LATEST REPORT
May 21, 2025 - Vintage Relief Program Town Hall
May 21, 2025 – Vintage Relief Program Town Hall
UPDATE: VINTAGE RELIEF PROGRAM TOWN HALL
First off, thank you to everyone who’s taken the time to meet, share advice, and offer perspective over the past few weeks. It’s been a pleasure connecting with so many of you—large and small operators, owners, winemakers, and growers—who care deeply about the future of our industry.
One message has come through loud and clear: we need to extend the Vintage Relief Program as we work to recover and replant. To get a clearer sense of where members stand, we hosted a virtual town hall on May 15 with over 50 participants from across BC’s wine industry. I truly appreciated the open, honest discussion. Here are a few key takeaways:
Key Issues Discussed:
- Vintage Relief Program: There was broad agreement that extending the current program is vital to help wineries stay afloat during the replanting period. Many attendees raised concerns about the Olympic average calculation used to determine eligibility and all agreed it needs to be updated to reflect real growth and inflationary cost increases.
- BC VQA is Vital to our Future: Many participants want strong guarantees that BC-grown fruit will be prioritized over imported grapes. Everyone was clear: supporting local growers remains central to upholding the BC VQA standard.
- Enhanced Replant Program (ERP): Many advocated for applying ERP changes retroactively to better support current replanting efforts. We’ll host a separate, focused discussion on ERP in the coming weeks to tackle this in more detail.
- Interprovincial Shipping & Taxation: Alberta’s new ad valorem tax and interprovincial shipping restrictions continue to pose barriers. WGBC has been actively engaged on this issue in recent weeks and will keep pressing for solutions.
Next Steps:
- WGBC will circulate a survey to collect detailed feedback on the Vintage Relief Program. Expect it in your inboxes soon.
- WGBC is already engaging with government partners on potential program extensions and improvements.
- WGBC will organize a dedicated meeting focused on the Enhanced Replant Program.
Here are a few resources you might find useful:
- Town Hall Recording and Presentation
- WGBC Crafted in BC Communications & PR Plan Progress Report
- WGITF’s ERP Recommendations to Government
I know we have a lot of work to do, and that to succeed we need to move quickly. As we face these short-term challenges together, rest assured that clear, transparent, and ongoing dialogue with members, wineries, and industry partners will always be my top priority.
Thank you again for your time and trust. Feel free to drop me a line directly at CEO@WineBC.com.
May 6, 2025 - Update: My First Week as CEO
May 6, 2025 – Update: My First Week as CEO
Last week marked my first official days as CEO of Wine Growers British Columbia, and I couldn’t have asked for a more meaningful start. I’m honoured to continue the work of those who built this industry and am tremendously excited for what’s ahead.
Jeff Guignard: Reflections from My First Week as CEO
I began by spending time with our talented team and Board of Directors, gaining valuable insight into our recent progress and opportunities. I’m proud to say that the team is passionate, talented, and focused relentlessly on our industry’s success. I also hit the road, hosting five Town Halls at wineries throughout the Okanagan Valley and Similkameen Valley. By the end of the week, the team and I heard directly from about 20% of WGBC member proprietors and representatives. These early conversations were candid, constructive, and insightful. Thank you to everyone who shared their time and perspectives on the challenges and opportunities ahead for BC wine.
Themes and Takeaways from Our First Meetings:
- Interprovincial Trade – Enable open, free trade across provinces.
- Enhanced Replant Program (ERP) – Improve program access, funding requirements and winery/grower participation.
- Alberta DTC Program – Removal of the ad valorem for DTC shipping with Alberta.
- 2025 Short Crop – Prepare for economic and production challenges.
- Next-Gen Consumers – Shift marketing to engage new and emerging wine audiences.
- Agritourism & Wildfires – Counter wildfire misperceptions; address AirBnB rules and build BC wine country as a world-class destination.
- Anti-Alcohol Sentiment – Respond to growing health and policy pressures.
- Excise Tax Support – Secure long-term Wine Sector Support Program.
- Industry Collaboration – Promote efficiencies and shared solutions.
- BCL Partnership – Strengthen collaboration with BC Liquor.
- WGBC Transparency – Communicate advocacy progress and goals clearly.
- Site-Wide Licensing – Advance flexible, modern licensing for wineries.
- Market Expansion – Grow BC wine presence and reputation across Canada and abroad.
These are complex challenges, but I believe we have the talent, resilience, and shared vision to tackle them. With your support, I’ll focus on leveraging our collective strengths to move the needle where it counts.
