New name for B.C. wine growers group

The British Columbia Wine Institute (BCWI), the voice of the B.C. wine industry, has announced a name change.

It is now called Wine Growers British Columbia (WGBC) which the group said better reflects the value-add agriculture, agri-food and growth opportunities of the industry.

“Following the lead of our national organization, recently renamed Wine Growers Canada (WGC), renaming ourselves as WGBC reflects our deep connection to the land, from the vineyard to the glass, and repositions the B.C. wine industry and WGBC as the high value agri-food product and economic growth generator we are,” a news release stated.

WGBC markets the wine and regions of B.C.; delivers quality trade, media and consumer tastings; and advocates to government on behalf of industry that contributes $2.8 billion in provincial economic growth annually.

“As farmers, winemakers, retailers and tourism operators, the B.C. wine industry is the highest value-add agricultural product in British Columbia, contributing more than $2.8 billion in annual economic impact,” Miles Prodan, President and CEO, Wine Growers British Columbia, said. “Repositioning the organization as Wine Growers British Columbia is a significant step in keeping our industry moving forward and better reflects the B.C. wine industry as part of a complex value-added agri-food chain and not simply a beverage alcohol product.”

At the organization’s Annual General Meeting on September 1, 2020, the Board of Directors identified the importance of rebranding both the British Columbia Wine Institute and the B.C. wine industry to Wine Growers British Columbia to better align with other provincial and national associations. Organization members voted unanimously to make the change.

“The objective for the new name was to focus the provincial association image from simply representing the beverage alcohol sector to being identified as a socially responsible, value-add agricultural contributor, representing and supporting grape growers and wineries as part of a family farm network,” Erik Fisher, Board Chair, Wine Growers British Columbia, remarked.

Wine Growers British Columbia continues to represent wineries across all nine wine growing regions of B.C. The member wineries are responsible for almost 95 per cent of all grape wine produced in B.C. including 100 per cent certified B.C. wines.

“In British Columbia, more than 280 licensed grape wineries enhance the vibrancy and sustainability of our vineyards and agricultural communities which in turn supports more than 12,000 jobs and attracts more than a million tourists each year,” Prodan said.

Click here for more on Wine Growers British Columbia.