Media Releases

Kelowna, British Columbia – Wine Growers British Columbia (WGBC) is calling on the Province to ensure that any return of US alcohol to BC Liquor Store shelves does not come at the expense of British Columbia products or BC jobs.

“If US products have to come back, don’t bring them back at the expense of BC products,” said Jeff Guignard, President and CEO of Wine Growers British Columbia. “BC wine must retain strong shelf space, visibility, and promotional support.”

WGBC says the past year has reminded British Columbians of the importance of buying Canadian and supporting businesses that grow, manufacture, employ and invest here at home.

That momentum should not disappear as trade relations normalize.

“We support restoring normal trade and consumer choice,” Guignard said. “But returning to normal trade should not mean returning to business as usual. The LDB is in a unique position to support BC’s economy by ensuring local products remain competitive and visible in their home market.”

WGBC is calling on government to:

• protect strong shelf space and visibility for BC wine;
• ensure returning US products do not displace BC listings;
• expand BC-focused promotions, displays and merchandising;
• improve access to market for BC wineries; and
• make protecting the economic contribution of BC producers a clear priority for the Liquor Distribution Branch.

WGBC is also renewing its call for government to modernize the LDB’s mandate to include a clear economic-development responsibility for supporting BC producers.

“BC wine is more than a product on a shelf,” Guignard said. “It supports grape growers, winery workers, restaurants, tourism operators, suppliers and rural communities across the province. When British Columbians choose BC wine, more of that economic value stays here.”

The economic impact of BC wine:

• The BC wine industry generates approximately $3.75 billion annually, contributes over $440 million in federal and provincial tax revenues, and employs over 14,000-plus full-time workers.
• BC wine tourism draws an annual estimated 1 million tourists with $609 million in tourism-related revenue, and $174 million in wages across 3,912 tourism-related jobs.
• An average bottle of BC wine sold generates approximately $29.87 of business revenue, $5.14 of tax revenue and $8.79 of wages.

WGBC says the return of US products is an opportunity for government to demonstrate that supporting BC businesses remains a long-term priority, not simply a response to a trade dispute.

“This isn’t about being anti-American or limiting consumer choice,” Guignard said. “It’s about making sure our own liquor system is actively helping BC businesses compete, grow, and contribute to the provincial economy.”

“We can welcome normalized trade and still put BC businesses first. If US wine comes back, let’s make sure BC wine doesn’t get pushed aside.”

-End-

Media Contact

Kelly Josephson, Wine Growers BC
KJosephson@WineBC.com
250-869-2476

ABOUT WINE GROWERS BRITISH COLUMBIA

Since 1990, WGBC has played a pivotal role in taking BC’s wine industry from a vision to an internationally recognized niche region producing premium wines and providing exceptional wine tourism experiences. WGBC markets the wine and regions of BC; delivers quality trade, media and consumer tastings; and acts as the voice of BC’s wine industry by advocating to government on behalf of industry that contributes $3.75 billion in provincial economic growth annually.

WGBC represents all wineries in British Columbia to grow the premium market share for the Wines of British Columbia, while driving awareness of our world-class wines and tourism product – as of 2019 drawing 1,191,500 visitors with $783.7million in tourism and tourism employment related economic impact on an annual basis.

For more information about Wine Growers BC programs and services, please visit WineBC.com.

For details on the Wines of British Columbia, go to WineBC.com.