{"id":15811,"date":"2025-10-01T01:00:09","date_gmt":"2025-10-01T08:00:09","guid":{"rendered":"https:\/\/winebc.com\/industry\/?page_id=15811"},"modified":"2026-06-09T15:24:53","modified_gmt":"2026-06-09T22:24:53","slug":"ceo-update","status":"publish","type":"page","link":"https:\/\/winebc.com\/industry\/resources\/industry-communications\/ceo-update\/","title":{"rendered":"CEO Update (NEW)"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m3yxh5x4-57db45dea87a62ca8dc5c32882d755b4\">\n.avia-section.av-m3yxh5x4-57db45dea87a62ca8dc5c32882d755b4{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Hero-Banner-2.png);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='wbc-custom-image-titlebar'  class='avia-section av-m3yxh5x4-57db45dea87a62ca8dc5c32882d755b4 main_color avia-section-default avia-no-border-styling  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data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-15811'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mb5p8uah-54c9a303376ab17892690adad8e4687d\">\n#top .hr.hr-invisible.av-mb5p8uah-54c9a303376ab17892690adad8e4687d{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-mb5p8uah-54c9a303376ab17892690adad8e4687d hr-invisible  avia-builder-el-2  el_before_av_one_third  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-2e57003-ee37d0711f93c055c9412cddb28b439a av_one_third  avia-builder-el-3  el_after_av_hr  el_before_av_two_third  first flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-26ae3nn-679187759f82365b031fba61da83c821\">\n.avia-image-container.av-26ae3nn-679187759f82365b031fba61da83c821 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-26ae3nn-679187759f82365b031fba61da83c821 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-26ae3nn-679187759f82365b031fba61da83c821 av-styling- avia-align-center  avia-builder-el-4  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-15814 avia-img-lazy-loading-not-15814 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement.png\" alt='' title='Website ImageElement'  height=\"2160\" width=\"2160\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement.png 2160w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-ImageElement-1536x1536.png 1536w\" sizes=\"(max-width: 2160px) 100vw, 2160px\" \/><\/div><\/div><\/div><\/div><div  class='flex_column av-1pzeucj-0377e63b3693077af508424db559ecf5 av_two_third  avia-builder-el-5  el_after_av_one_third  el_before_av_hr  flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mb5pd0hn-4592260fc0cd6a315e58d859fa7e8fce\">\n.avia-image-container.av-mb5pd0hn-4592260fc0cd6a315e58d859fa7e8fce img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mb5pd0hn-4592260fc0cd6a315e58d859fa7e8fce .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mb5pd0hn-4592260fc0cd6a315e58d859fa7e8fce av-styling- avia-align-center  avia-builder-el-6  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16104 avia-img-lazy-loading-not-16104 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8.png\" alt='' title='Website Titles - Element (8)'  height=\"250\" width=\"3000\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8.png 3000w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-300x25.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-1030x86.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-768x64.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-1536x128.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-2048x171.png 2048w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-1500x125.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/Website-Titles-Element-8-705x59.png 705w\" sizes=\"(max-width: 3000px) 100vw, 3000px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-ke3t37-475221179244633f82707171ac9474d5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>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\u2019s 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.<\/p>\n<\/div><\/section><\/p><\/div><div  class='hr av-103lbgj-ccbc2e037003469b9a7ae83f17d186fa hr-full  avia-builder-el-8  el_after_av_two_third  el_before_av_two_third  hr-no-shadow'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1crcn1f-42b13946dd2fb7990be586ea2e3db3b8\">\n.flex_column.av-1crcn1f-42b13946dd2fb7990be586ea2e3db3b8{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-1crcn1f-42b13946dd2fb7990be586ea2e3db3b8 av_two_third  avia-builder-el-9  el_after_av_hr  el_before_av_hr  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-md4q2nzr-ae7b4a7f8781bd78480f3b253c7d408f\">\n.avia-image-container.av-md4q2nzr-ae7b4a7f8781bd78480f3b253c7d408f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-md4q2nzr-ae7b4a7f8781bd78480f3b253c7d408f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-md4q2nzr-ae7b4a7f8781bd78480f3b253c7d408f av-styling- avia-align-center  avia-builder-el-10  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16240 avia-img-lazy-loading-not-16240 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10.png\" alt='' title='Website Titles - Element (10)'  height=\"225\" width=\"2700\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10.png 2700w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-300x25.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-1030x86.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-768x64.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-1536x128.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-2048x171.png 2048w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-1500x125.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-10-705x59.png 705w\" sizes=\"(max-width: 2700px) 100vw, 2700px\" \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mc9orxgg-6cb3158eb407d6eb30a5954b575410a6\">\n#top .hr.hr-invisible.av-mc9orxgg-6cb3158eb407d6eb30a5954b575410a6{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-mc9orxgg-6cb3158eb407d6eb30a5954b575410a6 hr-invisible  avia-builder-el-11  el_after_av_two_third  el_before_av_one_half '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-18sp6hv-2f15efaa2c9d902d887710d38a75b502 av_one_half  avia-builder-el-12  el_after_av_hr  el_before_av_one_half  first flex_column_div  '     ><section  class='av_textblock_section av-mcz23rvp-7121ba4daeb390d90a1f5d9813889712 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><ul>\n<li><strong>BC WINE INDUSTRY ADVOCACY<\/strong> Progress on WGBC\u2019s planned advocacy for BC wineries, along with timely action on emerging issues.<\/li>\n<li><strong>INDUSTRY CONSULTATION<\/strong> Invitation to contribute to industry and organizational direction such as through Town Hall meetings, surveys.<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-wrbr9f-9107426fa4d1b8dbdf288dcbcce35301\">\n#top .hr.hr-invisible.av-wrbr9f-9107426fa4d1b8dbdf288dcbcce35301{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-wrbr9f-9107426fa4d1b8dbdf288dcbcce35301 hr-invisible  avia-builder-el-14  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div><div  class='flex_column av-uxrxk3-76bc428631ad1799c59eb8532448facd av_one_half  avia-builder-el-15  el_after_av_one_half  el_before_av_two_third  flex_column_div  '     ><section  class='av_textblock_section av-mcz24an9-aeb8b802071cf7045017aa90e7d3e676 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><ul>\n<li><strong>POLICY UPDATES <\/strong>News of changes to government policy that directly affects winery business operations.