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UPCOMING VIRTUAL TOWN HALL MEETING
Your Voice, Our Future: Vintage Relief Program Town Hall
Thursday, May 15, 2025
10:00 AM to 11:30 AM
With another short crop forecasted—driven in part by replanting efforts following the 2024 winter damage—many wineries are asking about possibly extending the Vintage Relief and Support Replacement Program. As this issue impacts our entire industry, we want to hear directly from you.
Please join this industry-wide discussion of our current economic and production challenges. Your input will help shape how we advocate for continued relief and long-term stability for BC wineries.
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NEXT STEPS:
This is the first of many conversations. In the months ahead, I will visit as many wineries as I can and will continue to host regular town halls to keep the industry connected and engaged.
If you’d like to share your thoughts in the meantime, you can reach me at CEO@WineBC.com.
Lastly, my sincerest thanks to our Board Chair, Paul Sawler, and Vice-Chair, Josh Stewart and all directors who dedicated extra time to lead WGBC advocacy initiatives over the past few months. Your leadership has been instrumental during this transition period.
Cheers,
-Jeff Guignard
April 22, 2025 - Crafted in BC Wines, Enhanced Replant Program, US Surtax Remission Order
UPDATE: CRAFTED IN BC WINES NOW AVAILABLE AT BCL
As part of our commitment to support the BC wine industry through the challenges of the 2024 vintage, WGBC recently hosted an educational session for BC Liquor Store Product Consultants and BC VQA Advocates from across the province. These frontline retail professionals play a vital role in guiding customers through their BC wine choices—especially in a year where both BC VQA and ‘Crafted in BC’ wines share shelf space. This session was designed to provide attendees with context, empowering them to speak with confidence to the realities of the 2024 vintage—while continuing to promote the excellence and integrity of BC VQA wines.
Event Highlights
- Participants: 37 virtually or in person in various locations across the province.
- Tasting & Education: Vancouver-based sommelier Kurtis Kolt led participants through a tasting of ‘Crafted in BC’ white and rosé wines – the first to hit shelves this April. These wines were presented alongside the stories of how and why they came to be—highlighting the new relationships and experiences winemakers developed, and the thoughtful branding decisions made by wineries to achieve a balance of excitement and transparency.
- Vineyard Tour: Those present at the session hosted at Quails’ Gate Winery experienced a vineyard tour to see first hand BC wineries commitment to resilience and the future of BC wine.
- Retail Alignment: WGBC reinforced the key role retail professionals play in educating consumers and maintaining trust, and reminded participants of our key messaging and guides available.
Discussion Highlights:
- BC VQA is not going anywhere. It remains the gold standard for quality and authenticity in BC wine.
- ‘Crafted in BC’ wines are part of the solution. These wines are made by the same talented hands, and supporting them supports BC—and Canada’s wine industry.
- Transparency is key. Label differences exist due to evolving regulations at bottling time, not a lack of integrity. All participating wineries are committed to being clear about the origin of their grapes.
- Separate placement in BCL. As per task group recommendations, ‘Crafted in BC’ wines are shelved separately in BC Liquor Stores, helping consumers make informed choices.
- This session is one example of how WGBC is fulfilling our responsibility to support the industry with timely, transparent education, equipping professionals across channels to speak knowledgeably about the 2024 vintage. These efforts ensure we continue to build confidence in BC wine—through authenticity, quality, and an unwavering commitment to the people who make it.
Toolkit & Resources
A reminder that WGBC has developed a full toolkit of resources including key messages, a customizable statement, guidance by channel, FAQs, an educational webinar recording, and more.
VINTAGE 2024 RELIEF & SUPPORT TOOLKIT
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UPDATE: INDUSTRY RECOMMENDATIONS TO THE MINISTRY OF AGRICULTURE AND FOOD: ENHANCED REPLANT PROGRAM
There has been concern that, in its current format, the BC wine grape industry will not fully utilize the available funds from the Enhanced Replant Program (ERP), despite a strong appetite for replanting within the wine grape sector. As such, the Wine Grape Industry Task Force (WGITF) requested input from industry on recommendations for improvement for the next intake – anticipated for fall 2025. The shared goal is to enhance the effectiveness of the ERP and ensure broader uptake and long-term impact for BC’s wine grape sector.
On behalf of industry, the Wine Grape Industry Task Force (WGITF) has submitted a comprehensive set of recommendations to the Ministry of Agriculture and Food to improve the Enhanced Replant Program (ERP) for wine grapes. This work represents a strong step forward for the Task Force, thanks to the collaborative efforts of Wine Growers BC, BC Grapegrowers’ Association, BC Wine Grape Council, Wine Islands Growers Association and numerous individual grapegrowers and winery representatives coming together to present a unified industry voice.
These aligned recommendations for the ERP program include insights on certified clean vines, funding caps, cost-share structure and eligible expenses, highlighting important changes that if adopted may broaden and increase program uptake by industry. Thank you to everyone who took the time to contribute to these efforts.
