Carie Jones
For many, fall is a favourite time of year. The crisp freshness in the air signals a time of renewal and change. Here in BC wine country, fall also signals the harvest season. A time to honour and celebrate the beautiful offerings of nature across our nine distinct wine regions that will make up the 2020 vintage.
But 2020 was like no other. Not unlike winemaking and grapegrowing itself, the year saw challenges, adaption and innovation. And it continues to be a year of change and uncertainty that has not only affected our industry, but many of our industry partners across the province. According a survey conducted in late summer by Leger Marketing on behalf of the BC Wine institute, 83% of BC wineries have been negatively impacted by COVID-19 with 66% expecting it will take one to four years to recover financially from the effects of the pandemic. BC tourism has also taken a hit with all areas around the province seeing decreases in domestic overnight visitation at the end of August according to a research study conducted by Destination BC. Following a safe reopening in May, restaurants faced yet another challenge with a provincial health order in early fall that shut down alcohol sales by 10 p.m.
That’s why the BC Wine Institute launched its BC Wine Harvest Month, Local Crush Time campaign, bringing together industries across the province and encouraging consumers to continue supporting and exploring local. To help strengthen local support and the collective industry, the BC Wine Institute has partnered with Destination BC, the BC Hotel Association, BC Restaurant and Food Association, BC Dairy Association and BC Seafood Association to come together as an industry to honour and celebrate the harvest season and a brighter future for all industries going forward. The Local Crush Time campaign aims to encourage consumers to buy local while planning their purchases, experiences and local getaways, all while using the new Wines of BC Explorer app. Consumers can find an array of incredible experiences on the app including specially curated wine routes, along with a listing of participating restaurants, retail stores, hotels and the various promotions being offered this month, providing an easy and user-friendly way to explore, discover and support all that our incredible province has to offer.
The campaign also includes a Harvest Sips & Trips contest that offers nine grand prizes with one spectacular prize being awarded in each wine region.
A digital and broadcast campaign includes a Global News Saturday Sip segment featuring Mark Filatow, Executive Chef and Sommelier at Waterfront Restaurant in Kelowna, who will pair BC wine with locally-sourced food, along with radio spots, influencer YouTube series, blogs and wine routes all aimed at promoting local wine, food and travel. Promotional materials will be seen in local BC wineries, hotels and restaurants, BC Liquor Stores and all BC VQA Wine stores located in Save-On-Foods stores.
In a year that has proven local support is more important than ever, the BC Wine Institute is happy to partner with local industry associations to help bolster our provincial economy and work towards a strong and bright future for our province. Together, we are stronger.
BCWI AGM
At the Sept. 1 virtual Annual General Meeting, the BC Wine Institute welcomed its 2020-2021 Board of Directors. Nine voting BCWI Directors represent all British Columbia wineries. Newly elected or re-elected members of the Board of Directors are:
- Greg Berti, Andrew Peller
- Josh Stewart, Arterra Wines Canada
- Vice-Chair Darryl Brooker, Mark Anthony Group
- Christa-Lee McWatters, TIME Winery
- Charlie Baessler, Corcelettes Estate Winery
- Santiago Cilley, Phantom Creek Estates
Continuing their directorships are Chair Erik Fisher (Monte Creek Ranch Winery), Leo Gebert (St. Hubertus & Oak Bay Winery) and Dapinder Gill (Kismet Estate Winery). BC Grapegrowers’ Association representative David Kozuki and BCWI President & CEO Miles Prodan continue as ex officio non-voting members.
To learn more about the BC Wine Harvest Month, Local Crush Time campaign visit WineBC.com.Carie Jones is Communications Manager at the BC Wine Institute