<\/li>\n<li><strong>MEMBER RELATIONS <\/strong>New or important governance information or opportunities exclusive to WGBC membership.<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-t20swz-ec6888a908a4dd30925132cd0503df3d\">\n.flex_column.av-t20swz-ec6888a908a4dd30925132cd0503df3d{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-t20swz-ec6888a908a4dd30925132cd0503df3d av_two_third  avia-builder-el-17  el_after_av_one_half  el_before_av_hr  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mb6w8s9b-89424816fdbe26693517748a395e6cc2\">\n.avia-image-container.av-mb6w8s9b-89424816fdbe26693517748a395e6cc2 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mb6w8s9b-89424816fdbe26693517748a395e6cc2 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mb6w8s9b-89424816fdbe26693517748a395e6cc2 av-styling- avia-align-center  avia-builder-el-18  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16241 avia-img-lazy-loading-not-16241 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9.png\" alt='' title='Website Titles - Element (9)'  height=\"225\" width=\"2700\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9.png 2700w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-300x25.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-1030x86.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-768x64.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-1536x128.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-2048x171.png 2048w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-1500x125.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Website-Titles-Element-9-705x59.png 705w\" sizes=\"(max-width: 2700px) 100vw, 2700px\" \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-md4q6afv-578ac592af98dcc792d862b57653b5e8\">\n#top .hr.hr-invisible.av-md4q6afv-578ac592af98dcc792d862b57653b5e8{\nheight:2px;\n}\n<\/style>\n<div  class='hr av-md4q6afv-578ac592af98dcc792d862b57653b5e8 hr-invisible  avia-builder-el-19  el_after_av_two_third  el_before_av_toggle_container '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc\">\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler{\ncolor:#000000;\nborder-color:#cccccc;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler.activeTitle{\ncolor:#000000;\nborder-color:#000000;\nbackground-color:#3a913f;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler:not(.activeTitle):hover{\ncolor:#ffffff;\nbackground-color:#3a913f;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler:not(.activeTitle):hover .toggle_icon, #top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler:not(.activeTitle):hover .toggle_icon *{\nborder-color:#ffffff !important;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler .toggle_icon{\ncolor:#3a913f;\nborder-color:#3a913f;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler .toggle_icon > span{\ncolor:#3a913f;\nborder-color:#3a913f;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler.activeTitle .toggle_icon, #top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc p.toggler.activeTitle .toggle_icon > span{\ncolor:#ffffff;\nborder-color:#ffffff;\n}\n#top .togglecontainer.av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc .toggle_wrap .toggle_content{\ncolor:#000000;\nborder-color:#cccccc;\n}\n<\/style>\n<div  class='togglecontainer av-1qmki2r-3ff036cd3d5bbb286e162419a37e4bcc  avia-builder-el-20  el_after_av_hr  el_before_av_one_third  toggle_close_all' >\n<section class='av_toggle_section av-v5r1cz-10-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-3-3-fc6ee4b9ddd7f53768f13d66dc689a82'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-1' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-1'>June 9, 2026 - Federal Advocacy, Alberta Relations, Roundtables<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-1' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p><strong>THE BIGGER PICTURE<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Recent industry town halls in Oliver, Cawston, and Penticton brought together nearly 50 wineries to discuss the challenges and opportunities facing BC wine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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&#8217;s next great wine region.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><strong>IN THIS UPDATE<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Federal Advocacy in Ottawa<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Alberta trade relations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Licensee-to-licensee sales Approved for BC<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Hire the CEO for a Day<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Olympic Average Sales Cap Follow-up meeting \u2013 Register Now<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i>This Is Our BC<\/i> World Cup campaign<\/li>\n<\/ul>\n<p><strong>MEETING IN OTTAWA<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><strong><span style=\"font-weight: 400;\">A key theme throughout the meetings was the economic opportunity represented by Canadian wine. WGC recently released a Deloitte-led<\/span><a href=\"https:\/\/www.winegrowerscanada.ca\/wp-content\/uploads\/2026\/05\/DELOIT1.pdf\"> <span style=\"font-weight: 400;\">Canadian Wine Supercluster<\/span><\/a><span style=\"font-weight: 400;\"> strategy that outlines a pathway to increase domestic market share,\u00a0<\/span><\/strong><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We also discussed several priorities that will help shape the future competitiveness of Canada&#8217;s wine industry, including renewal of the Wine Sector Support Program, continued progress on interprovincial direct-to-consumer wine sales.\u00a0<\/span><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These conversations are critical to ensuring the interests of BC wineries are represented as federal policies and national industry strategies continue to evolve.<\/span><\/p>\n<p><strong>ALBERTA TRADE RELATIONS<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Last week, I attended the AGLC\u2019s annual Alberta Liquor Industry Stakeholder Meeting to strengthen relationships with key partners and better understand emerging policy and market developments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One encouraging takeaway was the continued growth of BC wine&#8217;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&#8217;s DTC program last year. Alberta recently renewed its DTC agreement with BC and continues to be an important partner for our industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><strong>LICENSEE-TO-LICENSEE SALES APPROVED FOR BC<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">On May 29, the Province of British Columbia<\/span><a href=\"https:\/\/news.gov.bc.ca\/releases\/2026AF0014-000629\"> <span style=\"font-weight: 400;\">announced a three-year pilot program allowing licensee-to-licensee sales within the province<\/span><\/a><span style=\"font-weight: 400;\">. 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">BC&#8217;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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We appreciate government\u2019s 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.