ERP RECOMMENDATIONS MESSAGE MAP
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WINE GROWERS CANADA UPDATE: US SURTAX REMISSION ORDER
Wine Growers Canada (WGC) has provided targeted guidance on the application of the United States Surtax Remission Order (2025) as it pertains to Canadian manufacturers and processors engaged in food and beverage packaging.
Objective: The Remission Order aims to mitigate the negative financial impact of US-imposed surtaxes on Canadian industry by allowing remission (refund or waiver) of these surtaxes on imported goods used in Canadian-based manufacturing, processing, and food/beverage packaging.
- Applicable Surtax Orders: United States Surtax Order (2025-1), United States Surtax Order (Steel and Aluminum 2025), United States Surtax Order (Motor Vehicles 2025) (as applicable).
- Eligibility: Under Section 3 and Section 5 of the Remission Order, surtax relief is available for goods imported into Canada for use in (a) the manufacture or processing of any good; or (b) the packaging of food or beverages.
The Customs Tariff defines these activities broadly to include adjustment, assembly, or modification of goods, thereby encompassing a wide range of operations in the food and beverage industry (e.g., bottling, labeling, sealing, canning). Click here for the WGC list of all items subject to US tariffs as of March 2025.
To qualify for remission:
- Goods must be imported before October 16, 2025.
- No other surtax relief claim can have been made under the Customs Tariff.
- A claim for remission must be submitted to the Minister of Public Safety and Emergency Preparedness within two years of the import date.
- Importers must maintain and submit supporting documents, including: Commercial Accounting Document (CAD), purchase orders/invoices, bills of lading/waybills, and documentation showing use in eligible processing/packaging.
Claiming Surtax Relief at Importation: Use Special Authorization Code: 25-0466C on the Commercial Accounting Declaration (CAD) for goods imported specifically for manufacturing, processing, and food and beverage packaging.
Canadian entities engaged in food and beverage manufacturing, processing, or packaging are encouraged to leverage the 2025 Remission Order to reduce the cost burden of US-origin goods affected by surtaxes. Timely and accurate application is essential to benefit from this relief measure. It should be noted that for all tariffs paid between March 3 and April 16, 2025, wineries can apply for a refund through the remission order process.
April 3, 2025 - WGBC Announces New CEO
April 3, 2025
UPDATE: ANNOUNCEMENT OF NEW CHIEF EXECUTIVE OFFICER
The Wine Growers British Columbia Board of Directors is pleased to announce the appointment of Jeff Guignard as the organization’s next CEO, effective April 28, 2025.
Guignard brings over a decade of leadership experience from his 11-year tenure as Executive Director of the Alliance of Beverage Licensees (ABLE BC). He’s well known for his ability to navigate complex policy issues, build strong relationships with all levels of government, and earn media trust through clear, credible advocacy. With a proven record of uniting diverse interest holders and driving meaningful change, Guignard is uniquely positioned to lead Wine Growers BC and support the continued growth of the BC wine industry.
As CEO, Guignard will drive advocacy efforts to support BC wineries. He will also lead the WGBC team in executing strategic priorities identified by the Board, including strengthening industry relations and collaboration, enhancing market resilience, promoting 100% BC wine as a premium brand, and expanding direct-to-consumer engagement through BC wine tourism.
Guignard steps into the role of CEO following the impactful 14-year tenure of his predecessor, Miles Prodan, whose leadership successfully guided the industry through significant challenges, developments, and growth. Building on this strong foundation, Mr. Guignard will help move forward the Wine BC 2030 vision, focused on sustainable growth and ensuring a vibrant future for BC’s wine industry.
The WGBC Board engaged with Watson Advisors Inc., to undertake a comprehensive recruitment process for this important leadership position, taking a strategic approach to finding a candidate who could drive Wine Growers BC’s mission forward. We are very pleased with the results and look forward to welcoming Mr. Guignard to Wine Growers BC and working together to continue to strengthen and promote the BC wine industry.
Mr. Guignard will begin his role as CEO April 28, 2025.
March 27, 2025 - AGLC Ad Valorem Tax on Wine
UPDATE: AGLC AD VALOREM TAX ON WINE
On February 27, 2025, the Government of Alberta announced changes to the AGLC liquor markup system. The announcement included markup changes for wine, to take effect on April 1, 2025.
In response, Wine Growers Canada partnered with Wine Growers BC and Wine Growers Ontario to pen a letter issued to Alberta’s Minister of Service Alberta and Red Tape Reduction to express our deep concerns, highlighting that this new tax would present a significant challenge for our industry and requesting an urgent meeting to discuss the matter further.
