Welcome & Association Updates

Representatives from the Insight Conference partners Wine Growers British Columbia, British Columbia Wine and Grape Council, British Columbia Grapegrowers Association, and the British Columbia Wine Authority, will address the attendees and share updates relevant to the BC wine industry.

BC’s Position in the Canadian Market with Key Insights from Wine Intelligence’s BC Wine Regional Health Tracking Survey
Richard Halstead, Wine Intelligence
Description coming soon…

Industry Update
David Hume, LCRB
Description coming soon…

BC Retail Sales Trends from 2022
Renu Bains, British Columbia Liquor Distribution Board
Description coming soon…

Destination BC Strategies & Tourism Trends to Watch
Maya Lange, Destination BC
Description coming soon…

Climate Change and the BC Wine Industry
Dr. Micah Hewer, University of Toronto
The Earth’s climate is changing, and Canada is warming at a rate approximately twice the global average.  British Columbia is no exception to Canada’s changing climate and these warming trends will have impacts on the province’s wine and tourism industries. Recent studies have shown that in the Fraser Valley and Okanagan Valley wine regions, increases in growing degree-days and frost-free days are lengthening growing seasons. Extreme cold events (temperatures below 20°C) are diminishing, while extreme heat events (temperatures above 30°C) are on the rise.  Regional climate is becoming more suitable for general tourism activities; such as shopping, sightseeing, and wine tours. However, climatic risks from extreme heat events, droughts, and increased forest fire activity, continue to threaten the industry.  Planning and implementing adaptation strategies is essential for the tourism and wine industries in BC to maximize opportunities and minimize risks associated with a warmer more extreme climate in the future.

Track 1: Marketing & Sales

The Gen-Z Field Guide for Wine Marketers
Maxine Gurevich, Horizon Media
Research finds mass marketing is unlikely to resonate with Gen Z. Understanding the passion points in the diversified sub-cultures of Gen Z will be the key to connecting your brand with this audience. The Gen Z Field Guide gives marketers a roadmap to connect with Gen Z consumers, a group that is not always easy to keep up with as social media algorithms change so quickly.

Driving DTC revenue in 2023
Connor Clarkes, Commerce7
Strategies, tips, and best practices related to growing direct-to-consumer revenue focused around turning first-time buyers into repeat buyers, repeat buyers into club members, and increasing average order value for all purchases.

Understanding BC Wine Consumers: An overview of consumer segmentation analysis
Darcen Esau, Terroir Consulting
A top priority for Wine Growers BC is to understand the attitudes, behaviours, and communication strategies with different wine drinkers. In this presentation, Terroir Consulting will share the results of Wine Growers BC’s Canada-wide wine consumer segmentation study. BC wine producers will receive an overview of each wine consumer segment as well as how they situate within a marketplace, their sizes as groups relative to each other, and the magnitude of their impacts on the BC wine industry. Strategies will be discussed to effectively identify and communicate with a wine producer’s target market. Key insights will give producers a broad understanding of the preferences and marketing strategies that will appeal to priority consumer segments.

Track 2: Oenology & Viticulture

Inspired People Growing Outstanding Wine
Ruth King, Sustainable Winegrowing British Columbia

Meet the SWBC Program Manager, Ruth King, who will be taking session attendees through a tour of the new SWBC website and assessment tool, followed by a Q&A. Discover tips and tools to help your organization begin their sustainability journey.

Drone Usage in the Vineyard
Christopher Mark, Vintality Tech Inc.
Description coming soon…

Assessing Winter Damage in the Vineyard
Dr. Ben-Min Chang, Summerland Research & Development Centre
Grapevines adapt to cold winter but have their limit.  The grapevine physiology related to winter damage will be discussed in this session. The information will help wine grape growers to assess and manage winter damage.

Track 3: Business & Leadership

Building Positive Workplace Cultures – A Post Pandemic Approach to Employee Engagement
Ginger Bruner & Rachel Udy, go2HR
Without question, the global pandemic has impacted the workplace and ushered in a range of changes that are influencing how hospitality employers can effectively recruit, retain and engage top-talent, particularly a labour shortages abound, across the sector.  A shift in workplace expectations (from both employee and employer perspectives) and an increased focus on the importance of workplace mental health all within a highly competitive labour market mean that now, more than ever, employers need to adjust. Simply put – methods used to inspire, motivate and engage employees before (pre-pandemic), may not work now.

Incorporating Diversity & Inclusion in the Business Day
Tammy Tsang, AndHumanity
How to incorporate diversity and inclusiveness into day-to-day business operations so you can build forward-thinking marketing and communications rooted in inclusive customer experiences and strengthen brand loyalty by reflecting and resonating with your diverse audience.

Tracking Your Carbon Footprint
Green Step Tourism
Science says that most businesses need to reduce their carbon footprint by 50% by 2030 and 90% by 2050. Is this possible for wineries? In this session, we’ll explore the makeup of a winery’s carbon footprint and how to measure it, what steps can be taken now, and over the next 7 years to hit these targets, how regenerative tourism fits in, and how to tell your sustainability story with transparency and credibility.