<\/span><\/p>\n<p><a href=\"https:\/\/www2.gov.bc.ca\/gov\/content\/employment-business\/business\/liquor-regulation-licensing\/about-lcrb\/bulletins\"><span style=\"font-weight: 400;\">Read the policy bulletin.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><strong>HIRE ME FOR A DAY!<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">This month I also took on a new role: BC Wine Intern.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through our new <\/span><i><span style=\"font-weight: 400;\">Hire the CEO for a Day<\/span><\/i><span style=\"font-weight: 400;\"> initiative, members can put me to work and give me a firsthand look at the many jobs that keep our industry moving.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We started at Le Vieux Pin, where winemaker S\u00e9verine 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A big thank you to S\u00e9verine, 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you would like to host me for a day,<\/span><a href=\"https:\/\/winebc.com\/industry\/hire-the-ceo-at-your-winery\/\"> <span style=\"font-weight: 400;\">submit your interest here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><strong>OLYMPIC AVERAGE SALES CAP FOLLOW UP MEETING<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Monday, June 15, 2026 at 2:00 PM<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><a href=\"https:\/\/us02web.zoom.us\/meeting\/register\/T2SsxGk1Th2a0E9K4W3GPQ\"><span style=\"font-weight: 400;\">REGISTER NOW<\/span><\/a><\/p>\n<p><strong>THIS IS OUR BC<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">With FIFA World Cup 2026\u2122 drawing global attention to British Columbia, Wine Growers BC launched the <\/span><i><span style=\"font-weight: 400;\">This Is Our BC<\/span><\/i><span style=\"font-weight: 400;\"> campaign on June 1 to celebrate the people, places, and experiences that make our province unique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With millions of visitors expected in the lead-up to and during FIFA World Cup 2026\u2122, 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A<\/span><a href=\"https:\/\/winebc.com\/industry\/this-is-our-bc\/\"> <span style=\"font-weight: 400;\">campaign toolkit<\/span><\/a><span style=\"font-weight: 400;\">, 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.<\/span><a href=\"https:\/\/winebc.com\/industry\/media\/media-releases\/\"> <span style=\"font-weight: 400;\">Read the media release.<\/span><\/a><\/p>\n<p><strong>SAVE THE DATE &#8211; ANNUAL GENERAL MEETING<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Member participation is essential to a strong organization, and I encourage everyone to take part in the process.<\/span><\/p>\n<p><strong>FINAL THOUGHTS<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ll end with something I\u2019ve been saying a lot recently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through our recent town halls, conversations with members, and discussions with government and industry partners, I&#8217;ve been thinking about what we&#8217;re ultimately trying to achieve as an industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Throughout those conversations, I kept coming back to the same idea:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8220;We&#8217;re building the world&#8217;s next great wine region.&#8221;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">I believe that should be our ambition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thank you for your continued engagement and support. I look forward to connecting with many of you throughout the summer.<\/span><\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-v5r1cz-10-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-3-206b6d6d1ac8652e7fd78b0a330b7de5'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-2' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-2'>May 13, 2026 - Olympic Average Support Cap<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-2' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p><strong>Addressing the Olympic Average Support Cap\u00a0<\/strong><\/p>\n<p class=\"mcePastedContent\">Last week was about celebrating the release of vintage 2025 and showcasing the extraordinary quality of BC wine.<\/p>\n<p class=\"mcePastedContent\">I had the opportunity to attend the\u00a0<a href=\"https:\/\/vanmag.com\/restaurant-awards\/2026\/2026-vancouver-magazine-restaurant-awards\/\" target=\"_blank\" rel=\"noopener\">2026 Vancouver Magazine Restaurant Awards\u00a0<\/a>to celebrate some of Vancouver\u2019s top restaurants, many of whom have joined our\u00a0<a href=\"https:\/\/winebc.com\/pour-more-bc\/\" target=\"_blank\" rel=\"noopener\">Pour More BC program<\/a>. We also officially launched the 2025 vintage to Vancouver trade and wine media during our\u00a0<a href=\"https:\/\/winebc.com\/industry\/media_releases\/theres-no-better-time-to-support-local-bcs-standout-2025-vintage-has-arrived\/\" target=\"_blank\" rel=\"noopener\">2025 Vintage Reveal<\/a>\u00a0and gathered alongside some of BC\u2019s best winemakers at the kickoff reception for Top Drop.<\/p>\n<p class=\"mcePastedContent\">It\u2019s always energizing to spend time with members, media, trade, and industry partners who continue to champion BC wine with such passion and pride.<\/p>\n<p class=\"mcePastedContent\">This week, however, shifted sharply back to advocacy.<\/p>\n<p class=\"mcePastedContent\">Between meetings with government, the release of a major\u00a0<a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/a246bd9d-f948-aca2-afb0-53e73ecb3f05\/DELOIT1_003_.pdf\">Deloitte economic report<\/a>, a WGBC Advocacy Committee meeting, and today\u2019s 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.<\/p>\n<p class=\"mcePastedContent last-child\">There is a lot happening right now, and a lot worth talking about.<\/p>\n<p><strong>What I&#8217;ve Been Up To\u00a0<\/strong><\/p>\n<p class=\"mcePastedContent\">Today, WGBC hosted an industry roundtable in partnership with the BC Grapegrowers\u2019 Association, bringing together wineries, grapegrowers, and industry partners to discuss the growing impacts of the Olympic Average Sales Cap under the Vintage Replacement Program.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">Today\u2019s 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\u2019ll convene another meeting in the next two weeks to share results of our analysis directly with industry.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">For those unable to attend, we encourage you to review the materials below:<\/p>\n<p class=\"mcePastedContent\">\u2022\u00a0<a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/a4697c69-7853-d131-cd17-0a643dd29c46\/05_13_2026_CEO_Update_Meeting_Summary.pdf\">Meeting Summary<\/a><br \/>\n\u2022\u00a0<a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/262a6f97-878d-bb63-3978-494f2f06615f\/Olympic_Avg_Sales_Cap_Roundtable_May_2026.pdf\">Meeting Presentation<\/a><br \/>\n\u2022\u00a0<a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/26308d48-0a03-1ade-1d12-f27f1deb0439\/05_13_2026_CEO_Update_FAQs_3_.pdf\">Frequently Asked Questions<\/a><br \/>\n\u2022\u00a0<a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/91b157ba-3c73-dfe2-bc64-7f4c082bcd61\/Olympic_Average_Sales_Cap_Briefing_Note_05.12.2026.pdf\">Briefing Note<\/a><\/p>\n<p class=\"mcePastedContent last-child\">Next steps include finalizing the economic analysis to present a clear case to government on the unintended consequences of the Olympic Average Sales Cap.