Following continued advocacy efforts to open dialogue on repealing the policy—with no changes to AGLC’s planned implementation—WGBC is taking more targeted action on behalf of BC wineries. We are issuing an additional letter strongly urging the Alberta government to pause the implementation of the ad valorem tax on the Alberta-BC Direct-to-Consumer wine program. Now is not the time to impose barriers to interprovincial trade or introduce policies that favour lower-cost import wines over Canadian producers.
WGBC Letter to Honourable Dale Nally, Minister of Service Alberta and Red Tape Reduction >
Wine Growers BC is closely monitoring the situation and media coverage while continuing our advocacy efforts to support BC wineries. We remain committed to engaging with interest holders and government representatives to address industry concerns and seek solutions that protect and promote BC wine.
WINE GROWERS BRITISH COLUMBIA KEY MESSAGES
- BC wine is a premium, Canadian product that deserves fair and competitive access across provincial borders. 100% BC wine reflects the quality, character, and hard work of passionate winemakers and dedicated farmers. Alberta consumers have long shown their appreciation for BC wine — their enthusiasm has played a meaningful role in the success of our industry.
- We respect the collaborative work recently undertaken by the governments of Alberta and BC to reinstate DTC shipping. It’s a strong example of how provinces can work together in the interest of consumers and industry. We encourage that same spirit of partnership to guide further policy decisions impacting wine trade.
- We urge the Alberta government to pause implementation of the new ad valorem tax and return to the spirit of open trade reflected in the recent DTC agreement. This abrupt policy change risks undermining hard-won progress on interprovincial commerce. By working together, we can find a solution that honours consumer trust, supports local producers, and reinforces our shared commitment to free trade within Canada.
- Wine Growers British Columbia will continue to advocate for fair, practical policies that support consumer choice and the long-term sustainability of Canadian wineries. Our focus remains on working collaboratively to protect interprovincial trade, champion Canadian-made wine, and support a thriving domestic industry.
MEDIA CONTACT
Kelly Josephson, Communications Manager
KJosephson@WineBC.com
250-762-9744 ext.114
If you are receiving requests from media to comment on this issue please engage with the Wine Growers BC communications team for support, email Kelly at KJosephson@WineBC.com.
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UPDATE: BCLIQUOR (BCL) EXPANDED SUPPORT FOR BC AND CANADIAN PRODUCERS
On March 12, 2025, members of the WGBC Board of Directors met with the Honourable Garry Begg, Minister of Public Safety and Solicitor General, to discuss the opportunity for expanded support of local products in light of the BC Government and BCL response to US Tariffs. Building on their initial response to first remove products from ‘blue’ states, then all US-made products, following the WGBC meeting BC Liquor announced action to utilize empty shelf space to stock more BC and Canadian-made products across categories, including BC VQA and Crafted in BC wines after April 1.
Wine Growers British Columbia celebrates this move, noting that this kind of institutional support is a powerful signal and a meaningful step toward amplifying homegrown brands.
WGBC NEXT STEPS
In response to this announcement and in alignment with WGBC’s commitment to supporting the successful launch of Crafted in BC wines—while preserving the integrity of the BC VQA brand and the broader BC wine industry—WGBC is partnering with BCL to develop a training program for BCL Product Consultants. This program will educate staff on Crafted in BC wines while reinforcing that BC VQA remains the guarantee of wines made from 100% BC grapes. The training will later be available for use in other channels, such as Save-On-Foods Wines of BC stores.
At the same time, WGBC remains focused on driving consumers to BC winery cellar doors, with winery tourism playing a key role in building the Wines of BC brand and driving profitability for BC wineries. With April marking BC Wine Month—our biggest campaign of the year—WGBC has released the April is BC Wine Month toolkit and is calling on BC wineries and industry partners to get involved, helping to boost BC wine sales and winery visits.
April is BC Wine Month Toolkit >
March 7, 2025 - Provincial and Federal Response to Tariffs
UPDATE: US TARIFF DELAY AND CANADA’S RESPONSE
On March 6, 2025, in response to demands from U.S. automobile and agriculture sectors, President Trump signed an executive order delaying tariffs for one month until April 2, 2025, on goods that meet the rules of origin under the Canada-U.S.-Mexico Agreement (CUSMA). Additionally, the executive order includes a reduction in import tariffs on Canadian potash to 10%.
CUSMA Origin Requirement: To qualify for tariff relief, exports to the U.S. must adhere to CUSMA rules of origin. Goods previously exported under the Most Favored Nations (MFN) origin system must switch to CUSMA origin to benefit from reduced tariffs. Products that entered the U.S. between March 4 and 7, 2025, prior to the latest tariff change, will remain subject to the higher tariff rates without the possibility of refund.
