After recent years of volatility, B.C.’s wine and cider producers have shifted the conversation from recovery to renewal; and throughout the year, I have been preaching not to repeat negative narratives.
As vineyards rebound and cideries continue to grow, marketing strategies must evolve to match a new era that values authenticity, connection and local pride. The opportunity is clear: this is the time to tell stories that make people care as much about where their beverage comes from as about what’s in the glass.
The power of provenance
Looking forward, the strongest beverage brands will be built on a sense of place. Customers want to know who grew it, where and why. Place is the product. The more a cider or wine brand can celebrate its soil, orchard or community roots, the more credibility it gains.
Show the people behind the craft. Show the land. Show the process. The story of “Made in B.C.” is increasingly personal. Micro-origins and single-vineyard/orchard wines or ciders offer natural storytelling opportunities.
Real photos and genuine voices cut through noise more than any polished ad. Authenticity resonates with customers who seek meaning over marketing.
Hospitality continues the conversation
Experiences are a new differentiator. The tasting room, orchard walk or dinner in the vineyard is not just hospitality, it is the brand itself. Marketing no longer ends with a visit; it continues there. Every pour, photo and guest interaction builds reputation and loyalty.
Guests share what they feel, and that becomes part of your digital footprint. Collect visitor data, encourage reviews and nurture these connections. A beautiful bottle might capture someone’s attention, but a memorable experience keeps them coming back.
Collaboration over competition
The border between wine, cider and spirits is fading. Consumers want discovery, not definitions. The most forward-thinking producers are joining forces to create shared tastings, mixed beverage menus and cross-promotions.
Working together amplifies reach and reinforces the collective strength of B.C. wine and cider. Together, they tell a richer story of local agriculture, craft and flavour. Position your brand as part of a thriving regional movement. Collaboration brings new customers, builds credibility and makes everyone’s marketing stronger.
Digital connection trumps reach
This year, we learned that many accounts have fake followers (and you can subscribe to apps to show you this). The race to gain followers is over as we learned that what matters is connection and engagement. It’s important to curate digital relationships: segment your email lists, personalize your outreach and reward loyalty with genuine connection.
Small, thoughtful touches like thank-you notes, early access offers or anniversary messages resonate. This is what direct-to-consumer marketing should look like now: human, specific and built to last. A smaller audience that feels seen will outlast a larger one that doesn’t.
Resilience as brand identity
B.C.’s beverage industry has proven its grit. Instead of retelling stories of hardship and repeating ‘oh poor us’ stories and complaining about declines, messages should embrace adaptation and forward motion. New plantings, experimental blends and sustainable farming show progress and optimism. Consumers respond to confidence. Resilience, when communicated with positivity, tells the world that B.C.’s makers are not only back, but building stronger, smarter and more sustainably than before.
The future of B.C. wine and cider marketing will be won by those who connect deeply with their audience and lead with purpose. By focusing on authenticity, collaboration and hospitality, producers can transform local pride into global recognition. The next chapter will belong to the storytellers, those who invite people to taste the land, meet the makers and feel a sense of belonging with every sip.
Top photo: Holiday offerings in the tasting room at Folktale Cidery in Lake County.