\u00a0<a href=\"https:\/\/forms.office.com\/r\/5EJAv6DCTX\" target=\"_blank\" rel=\"noopener\">Take this survey\u00a0<\/a>to help contribute your data and insights.<\/p>\n<p><strong>Advocacy Committee Update \u00a0<\/strong><\/p>\n<p class=\"mcePastedContent\">WGBC\u2019s 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\u2019s discussion focused on several key priorities, including:<\/p>\n<p class=\"mcePastedContent\">\u2022\u00a0Progress on interprovincial direct-to-consumer shipping<br \/>\n\u2022 Modernizing the LDB mandate to better support local producers<br \/>\n\u2022 Reviewing the purpose of distinctions between Land-Based and Commercial Wineries<br \/>\n\u2022 Strengthening alignment with grapegrowers on policy issues including the Olympic Average Sales Cap<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p><a href=\"https:\/\/winebc.com\/industry\/about-wgbc\/wgbc-structure\/\" target=\"_blank\" rel=\"noopener\">Review active WGBC committees and task groups here<\/a>.<\/p>\n<p><strong>Upcoming Town Hall Meetings<\/strong><\/p>\n<p class=\"mcePastedContent\">I\u2019ll be in the Okanagan and Similkameen Valleys in early June hosting three in-person Town Hall sessions.<\/p>\n<p class=\"mcePastedContent\">We recently released our\u00a0<a href=\"https:\/\/wgbcnewsletter.winebc.com\/fiscalyear2027operationalplan\" target=\"_blank\" rel=\"noopener\">FY\u201927 Operational Plan<\/a>, and I\u2019m looking forward to discussing what\u2019s ahead for BC wine with members and industry partners who are able to attend.<\/p>\n<p class=\"mcePastedContent last-child\">\u2022\u00a0Thursday, June 4, 10:30 AM to 11:30 AM, Phantom Creek Estates, Oliver<br \/>\n\u2022 Thursday, June 4, 2:15 PM to 3:15 PM, Seven Stones Winery, Cawston<br \/>\n\u2022 Friday, June 5, 10:30 AM to 11:30 AM, Penticton Trade and Convention Centre, Penticton<\/p>\n<div  class='avia-button-wrap av-qz285f-9-2-dc97ef107794d236987ff94f5451b1ee-wrap avia-button-center  avia-builder-el-21  el_before_av_button  avia-builder-el-first '><a href='<a href=\"https:\/\/winebc.com\/industry\/town-hall-meeting-registration\/\">https:\/\/winebc.com\/industry\/vintage-2024-toolkit\/#:~:text=authenticity%20and%20excellence.-,TOOLKIT%20%26%20RESOURCES,-As%20part%20of<\/a>'  class='avia-button av-qz285f-9-2-dc97ef107794d236987ff94f5451b1ee avia-icon_select-no avia-size-small avia-position-center avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >REGISTER NOW<\/span><\/a><\/div>\n<p class=\"mcePastedContent\">We are building a world-class wine region in real time, together. These conversations matter, and I hope you\u2019ll join us as we continue shaping the future of BC wine.<\/p>\n<p><strong>Wine Growers Canada Releases Deloitte White Paper\u00a0<\/strong><\/p>\n<p class=\"mcePastedContent\">A new Deloitte analysis released this week concludes that billions could be added to Canada\u2019s GDP if longstanding barriers facing Canadian wineries are addressed, particularly around interprovincial trade, domestic market access, competitiveness, and direct-to-consumer sales.<\/p>\n<p class=\"mcePastedContent last-child\">The report positions Canadian wine as an emerging national \u201csupercluster\u201d 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.<\/p>\n<p class=\"mcePastedContent\">Several of the report\u2019s findings strongly reinforce WGBC\u2019s current advocacy priorities:<\/p>\n<p class=\"mcePastedContent\">\u2022 Canada\u2019s biggest barrier is not international competition, but internal trade barriers limiting Canadians\u2019 access to Canadian wine.<br \/>\n\u2022 Regions like the Okanagan are identified as having the potential to become globally recognized \u201cNapa of the North\u201d destinations.<br \/>\n\u2022 Strengthening domestic market access and visibility could significantly increase tourism, investment, and rural economic growth.<br \/>\n\u2022 Canadian wine already generates approximately five times more economic impact than imported wine.<br \/>\n\u2022 Over the long term, the sector could grow into a $13.7 billion annual economic contributor.<\/p>\n<p class=\"mcePastedContent\">This kind of third-party economic validation matters.<\/p>\n<p class=\"mcePastedContent last-child\">It strengthens our advocacy efforts, reinforces the long-term opportunity in front of BC wine, and helps shift the broader conversation from \u201cWhy should government prioritize wine?\u201d to \u201cWhat could this industry become if Canada gets the policy environment right?\u201d<\/p>\n<div  class='avia-button-wrap av-qz285f-9-2-2-0ca890ade2b00163540b8723ae453663-wrap avia-button-center  avia-builder-el-22  el_after_av_button  el_before_av_button '><a href=\"\" class=\"avia-button av-qz285f-9-2-2-0ca890ade2b00163540b8723ae453663 avia-icon_select-no avia-size-small avia-position-center avia-color-theme-color\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ THE REPORT<\/span><\/a><\/div>\n<p><a href=\"https:\/\/www.linkedin.com\/posts\/jeff-guignard-62020a32_this-is-the-conversation-canadian-wine-has-share-7459987510115606528-aCFu?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAC4VEL0Bk6TQdnxReHe0J9YdBtqqMRyXoK4\" target=\"_blank\" rel=\"noopener\">Join me in conversation on LinkedIn here.<\/a><\/p>\n<p><strong>Final Thoughts<\/strong><\/p>\n<p class=\"mcePastedContent\">There is no question our industry is facing real challenges right now. But there is also tremendous opportunity.<\/p>\n<p class=\"mcePastedContent\">WGBC will continue pushing for practical solutions, stronger market access, and policies that allow this industry not only to recover, but to thrive.<\/p>\n<p class=\"mcePastedContent last-child\">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.<\/p>\n<p>Thank you for your continued engagement, advocacy, and support. If you have questions or feedback, feel free to reach out anytime at\u00a0<a href=\"&#x6d;&#x61;&#x69;&#x6c;&#x74;&#x6f;&#x3a;&#67;&#69;&#79;&#64;&#87;ineB&#x43;&#x2e;&#x63;&#x6f;&#x6d;?subject=&amp;body=\" target=\"_blank\" rel=\"noopener\">&#x43;&#69;&#x4f;&#x40;&#87;&#x69;&#x6e;&#101;&#x42;&#x43;&#46;&#x63;&#x6f;m<\/a>.<\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-v5r1cz-10-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-6125d9e85b77f165f7bac3f8a9b41dc5'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-3' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-3'>April 29, 2026 - One Year as CEO announcing our Operational Plan<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-3' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p><strong>One Year as CEO of Wine Growers BC<\/strong><\/p>\n<p class=\"mcePastedContent\">Some years feel bigger than others, and this past year has been one of the most memorable of my life.<\/p>\n<p class=\"mcePastedContent\">One year ago this week, I stepped into the role of President and CEO. Looking back, I\u2019m immensely proud of how much we\u2019ve achieved together, and I feel deeply energized by the opportunities ahead.<\/p>\n<p class=\"mcePastedContent\">What excites me most is that this doesn\u2019t feel like a milestone\u2014it feels like a launch point. We\u2019re building the world\u2019s next great wine region in real time, and I\u2019m all in on the path ahead.