Canada’s Tariff Response:
- Canada has maintained the Phase I tariffs on U.S. imports, amounting to $30 billion, which were first implemented on March 4, 2025.
- The $125 billion Phase II tariff list has been suspended pending further U.S. action on April 2, 2025.
- Although Phase II has been delayed, Finance Canada continues to 21-day consultation process, allowing industry stakeholders to submit arguments for product exemptions.
- The Phase II proposed retaliatory tariff measures are valued at $200 billion CAD, offering an opportunity to reduce up to $75 billion CAD from the list.
Wine Growers Canada Position: Wine Growers Canada (WGC) has officially registered its opposition to the inclusion of several industry inputs on the U.S. tariff list, such as glass bottles, corrugated boxes, grape vines, grapes, grape juice, must, and bulk wine (see list in memo).
Call for Industry Feedback: Wineries are encouraged to register their feedback on the proposed tariff list before April 2, 2025, using the Finance Canada consultation form. To provide additional information or arguments, stakeholders are invited to email consultations@fin.gc.ca.
Conclusion: The delay of U.S. tariffs and the reduction on Canadian potash offer temporary relief. However, ongoing vigilance and active participation in the Finance Canada consultation process will be crucial in mitigating potential adverse impacts on Canadian industries. Businesses should take advantage of available federal programs to help navigate these challenges.
Wine Growers Canada has released a detailed list of wine industry inputs on the US tariff list, as well as information on federal programs to support businesses and workers and how to qualify under CUSMA exports to the US.
UPDATE: PROVINCIAL RESPONSE
This March 6 announcement of a delay in tariffs follows the March 4, 2025, initial announcement of US imposed 25 per cent tariffs on nearly all Canadian goods and Canada’s initial announced response. In British Columbia, Premier David Eby announced that as part of the provincial government response, all “red state” products will be pulled from BC Liquor Store shelves.
More Detail on the BC Liquor Distribution Branch (LBD) Response:
Effective immediately, the LDB is halting the importation of U.S.-made liquor products manufactured in red states. BCLIQUOR (BCL) stores are immediately halting the retail sale and removing from store shelves all U.S.-made liquor products manufactured in these states. These impacted products will continue to be available for purchase through LDB wholesale distribution channels until existing inventory in British Columbia sells through. This means private liquor stores, restaurants, bars and pubs will continue to be able to order impacted U.S.-made liquor products from existing inventory already in the province, while it lasts, including inventory in third-party warehouse. U.S.-made liquor products from non-red states will be unaffected at this time and will continue to be imported and sold by the LDB. However, as announced by the federal government on March 3, 2025, Canada will be applying a Tariff Surtax of 25 per cent on liquor products of U.S. origin. The LDB is reviewing Canada Border Service Agency guidelines and wholesale pricing updates to reflect the tariffs on impacted products will be communicated once details are confirmed.
A list of impacted U.S.-made liquor products manufactured in red states is available on the LDB Wholesale Operations website. A list of Canadian-made liquor products is also available here.
UPDATE: INTERPROVINCIAL DIRECT-TO-CONSUMER ALCOHOL SALES
A landmark agreement was announced on March 5, 2025, signaling a breakthrough in interprovincial direct-to-consumer (DTC) alcohol sales. Most Canadian provinces have committed to removing longstanding barriers, paving the way for consumers to purchase alcohol directly from producers across provincial lines.
The governments of British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, New Brunswick, and Nova Scotia have agreed to facilitate interprovincial DTC sales for Canadian alcohol products. While BC, Manitoba, and Nova Scotia already permit these sales, Wine Growers Canada (WGC) and Wine Growers British Columbia have been advocating for years to expand this policy nationwide. The federal government and all provinces -except Prince Edward Island and Newfoundland and Labrador – have now pledged to eliminate these trade barriers. More details can be found in the official statement: First Ministers’ Statement. The announcement has already garnered significant media coverage, including by The Globe & Mail and CBC News.
Some provinces have issued their own statements, while others are expected to follow in the coming weeks. Wine Growers Canada and Wine Growers BC are closely monitoring these developments, tracking legislative progress, and continuing to engage with federal and provincial trade officials to ensure full implementation.
AGLC LIQUOR MARKUP RATES
On February 27, 2025, the Government of Alberta announced changes to the AGLC liquor markup system, in alignment with Budget 2025. The announcement included markup changes for wine, to take effect on April 1, 2025, and updates to the AGLC’s small manufacturer policy, including annual worldwide production thresholds.
The AGLC has advised that, starting April 1, 2025, an additional ad valorem markup will be applied to wine based on the invoice price of the product. In addition to the flat ($/L) markup rate applied to all wines, products with an invoice price greater than $15.00/L will be subject to supplementary markup based on the following phased approach:
- A five per cent rate applies to the invoice price greater than $15 per litre and not exceeding $20 per litre.
