Our roadmap to building the world’s next great wine region
Building the world’s next great wine region doesn’t happen by chance. It takes a clear plan, sustained effort, and a shared commitment from everyone across the industry. Our operational plan lays out that roadmap, the objectives, tactics, and metrics guiding our work this year.
Join us. Learn more about becoming a member winery here.
Five Strategic Objectives Guide our Team
Set each year by our Board, and shaped by member feedback, our committees, and the current state of the industry, our objectives guide where we focus our work. For Fiscal Year 2027, that means leading interprovincial trade readiness, modernizing consumer marketing and wine tourism, supporting industry integration and long term strategy, enhancing member value, and maintaining momentum on advocacy, all in service of growing and promoting BC wine on behalf of our membership.
Quarterly Updates
Each quarter, we report on our progress against the strategies set out under each objective. Below are the same updates presented to our Board throughout the year. For full detail on tactics and metrics, see our operational plan.
What shapes our objectives?
Each September, members elect a new Board of Directors, who meet in November for a strategic planning session to set our operational objectives and strategic direction for the coming fiscal. This session is shaped by the Board’s diverse winery expertise, member feedback from our annual survey, and current data and trends across consumers, sales, and the broader industry landscape. From there, our team builds out the tactics and metrics, and the plan goes through Board and Marketing and Communications Committee approval before it’s finalized.
Our Annual Report Tracks our Progress Year-to-Year
Every year, our Annual Report offers members a transparent look at how we’ve delivered on our commitment to grow and promote BC wine, measured against the objectives, tactics, and metrics in our operational plan. We share it each fall, ahead of our Annual General Meeting, alongside our financials, which remain exclusive to members.
REQUEST MORE INFO
Questions about our operational objectives? Please feel free to contact us.