<\/p>\n<p class=\"mcePastedContent\">With an exceptional team, a committed Board of Directors, and an industry defined by resilience and ambition, we\u2019re laying the foundation for long-term growth and success.<\/p>\n<p class=\"mcePastedContent last-child\">I\u2019m 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.<\/p>\n<p><strong>What I&#8217;ve Been Up To<\/strong><\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">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\u00a0<a href=\"mailto:CEO&#64;W&#105;&#110;&#101;&#66;&#67;&#46;&#99;&#111;&#109;?subject=&amp;body=\" target=\"_blank\" rel=\"noopener\">&#67;&#x45;&#79;&#x40;&#87;&#x69;n&#x65;B&#67;&#x2e;&#99;&#x6f;&#109;<\/a>\u00a0to save your spot.<\/p>\n<p class=\"mcePastedContent\">We also discussed interprovincial trade, the opportunity to modernize the BCLDB\u2019s mandate to better support local producers, and practical policies to accelerate agritourism growth across BC.<\/p>\n<p class=\"mcePastedContent last-child\">In Toronto, I spoke at the AIDV Wine Law Conference and joined the WGBC team at SIP Toronto\u2013an 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.<\/p>\n<p><strong>Announcing the WGBC FY\u201927 Operational Plan<\/strong><\/p>\n<p class=\"mcePastedContent\">I\u2019m pleased to share that our\u00a0<a href=\"https:\/\/wgbcnewsletter.winebc.com\/fiscalyear2027operationalplan\" target=\"_blank\" rel=\"noopener\">Fiscal Year 2027 Operational Plan\u00a0<\/a>is now available. Think of it as our roadmap for the year ahead.<\/p>\n<p class=\"mcePastedContent\">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\u2014while also seeing real opportunity to grow our presence across Canada and strengthen how we work together.<\/p>\n<p class=\"mcePastedContent\">In response, the Board of Directors has set three clear priorities:<\/p>\n<p class=\"mcePastedContent\">\u2022 Advocacy momentum<br \/>\n\u2022 Marketing and wine tourism growth<br \/>\n\u2022 Delivering stronger, more defined member value<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent last-child\">Our goal is simple: stay focused on the areas that matter most, and deliver practical, measurable value for members.<\/p>\n<p><div  class='avia-button-wrap av-qz285f-9-483939244a8126ec55f959ffe8d1452f-wrap avia-button-center  avia-builder-el-23  el_after_av_button  el_before_av_hr '><a href=\"https:\/\/wgbcnewsletter.winebc.com\/fiscalyear2027operationalplan?_gl=1*1gbbgjq*_gcl_aw*R0NMLjE3NzU3NjUyNjMuQ2p3S0NBanduTjNPQmhBOEVpd0FmcFRZZWlPYmJPYk5CN2R4MlBLLUtfLUNmZGQydmR2WEpUcW5HVnBZSG1JaUdJeTZDckFBbW51QmVob0N3WTBRQXZEX0J3RQ..*_gcl_au*Mzk0NzE2NDE0LjE3Nzc0MjUwNzE.#:~:text=authenticity%20and%20excellence.-,TOOLKIT%20%26%20RESOURCES,-As%20part%20of\" class=\"avia-button av-qz285f-9-483939244a8126ec55f959ffe8d1452f avia-icon_select-no avia-size-small avia-position-center avia-color-theme-color\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ THE PLAN<\/span><\/a><\/div><br \/>\n<div  class='hr av-3hboxk3-8-0fecf0c4080854effb3d70fa7aefe196 hr-default  avia-builder-el-24  el_after_av_button  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p>\n<p><strong>BC Wine Month \u2013 Strong Start to the Year<\/strong><\/p>\n<p class=\"mcePastedContent\">As BC Wine Month wraps up, we\u2019re seeing strong indicators of a successful campaign and a positive start to the fiscal year.<\/p>\n<p class=\"mcePastedContent\">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\u2019s\u00a0<em>Sip the Spring\u00a0<\/em>campaign delivered a full suite of marketing and messaging tools, with strong participation from wineries across BC.<\/p>\n<p class=\"mcePastedContent\">Strategic collaborations with media, influencers, and retail partners amplified our campaign reach and drove significant social engagement. I\u2019m particularly proud of the increased traffic to WineBC.com:<\/p>\n<p class=\"mcePastedContent\">\u2022 Views up 67%<br \/>\n\u2022 Event activity up 57%<br \/>\n\u2022 Active users up 92%<br \/>\n\u2022 New users up 93%<br \/>\n\u2022 Engaged sessions up 30%<\/p>\n<p class=\"mcePastedContent\">BC wine month was featured across a range of media and platforms, including\u00a0<a href=\"https:\/\/globalnews.ca\/video\/11740821\/saturday-sips-whites-and-roses-from-bcs-2025-vintage\" target=\"_blank\" rel=\"noopener\">Global News Saturday Sips<\/a>,\u00a0<a href=\"https:\/\/gismondionwine.com\/blog\/2025-vintage-bc-new-releases\/\" target=\"_blank\" rel=\"noopener\">GismondionWine<\/a>,\u00a0<a href=\"https:\/\/vitamagazine.com\/2026\/04\/13\/april-is-bc-wine-month-i-got-to-experience-it-in-wine-country\/\" target=\"_blank\" rel=\"noopener\">VITA Magazine<\/a>, and\u00a0<a href=\"https:\/\/www.kelownanow.com\/watercooler\/news\/news\/Food_Drink\/Wine_column_Everybody_loves_a_comeback_story\/\" target=\"_blank\" rel=\"noopener\">KelownaNow<\/a>, alongside our own channels with a\u00a0<a href=\"https:\/\/winebc.com\/taste_terroir\/a-sommelier-returns-to-the-region\/\" target=\"_blank\" rel=\"noopener\">new blog from Ottawa Sommelier Matt Steeves<\/a>, and dynamic social media content.<\/p>\n<p class=\"mcePastedContent\">This is exactly what we want heading into the busy tourism season: more people discovering, planning, and choosing BC wine.<\/p>\n<p class=\"mcePastedContent last-child\">Thank you to everyone who participated. Your efforts are what make this campaign work, and they\u2019re helping set the tone for a strong year ahead.<\/p>\n<p><strong>Interprovincial DTC Update \u00a0<\/strong><\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent last-child\">We\u2019ll be announcing several more exciting projects in the months ahead.<\/p>\n<p><strong>Update: Industry Long Term Strategic Planning<\/strong><\/p>\n<p class=\"mcePastedContent\">The BC Wine Grape Industry Task Force has engaged Deloitte to help develop a Long-Term Strategy for BC\u2019s 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.<\/p>\n<p class=\"mcePastedContent\">A strategy design workshop is scheduled for late June, followed by broader stakeholder consultation to validate strategic priorities and refine considerations for implementation.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent last-child\">I encourage you to\u00a0<a href=\"https:\/\/bcwinegrapeindustry.com\/contact\/\" target=\"_blank\" rel=\"noopener\">subscribe to Task Force updates\u00a0<\/a>and stay engaged as this important work moves forward.<\/p>\n<p><strong>Final Thoughts<\/strong><\/p>\n<p class=\"mcePastedContent\">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\u2014that\u2019s what gives me confidence in where we\u2019re headed.<\/p>\n<p class=\"mcePastedContent last-child\">The path ahead won\u2019t always be simple. But it is clear. And it is worth it.<\/p>\n<p class=\"mcePastedContent\">I remain fully committed to doing the work, making progress where it counts, and continuing to earn your trust along the way.<\/p>\n<p class=\"mcePastedContent\">Thank you for being part of it. If you have questions or feedback, feel free to reach out anytime at\u00a0<a href=\"&#x6d;&#x61;&#x69;&#x6c;&#116;&#111;:CE&#x4f;&#x40;&#x57;&#x69;&#110;&#101;BC&#46;&#x63;&#x6f;&#x6d;?subject=&amp;body=\" target=\"_blank\" rel=\"noopener\">&#67;&#x45;&#x4f;&#64;&#x57;&#x69;n&#x65;&#x42;C&#46;&#x63;o&#109;<\/a>.