- A 10 per cent rate applies to the invoice price greater than $20 per litre and not exceeding $25 per litre.
- A 15 per cent rate applies to the remaining invoice price greater than $25 per litre.
In response to these notifications of the implementation of a new ad valorem markup on wine, WGC partnered with WGBC and WGO to pen a letter issued to Alberta’s Minister of Service Alberta this week, to express our deep concerns, highlighting that this new tax would present a significant challenge for our industry and requesting an urgent meeting to discuss the matter further. We outlined that Canadian wine producers face rising costs of production, as well as the potential for tariffs on numerous U.S.-sourced inputs, which will negatively impact Canadian wineries.
WGBC will be meeting with the AGLC next week to discuss this further.
UPDATE: WINE SECTOR SUPPORT PROGRAM APPLICATIONS
The Wine Sector Support Program (WSSP) will accept applications for the 2025-26 program year from March 3, 2025 to May 23, 2025. An early application period has been implemented given the possibility of a spring federal election. The program was put in place following sustained advocacy by Wine Growers Canada (WGC), and in its first three years has delivered an average $0.97 per litre, valued at $213 million.
The WSSP offers short-term financial support in the form of non-repayable grants. Grants are provided to licensed Canadian wineries based on their production of bulk wine fermented in Canada from domestic and/or imported primary agricultural products.
The application form for 2025-26 begins on March 3, 2025 and is available at Step 4 of the following webpage: https://agriculture.canada.ca/en/programs/wine-sector-support, which should be completed, alongside the required documents.
For this application period, eligible wine must have been produced (completed initial fermentation) between April 1, 2024 and March 31, 2025. Please note that a new application must be submitted to the WSSP each year. Applications submitted to the WSSP in previous years are not transferable and will not be considered for 2025-26 grant funding.
February 25, 2025 - Wine Grape Industry Task Force & More
February 25, 2025 – Wine Grape Industry Task Force & More
UPDATE: WINE GRAPE INDUSTRY TASK FORCE
The BC Wine Grape Industry Task Force (WGITF) is developing a strategic plan to guide the industry on how best to leverage opportunities and invest in strategic initiatives that will help the industry thrive during this initial two-year period. Grounded in the task force’s values of collaboration, trust, transparency, and adaptability, they are seeking input from all levels of the industry across the province. To ensure your insights help shape this plan, please complete the stakeholder survey by February 28.
UPDATE: SAVE-ON-FOODS (SOF) TASK GROUP
At the January 31, 2025, board meeting, the SOF Task Group provided the WGBC Board of Directors with updates on key discussion points and decisions:
- SOF Task Group Live Update: The SOF Task Group will provide an in-person update at the WGBC Insight Conference March 12, 2025.
- Store Commissions: Since the introduction of IDB wines, SOF has applied an additional 2.5% commission on these products. However, due to system limitations, SOF can no longer collect this fee. Moving forward, WGBC will calculate the additional 2.5% on IDB wines and invoice wineries selling IDB wines to SOF directly at the end of each month. Note: The additional 2.5% commission will only be applied on IDB wines.
- Marketing & Communications Plan: WGBC is pleased to announce a comprehensive year-long in-store thematic action plan developed in close collaboration with Save-On-Foods to support our members. This plan provides details on SOF’s merchandising focus throughout the year, outlining how wineries can participate and maximize engagement opportunities. The full plan is available by here or by logging into your member account on WineBC.com.
- Crafted in BC: At the January SOF Task Group meeting, WGBC reiterated industry recommendations to clearly separate Crafted in BC wines from BC VQA wines on store shelves to reduce consumer confusion. While SOF considered this request, logistical challenges made a separate section unfeasible requiring a significant investment. SOF confirmed its preference to merchandise Crafted in BC wines alongside BC VQA wines to maintain brand recognition for winery members.
- Strengthening BC VQA and 100% BC Wines: To reinforce the visibility of BC VQA and 100% BC Wines across SOF retail locations, WGBC will collaborate with the SOF Team to create point-of-sale materials to help consumers easily identify and differentiate 100% BC wines.
- Next SOF Task Group Meeting: Currently planned to take place in the first two weeks of April 2025.
