With over 20 years of experience in public policy and industry advocacy, Jeff Guignard brings a collaborative, strategic approach to leading Wine Growers British Columbia. Formerly the Executive Director of the Alliance of Beverage Licensees, Jeff is known for navigating complex regulatory landscapes and building trusted relationships across government and industry. He’s passionate about unlocking the full potential of BC wine by removing barriers to growth, championing the Wines of BC brand, and ensuring the voices of wineries and growers are heard. Jeff officially joined WGBC as CEO on April 28, 2025.
- BC WINE INDUSTRY ADVOCACY Progress on WGBC’s planned advocacy for BC wineries, along with timely action on emerging issues.
- INDUSTRY CONSULTATION Invitation to contribute to industry and organizational direction such as through Town Hall meetings, surveys.
- POLICY UPDATES News of changes to government policy that directly affects winery business operations.
- MEMBER RELATIONS New or important governance information or opportunities exclusive to WGBC membership.
July 22, 2026 - Challenges Abroad, Opportunities at Home
Dear Members,
How could I have known that the first day of my summer family vacation would bring so much activity to the BC and Canadian wine political landscape?
Over the past few days, our industry has found itself at the center of two important developments. One presents a significant challenge. The other presents a meaningful opportunity.
The United States’ proposed new tariffs on Canadian wine have created understandable concern for wineries that have invested years building relationships and markets south of the border.
At the same time, Canadian governments have taken an important step forward by signing a new agreement that advances direct-to-consumer wine sales across provincial boundaries, something our industry has been advocating for over many years.
While these developments move in very different directions, they reinforce the same lesson: advocacy matters.
Whether we are responding to emerging trade threats or pushing governments to remove barriers here at home, Wine Growers BC is actively engaged on your behalf.
We are working closely with industry partners, elected officials, and government staff to ensure the interests of BC wineries are understood and represented at every table where these decisions are being made.
Also, I have been speaking to multiple media outlets, to ensure the BC wine story continues to be told.
In this update, you’ll find more information on both issues, what they mean for BC wineries, and how Wine Growers BC is responding.
Trump to hit Canada with New 50% Tariff
On July 20, the United States announced an additional 50% tariff on certain Canadian products, including wine, scheduled to take effect on August 19, 2026.
This is a concerning and unnecessary development. While the US represents a relatively small share of overall BC wine sales, the impact could be significant for individual wineries that have invested in building relationships with American importers, distributors, and consumers.
The tariff does not affect wine sold within Canada, and there is a 30-day period before it is scheduled to take effect. WGBC is reviewing the details and will work closely with Wine Growers Canada, government partners, and affected members to advocate for a negotiated resolution and appropriate support for our industry.
Our industry has already faced extraordinary challenges. We will continue to stand with BC wineries and grape growers, provide further information as it becomes available, and ensure our members’ interests are strongly represented.
Members currently exporting—or planning to export—to the United States are encouraged to contact us directly so we can better understand the potential impact and support our advocacy.
BC is building one of the world’s next great wine regions. Tariffs may make that journey more difficult, but they will not change the quality of our wines, the determination of our people, or the strength of our future. What is needed now is a united Canadian response, meaningful support for affected producers, and a rapid return to serious negotiations.
Operating Agreement for Direct-to-Consumer Sales
Canada’s Premiers have taken an important step toward improving direct-to-consumer access for Canadian wine. Nine provinces, including British Columbia, have signed a new Operating Agreement (linked below) that moves last year’s commitment from a statement of intent to a common framework for provincial DTC systems.
However, the agreement does not itself create the free movement of Canadian wine across Canada. Each province must still implement its own system—and can still impose separate registrations, reporting requirements, fees, charges, and liquor-board markups.
So the real test begins now.
For Wine Growers British Columbia, success is simple: a Canadian should be able to visit a BC winery, discover a wine they love, return home and continue ordering it directly—without navigating unnecessary provincial bureaucracy or paying additional charges to a liquor board that did not buy, warehouse, market, distribute, or deliver that wine.
British Columbia already permits Canadian wineries to ship directly to BC consumers. As governments implement this new framework, we must protect that access and build upon it—not replace one barrier with another.
Canadian wine belongs to all of us, and we applaud the Premiers for taking this important next step. Now we need governments to finish the job.
Rest assured WGBC will continue working directly with our government partners to push for the free movement of Canadian wine across Canada.
Final Thoughts
I remain optimistic about the future of our industry. Canadian consumers continue to demonstrate an incredible commitment to supporting local businesses and local products. There is one simple thing all of us can do to help maintain that momentum: buy a bottle of BC wine, share it with family and friends, and continue choosing local whenever you can.
Every bottle matters. Every purchase matters. And every conversation about BC wine helps strengthen the future of our industry.
Thank you for everything you do to help build the future of BC wine.
Jeff Guignard, President & CEO
Wine Growers British Columbia
July 14, 2026 - Getting BC Wineries Ready to Expand Across Canada
July 14, 2026 – Getting BC Ready for What Comes Next
The conversation around interprovincial trade is moving quickly. For Canadian wine, it has the potential to become one of the most important market-access shifts in a generation.
This moment is much bigger than a policy debate. It is about whether Canadians can easily buy Canadian wine, regardless of where they live, and whether BC wineries can reach consumers across the country without unnecessary cost and red tape.
Removing those barriers, however, will not automatically translate into sales. Wineries will need the right market intelligence, pricing, positioning, and relationships to compete successfully in new markets.
Our role at Wine Growers BC is therefore twofold: keep pressing governments to open the door, and help BC wineries be ready to walk through it.
That is the thread running through this update—from interprovincial trade readiness and the current Buy Canadian momentum, to better access to BC LIQUOR decision-makers and opportunities to help lead our association.
Preparing BC Wineries for a More Open Canadian Market
Momentum is building to reduce interprovincial trade barriers and make it easier for Canadians to buy wine directly from wineries across the country.
Wine Growers BC recently met with the Office of the Honourable Dominic LeBlanc, Canada’s Minister of Internal Trade, as well as key elected officials in the House of Commons. The Council of the Federation and First Ministers will also meet later this month, and we expect internal trade to remain an important part of those discussions.
There is still much work to do, and the pace and final shape of reform remain uncertain. But the direction is encouraging. At Wine Growers BC, our focus is ensuring members are not simply watching this opportunity develop—we want you to be in a strong position to benefit from it.
In partnership with the BC Wine Grape Industry Task Force, and with support from the BC Agriculture and Food Export Program, we have engaged Terroir Consulting to lead a strategic trade-readiness project for BC wineries.
The first phase, BC Wine Interprovincial Market Navigation, will take a close look at provincial markets and provide practical intelligence on regulations, pricing, buyer expectations, and routes to market.
The second phase will turn that research into practical tools and resources wineries can use to assess the economics, identify the strongest opportunities, and make informed decisions about expanding beyond British Columbia. Not every market will be right for every winery. The goal is to help members determine where expansion makes sense—and where it may not.
We are launching a Trade Readiness Newsletter to keep members informed as this progresses, and to share useful market-access updates along the way.
Turning Trade Tensions into a ‘Buy Canadian’ Moment
Last Saturday morning, I joined Global BC’s Jennifer Palma to discuss the latest U.S. political response to Canadian restrictions on American alcohol, and what this ongoing dispute means for our industry.
The removal of U.S. products from Canadian shelves has created short-term disruption, but has also helped spark a powerful “Buy Canadian” movement. People across the country are actively looking for ways to support businesses and producers here at home, creating a once-in-a-generation opportunity for consumers to discover the exceptional quality of Canadian wine—especially wine grown and made here in British Columbia.
Yet we still face a frustrating contradiction: governments are encouraging Canadians to buy Canadian while interprovincial rules still make it too difficult and too expensive for Canadian wineries to sell Canadian wine to consumers in other provinces.
I called that “lunacy” in the interview, because it is. At a time when we should be strengthening Canadian businesses and building a more resilient domestic economy, it should not be easier to import wine from another country than to sell Canadian wine across a provincial border.
My call to action is simple: let’s use this moment. Industry and governments should work together to modernize interprovincial trade so Canadians can enjoy Canadian wine, no matter where in Canada they live.
You can watch the whole interview here.
BC LIQUOR Meet & Greet Session with Barb Philip, MW
One of the questions I hear often from wineries is how to better navigate the BC LIQUOR listing process. Whether you are preparing your first submission or have been through the process many times, there are always questions about what buyers are looking for, how products are evaluated, and what makes a submission stand out.
