster. “A clear consensus of respondents agreed that an appellation system is desirable,” Cipes says. “The concern expressed by the industry has to do with wineries using names of regions/places on their labels when these terms are not legally controlled.”
The 13 recommendations of the Task Force include:
- Creating four new appellations for emerging wine regions - Thompson Valley, Lillooet-Lytton, Shuswap and Kootenays – to add to the current list of 5.
- Creating a framework of 15 sub-appellations within the Okanagan Valley as identified by the Task Group. Only a village or town name, or a place name that is historically associated with a region, may be used. A defining geographical feature may also be used in combination with a village or town name.
- Harmonizing into one the audit process between multiple government agencies to enhance quality standards and regulatory red tape.
- Ending the use of taste panels to assess faults produced from 100% BC grown grapes while continuing laboratory analysis to ensure product health and safety, and technical standards.
- Producers making wine from 100% BC grown grapes be required to become members of BCWA.
The next step in the process is an industry plebiscite conducted by the BCWA, the delegated regulatory authority, to approve the Task Group’s 13 recommendations to reform the regulations. For a copy of the Task Group report, as well as maps, survey and other appendices, visit www.bcwinetaskgroup.ca/.