<\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-mo4yawza-b21f46bf57358521e85b0878d5fde214'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-4' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-4'>April 17, 2026 - Alberta Tax Structure, LDB Leadership Change, and more<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-4' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p>I\u2019m 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.<\/p>\n<p>First off, thank you to all who completed the attendee survey from our recent sold-out Insight Conference. I\u2019ve 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\u2019re currently securing a date for 2027, so stay tuned for early planning details in the coming weeks.<\/p>\n<p>Next week, I\u2019ll be in Victoria for meetings at the BC Legislature with key Ministers and senior staff. I\u2019ll also be in Toronto speaking at the <a href=\"https:\/\/www.aidv.ca\/conference\/\">AIDV Canadian Wine Law Conference<\/a>, followed by meetings at the Ontario Legislature to continue pushing for open direct-to-consumer (DTC) sales between our two provinces. I\u2019ll share more on those discussions later this month.<\/p>\n<p>Here are a few other things you need to know before the weekend.<\/p>\n<p><strong>Direct-to-Consumer Shipping to Alberta Extended<\/strong><\/p>\n<p>Earlier today, British Columbia and Alberta <a href=\"https:\/\/www.alberta.ca\/release.cfm?xID=96017190FF484-9EB5-37F7-DA1F6FE0F60181E4\">agreed to extend<\/a> the memorandum of understanding (MOU) allowing BC wineries to ship directly to Alberta consumers. The agreement is now in place through March 31, 2027\u2013which is excellent news for our members.<\/p>\n<p>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.<\/p>\n<p>We\u2019ll stay closely engaged on this file and keep you updated as more details are confirmed.<\/p>\n<p><strong>Kelowna opts out of short-term rental limits<\/strong><\/p>\n<p>One of the biggest barriers to growing wine tourism in BC remains the lack of available, flexible accommodation in key regions. There\u2019s some good news on that front: Kelowna has opted out of the province\u2019s new short-term rental restrictions.<\/p>\n<p>Kelowna\u2019s decision to move forward with an exemption from the province\u2019s 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.<\/p>\n<p>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.<\/p>\n<p>We\u2019ll continue to advocate for policies that align tourism demand with adequate accommodation across all wine regions.<\/p>\n<p><strong>Leadership Transition at LDB<\/strong><\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p>On behalf of WGBC\u2019s Board of Directors, management, and staff, we thank Blain for his years of service to British Columbia and his dedication to BC\u2019s wine sector. We wish him all the best in his well-earned retirement.<\/p>\n<p>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.<\/p>\n<p>The LDB has confirmed that its mandate and priorities remain unchanged, and we look forward to continuing our work with Erin and the team.<\/p>\n<p><strong>Alberta Tax Structure Now in Effect<\/strong><\/p>\n<p>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.<\/p>\n<p>The updated markup increased from $4.11\/L to $4.69\/L, which translates to $3.52 per 750ml bottle\u2014an increase of about $0.44 per bottle.<\/p>\n<p>While it\u2019s 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.<\/p>\n<p>If you have questions, feel free to reach out to me directly at <a href=\"&#109;&#x61;&#105;&#x6c;&#116;&#x6f;:&#x43;E&#x4f;&#64;&#87;&#x69;&#110;&#x65;&#66;&#x43;&#46;&#x63;o&#x6d;\">&#x43;&#x45;&#x4f;&#64;&#87;in&#x65;&#x42;&#x43;&#x2e;&#99;&#111;m<\/a>.<\/p>\n<p><strong>Wine Sector Support Program &#8211; Apply Now<\/strong><\/p>\n<p>Applications are now open for the 2026\u201327 Wine Sector Support Program (WSSP), with a deadline of May 29, 2026.<\/p>\n<p>Eligible wine must have been produced (completed initial fermentation) between April 1, 2025 and March 31, 2026. Full application details are available through <a href=\"https:\/\/linkprotect.cudasvc.com\/url?a=https%3a%2f%2fwinegrowerscanada.us14.list-manage.com%2ftrack%2fclick%3fu%3d3a98224c97299504b6b56f6c2%26id%3ddba94f405e%26e%3d88a1fb0bc2&amp;c=E,1,loc6DlDQDSPVpRDhTpqZHcQq0lxwXIb4CtUE5Es8COgTxfgs_ZrbDvOTf6d7rJDElbGnP3zmVYFtU6JymqavF5RFwXSgsUZBAWF5rC3bhvY,&amp;typo=1\">Agriculture and Agri-Food Canada<\/a>.<\/p>\n<p><strong>Update on Excise Rates for 2026-27<\/strong><\/p>\n<p>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, <a href=\"https:\/\/www.canada.ca\/en\/revenue-agency\/services\/tax\/technical-information\/excise-duty\/rates.html\">click here<\/a>.<\/p>\n<p><strong>Final Thoughts<\/strong><\/p>\n<p>It\u2019s been a strong and productive start to the year, with real momentum across several key files. While challenges remain\u2014particularly around trade barriers and cost pressures\u2014we\u2019re continuing to make steady progress where it counts.<\/p>\n<p>As always, thank you for your ongoing engagement and support. It makes a real difference in the work we\u2019re able to do on your behalf.<\/p>\n<p>If you have questions or feedback, feel free to reach out anytime at <a href=\"&#x6d;&#x61;&#105;l&#x74;&#x6f;&#58;CE&#x4f;&#x40;&#87;i&#x6e;&#x65;&#66;&#67;&#46;&#x63;&#x6f;&#109;\">&#x43;&#x45;&#x4f;&#64;&#87;in&#x65;&#x42;&#x43;&#46;&#99;om<\/a>.<\/p>\n<p>Enjoy the weekend.<\/p>\n<p><em>Jeff Guignard, President &amp; CEO<\/em><br \/>\nWine Growers British Columbia<\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-mnht00b3-f67bb29d58f8eef5ac9c475b23d484d5'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-5' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-5'>April 2, 2026 - Insight Conference &amp; Wine Month<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-5' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p>I\u2019m writing this from the Kelowna International Airport, heading home after a packed 48 hours in the Okanagan.<\/p>\n<p>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.<\/p>\n<p>As we transition into spring, there\u2019s 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\u2019m more confident than ever in the strength, talent, and alignment across the BC wine community.<\/p>\n<p>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.<\/p>\n<p><strong>In This Update<\/strong><\/p>\n<p>\u2022 Insight Conference and Wine Industry Awards<br \/>\n\u2022 State of the Industry<br \/>\n\u2022 New Member Announcement<br \/>\n\u2022 Happy BC Wine Month!<\/p>\n<p><strong>Insight Conference and Industry Recognition Awards<\/strong><\/p>\n<p>Our annual BC Wine Industry Insight Conference brought together 275 wine professionals from across the province &#8211; a clear reflection of the engagement and momentum building across the industry.<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p>My sincere thanks to our speakers, sponsors, partners, and the team at Wine Growers BC for delivering such a strong and well-executed program.<\/p>\n<p>The day concluded with the BC and Canadian Wine Industry Awards\u2013another highlight and a powerful reminder of the talented, passionate, and committed people in our industry. This year\u2019s BC award recipients: Rhys Pender, MW (Leadership Excellence), Jenna White (Master Marketer), and Brynne Dickson (Ultimate BC Wine Ambassador).