That is why I am so pleased to welcome Barbara Philip, MW, back to the Okanagan for two in-person Meet and Greet sessions later this month. As Category Manager at BC LIQUOR, Barb will walk participants through the listing process, explain how decisions are made, and share practical insights into building a stronger submission.
More importantly, members will have the opportunity to ask questions and speak directly with the person responsible for evaluating wines for listing. This is exactly the kind of direct access and practical information we want to create for our members.
Opportunities like this don’t come along often, so I encourage you to join us in Kelowna on July 21 or Oliver on July 22. A couple of well-spent hours could strengthen both your understanding of the process and your future submissions.
Sign up for one of the Meet and Greets here.
First Call for Nominations to the WGBC Board of Directors
Nominations are now open for the 2026–27 Wine Growers BC Board of Directors.
Our Board plays a critical role in setting the strategic direction of the organization and ensuring we remain grounded in the needs of wineries across every region, size, and business model. We need thoughtful, engaged Directors who are willing to contribute their experience and help shape the future of BC wine.
Full Winery Members in good standing may nominate candidates from within their winery category. Nomination forms must be signed by two supporting members from the same category and submitted by 5:00 p.m. PT on Friday, August 14, 2026.
Request the Nomination Package.
Reminders
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Wine Growers BC AGM is set for September 9, from 10:00 AM to 11:00 AM. Register now
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BC LIQUOR Meet and Greets with Barbara Philip in Kelowna on July 21 and Oliver on July 22. Register for a session.
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Invite me to your winery through Hire the CEO Submit your interest here.
Final Thoughts
Opening Canada’s market to Canadian wine will require persistent advocacy. Turning that policy progress into meaningful business growth will require preparation, collaboration, and execution.
That is the work in front of us: remove the barriers, equip wineries with better tools and intelligence, strengthen routes to market, and continue building British Columbia into the world’s next great wine region.
We will do that best with an active, engaged membership. I encourage you to subscribe to the Trade Readiness Newsletter, attend the AGM, share your perspective, and consider putting your name forward for the Board.
June 30, 2026 - Building Momentum Together - SPS Update, LCBO Wholesale, Summer Prepardeness
January 16, 2026 – Building Momentum Together
As we close out the first quarter of our operational year, it feels like we’re beginning to see the benefits of the work we’ve been investing in together. Across advocacy, government relations, market development, and member engagement, we’re building momentum; not simply by checking off priorities, but by steadily positioning BC wine for long-term success.
Overall, we’re in a strong position. Most of our operational priorities are on track, and the consistency across our team is showing in the results. You’ll find more detail in the linked operational plan, but the headline is clear: we’re executing well, and we’re making progress on the priorities that matter most.
WGBC’s Board of Directors recently met to review that progress and continue shaping what comes next. As part of that work, they approved three new member wineries. Please join me in welcoming Country Vines Winery, Priest Creek Family Estate Winery, and Spacedog Wines to our community.
Each brings something different. Country Vines adds energy from the Fraser Valley with a vibrant mix of wine, food, and live music. Priest Creek is a well-established Kelowna winery with deep roots and a broad portfolio. We also extend our deep condolences following the recent loss of Jane Sawin, co-founder. Our thoughts are with the Sawin family and Priest Creek team. Spacedog Wines represents the next generation of BC wine, bringing fresh ideas and an exciting new presence to the District Wine Village.
Together, they remind us that our industry continues to evolve, grow, and welcome new ideas.
That sense of momentum is also being recognized well beyond our borders.
Recently, renowned wine critic James Suckling visited the Okanagan Valley, tasting more than 200 wines. His conclusion was simple but significant: BC is producing world-class wines with remarkable quality and precision, particularly Riesling, Chardonnay, Pinot Noir, and Syrah.
Recognition like this reinforces something many of us have believed for years. BC isn’t trying to imitate other wine regions; we’re earning our own place among them.
Becoming one of the world’s next great wine regions won’t happen because we simply declare it. It happens because thousands of growers, winemakers, hospitality teams, researchers, and industry partners continue making decisions every day that prioritize quality, innovation, and long-term excellence. Every international endorsement is another sign that we’re moving in the right direction.
At the same time, we’re seeing growing support here at home. During last week’s announcement regarding the future of 24 Sussex Drive, Prime Minister Mark Carney encouraged Canadians to choose homegrown products, including wine from the Okanagan Valley.
We’ll gladly raise a glass to that this Canada Day.
Every time someone chooses BC wine, they’re supporting our growers, our wineries, our communities, and the future we’re building together.
Thank you for your continued commitment. It is making a real difference.
Update on Save-On-Foods Supplier System Changes
Our partners at Pattison Food Group continue to modernize its merchandising and supply chain, including expanding its Electronic Data Interchange (EDI) capabilities.
Please see a letter from the Save On Foods team.
At this stage, participation in EDI is not mandatory. For wineries that are curious or see potential value, SPS Commerce is the right place to start a conversation. And for those who prefer not to participate, there is an option to request an exemption through SPS Commerce.
On our end, I’ve taken an additional step and sent a letter to the Pattison wine team asking that all Wine Growers BC members be granted an exemption. This is about making sure our members have flexibility as these systems evolve.
If you’re weighing your options, take the time to understand what works best for your business and we will continue to support you either way.
New Opportunity to Access Ontario Grocery
As part of the Liquor Control Board of Ontario’s (LCBO) ongoing modernization work, wineries from across Canada can now apply to have their products listed in the LCBO Wholesale Catalogue.
Once listed, eligible wholesale customers such as grocery stores and restaurants can order directly through the LCBO platform. Wineries would then fulfill and ship those orders, either themselves or through a third party logistics provider.
This is a meaningful shift. The program is no longer limited to Ontario wineries, which creates a new opportunity for BC wineries to reach wholesale customers in Ontario directly.
There are a few important considerations. Participation requires enrollment in the LCBO Supplying Source Program, along with a significant amount of onboarding documentation. New supplier and product setup is expected to take about 8 to 12 weeks, so it is worth getting started early if this is something you want to pursue.
The LCBO is continuing to refine the program and has encouraged suppliers to subscribe to program updates as more details become available. Learn more here
BC Agriculture Forum Recap
Last week, I attended the inaugural BC Agriculture Forum in Penticton. It brought together hundreds of growers, farmers, industry organizations, and local government leaders from across BC to discuss both the challenges and opportunities facing agricultures.
While wine was only part of the conversation, it was a valuable reminder that we belong to something much larger. Many of the issues we’re working through—competitiveness, water management, labour, sustainability, and long-term resilience—are shared across the BC’s agricultural sector.
What stood out most was the willingness to collaborate.
Over the past year, I’ve become increasingly convinced that alignment creates opportunity. The more consistently industries speak with one voice, the more seriously governments listen. We’re beginning to see that happen across agriculture, and increasingly within BC wine itself.
While I was there, I also met with Minister of Agriculture Lana Popham. We continued our discussions on the priorities that matter most to BC wine.
There is more alignment today than I’ve seen in quite some time, and that gives me confidence. When we stay engaged, bring forward good data, and speak clearly about what our industry needs, we put ourselves in a much stronger position to shape the path ahead.
Olympic Average Sales Cap Discussion with Minister Popham
Last Friday, Board Chair Paul Sawler and I met with Minister of Agriculture and Food Lana Popham, Parliamentary Secretary Harwinder Sandhu, senior ministry officials, representatives from the BC Grape Growers’ Association, winery leaders, and Cascadia Partners to review the findings of our recent economic analysis on the Olympic Average Sales Cap.
We demonstrated the real-world impacts the current cap is having on wineries and grape growers, and presented practical options to resolve the issue.
One thing stood out immediately: our industry is aligned. Wineries, grape growers, and independent economists all presented the same message, supported by credible data. We spoke candidly about how the current cap is affecting day-to-day business decisions, future investment, and grape purchasing, while also outlining practical solutions—including eliminating the cap altogether or excluding sales of pre-2024 BC VQA wine from the calculation. We also presented a shared and united vision about the long-term health of the BC wine industry.
Minister Popham and MLA Sandhu were equally clear. They understand the pressures this cap is placing on industry and want to see the issue resolved.
The challenge now is timing. While we stressed the urgency of the issue, it has now moved into government’s decision-making process. These decisions inevitably take longer than any of us would like. I don’t expect a resolution in a matter of weeks, and it’s likely we are still several months from a final decision.
