CEO Jeff Guignard will share progress on government relations efforts, like the anti-Alberta wine tax coalition launch (above), during a State of the Industry session at 2026 Insight.
As I look forward to my first Insight Conference as CEO of Wine Growers British Columbia (WGBC), I’m struck by how timely this gathering feels.
Our annual Insight Conference has long been a place for B.C.’s wine community to gather, share ideas, challenge assumptions and learn from one another. Those conversations feel particularly important right now, as so many of you are grappling with big questions about the future.
We need to talk about shifting consumer trends, ongoing climate realities, evolving business models, distribution disruptions and overly restrictive regulations. There has rarely been a greater need to pause, connect and focus on what comes next for all of us.
Taking place March 31 in Penticton—just ahead of BC Wine Month and our busy spring and summer seasons—Insight 2026 will offer winery owners, industry leaders, marketers and team members practical tools and insights they can put to work right away.
The day is built around conversation and forward momentum and I want you to be part of it.
I’m particularly excited about our keynote speaker, Stephen Bailey, chief marketing officer at John Fluevog Shoes. Stephen brings a refreshingly relatable perspective to marketing, grounded in creativity, authenticity and community. As he puts it, “Challenges and limitations can bring out the most creativity. For longer-term brand building, there are many effective strategies within reach of every organization.”
I expect his philosophy will resonate deeply with B.C.’s wine industry, where our stories of place, people and community are inseparable from the wines we make and where many of you are operating amid challenging constraints.
Beyond the keynote, this year’s panels and workshops will reflect what we’re hearing from members across the province: a desire for practical ideas, shared learning and honest discussion about what’s working and what needs to change. We’ll host sessions on innovative marketing and communications strategies, the latest consumer trends, key insights into hospitality and wine tourism, best practices across different sales channels, ways to revolutionize your wine club and the evolving role of digital tools like AI.
I’ll also host a “State of the Industry” session to outline WGBC’s current activities and our ongoing government relations efforts on your behalf. You’ll also have a chance to engage directly with WGBC’s Board of Directors and team to offer feedback and perspective (ideally, over a glass of wine) on our advocacy, programming and member supports.
We’ll close with what I expect will be everyone’s favourite moment of the day: the Industry Recognition Awards. These awards celebrate excellence across our sector, recognizing individuals and teams who elevate B.C. wine through marketing, service and outstanding leadership. It’s a chance to pause, acknowledge outstanding contributions and reflect on the depth of talent and commitment in our community.
Registration and program details are available at winebc.com/industry/bc-wine-industry-insight-conference/
Jeff Guignard is the CEO for Wine Growers British Columbia which represents B.C. wineries dedicated to producing 100% B.C. grape wine. Follow @WinesofBC or winebc.com