Media Releases

For immediate release
03/11/2025

Vancouver, BC — As BC wineries prepare to bottle their 2024 vintage, producers are eagerly anticipating the spring debut of a new wine category, “Crafted in BC”. This limited-time offering, produced under the Vintage 2024 Relief and Support Program, highlights the industry’s resilience and innovation.

“Crafted in BC” wines provide a temporary yet vital solution to the significant crop loss in BC’s interior regions caused by extreme cold events in 2022 and 2024. Introduced by the BC government in July 2024, this support program combines the use of out-of-province grapes with the skill of BC winemakers.

“This measure has allowed wineries to not only keep their doors open and staff employed, but also the opportunity to challenge our talented BC winemaking teams to think outside their own vineyards,” said Paul Sawler, Board Chair of Wine Growers BC. “Crafted in BC wines are made by the same skilled hands as BC VQA wines, ensuring that the high standards of quality and craftsmanship are maintained.”

The “Crafted in BC” positioning is not a designation or certification but rather a messaging approach that highlights the industry’s resilience and adaptability during a difficult period. It allows wineries to continue producing wine while the vines recover, ensuring that BC’s reputation for producing exceptional wine remains intact.

“The ‘Crafted in BC’ wines represent an exciting opportunity for us to explore grapes from different climates and terroirs,” said Michael Bartier, Owner and Winemaker at Bartier Bros. Vineyard and Winery in the south Okanagan Valley. “This unique challenge will push us to continue crafting the high-quality wines BC is known for. While this vintage may be different, we are committed to upholding our reputation for excellence and are proud to put our names on every label.”

BC VQA wines, made from 100% BC-grown grapes, remain the focus and the future for BC wineries, and there remains plenty of supply in the market from previous vintages and those areas unaffected by the freeze events. The “Crafted in BC” wines from the 2024 vintage will help to bridge the gap while vines recover or vineyards are replanted, until BC wineries can return to producing 100% BC-grown wines.

“After tasting a few dozen of the “Crafted in BC” wines from various BC producers, I’m genuinely impressed. What stands out is the premium, high-quality fruit from diverse AVAs and regions. It’s fascinating to see how our winemakers are leaving their unique mark on these wines, experimenting with new grapes and varieties.” said Kurtis Kolt, Vancouver Sommelier and wine director. “These wines are not only important for the survival of the industry, but they are exciting!”

Starting April 1st, supporters of BC wineries will be able to find both 100% BC VQA wines, and, for a limited time, 2024 vintage “Crafted in BC” wines in the market. Wine Growers British Columbia (WGBC) has developed a comprehensive toolkit for wineries, retailers, trade, media and government to support the Crafted in BC positioning while reinforcing the industry commitment to 100% BC wine. By supporting BC wineries, you’re not only helping local businesses but also boosting the province’s economy and ensuring that BC’s wine culture continues to thrive for years to come.

Quick Facts:

• The BC wine industry generates approximately $3.75 billion annually, contributes over $440 million in federal and provincial tax revenues, and employs 14,000-plus full-time workers.
• BC wine tourism draws an annual estimated 1 million tourists with $452 million in tourism-related revenue, and $147 million in wages across 2,615 tourism-related jobs.
• For every bottle of BC wine sold, $105 is contributed to the regional and national economy.

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Additional media resources available;

Navigating BC’s Vintage 2024 Webinar

On March 6, WGBC hosted an industry webinar on Navigating BC’s Vintage 2024, featuring a panel of BC wineries, moderated by Vancouver Sommelier Kurtis Kolt. With 173 registered participants, the webinar provides valuable insights into the evolving BC wine industry, focusing on the 2024 Vintage, expectations for the upcoming “Crafted in BC” wines, and the availability of 100% BC wines. Please find a recording of the webinar here.

For more information /about Wine Growers British Columbia, visit the Media page at WineBC.com and be sure to follow our industry LinkedIn and Twitter for the latest media updates./

Media Contact:
Laura Kittmer, Communications Director Wine Growers British Columbia
lkittmer@winebc.com | P. 250-762-9744 ext. 103