In the meantime, we remain fully engaged. We’ll continue working directly with the Minister, her office, and senior officials to move this file forward. As discussions evolve, we may come back to wineries for additional information, and our Advocacy Committee will continue meeting monthly to keep this issue front and centre.
We’ll keep pushing, and we’ll keep you informed every step of the way.
Summer Prepardeness
As summer reaches its busiest season, Wine Growers BC is reminding members to be prepared.
While Wines of BC updates its own industry resources, Destination BC has launched a new Crisis Communications Resource Library through its Learning Centre to help tourism organizations across British Columbia strengthen preparedness and respond with confidence.
These materials can help you prepare your organization’s Crisis Communications Plan, so you and your team are ready for quick and timely action in the event of a crisis, such as wildfire.
While no one can predict wildfire activity, preparation, timely communication, and relying on official information are the most effective ways to protect people and maintain trust with visitors.
To ensure the BC wine industry is aligned in its messaging, please direct all media inquiries related to wildfire impacts or the industry to Wine Growers BC. If you are contacted by a reporter, please connect them with Kelly Josephson and the WGBC team so we can provide coordinated, timely information on behalf of the industry.
Reminders
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Annual General Meeting is set for September 9, from 10:00 AM to 11:00 AM. Save the date.
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Hire the CEO Initiative submit your interest here.
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This is our BC campaign on now through July, access the toolkit here.
Final Thoughts
As we look ahead, I want to remind everyone that our Annual General Meeting is approaching. This is an important moment for our organization. Member participation is what keeps Wine Growers BC strong, representative, and focused on the priorities that matter most to our industry.
We’ll have several Board positions available this year. If you’ve been thinking about becoming more involved, I encourage you to consider putting your name forward. The nominations process will open soon, and we welcome thoughtful, engaged leaders from every corner of our membership.
As I was reflecting on this update, I realized it’s a little longer than usual. That probably says something about where we are as an industry. There’s a great deal happening and we’ve made meaningful progress over the past year, but there’s still important work ahead.
It’s easy for our conversations to become consumed by today’s challenges—government policy, crop recovery, market access, wildfire preparedness, or economic pressures. Those issues deserve our attention because they’re the work in front of us. But I never want us to lose sight of why we’re doing any of it.
We’re building something much bigger.
Every vineyard that’s replanted. Every bottle that earns international recognition. Every government relationship that’s strengthened. Every new consumer who discovers BC wine. Every winery that succeeds. These aren’t isolated victories—they’re the building blocks of one of the world’s next great wine regions.
I genuinely believe that future is within our reach.
It won’t happen because of one organization or one government decision. It will happen because an industry continues choosing collaboration over division, long-term thinking over short-term interests, and shared success over individual wins.
That’s exactly the direction I believe we’re moving.
June 22, 2026 - Premier Meeting, Erin McEwan & More
January 22, 2026 – Premier Meeting, Erin McEwan Tour & More
From the Field
Over the past few weeks, we’ve put BC wine directly into conversations that matter.
We met with Premier David Eby and members of cabinet, hosted British Columbia Liquor Distribution Branch (BCLDB) interim CEO Erin McEwan in the Okanagan Valley, and continued discussions with government on priority issues like the Olympic Average Sales Cap.
None of these meetings happened by accident. We set clear objectives, brought forward industry priorities, and pushed for progress on issues that affect wineries and grape growers across BC.
Advocacy takes time and dedicated focus. It happens through conversations, relationships, and persistence. We bring data to the table, share the realities our members face, and keep pushing until decision-makers understand what’s at stake. That’s how we move important files forward.
Each of these moments helps connect the bigger picture. Not just where we are going, but how we get there together.
Meeting the Honourable David Eby, Premier of British Columbia
Earlier this month, members of WGBC’s Board of Directors and I met with Premier David Eby and Cabinet Ministers in Lake Country.
When you’re sitting across the table from the Premier, every minute counts. We came to the meeting with a clear message: BC has the potential to become one of the world’s great wine regions, but reaching that goal requires the right policies and investments.
We focused on three priorities:
1. Increase support for destination marketing and tourism promotion.
2. Modernize the BCLDB to better support BC wine, agriculture, and economic growth.
3. Appoint an independent advisor to review the vintage replacement program and provide recommendations within 30 days.
In attendance as I presented to the group were; Premier David Eby; the Honourable Diana Gibson; the Honourable Harwinder Sandhu; the Honourable Deb Toporoski; the Honourable Lana Popham; the Honourable Niki Sharma; Honourable Dana Lajeunesse; Sam Collins, industry consultant; Ben Bryant, 1 Mill Road Winery; David Paterson, Tantalus Vineyards; as well as Josh Stewart, Angela Lyons, Vince Ong, Lauren Skinner, Joey Cotroneo, and Michael Bartier from the WGBC Board of Directors.
We outlined the economic opportunity BC wine creates, explained the challenges our members continue to face, and pressed for timely action on each of these priorities.
Premier Eby acknowledged the importance of these issues and committed to continued discussions with our team. We have already begun follow-up on each of these priorities.
Touring Erin McEwan, the interim CEO of the BCLDB
Last week, we welcomed Erin McEwan, interim CEO of the BCLDB, for a three-day tour of the Okanagan Valley.
As I learned early in my tenure as CEO, the best way to understand BC wine is to experience it. So, while we talked policy at every stop, our goal was to offer Erin a firsthand look at the people, businesses, and innovation that make BC wine unique.
From boutique producers to larger estates, we showcased the full breadth of BC wine. Erin experienced our tourism and hospitality appeal, saw innovation in packaging and sustainability, and learned how wineries continue to adapt to changing consumer preferences. She also visited wine country BC Liquor Stores to better understand how BC wines connect with consumers.
Most importantly, the tour gave winery owners and operators the chance to speak directly with Erin and her team. They shared their experiences, challenges, and ideas for the future of BC wine. Those discussions help build understanding and strengthen relationships that are critical as we continue working together on issues that affect our industry.
Thank you to all the wineries and partners who helped make Erin’s visit such a success. We look forward to building on this momentum and continuing to work together with the LDB to support and grow BC wine.
Economic Analysis: Impacts of the Olympic Average Sales Cap
We continue to engage government and industry as discussions around the Olympic Average Sales Cap move forward. Following earlier meetings, last week we hosted a virtual meeting to share new economic analysis prepared by Cascadia Partners on the impacts of the sales cap and to align on next steps with government.
The analysis found that while the vintage replacement program was an essential lifeline that helped wineries recover about half of a normal harvest through imported grapes, the sales cap is now creating unintended consequences that are harming the entire industry. Many wineries have been forced to adjust operations to avoid exceeding the cap, resulting in reduced grape purchases, delayed investments, and slower recovery.
The report also identified a fundamental policy challenge: the cap is based on sales performance rather than production capacity.
We have shared the findings directly with Premier Eby and Minister Lana Popham, and offered several practical solutions. These include removing the cap altogether or revising it to better reflect actual production realities.
Our focus now is turning this analysis into action. This week, we will sit down with Minister Popham, affected wineries, and our partners at the BC Grapegrowers’ Association to discuss a path forward that supports both wineries and grape growers as we approach the next harvest.
Reminders:
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Hire the CEO Initiative submit your interest here.
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This is our BC campaign on now through July, access the toolkit here.
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Annual General Meeting is set for September 9, from 10:00 AM to 11:00 AM. Save the date.
June 9, 2026 - Federal Advocacy, Alberta Relations, Roundtables
THE BIGGER PICTURE
Recent industry town halls in Oliver, Cawston, and Penticton brought together nearly 50 wineries to discuss the challenges and opportunities facing BC wine.
While perspectives naturally varied, the conversations consistently returned to a few common themes: growing demand for BC wine, improving competitiveness, and creating the conditions for BC to become the world’s next great wine region.
The topics in this update reflect that work. From advocacy and policy discussions to market access and industry promotion, each initiative is focused on strengthening the foundation for the future of BC wine.
IN THIS UPDATE
- Federal Advocacy in Ottawa
- Alberta trade relations
- Licensee-to-licensee sales Approved for BC
- Hire the CEO for a Day
- Olympic Average Sales Cap Follow-up meeting – Register Now
- This Is Our BC World Cup campaign
MEETING IN OTTAWA
Last month, I joined winery leaders from BC and across Canada for a Wine Growers Canada Board meeting in Ottawa. We also hosted several meetings with federal Ministers, Parliamentary Secretaries, Members of Parliament, and senior government officials.