<\/p>\n<div id=\"attachment_18139\" style=\"width: 1040px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-18139\" class=\"wp-image-18139 size-large\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-1030x736.jpg\" alt=\"\" width=\"1030\" height=\"736\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-1030x736.jpg 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-300x214.jpg 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-768x549.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-1536x1097.jpg 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-1500x1072.jpg 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-260x185.jpg 260w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867-705x504.jpg 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/04\/DSC_0867.jpg 2048w\" sizes=\"auto, (max-width: 1030px) 100vw, 1030px\" \/><p id=\"caption-attachment-18139\" class=\"wp-caption-text\">Left to right: Miles Prodan, Rhys Pender, Jenna White, Brynne Dickson, Andr\u00e9 Lipinski, Rowan Stewart<\/p><\/div>\n<p>We also recognize our finalists for their meaningful contributions: Charlie Baessler, Heather Courtney, Carla Bechard, Jennifer Busmann, James Berti, and Sheila Whittaker.<\/p>\n<p>BC won several prizes at Wine Growers Canada\u2019s national recognition awards: the Stewart Family (Award of Distinction) and Miles Prodan (Industry Champion). Niagara\u2019s Andr\u00e9 Lipinski won the Karl Kaiser Winemaker of the Year.<\/p>\n<p>A heartfelt congratulations to all.<\/p>\n<p><a href=\"https:\/\/mailchi.mp\/winebc.com\/media-release-2026-bc-wine-industry-awards\">Read the media release here.<\/a><\/p>\n<p><strong>State of the Industry: Reset\u2014and Opportunity<\/strong><\/p>\n<p>At Insight, I shared a State of the Industry update grounded in both the realities we\u2019re facing and the opportunities ahead.<\/p>\n<p>We all know that the global wine industry is shifting. Consumption is declining\u2013particularly in the mid-market\u2013while 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.<\/p>\n<p>At home, we\u2019re operating in a more constrained environment. Government finances remain tight, competition for investment is intensifying, and we need to be increasingly clear\u2014and compelling\u2014about the return our industry delivers.<\/p>\n<p>But within that context, there is a powerful opportunity.<\/p>\n<p>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.<\/p>\n<p>Looking ahead, our focus is clear:<\/p>\n<p>\u2022 Strengthen advocacy to improve access, fairness, and competitiveness<br \/>\n\u2022 Elevate our marketing and tourism positioning to match our potential<br \/>\n\u2022 Continue to align as an industry through the Wine Grape Industry Task Force<br \/>\n\u2022 Build a long-term strategy grounded in sustainability, premiumization, and resilience<\/p>\n<p>As I said on stage, we are not just growing an industry. We are building the world\u2019s next great wine region in real time.<\/p>\n<p><strong>Board Meeting and New Member Welcome<\/strong><\/p>\n<p>Following the Conference, our Board of Directors convened to discuss priorities and finalize our FY\u201927 Operational Plan. This plan reflects a clear focus: strengthening advocacy, demonstrating economic impact, and positioning BC wine for long-term success. We\u2019ll be sharing it with members in the coming weeks.<\/p>\n<p>We also welcomed several new members to the Wine Growers BC community:<\/p>\n<p>\u2022 Hidden Vines Winery<br \/>\n\u2022 Modesta Winery<br \/>\n\u2022 Azhadi Vineyards<br \/>\n\u2022 Off the Grid Organic Winery<br \/>\n\u2022 Summerland Heritage Cider (Associate)<br \/>\n\u2022 Windfall Cider (Associate)<\/p>\n<p>Their addition reflects the continued growth, diversity, and entrepreneurial energy of our industry.<\/p>\n<p><strong>BC Wine Month<\/strong><\/p>\n<p>April marks BC Wine Month\u2014now officially proclaimed by the BC government and an increasingly important platform for our industry.<\/p>\n<p>This is a coordinated opportunity to:<\/p>\n<p>\u2022 Showcase the quality and diversity of BC wine<br \/>\n\u2022 Drive consumer engagement across the province<br \/>\n\u2022 Reinforce our role as a key contributor to tourism and economic growth<\/p>\n<p>Most importantly, it\u2019s a chance to tell our story.<\/p>\n<p>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.<\/p>\n<p>When we show up collectively, the impact is real.<\/p>\n<p><a href=\"https:\/\/winebc.com\/industry\/april-is-bc-wine-month\/\">Access the toolkit here.<\/a><\/p>\n<p><a href=\"https:\/\/mailchi.mp\/winebc.com\/media-release-april-is-bc-wine-month-6706479\">Read the Media Release here.<\/a><\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-mmzks6qw-1228cf8f2103ca1acb59eea550f6ceb0'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-6' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-6'>March 20, 2026 - Wine Sector Support Program &amp; More<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-6' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p>Hello Everyone,<\/p>\n<p>I wanted to share a quick update on three important items before we head into the weekend.<\/p>\n<p><strong>1) Federal Wine Sector Support Program<\/strong><\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p><strong>2) Temporary Foreign Worker Survey<\/strong><\/p>\n<p>If your business employs temporary foreign workers, I want to flag a short survey from the Tourism Industry Association of BC (TIABC).<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p><a href=\"https:\/\/www.surveymonkey.com\/r\/TFW2026\">TAKE THE SURVEY<\/a><\/p>\n<p><strong>3) Interprovincial Shipping Petition<\/strong><\/p>\n<p>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.<\/p>\n<p>I\u2019ve signed it and encourage you to do the same. I\u2019d also appreciate you sharing it with your teams and networks.<\/p>\n<p>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\u2019t change policy, but it helps demonstrate industry support and keeps this issue visible as that work moves forward.<\/p>\n<p><a href=\"https:\/\/www.ourcommons.ca\/petitions\/en\/Petition\/Details?Petition=e-7258\">SIGN THE PETITION<\/a><\/p>\n<p>Thanks again for your attention. As always, my priority is to keep you posted as things progress.<\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-mmwo5s1m-f3c443717d8d6287a944e74e82739a35'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-7' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-7'>March 17, 2026 - WGBC Advocacy Committee, Ad Valorem Wine Tax Win, &amp; More<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-7' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p>Over the past few weeks, I\u2019ve 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.<\/p>\n<p>Everywhere I go I\u2019m reminded of the same thing: this industry is full of passionate people who care deeply about what we\u2019re building together.<\/p>\n<p>BC wine is still early in its story, but the potential ahead of us is extraordinary. Across the sector we\u2019re 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.<\/p>\n<p>I wanted to share a few updates on what we\u2019ve been working on and where things are moving.