Wine Growers British Columbia has named seasoned industry advocate Jeff Guignard as its next CEO, marking a new chapter of leadership for the province’s $3.75 billion wine industry. Guignard begins his role April 28, 2025.
“We are thrilled to welcome Jeff to lead Wine Growers British Columbia at such a pivotal time for our industry,” says 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.”
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.
Guignard steps into the role of CEO following a 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 lead the Wine Growers BC team in strengthening industry relationships and collaboration, bolstering market resilience and championing 100% BC wine as a premium brand driving growth in BC tourism.
“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,” says 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.”