A key theme throughout the meetings was the economic opportunity represented by Canadian wine. WGC recently released a Deloitte-led Canadian Wine Supercluster strategy that outlines a pathway to increase domestic market share, expand economic activity, and support jobs and investment in wine regions across the country. We encouraged government leaders to view wine not only as an agricultural product, but as a strategic sector that supports farming, manufacturing, tourism, hospitality, and rural economic development.
We also discussed several priorities that will help shape the future competitiveness of Canada’s wine industry, including renewal of the Wine Sector Support Program, continued progress on interprovincial direct-to-consumer wine sales. While there is still work to do, the past year has brought important progress toward opening new pathways for Canadian wineries to sell directly to consumers across provincial borders. Expanding access to domestic markets remains a key priority for Wine Growers Canada and wine regions across the country.
These conversations are critical to ensuring the interests of BC wineries are represented as federal policies and national industry strategies continue to evolve.
ALBERTA TRADE RELATIONS
Last week, I attended the AGLC’s annual Alberta Liquor Industry Stakeholder Meeting to strengthen relationships with key partners and better understand emerging policy and market developments.
The discussions covered a wide range of issues, including direct-to-consumer sales, domestic product promotion, supply chain modernization, consumer trends, and opportunities to improve market access for producers.
One encouraging takeaway was the continued growth of BC wine’s market share in Alberta, despite broader declines in wine consumption. We also heard that Alberta consumers remain highly engaged with direct-to-consumer purchasing, with more than 250,000 units of BC wine sold through Alberta’s DTC program last year. Alberta recently renewed its DTC agreement with BC and continues to be an important partner for our industry.
Industry discussions also highlighted shifting consumer behaviour, including growing price sensitivity and changing purchasing patterns. While wine sales continue to face headwinds across North America, recent data suggests the pace of decline is slowing, providing cautious reasons for optimism.
Alberta remains one of the most important export markets for BC wine, making these relationships and policy discussions critical to future growth opportunities for our industry.
LICENSEE-TO-LICENSEE SALES APPROVED FOR BC
On May 29, the Province of British Columbia announced a three-year pilot program allowing licensee-to-licensee sales within the province. The pilot creates a new pathway for hospitality businesses to source products, and may help increase the availability and visibility of BC wine in restaurants and licensed establishments.
BC’s hospitality sector has long sought this change, and I know many wineries are excited about an opportunity to improve access to BC wines in restaurants.
At the same time, I know some members have questions about how the new system will operate in practice, and are concerned it may impact the current competitive environment. Wine Growers BC will be paying close attention throughout the pilot program, particularly around market impacts, compliance, and any concerns related to inducements or other practices that could undermine a fair and competitive marketplace.
As the pilot moves forward, member feedback will be critical. If you observe issues, have concerns, or would like to share your experience with the new system, please contact me directly.
We appreciate government’s willingness to explore new approaches that support both BC wineries and the hospitality sector, and we look forward to working with government and industry partners as the pilot progresses.
HIRE ME FOR A DAY!
This month I also took on a new role: BC Wine Intern.
Through our new Hire the CEO for a Day initiative, members can put me to work and give me a firsthand look at the many jobs that keep our industry moving.
We started at Le Vieux Pin, where winemaker Séverine Pinte welcomed me onto the bottling line for the 2025 vintage of Ava. It was particularly meaningful because my daughter Ava was born in 2025.
A big thank you to Séverine, and to bottling experts Susan and Allison, for showing me the ropes and making sure I earned my keep. I left with an even deeper appreciation for the skill, teamwork, and attention to detail that goes into every bottle of BC wine.
My goal is simple: spend more time in wineries, learn directly from members, and better understand the people, operations, and innovation that drive our industry forward.
If you would like to host me for a day, submit your interest here.
OLYMPIC AVERAGE SALES CAP FOLLOW UP MEETING
Monday, June 15, 2026 at 2:00 PM
Results from our recent industry survey are in, and they reinforce what many wineries have been telling us: the Olympic Average Sales Cap is limiting growth opportunities for BC wineries and BC grape growers.
Join me and Cascadia Partners for an update on the Olympic Average Sales Cap, the results of our economic impact analysis, recent conversations with government, and next steps.
THIS IS OUR BC
With FIFA World Cup 2026™ drawing global attention to British Columbia, Wine Growers BC launched the This Is Our BC campaign on June 1 to celebrate the people, places, and experiences that make our province unique.
With millions of visitors expected in the lead-up to and during FIFA World Cup 2026™, this is an opportunity to introduce new audiences to BC wine and strengthen our reputation as a world-class wine destination. Wineries can participate by hosting themed experiences or watch parties, sharing stories that highlight their winery or region, and encouraging audiences to join the province-wide social media challenge.
A campaign toolkit, including ready-to-use assets and messaging, is available to help you get involved. We encourage wineries and tourism partners to explore the resources and consider how they can help welcome visitors and showcase the experiences that make BC wine country a must-visit destination. Read the media release.
SAVE THE DATE – ANNUAL GENERAL MEETING
Please save the date for our Annual General Meeting on September 9 from 10:00 AM to 11:00 AM. Information regarding board nominations, elections, and voting will be shared in the coming weeks.
Member participation is essential to a strong organization, and I encourage everyone to take part in the process.
FINAL THOUGHTS
I’ll end with something I’ve been saying a lot recently.
Through our recent town halls, conversations with members, and discussions with government and industry partners, I’ve been thinking about what we’re ultimately trying to achieve as an industry.
Throughout those conversations, I kept coming back to the same idea:
“We’re building the world’s next great wine region.”
I believe that should be our ambition.
We already have many of the ingredients: exceptional growing regions, talented growers and winemakers, innovative businesses, and wines that continue to earn recognition around the world. Every conversation, advocacy effort, and industry initiative outlined in this update is ultimately about creating the conditions for that vision to become reality.
Building a world-class wine region takes time, investment, and a shared commitment to excellence. The challenges in front of us are real, but so is the opportunity. If we continue working together, investing in quality, and thinking beyond the challenges immediately in front of us, I believe the best chapters of BC wine are still ahead of us.
Thank you for your continued engagement and support. I look forward to connecting with many of you throughout the summer.
May 13, 2026 - Olympic Average Support Cap
Addressing the Olympic Average Support Cap
Last week was about celebrating the release of vintage 2025 and showcasing the extraordinary quality of BC wine.
I had the opportunity to attend the 2026 Vancouver Magazine Restaurant Awards to celebrate some of Vancouver’s top restaurants, many of whom have joined our Pour More BC program. We also officially launched the 2025 vintage to Vancouver trade and wine media during our 2025 Vintage Reveal and gathered alongside some of BC’s best winemakers at the kickoff reception for Top Drop.
It’s always energizing to spend time with members, media, trade, and industry partners who continue to champion BC wine with such passion and pride.
This week, however, shifted sharply back to advocacy.
Between meetings with government, the release of a major Deloitte economic report, a WGBC Advocacy Committee meeting, and today’s industry roundtable discussion on the ongoing unintended consequences of the Olympic Average Sales Cap, the focus has been clear: our industry needs practical policy solutions that support long-term sustainability and growth.
There is a lot happening right now, and a lot worth talking about.
What I’ve Been Up To
Today, WGBC hosted an industry roundtable in partnership with the BC Grapegrowers’ Association, bringing together wineries, grapegrowers, and industry partners to discuss the growing impacts of the Olympic Average Sales Cap under the Vintage Replacement Program.
Thank you to everyone who participated, shared perspectives, and contributed to a constructive and solutions-focused discussion. One of the things I admire about our community is that, when we need to have a tough conversation, people show up.
What continues to come through clearly is that a policy originally designed to support recovery following the devastating 2024 freeze is now creating serious unintended consequences across the industry. Wineries are facing mounting financial and operational pressure, grapegrowers are increasingly concerned about future grape demand, and uncertainty is beginning to affect investment and long-term planning.
Today’s discussion focused on those realities, as well as the economic analysis currently underway to help quantify the broader impacts on the BC wine sector. We’ll convene another meeting in the next two weeks to share results of our analysis directly with industry.
WGBC and BCGA remain actively engaged with government to advance practical solutions, including the cancellation of the Olympic Average Sales Cap or, at minimum, immediate relief measures while a revised framework is considered.