UPDATE: CFIA WEBINAR ON LABELLING REQUIREMENTS
Following a February 10 webinar on labelling requirements for non-BC replacement wines, the Canada Food Inspection Agency (CFIA) has come to a final decision on the rules on the labelling of wines made in Canada from Washington (or insert State) grapes. Wine, including domestically produced wine, requires a clear indication of country of origin. The CFIA reviewed the use of the statement “Made in Canada from Washington grapes” and concluded that the statement would not be false or misleading. As such, the CFIA would consider the proposed claim to be compliant with the mandatory country of origin requirements and would be permitted. However, should wines be made from grapes from a different region in the future, it would be necessary for the labels to be updated to clearly indicate their origin. More information on the mandatory country of origin requirements can be found on the CFIA website. The CFIA understands that labelling requirements, especially when it comes to labelling claims, can require additional support to navigate. If you require further assistance regarding the regulatory requirements on the labelling of wine, please contact Ask CFIA.
Resources from the Webinar:
- CFIA presentation
- LDB presentation
- Food labelling for industry
- Food labelling requirements checklist
- Labelling requirements for alcoholic beverages
- Labelling requirement for wine
- Guidelines for “Product of Canada” and “Made in Canada” claims
UPDATE: LDB WHOLESALE OPERATIONS MEMO REGARDING EXCISE DUTY RATE
On February 12, 2025, the federal government announced that the annual excise duty rate increase remains capped at two per cent for the coming fiscal year, starting April 1, 2025. The rates of excise duty are adjusted annually to the Consumer Price Index on April 1 every year. BC wholesale prices will be updated on April 1, 2025 to reflect the annual excise duty increase. The new wholesale price list will be available to vendors and wholesale customers on Monday, March 3, 2025 as per regular schedule. The BC Liquor Distribution Branch (LDB) will be extending the price change deadline for Period 1 of fiscal 2025/26 (effective April 1, 2025) from Thursday, February 20, 2025, to 11:59 PM (PST) Wednesday, February 26, 2025, in order to provide additional time for agents and suppliers to submit any price change requests for Period 1. More information about these changes is available here.
CFIA WEBINAR – LABELLING REQUIREMENTS
Monday, February 10, 2025
10:00 AM to 11:30 AM
Join industry colleagues and association representatives for an informative session on navigating labelling requirements for the Vintage 2024 Relief and Support “Crafted in BC” wines. Representatives from the CFIA, Vin-Star Consulting, and BCWA will clarify labeling rules, including legal terms, AVA usage, and regional designations. Get answers to key questions and submit yours in advance for the February 10 webinar.
WGBC MARKETING AND COMMUNICATION COMMITTEE – CALL FOR COMMITTEE MEMBERS
Wine Growers British Columbia (WGBC) is pleased to invite member wineries to submit their expression of interest to participate on the WGBC Marketing and Communications Operational Committee.
The purpose of the Marketing and Communications Committee is to provide input on strategies and plans for positioning and marketing WGBC and its brand titles (i.e. Wines of BC).
Deadline: February 6, 2025
February 4, 2025 - LDB Resumes Wholesale Operations
February 4, 2025
UPDATE: LDB RESUMES NORMAL WHOLESALE OPERATIONS FOLLOWING US TARIFF PAUSE
As announced yesterday, the Government of BC has directed the BC Liquor Distribution Branch (LDB) to resume normal operations following the announcement that US tariffs will be put on hold.
This means that the LDB will resume normal wholesale operations, beginning 1:00 PM on February 4, 2025. Accordingly, all US-made liquor products, including those manufactured in states governed by Republican leadership, will be available for import and sale throughout the wholesale supply chain. This includes those products under the brands of Jack Daniels Whiskey, Bacardi Rum, Tito’s Vodka, Jim Beam Whiskey, and Bulleit Bourbon.
February 3, 2025 - Canada/US Tariff Dispute
UPDATE ON CANADA/US TARIFF DISPUTE
On February 1st, U.S. President Trump imposed tariffs on Canadian products entering the United States and the Government of Canada announced retaliatory tariff actions. Wine Growers Canada has prepared a briefing note and today’s update regarding recent developments, next steps and what imported inputs will be subject to Canadian counter-tariffs.
British Columbia’s Premier David Eby responded immediately by directing the Liquor Distribution Branch (LDB) to stop buying American liquor from Republican-led “red” states. A few hours later, BCLIQUOR Stores pulled products from the top five selling brands produced in U.S. states governed by Republican leadership —Jack Daniel’s Tennessee Whiskey, Jim Beam, Bulleit Bourbon, Ti to’s Handmade Vodka, and Bacardi Rum. The shelving space for these products must remain empty and will feature ‘Buy Canadian’ signage.
Click here for the LDB Statement to Industry
Here’s what’s happening:
- LDB Wholesale and BCLIQUOR Stores have stopped all sales of Jack Daniel’s, Jim Beam, Bulleit Bourbon, Tito’s Vodka, and Bacardi Rum—except select Bacardi products produced domestically.
