Miles Prodan
It’s been over a month since the Wines of British Columbia Save-On-Foods South Point BC VQA Wine Store in South Surrey opened, and sales show that some of BC’s hard to source BC VQA Wines are among those that have benefitted most.
BC's Wine Industry has made incredible advances in its first 25 years, winning awards and gaining respect around the world. However, the April 1st launch was an historical milestone for our industry marking the first time 100 per cent BC Wines (BC VQA), which are defined as grapes grown and bottled right here in British Columbia, have been available for sale alongside BC's other great agriproducts such as seafood, beef, fruits and vegetables.
In the first month sales have been high, as consumers embraced the convenience of grabbing a bottle of BC's best wines as they pick up items for dinner or parties. Clearly, it just makes sense. Wines of British Columbia Save-On-Foods South Point is one of 20 BC VQA Wine Stores operating in the province. Although this is a small number of stores in the liquor retail environment, they represent over 7% of provincial BC VQA Wine sales - with the largest selection of BC VQA Wines in one place.
Of the 500 wine labels carried at BC's first wine-on-shelves grocery store, half of them are not carried by the BC Liquor Distribution Branch's BC Liquor Stores due to limited production.
Backyard Vineyards in Langley, a smaller producer developing award-winning wines stocked at Wines of British Columbia Save-On-Foods South Point has seen sales increase double digits in the first month. The new wine-on-shelves grocery store in South Surrey provides a strong distribution channel for smaller producing wineries to increase their sales and the awareness of their brands.
Last year, the BC Government undertook a comprehensive review of the province's liquor laws, long lamented for their often inequitable treatment of producers, retailers and especially consumers. Of the 73 recommendations referred to Government by Parliamentary Secretary for Liquor Reform Richmond-Steveston MLA John Yap, there was an overwhelming response from consumers to see liquor sales in grocery stores.
The BC Wine Institute recognized the opportunity to pair our premium quality wines with local agrifood products in a complimentary and convenient way through this channel, and our first farm-direct BC VQA wine store licence in grocery was issued.
In the early 1990s, the BC VQA retail sales licence was established to offer an outlet for BC's nascent grapegrowing agricultural industry, and of the 21 licences issued, 19 were in use at the time the law change came into effect.
This BC VQA licence used for Wines of British Columbia Save-On-Foods South Point in South Surrey was not a new licence, but simply an inactive one without a home. At any time one of the BC VQA licences becomes available, the BCWI will ensure that the licence will provide the best possible opportunity and return for our member wineries, as our mandate demands. However, the locations approved must demonstrate good fit for the community, and if it's a grocer, that they have a strong commitment to BC's local agriproducts.
Miles Prodan is President & CEO of the British Columbia Wine Institute.