For those unable to attend, we encourage you to review the materials below:
• Meeting Summary
• Meeting Presentation
• Frequently Asked Questions
• Briefing Note
Next steps include finalizing the economic analysis to present a clear case to government on the unintended consequences of the Olympic Average Sales Cap. Take this survey to help contribute your data and insights.
Advocacy Committee Update
WGBC’s Advocacy Committee, chaired by WGBC Vice Chair Josh Stewart (Arterra), now meets monthly to help prioritize our advocacy efforts and provide recommendations to the Board on the issues that matter most to members. This month’s discussion focused on several key priorities, including:
• Progress on interprovincial direct-to-consumer shipping
• Modernizing the LDB mandate to better support local producers
• Reviewing the purpose of distinctions between Land-Based and Commercial Wineries
• Strengthening alignment with grapegrowers on policy issues including the Olympic Average Sales Cap
The level of engagement around the table continues to be incredibly valuable. What continues to stand out is the growing alignment across industry around the need for practical modernization that strengthens the long-term competitiveness of BC wine.
Advocacy is most effective when it is informed directly by industry voices, and I want to thank committee members for their ongoing leadership and commitment.
Review active WGBC committees and task groups here.
Upcoming Town Hall Meetings
I’ll be in the Okanagan and Similkameen Valleys in early June hosting three in-person Town Hall sessions.
We recently released our FY’27 Operational Plan, and I’m looking forward to discussing what’s ahead for BC wine with members and industry partners who are able to attend.
• Thursday, June 4, 10:30 AM to 11:30 AM, Phantom Creek Estates, Oliver
• Thursday, June 4, 2:15 PM to 3:15 PM, Seven Stones Winery, Cawston
• Friday, June 5, 10:30 AM to 11:30 AM, Penticton Trade and Convention Centre, Penticton
We are building a world-class wine region in real time, together. These conversations matter, and I hope you’ll join us as we continue shaping the future of BC wine.
Wine Growers Canada Releases Deloitte White Paper
A new Deloitte analysis released this week concludes that billions could be added to Canada’s GDP if longstanding barriers facing Canadian wineries are addressed, particularly around interprovincial trade, domestic market access, competitiveness, and direct-to-consumer sales.
The report positions Canadian wine as an emerging national “supercluster” already generating $10 billion in economic activity and supporting nearly 100,000 jobs across the country, with the potential to grow by nearly 40% over time.
Several of the report’s findings strongly reinforce WGBC’s current advocacy priorities:
• Canada’s biggest barrier is not international competition, but internal trade barriers limiting Canadians’ access to Canadian wine.
• Regions like the Okanagan are identified as having the potential to become globally recognized “Napa of the North” destinations.
• Strengthening domestic market access and visibility could significantly increase tourism, investment, and rural economic growth.
• Canadian wine already generates approximately five times more economic impact than imported wine.
• Over the long term, the sector could grow into a $13.7 billion annual economic contributor.
This kind of third-party economic validation matters.
It strengthens our advocacy efforts, reinforces the long-term opportunity in front of BC wine, and helps shift the broader conversation from “Why should government prioritize wine?” to “What could this industry become if Canada gets the policy environment right?”
Join me in conversation on LinkedIn here.
Final Thoughts
There is no question our industry is facing real challenges right now. But there is also tremendous opportunity.
WGBC will continue pushing for practical solutions, stronger market access, and policies that allow this industry not only to recover, but to thrive.
We are making progress. We are building momentum. And we are increasingly supported by data, economic evidence, and a growing national conversation about the importance of Canadian wine.
Thank you for your continued engagement, advocacy, and support. If you have questions or feedback, feel free to reach out anytime at CEO@WineBC.com.
April 29, 2026 - One Year as CEO announcing our Operational Plan
One Year as CEO of Wine Growers BC
Some years feel bigger than others, and this past year has been one of the most memorable of my life.
One year ago this week, I stepped into the role of President and CEO. Looking back, I’m immensely proud of how much we’ve achieved together, and I feel deeply energized by the opportunities ahead.
What excites me most is that this doesn’t feel like a milestone—it feels like a launch point. We’re building the world’s next great wine region in real time, and I’m all in on the path ahead.
With an exceptional team, a committed Board of Directors, and an industry defined by resilience and ambition, we’re laying the foundation for long-term growth and success.
I’m incredibly grateful for the trust and collaboration across this community. My sincere thanks to everyone who has taken the time to connect, share feedback, and help shape the direction of Wine Growers BC. Your partnership, commitment, and friendship has meant the world to me over the past twelve months.
What I’ve Been Up To
Last week, I was in Victoria and Toronto for several meetings at the BC and Ontario Legislatures. In every conversation, my focus remains the same: telling your story and advancing practical policy changes that support your business and strengthen our industry.
In Victoria, I met with Agriculture Minister Lana Popham and Minister of Jobs, Economic Development, and Innovation Ravi Kahlon to discuss the unintended consequences of the Olympic Average sales constraint, which is now having critical impacts for some members. There is active work underway, and I will convene an industry roundtable shortly to discuss next steps with you. Watch your inbox for details, or send me a note at CEO@WineBC.com to save your spot.
We also discussed interprovincial trade, the opportunity to modernize the BCLDB’s mandate to better support local producers, and practical policies to accelerate agritourism growth across BC.
In Toronto, I spoke at the AIDV Wine Law Conference and joined the WGBC team at SIP Toronto–an important trade and consumer event showcasing the strength of BC wine in a key markets. I also met with the CEO of the LCBO to discuss how we can better position BC wine in Ontario, especially as we work to tear down interprovincial barriers.
Announcing the WGBC FY’27 Operational Plan
I’m pleased to share that our Fiscal Year 2027 Operational Plan is now available. Think of it as our roadmap for the year ahead.
As I noted at our Insight Conference, this is a pivotal moment for the global wine industry. We are navigating shifting consumer behaviour, evolving policy, and increased competition—while also seeing real opportunity to grow our presence across Canada and strengthen how we work together.
In response, the Board of Directors has set three clear priorities:
• Advocacy momentum
• Marketing and wine tourism growth
• Delivering stronger, more defined member value
Our key objectives for the year include advancing interprovincial trade readiness, modernizing how we market BC wine (especially in the context of AI), supporting the success of the BC Wine Grape Industry Task Force, and continuing to push forward on critical advocacy priorities that matter most to you.
Our goal is simple: stay focused on the areas that matter most, and deliver practical, measurable value for members.
BC Wine Month – Strong Start to the Year
As BC Wine Month wraps up, we’re seeing strong indicators of a successful campaign and a positive start to the fiscal year.
April is a key moment for our industry. It begins with an official provincial proclamation, followed by a coordinated campaign to drive awareness, visitation, and sales. This year’s Sip the Spring campaign delivered a full suite of marketing and messaging tools, with strong participation from wineries across BC.
Strategic collaborations with media, influencers, and retail partners amplified our campaign reach and drove significant social engagement. I’m particularly proud of the increased traffic to WineBC.com:
• Views up 67%
• Event activity up 57%
• Active users up 92%
• New users up 93%
• Engaged sessions up 30%
BC wine month was featured across a range of media and platforms, including Global News Saturday Sips, GismondionWine, VITA Magazine, and KelownaNow, alongside our own channels with a new blog from Ottawa Sommelier Matt Steeves, and dynamic social media content.
This is exactly what we want heading into the busy tourism season: more people discovering, planning, and choosing BC wine.
Thank you to everyone who participated. Your efforts are what make this campaign work, and they’re helping set the tone for a strong year ahead.
Interprovincial DTC Update
While momentum is still building toward a national interprovincial direct-to-consumer (DTC) framework, it is looking increasingly likely that not all provinces will be ready by May 1. While delays are frustrating, rest assured we continue to press our government partners to build a simple, practical national framework with no additional fees, markups, or bureaucratic red tape.
Regardless of government timing, WGBC is moving ahead with several collaborative projects to ensure our industry is ready to take advantage of these new opportunities. For example, we are working closely with the BC Wine Grape Industry Task Force and Terroir Consulting to develop new market intelligence reports to help grow BC wine coast to coast.
We’ll be announcing several more exciting projects in the months ahead.
Update: Industry Long Term Strategic Planning
The BC Wine Grape Industry Task Force has engaged Deloitte to help develop a Long-Term Strategy for BC’s winegrowing industry. Consultations begin in early May with targeted interviews and focus groups across industry associations. This phase will inform a current-state assessment and identify key challenges and opportunities.
A strategy design workshop is scheduled for late June, followed by broader stakeholder consultation to validate strategic priorities and refine considerations for implementation.
