Royce Sihlis
BC Wine industry gathers on March 12
The B.C. wine industry is gearing up for an exciting day of learning, connections and inspiration at the Wine Growers British Columbia (WGBC) annual Insight Conference, returning this March.
With the theme of Insights to Inspire, this year’s program is designed to share knowledge, new data and insights from expert speakers, focusing on winery business operations and wine marketing.
Hosted just a few weeks before “April is BC Wine Month” and preceding the summer season when wineries are busiest, the conference is a must-attend event for winery business owners, team leads and marketing professionals looking to sharpen their strategies for the 2025 season.
Taking place on Wednesday, March 12, at the Penticton Trade and Convention Centre, the conference offers a full day’s programming.
The day begins with a networking hour sponsored by strategic partners whose expertise and offerings support the BC wine industry. Connect with peers and explore resources showcased by sponsors: Commerce7, Cellar-Tek Supplies, TricorBraun WinePak, Orchard & Vine Magazine, Wine Industry Sales Education, ContainerWorld, and CIPR Communications.
After refreshments, pastries and meaningful connections with peers and sponsors, attendees will gather to hear the keynote address.
“We are thrilled to welcome Michelle Bouffard, founder of Tasting Climate Change, to bring her voice to the stage,” says Laura Kittmer, WGBC communications director.
“Michelle’s address promises to deliver insights that leave attendees energized and motivated to tackle challenges and seize opportunities and, together, move the industry forward.”
A new chapter begins for Wine Growers British Columbia as the conference marks one of the first opportunities for industry to meet the incoming CEO and president (recruitment is currently ongoing). The program will feature meet-and-greet time slots for attendees to connect directly with leadership and share thoughts on the evolving B.C. wine landscape.
Attendees will also hear important updates, including those related to the recently established Wine Grape Industry Task Force, a collaborative initiative of WGBC, the BC Wine Grape Council, BC Grapegrowers’ Association, BC Wine Authority and the provincial government to support the resilience and economic viability of B.C.’s wine grape sector in the face of climate-related challenges.
A conference highlight will be the Industry Recognition Awards ceremony, a celebration of the individuals and teams driving excellence in B.C.’s wine sector. The Leadership Excellence Award, Ultimate BC Wine Ambassador Award, and Master Marketer Award will be presented as guests enjoy a lunch paired with B.C. wines.
Together, attendees can look forward to reflecting on industry achievements and toasting to a vibrant culture of passionate B.C. wine professionals.
The afternoon program is dedicated to providing practical insights and actionable takeaways, featuring speaker sessions, workshops and roundtable discussions, with experts leading attendees through current and critical topics such as utilizing AI, consumer trends, influencer marketing, wine club management, connecting with younger demographics, wine tourism, sales channel strategies and hospitality/experience development.
While topics in the track of winemaking and viticulture are addressed through other industry events like Growers Days and the Southern Interior Horticulture Show, this year’s Insight Conference focuses on the business and marketing topics winery members have indicated they need to explore and discuss with experts and industry peers.
The Insight Conference is more than a day of learning — it’s an opportunity to step back, refocus and reignite inspiration. With expert-led programming, collaborative discussions and the space and time to network with peers, this year’s conference is poised to deliver insights to inspire all.
Get your tickets to the Insight Conference at WineBC.com/industrywine