
jeff-guignard-ceo-bc-wine-growers
Wine Growers British Columbia (WGBC) is entering a new chapter with the appointment of Jeff Guignard as CEO—a seasoned leader with over 20 years of experience in public policy, advocacy and industry strategy. Jeff brings a fresh perspective and a clear vision for the future of B.C. wine. In this Q&A we explore his background, dig into his take on opportunities and challenges facing the industry, and gain insights from his vision of the path forward.
WGBC: What is your professional background and what led you to this role at Wine Growers BC?
Jeff Guignard: I’ve spent the past decade leading one of B.C.’s most prominent and effective liquor industry associations, advocating for policy reform, shaping industry strategy and building strong relationships across government and private sectors. Before that, I spent ten years on Parliament Hill in Ottawa, where I worked on national public policy and gained a deep understanding of how government decisions impact industries and communities alike.
What led me to Wine Growers BC was the chance to bring those two decades of experience—public policy and industry leadership — into a role that supports something truly special: B.C. wine. This is a world-class region with world-class people and I see a huge opportunity to help unlock its full potential.
WGBC: What excites you most about joining WGBC and taking a leadership role on behalf of B.C. wineries?
JG: The B.C. wine industry is one of Canada’s greatest cultural and economic treasures. What excites me most is its potential—untapped and undeniable. From the quality of our wines to the authenticity of our growers and winemakers, we have everything we need to be a global wine destination. My role is to help remove the barriers standing in the way of that potential and to help tell our story in a way that resonates across the country and beyond.
WGBC: Have you had any particularly defining moments in your career that have influenced how you approach industry advocacy and strategy?
JG: I think back to my role as executive director of BC’s Alliance of Beverage Licensees, leading the industry through the pandemic was a defining chapter. While navigating what was arguably the most significant economic crisis in generations, our members relied on us daily for clarity, leadership and results. We worked around the clock to amend public health orders, secure emergency funding and keep businesses operating under incredibly challenging conditions.
Another key moment was during the BCGEU strike, when we ran a sustained two-week media campaign to share how the disruption was impacting our industry. It helped shift public opinion and put real pressure on decision-makers. Both experiences reinforced that strong advocacy requires speed, strategy and the ability to tell your story effectively— especially when the stakes are high.
WGBC: As you step into this role, what are your top priorities for supporting B.C. wineries?
JG: My top priorities are to increase market access, secure sustainable investment in the industry and elevate the Wines of BC brand nationally and internationally. The most pressing challenges right now are climate-related production pressures, outdated interprovincial trade barriers and the need for more cohesive promotion of B.C. wine as a world-class product. We’ll be tackling these with a focused advocacy strategy, a bold marketing plan and a renewed commitment to industry collaboration.
WGBC: How do you plan to engage with industry members and interest holders to ensure their voices are heard?
JG: I believe our greatest strength is our ability to work together and the best strategy starts with listening. Over the next few months, I’ll be meeting with growers, winery owners and partners across the province. I want to hear what’s working, what’s not and what’s possible. WGBC should be a platform for the industry—not just a voice for it. That means creating opportunities for ongoing dialogue, feedback and co-creation of our path forward.
WGBC: What message would you like to share with B.C. wineries, trade partners and consumers as you begin this new chapter?
JG: You’ve built something truly remarkable. Now it’s time for the rest of the world to see it. Together, we have the opportunity to position B.C. not just as a great wine region in Canada—but as a globally recognized wine destination in its own right. That won’t happen overnight, but with alignment, ambition and action, I believe we’ll get there.
WGBC: A year from now, what would success look like to you?
JG: Success means a more unified industry, a stronger national presence for B.C. wine and tangible progress on the issues that matter most to our members—whether that’s interprovincial trade, sustainability or support for wine tourism. If we can look back a year from now and say, “We moved the needle,” then we’re on the right track.
WGBC: If you could have a glass of B.C. wine with anyone in the world, living or from history, who would it be?
JG: Anthony Bourdain. He had an unmatched ability to connect people to place through food and drink. I’d love to hear his take on B.C. wine country and how we could tell our story in a way that resonates far beyond our borders.
Whether it’s elevating the Wines of BC brand, breaking down barriers for industry growth and resilience or amplifying the voice of growers and producers, it’s clear that Guignard’s focus is firmly on unlocking the potential of the B.C. wine industry.
Kelly Josephson is the communications manager for Wine Growers BC which represents the interests of B.C. wineries dedicated to producing 100% B.C. grape wine. Follow @WinesofBC or find them on the web at winebc.com.