The process is designed to ensure the strategy is grounded in the operational realities of our industry and reflects a shared vision of the future.
I encourage you to subscribe to Task Force updates and stay engaged as this important work moves forward.
Final Thoughts
Looking back over the past year, what stands out most to me is the strength of this community. The willingness to engage, to challenge ideas, to align where it matters, and to keep moving forward together—that’s what gives me confidence in where we’re headed.
The path ahead won’t always be simple. But it is clear. And it is worth it.
I remain fully committed to doing the work, making progress where it counts, and continuing to earn your trust along the way.
Thank you for being part of it. If you have questions or feedback, feel free to reach out anytime at CEO@WineBC.com.
April 17, 2026 - Alberta Tax Structure, LDB Leadership Change, and more
I’m just back from a short, sunny vacation with my family, feeling rested and ready to get back to work. As always, things move quickly, so I wanted to share a few updates before the weekend.
First off, thank you to all who completed the attendee survey from our recent sold-out Insight Conference. I’ve reviewed the results and am proud to say that the team received overwhelming positive feedback. We also heard some excellent suggestions on how to make next year even better, which I really appreciated. We’re currently securing a date for 2027, so stay tuned for early planning details in the coming weeks.
Next week, I’ll be in Victoria for meetings at the BC Legislature with key Ministers and senior staff. I’ll also be in Toronto speaking at the AIDV Canadian Wine Law Conference, followed by meetings at the Ontario Legislature to continue pushing for open direct-to-consumer (DTC) sales between our two provinces. I’ll share more on those discussions later this month.
Here are a few other things you need to know before the weekend.
Direct-to-Consumer Shipping to Alberta Extended
Earlier today, British Columbia and Alberta agreed to extend the memorandum of understanding (MOU) allowing BC wineries to ship directly to Alberta consumers. The agreement is now in place through March 31, 2027–which is excellent news for our members.
This extension maintains access to an important market while broader work continues across the country to reduce interprovincial trade barriers. As you know, BC is also part of the national direct-to-consumer agreement signed last year, and that work remains ongoing.
We’ll stay closely engaged on this file and keep you updated as more details are confirmed.
Kelowna opts out of short-term rental limits
One of the biggest barriers to growing wine tourism in BC remains the lack of available, flexible accommodation in key regions. There’s some good news on that front: Kelowna has opted out of the province’s new short-term rental restrictions.
Kelowna’s decision to move forward with an exemption from the province’s short-term rental restrictions is a positive and necessary step. With vacancy rates now above the provincial threshold, the city is taking action to restore short-term rental supply ahead of peak tourism season.
This is exactly the kind of practical, responsive policy approach needed to support tourism growth. Increasing accommodation options will make it easier for visitors to stay longer, explore more wineries, and contribute more to the local economy.
We’ll continue to advocate for policies that align tourism demand with adequate accommodation across all wine regions.
Leadership Transition at LDB
After more than 13 years of service, Blain Lawson is retiring from his role as General Manager and CEO of the BC Liquor Distribution Branch, effective April 19, 2026.
During his tenure, Blain led substantial efforts to modernize the LDB, including moving to wholesale pricing, opening two new distribution centres, operations, and advancing key policy changes that shaped our industry.
On behalf of WGBC’s Board of Directors, management, and staff, we thank Blain for his years of service to British Columbia and his dedication to BC’s wine sector. We wish him all the best in his well-earned retirement.
As of April 20, Erin McEwan, currently Chief Administrative Officer, will step in as Interim General Manager and CEO. Erin brings strong continuity, leadership, and deep knowledge of the organization.
The LDB has confirmed that its mandate and priorities remain unchanged, and we look forward to continuing our work with Erin and the team.
Alberta Tax Structure Now in Effect
As of April 1, Alberta has eliminated the ad valorem wine tax and moved to a fully volume-based markup. While there is a modest increase to the base rate, this change removes a structure that was disproportionately impacting higher-value wines, including BC VQA.
The updated markup increased from $4.11/L to $4.69/L, which translates to $3.52 per 750ml bottle—an increase of about $0.44 per bottle.
While it’s still frustrating to see wine singled out in policy discussions, this is a meaningful improvement. It provides greater predictability and stability for wineries selling into Alberta.
If you have questions, feel free to reach out to me directly at CEO@WineBC.com.
Wine Sector Support Program – Apply Now
Applications are now open for the 2026–27 Wine Sector Support Program (WSSP), with a deadline of May 29, 2026.
Eligible wine must have been produced (completed initial fermentation) between April 1, 2025 and March 31, 2026. Full application details are available through Agriculture and Agri-Food Canada.
Update on Excise Rates for 2026-27
The federal government has announced a two-year extension of the 2% cap on annual alcohol excise increases. While Wine Growers Canada continues to advocate for broader changes to the excise framework, this cap provides short-term predictability. As of April 1, 2026, the excise rate on wine over 7% alc./vol. has increased slightly from $0.730/L to $0.745/L. To review excise rates on wine for FY2026-27, click here.
Final Thoughts
It’s been a strong and productive start to the year, with real momentum across several key files. While challenges remain—particularly around trade barriers and cost pressures—we’re continuing to make steady progress where it counts.
As always, thank you for your ongoing engagement and support. It makes a real difference in the work we’re able to do on your behalf.
If you have questions or feedback, feel free to reach out anytime at CEO@WineBC.com.
Enjoy the weekend.
Jeff Guignard, President & CEO
Wine Growers British Columbia
April 2, 2026 - Insight Conference & Wine Month
I’m writing this from the Kelowna International Airport, heading home after a packed 48 hours in the Okanagan.
In that short time, we hosted our annual Insight Conference, met in person as a Wine Growers BC Board of Directors, visited wineries, and connected directly with many of you.
As we transition into spring, there’s a real sense of optimism building. Bud break is just around the corner, and early signals on tourism bookings are encouraging. Coming out of both Insight and our Board discussions, I’m more confident than ever in the strength, talent, and alignment across the BC wine community.
Before I step away briefly to spend some time with my family, I wanted to share a few updates from what was a busy and important week for our industry.
In This Update
• Insight Conference and Wine Industry Awards
• State of the Industry
• New Member Announcement
• Happy BC Wine Month!
Insight Conference and Industry Recognition Awards
Our annual BC Wine Industry Insight Conference brought together 275 wine professionals from across the province – a clear reflection of the engagement and momentum building across the industry.
A highlight for me was our keynote speaker Stephen Bailey, who spoke passionately about the power of community in building enduring brands. It was a timely reminder that while aligned strategy matters, innovation and creativity matter.
We also heard important updates from key government partners, including local Member of Parliament Helena Konanz, David Ledderhof from the LDB, and David Hume from the LCRB. They each shared valuable perspectives on the policies, sales trends, and the broader landscape shaping our industry.
My sincere thanks to our speakers, sponsors, partners, and the team at Wine Growers BC for delivering such a strong and well-executed program.
The day concluded with the BC and Canadian Wine Industry Awards–another highlight and a powerful reminder of the talented, passionate, and committed people in our industry. This year’s BC award recipients: Rhys Pender, MW (Leadership Excellence), Jenna White (Master Marketer), and Brynne Dickson (Ultimate BC Wine Ambassador).
Left to right: Miles Prodan, Rhys Pender, Jenna White, Brynne Dickson, André Lipinski, Rowan Stewart
We also recognize our finalists for their meaningful contributions: Charlie Baessler, Heather Courtney, Carla Bechard, Jennifer Busmann, James Berti, and Sheila Whittaker.
BC won several prizes at Wine Growers Canada’s national recognition awards: the Stewart Family (Award of Distinction) and Miles Prodan (Industry Champion). Niagara’s André Lipinski won the Karl Kaiser Winemaker of the Year.
A heartfelt congratulations to all.
State of the Industry: Reset—and Opportunity
At Insight, I shared a State of the Industry update grounded in both the realities we’re facing and the opportunities ahead.
We all know that the global wine industry is shifting. Consumption is declining–particularly in the mid-market–while premiumization and experience-driven demand continue to grow. Tourism is emerging as a defining driver of modern wine regions, and the competitive landscape is evolving quickly.
At home, we’re operating in a more constrained environment. Government finances remain tight, competition for investment is intensifying, and we need to be increasingly clear—and compelling—about the return our industry delivers.
But within that context, there is a powerful opportunity.
