The WGBC is a volunteer, membership-based, not for profit society.
Our mission is to represent the interests of British Columbia wineries dedicated to producing 100% British Columbia grape wines certified by the regulatory body for wine in British Columbia, through marketing, communications and advocacy of their products to all stakeholders.
A volunteer Board of Directors made up of nine voting winery members governs the WGBC. Winery Directors are elected at annual general meetings for three-year terms. Ex officio non-voting members also sit on the Board – an independent grapegrower, a non-industry representative (optional), Past President (optional) and the WGBC President.
Active committees and task groups comprised of expert volunteer members assist the organization. Committees of the Board of Directors currently include Finance and Risk Management, and Board Governance. Management committees to assist the President and staff include Government Relations, and Marketing. Ad hoc task groups may be convened from time to time.
Our Vision
British Columbia is recognized as one of the world’s premium wine regions.
Our Mission
As the peak organization for the BC wine industry, our mission is to represent the interests of British Columbia wineries dedicated to producing 100% British Columbia grape wines certified by the regulatory body for wine in British Columbia, through marketing, communications and advocacy of their products to all stakeholders.
Our Core Values
Quality, leadership, dedication and passion are reflected in all the work we do.
Strategic Goals
Our strategic goals are a broader expression of how we will achieve Wine BC 2030’s vision.
1. BRAND
• The BC brand informs everything the industry does – from communications to education, from marketing to
hospitality. Every BC wine touch point is an opportunity to reinforce the core of BC’s brand identity as a wine
region. Building industry alignment reinforces these touch points in the marketplace leading to increased
awareness and positive perception of BC wine and regions.
2. ADVOCACY
• Bring industry together to influence government policy and establish a strong sense of community to enable
everyone moving towards a common goal and vision.
3. DEMAND
• Work with BC Liquor Distribution Branch (BCLDB) to build prominence and visibility of certified 100% BC grape
wine in retail channels, while increasing demand for 100% BC wines in premium price categories.
