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.
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