BC wine is uniquely positioned for this moment: a premium, cool-climate region producing world-class wines in places people want to visit. And importantly, we are still early in our journey, with significant runway ahead.
Looking ahead, our focus is clear:
• Strengthen advocacy to improve access, fairness, and competitiveness
• Elevate our marketing and tourism positioning to match our potential
• Continue to align as an industry through the Wine Grape Industry Task Force
• Build a long-term strategy grounded in sustainability, premiumization, and resilience
As I said on stage, we are not just growing an industry. We are building the world’s next great wine region in real time.
Board Meeting and New Member Welcome
Following the Conference, our Board of Directors convened to discuss priorities and finalize our FY’27 Operational Plan. This plan reflects a clear focus: strengthening advocacy, demonstrating economic impact, and positioning BC wine for long-term success. We’ll be sharing it with members in the coming weeks.
We also welcomed several new members to the Wine Growers BC community:
• Hidden Vines Winery
• Modesta Winery
• Azhadi Vineyards
• Off the Grid Organic Winery
• Summerland Heritage Cider (Associate)
• Windfall Cider (Associate)
Their addition reflects the continued growth, diversity, and entrepreneurial energy of our industry.
BC Wine Month
April marks BC Wine Month—now officially proclaimed by the BC government and an increasingly important platform for our industry.
This is a coordinated opportunity to:
• Showcase the quality and diversity of BC wine
• Drive consumer engagement across the province
• Reinforce our role as a key contributor to tourism and economic growth
Most importantly, it’s a chance to tell our story.
Over the coming weeks, Wines of BC will amplify regional stories, experiences, and the people behind the wines. I encourage all members to participate, use the campaign toolkit, and help bring BC Wine Month to life in your own way.
When we show up collectively, the impact is real.
March 20, 2026 - Wine Sector Support Program & More
Hello Everyone,
I wanted to share a quick update on three important items before we head into the weekend.
1) Federal Wine Sector Support Program
You may have seen media reports suggesting the program is being cancelled. To be clear, it remains in place until March 31, 2027, and no decision has been made about whether it will be extended.
We know how important this program is to your investments and planning. WGBC is working closely with Wine Growers Canada and other provincial associations to secure a program extension as soon as possible.
2) Temporary Foreign Worker Survey
If your business employs temporary foreign workers, I want to flag a short survey from the Tourism Industry Association of BC (TIABC).
The federal government recently announced a temporary measure (April 2026 to March 2027) to give provinces more flexibility for rural employers using the Temporary Foreign Worker Program. The Province has expressed hesitation, and TIABC is gathering input to understand how this could affect businesses across BC.
TIABC is collecting rapid, sector-wide data this week to inform imminent discussions with the Province. If this applies to your business, I strongly encourage you to take a few minutes to complete the survey while this input can still help shape their conversations.
3) Interprovincial Shipping Petition
WGBC member Ron Kubek (Lightning Rock Winery, Summerland) has introduced a petition in the House of Commons supporting efforts led by Okanagan-based Member of Parliament Dan Albas to advance interprovincial shipping of Canadian wine.
I’ve signed it and encourage you to do the same. I’d also appreciate you sharing it with your teams and networks.
Federal, provincial, and territorial governments have committed to developing frameworks to enable direct-to-consumer alcohol shipping across Canada by May. A petition alone won’t change policy, but it helps demonstrate industry support and keeps this issue visible as that work moves forward.
Thanks again for your attention. As always, my priority is to keep you posted as things progress.
March 17, 2026 - WGBC Advocacy Committee, Ad Valorem Wine Tax Win, & More
Over the past few weeks, I’ve had the chance to connect with many of you across the province at industry gatherings, vineyard events, and in conversations about where BC wine is headed next.
Everywhere I go I’m reminded of the same thing: this industry is full of passionate people who care deeply about what we’re building together.
BC wine is still early in its story, but the potential ahead of us is extraordinary. Across the sector we’re seeing growers, wineries, and partners working together more closely than ever. In many ways, we are building the future of BC wine in real time.
I wanted to share a few updates on what we’ve been working on and where things are moving.
In This Update
- Alberta removes the ad valorem wine tax following months of WGBC advocacy
- Launch of long-term strategy work for BC’s wine and grape sector
- New WGBC Advocacy Committee announced
- Vancouver International Wine Festival highlights strong interest in BC wine
- Member input requested on vintage replacement SKUs and the Enhanced Replant Program
What I’ve Been Up To
In February, I had the opportunity to visit Northern Lights Fruit Winery—Canada’s northern-most winery—to celebrate production of their one millionth bottle. It was a great reminder of the innovation and entrepreneurial spirit across BC’s broader wine community, and the important role these producers play in expanding how consumers experience BC-grown products.
That same month I served as a table judge at the CAPS BC Best Sommelier of BC competition, where the talent and enthusiasm of BC’s sommelier community were on full display. Our member wineries poured exceptional wines at the celebration, and it was encouraging to see so many champions of BC wine working in restaurants across the province. Congratulations to Michael Littleford, a well-deserved Sommelier of the Year.
I also attended the Southern Interior Horticulture Show and the BC Grapegrowers Association AGM. Strengthening collaboration and unity between growers, wineries, and our industry organizations remain my top priority. When our sector is aligned, we are far better positioned to address shared challenges and seize opportunities together.
Last week at the Vancouver International Wine Festival, BC showed up in force with 37 wineries participating. The energy in the BC section was fantastic, with strong engagement from trade, media, and consumers. It was another reminder that when people taste BC wine, they quickly understand why there is so much excitement about our future.
Behind the scenes, our team has also been working on operational planning for the upcoming fiscal year, which we will be sharing with members in April.
Announcing the WGBC Advocacy Committee
One of my priorities has been strengthening how we stay connected to member perspectives as we advance advocacy work on behalf of the industry.
To support that, we have reconstituted the WGBC Advocacy Committee, which plays an important role in identifying emerging issues, advising on advocacy priorities, supporting outreach efforts, and reviewing member communications related to policy and government relations.
I’m pleased to share that the FY’27 committee includes strong voices from across the BC wine industry:
Josh Stewart, Arterra Wines Canada (Committee Chair)
Christa Lee McWatters, Adega on 45th Estate Winery
Christine Coletta, Okanagan Crush Pad
- Courtney Fossett, Domaine Artema Winery
- Lauren Skinner-Buksevics, Painted Rock Estate Winery
- Mark Sheridan, Hester Creek Estate Winery
- Michael Bartier, Bartier Bros. Vineyard & Winery
- Patrick O’Brien, Andrew Peller Ltd.
- Paul Sawler, Dirty Laundry Winery
- Jeff Guignard, WGBC President & CEO (ex-officio)
At our first meeting we held a roundtable discussion on current priorities, with committee members sharing perspectives from across the industry. These conversations help ensure that WGBC’s advocacy work reflects the priorities and realities of our members.
Learn more about WGBC Committees & Task Groups.
Alberta Budget 2026 Removes the Alberta Wine Tax
After months of advocacy, Alberta’s Budget 2026 eliminated the ad valorem wine tax, replacing it with a modest increase to the standard volume-based markup. The markup will increase from $4.11/L to $4.69/L, resulting in a total markup of approximately $3.52 per 750ml bottle, an increase of about $0.44 per bottle.
While the increase applies to all wines, removing the ad valorem system significantly reduces the price pressure that VQA wines were facing under the previous structure, where increases of several dollars per bottle were expected.
The change is expected to come into force April 1 by Ministerial Order, and no other alcohol categories are seeing markup changes. While it remains frustrating that wine continues to be singled out in policy, eliminating the ad valorem tax is a meaningful improvement and should create greater pricing stability for our members selling into Alberta.
Long-Term Strategy Work Underway for the BC Wine Sector
WGBC continues to support the work of the BC Wine Grape Industry Task Force, where several of our board members and team—including me—are participating in working groups and the advisory committee.
We recently announced a significant milestone: the Task Force has partnered with Deloitte to develop a Long-Term Industry Strategy focused on strengthening the resilience, sustainability, and long-term prosperity of BC’s wine and grape sector.
This work will examine the key challenges and opportunities our industry is facing and identify shared priorities that can guide the sector forward.
Growers, wineries, and partners from across the province will have opportunities to share insights and help shape the strategy.
This is an important moment for BC wine, and the strength of the strategy will depend on the voices and perspectives of the people who make up this industry.
For more details, visit the WGITF blog at BCWineGrapeIndustry.com and sign up for updates.