- Private liquor retail and hospitality businesses may continue to sell those brands as they see fit, but once current inventory is depleted you will be unable to re-order.
- In addition to those brands, LDB Wholesale will no longer purchase American-made liquor products from “red” states.
- American-made liquor products from red states currently in our liquor system (except those top five brands)—whether at LDB Wholesale or a third-party warehouse—will continue to be available while supplies last.
- Democratic states including California, Washington, and Oregon, which represent the majority of U.S. wine imports to Canada, will be unaffected by this action at this time and will continue to be imported and sold by the LDB but will be subject to the 25% tariff.
- Products manufactured in Canada by American-owned entities will be unaffected.
Wine Growers BC will continue to send information updates as becomes available.
January 31, 2025 - Vintage 2024 Relief & Support and more
January 31, 2025 – Vintage 2024 Relief & Support & More
VINTAGE 2024 RELIEF & SUPPORT “CRAFTED IN BC” COMMUNICATIONS & PR PLAN
Considering the July 25, 2024, BC provincial government announcement granting temporary relief for BC wineries to incorporate out-of-province grapes for the 2024 vintage, Wine Growers British Columbia (WGBC) has developed a strategic Communications and PR Plan and resource tools to support the wine industry through this transitional period.
It is important to note that WGBC remains committed to marketing and promoting 100% BC wine and BC VQA as the ultimate standard of quality and authenticity throughout this transitional period.
SAVE-ON-FOODS (SOF) TASK GROUP UPDATE
At the January 14 SOF Task Group meeting, WGBC reiterated industry recommendations to clearly separate Crafted in BC wines from BC VQA wines on shelves to minimize consumer confusion. While SOF considered the recommendation, logistical challenges made creating a separate section unfeasible, and they confirmed their preference to display Crafted in BC wines next to BC VQA wines on shelves to maintain brand recognition. Wine Growers BC continues to collaborate with SOF to explore differentiated strategies and tactics for in-store placement.
A detailed overview of Save-On-Foods’ year-long in-store thematic plan will be shared in the coming weeks via this Weekly Update and on the member portal, with updates on winery participation and engagement opportunities.
WINE GROWERS CANADA – FAQS ON U.S. TARIFFS
Wine Growers Canada has prepared some Frequently Asked Questions (FAQs) regarding President Donald Trump’s threat to impose a 25% tariff, as early as February 1, 2025, on all products entering the United States from Canada. This document includes a summary of the current situation and potential impacts.
INVITATION TO PARTICIPATE IN THE 2025 BMO WINE MARKET REPORT SURVEY
Wine Growers BC is excited to partner with the BMO Wine and Spirits Group to create the 2025 BMO North American Wine Market Report. This is a valuable opportunity to elevate the profile of the BC and Canadian wine industry and contribute to critical market insights. Your participation in the winery survey is essential to the report’s success.
Building on the success of the 2024 BMO Wine Market Report (focused on the US market), the 2025 edition will expand to include Canada, providing a comprehensive North American perspective. This report will offer a detailed market overview, combining historical sales data, consumer trends, and insights directly from wineries like yours.
The survey is being conducted by Wine Business Analytics, a respected industry leader and the publisher of Wine Business Monthly. Their established protocols ensure the highest level of confidentiality. The aggregated, anonymized data will be shared with all participating wineries, providing you with valuable market intelligence to inform your business decisions.
Your timely response is crucial for the report’s accuracy and impact. The deadline for completing the survey is February 12, 2025.
CFIA WEBINAR – LABELLING REQUIREMENTS
Monday, February 10, 2025
10:00 AM to 11:30 AM
Join industry colleagues and association representatives for an informative session on navigating labelling requirements for the Vintage 2024 Relief and Support “Crafted in BC” wines. Representatives from the CFIA, Vin-Star Consulting, and BCWA will clarify labeling rules, including legal terms, AVA usage, and regional designations. Get answers to key questions and submit yours in advance for the February 10 webinar.
WGBC MARKETING AND COMMUNICATION COMMITTEE – CALL FOR COMMITTEE MEMBERS
Wine Growers British Columbia (WGBC) is pleased to invite member wineries to submit their expression of interest to participate on the WGBC Marketing and Communications Operational Committee.
The purpose of the Marketing and Communications Committee is to provide input on strategies and plans for positioning and marketing WGBC and its brand titles (i.e. Wines of BC).
Deadline: February 6, 2025
SOCIAL RESPONSIBILITY
Members of the WGBC are proud of their wines and are committed to ensuring their wines are promoted and enjoyed responsibly by those adults who choose to consume them for the continued enjoyment and prosperity of the BC wine industry.
To explore more and access resources visit resources.therightamount.ca
To explore more and access resources visit resources.therightamount.ca