Member Input Needed
- Vintage Replacement Wines — We Need Your SKU Data. If your winery brought in non-BC grapes or juice in 2024 or 2025, please submit your SKU information. This data is critical to guiding our roadmap to a 100% BC wine market by 2029, helping track and phase out replacement wine SKU inventory. This information will also support our work mitigating the unintended impacts of the Olympic Average Support Cap.SUBMIT YOUR INFORMATION HERE
- Enhanced Replant Program — Let’s Build a Recommendation Together. We are also gathering industry feedback on how unused funds from the Enhanced Replant Program could still support BC grape production. If you participated in the program, or considered doing so, I would appreciate hearing about your experience, particularly any changes that would make this support more useful for your business. Please email me directly at CEO@WineBC.com.
February 2, 2026 - Interprovincial Trade, Direct-to-Consumer Wine Sales, & More
I want to start with an issue that continues to gain national attention: interprovincial trade and direct-to-consumer wine sales.
In partnership with Wine Growers Canada and wine associations from across the country, we recently sent an open letter to all premiers urging concrete action on a workable national framework for direct-to-consumer wine sales in Canada. Our letter follows up on a July 2025 Memorandum of Understanding on Direct-to-Consumer Sales of Alcoholic Beverages signed by all Premiers.
To amplify this message publicly, I’ve been active in national and provincial media. You can help us build awareness by sharing this coverage through your own channels, and writing to your local Member of Parliament. Remind them that tearing down inter-provincial barriers could increase Canada’s GDP by 7%, and allow Canadian wine to compete fairly in its home market.
Recent Media:
- Bosses of provincial wine groups send letter to premiers
- Wine Growers Canada and Others Pen Open Letter to Canadian Premiers
- Interprovincial trade pact: CEO Jeff Guignard says it’s not enough
Wine Sector Support Program
Another immediate priority is extending the federal government’s $177 million Wine Sector Support Program, which expires next year. Wine Growers Canada is leading the charge federally, and have been in regular contact with Members of Parliament, Ministers, and the Prime Minister’s Office.
Wine Growers Canada has shared a template letter you can send to your MP to reinforce that the WSSP is vital to the long-term sustainability of Canada’s wine sector. When elected officials hear directly from businesses in their ridings, it strengthens the case for continued and meaningful support for our sector. Access contact details for MP’s here.
Alberta’s Wine Tax & AGLC Inquiries
Earlier this month, I joined a national coalition of wine growers, restaurants, retailers, and importers to host a press conference calling for an end to Alberta’s unfair wine tax. Following that meeting, Dan Paszkowski, President and CEO of Wine Growers Canada, lent national support for our request in a letter directly to Alberta’s Minister of Service Alberta and Red Tape Reduction (Dale Nally) to outline how this tax is harming consumers, restaurants, retailers, and Canadian wineries.
We’re also aware that some members may have received a questionnaire from the Alberta Gaming, Liquor and Cannabis Commission (AGLC) related to DTC business operations. We are engaging directly with AGLC on this matter. If you receive this questionnaire, please reach out to me at CEO@WineBC.com before responding.
Industry Roundtable Follow Up
Thank you to everyone who took part in last week’s industry roundtable on the unintended impacts of the Vintage Replacement Support cap. I’m grateful to those who shared candid, concrete examples of how this policy is affecting staffing, cash flow, long-term business decisions, losses from unrealized sales, and anticipated future grape purchases. It is deeply frustrating to hear how elements of the program’s design are now creating harm for the very members it was intended to support.
While I don’t yet have a resolution to share, please know that we are in regular contact with government on this issue. We’re continuing to collect examples of direct business impacts, so if you receive an LDB invoice related to markup on replacement wine, please contact me immediately so I can better understand your specific situation.
I’ll be scheduling a follow-up session with wineries soon and encourage you to continue sharing your experiences with us. Send me examples to CEO@WineBC.com.
Looking Ahead
I’m proud to announce that we are about to launch our largest consumer campaign to date, with a strong focus on trip planning and driving discovery of BC wine experiences. The campaign will reach audiences across BC, Alberta, Ontario, and Washington State.
We’re also exploring opportunities to showcase BC wine to new audiences during major moments like FIFA. We look forward to sharing more with you soon.
All of this work feeds directly into our FY’27 operational planning, with a clear focus on strengthening wine marketing and tourism, delivering meaningful member value, and continuing strong advocacy on the issues that matter most to your businesses.
Thank you, as always, for your engagement and your candour.
January 16, 2026 - Coalition to end the Alberta Wine Tax
January 16, 2026 – Coalition to end the Alberta Wine Tax
Happy New Year! I trust you all had a relaxing and restorative holiday season with your families, and that you’ve enjoyed a productive and profitable start to 2026.
As some of you already know, my holiday season was extra special as my wife and I welcomed the birth of our first child, a gorgeous daughter named Ava. While my home life has certainly changed, the WGBC team and I have hit the ground running this January on several key priorities.
Here’s a quick update:
I was in Calgary this week co-hosting a joint press conference with a coalition of industry associations representing Canadian wineries, restaurants, import agents, Alberta retailers, and hospitality businesses. Together with Restaurants Canada, Wine Growers Canada, the Alberta Hospitality Association, the Alberta Liquor Store Association, and the Import Vintners Spirits Association, we called on the Government of Alberta to repeal its unfair and damaging Alberta wine tax.
At the press conference, we emphasized how this tax raises prices for consumers, penalizes small and medium-sized producers, and runs counter to national commitments to reduce barriers to internal trade. Following the event, our coalition held high-level meetings with senior Alberta government officials to make our case directly to decision-makers. I’ll keep you posted as these discussions continue.
Speaking of internal trade, I want to remind members that the federal government has committed to producing a meaningful interprovincial trade agreement by May 2026. In partnership with Wine Growers Canada, wine associations in Ontario and Nova Scotia, and others, we are actively pressing premiers and the federal government to finalize this deal. Our goal is to ensure that any national direct-to-consumer framework is implemented with no new or additional anti-competitive taxes, fees, or markups. In the coming weeks, I’ll be asking you to write to your local MLAs and MPs to support this effort.
Here in BC, we continue to engage with government to address serious concerns about the unintended financial consequences of the vintage replacement support cap. I know many of you are now at or near your support cap and are expecting invoices for markup due to the LDB very soon. Thank you to all who have shared their stories and frustrations in recent weeks.
While I don’t have any good news to share, it’s critical that we quantify the financial impact and business decisions you’re being forced to make. If you are impacted, please join me for a virtual Vintage Replacement Support Cap roundtable on Jan. 28th at noon. This will be a candid, working conversation, and I encourage you to come prepared with specific examples from your business.
Industry Roundtable: Impacts of the Vintage Replacement Support Cap
Wednesday, January 28, 2026 at 12:00 PM PST
Important: Take the Economic Impact Study
Deadline: Saturday, January 31, 2026
Can I share something embarrassing? When it comes to quantifying the economic impact of BC wine, our most recent data is from 2019. Good decisions start with good data, which is why your participation in an important national survey now underway is so critical.
Wine Growers Canada is leading the fourth edition of The Economic Impact of the Wine and Grape Industry, the most comprehensive study of our sector in Canada. This report has been essential in demonstrating the economic value of Canadian and BC wine and supporting evidence-based advocacy with governments.
While the study draws on Statistics Canada data and liquor board sales figures, confidential survey data from wineries is essential to accurately reflect the true costs, employment, and overall economic contributions. Participation from small and medium-sized wineries is especially important, as higher per-unit labour and capital costs are often underrepresented in public data. Without your input, the industry’s full economic impact risks being understated.
All responses are submitted confidentially to Economic Forensics and Analytics Inc., the independent firm conducting the analysis. If you have any questions, please contact Rob Taylor at Rob@WGCanada.ca.
Finally, I wanted to let you know that I’ll be attending the Southern Interior Horticultural Show in Penticton February 11 to 12. While it’s my first time attending, it’s shaping up to be a great opportunity to learn more about the latest research and on-the-ground innovations shaping growing and farming in our region. I hope to see many of you there.
Looking a bit further ahead, I also encourage you to save the date for our Insight Conference on March 31. Insight is our annual gathering for BC winery professionals—bringing together research, market insights, and practical takeaways to help set wineries up for a successful year ahead. The day will also culminate in the BC Wine Industry Recognition Awards, where we celebrate the people and leadership driving our industry forward. More details coming soon.
In the meantime, you can reach me any time at CEO@WineBC.com.
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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