<\/p>\n<p><strong>In This Update<\/strong><\/p>\n<ul>\n<li>Alberta removes the ad valorem wine tax following months of WGBC advocacy<\/li>\n<li>Launch of long-term strategy work for BC\u2019s wine and grape sector<\/li>\n<li>New WGBC Advocacy Committee announced<\/li>\n<li>Vancouver International Wine Festival highlights strong interest in BC wine<\/li>\n<li>Member input requested on vintage replacement SKUs and the Enhanced Replant Program<\/li>\n<\/ul>\n<p><strong>What I\u2019ve Been Up To<\/strong><\/p>\n<p>In February, I had the opportunity to visit Northern Lights Fruit Winery\u2014Canada\u2019s northern-most winery\u2014to celebrate production of their one millionth bottle. It was a great reminder of the innovation and entrepreneurial spirit across BC\u2019s broader wine community, and the important role these producers play in expanding how consumers experience BC-grown products.<\/p>\n<p>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\u2019s 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.<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p><strong>Announcing the WGBC Advocacy Committee<\/strong><\/p>\n<p>One of my priorities has been strengthening how we stay connected to member perspectives as we advance advocacy work on behalf of the industry.<\/p>\n<p>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.<\/p>\n<p>I\u2019m pleased to share that the FY\u201927 committee includes strong voices from across the BC wine industry:<\/p>\n<p>Josh Stewart, Arterra Wines Canada (Committee Chair)<br \/>\nChrista Lee McWatters, Adega on 45th Estate Winery<br \/>\nChristine Coletta, Okanagan Crush Pad<\/p>\n<ul>\n<li>Courtney Fossett, Domaine Artema Winery<\/li>\n<li>Lauren Skinner-Buksevics, Painted Rock Estate Winery<\/li>\n<li>Mark Sheridan, Hester Creek Estate Winery<\/li>\n<li>Michael Bartier, Bartier Bros. Vineyard &amp; Winery<\/li>\n<li>Patrick O\u2019Brien, Andrew Peller Ltd.<\/li>\n<li>Paul Sawler, Dirty Laundry Winery<\/li>\n<li>Jeff Guignard, WGBC President &amp; CEO (ex-officio)<\/li>\n<\/ul>\n<p>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\u2019s advocacy work reflects the priorities and realities of our members.<\/p>\n<p><a href=\"https:\/\/winebc.com\/industry\/about-wgbc\/wgbc-structure\/\">Learn more about WGBC Committees &amp; Task Groups.<\/a><\/p>\n<p><strong>Alberta Budget 2026 Removes the Alberta Wine Tax<\/strong><\/p>\n<p>After months of advocacy, Alberta\u2019s 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.<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p><strong>Long-Term Strategy Work Underway for the BC Wine Sector<\/strong><\/p>\n<p>WGBC continues to support the work of the BC Wine Grape Industry Task Force, where several of our board members and team\u2014including me\u2014are participating in working groups and the advisory committee.<\/p>\n<p>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\u2019s wine and grape sector.<\/p>\n<p>This work will examine the key challenges and opportunities our industry is facing and identify shared priorities that can guide the sector forward.<\/p>\n<p>Growers, wineries, and partners from across the province will have opportunities to share insights and help shape the strategy.<\/p>\n<p>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.<\/p>\n<p>For more details, visit the WGITF blog at <a href=\"https:\/\/bcwinegrapeindustry.com\/wgitf-partners-with-deloitte-to-launch-long-term-industry-strategy\/\">BCWineGrapeIndustry.com<\/a> and <a href=\"https:\/\/bcwinegrapeindustry.com\/about\/#:~:text=Subscribe%20for%20WGITF%20Updates\">sign up for updates<\/a>.<\/p>\n<p><strong>Member Input Needed<\/strong><\/p>\n<ol>\n<li>Vintage Replacement Wines \u2014 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.<a href=\"https:\/\/www.surveymonkey.com\/r\/Y89F65D\">SUBMIT YOUR INFORMATION HERE<\/a><\/li>\n<li>Enhanced Replant Program \u2014 Let\u2019s 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 &#x43;E&#x4f;&#64;&#x57;&#105;&#x6e;&#101;B&#x43;&#46;&#x63;&#111;&#x6d;.<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-ml8cuhaq-7e24a23b3c571b03dea0cf055c86fb6c'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-8' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-8'>February 2, 2026 - Interprovincial Trade, Direct-to-Consumer Wine Sales, &amp; More<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-8' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p>I want to start with an issue that continues to gain national attention: interprovincial trade and direct-to-consumer wine sales.<\/p>\n<p>In partnership with Wine Growers Canada and wine associations from across the country, we recently sent an <a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/91deb7c4-970d-b058-7b49-d82b6eb5bba5\/Open_Letter_to_Canada_039_s_Premiers_Jan_2026.pdf\" target=\"_blank\" rel=\"noopener\">open letter<\/a> 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 <a href=\"https:\/\/www.cfta-alec.ca\/trade-in-alcoholic-beverages\" target=\"_blank\" rel=\"noopener\">Memorandum of Understanding on Direct-to-Consumer Sales of Alcoholic Beverages<\/a> signed by all Premiers.<\/p>\n<p>To amplify this message publicly, I\u2019ve been active in national and provincial media. You can help us build awareness by sharing this coverage through your own channels, and <a href=\"https:\/\/www.ourcommons.ca\/en\/contact-us\" target=\"_blank\" rel=\"noopener\">writing to your local Member of Parliament<\/a>. Remind them that tearing down inter-provincial barriers could increase Canada\u2019s GDP by 7%, and allow Canadian wine to compete fairly in its home market.<\/p>\n<p>Recent Media:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.castanet.net\/news\/Kelowna\/596458\/Bosses-of-provincial-wine-groups-send-letter-to-premiers-asking-for-trade-barrier-reductions#596458\" target=\"_blank\" rel=\"noopener\">Bosses of provincial wine groups send letter to premiers<\/a><\/li>\n<li><a href=\"https:\/\/www.poured.ca\/industry-news\/wine-growers-pen-open-letter-to-canadian-premiers\/\" target=\"_blank\" rel=\"noopener\">Wine Growers Canada and Others Pen Open Letter to Canadian Premiers<\/a><\/li>\n<li><a href=\"https:\/\/globalnews.ca\/video\/11535212\/alcohol-and-food-exempt-from-interprovincial-trade-pact\/\" target=\"_blank\" rel=\"noopener\">Interprovincial trade pact: CEO Jeff Guignard says it\u2019s not enough<\/a><\/li>\n<\/ul>\n<p><strong>Wine Sector Support Program<\/strong><\/p>\n<p>Another immediate priority is extending the federal government\u2019s $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&#8217;s Office.<\/p>\n<p>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\u2019s wine sector. When elected officials hear directly from businesses in their ridings, it strengthens the case for continued and meaningful support for our sector.\u00a0<a href=\"https:\/\/www.ourcommons.ca\/en\/contact-us\" target=\"_blank\" rel=\"noopener\"> Access contact details for MP\u2019s here<\/a>.<\/p>\n<p><a href=\"https:\/\/mcusercontent.com\/c99a82c45db1804e8ef13d4f1\/files\/e2ae04fe-ccbb-fd43-7cab-ac4e1802617f\/template_Winery_letter_to_MPs_Feb_2026_.docx\">DOWNLOAD LETTER TEMPLATE<\/a><\/p>\n<p><strong>Alberta\u2019s Wine Tax &amp; AGLC Inquiries<\/strong><\/p>\n<p>Earlier this month, I joined a national coalition of wine growers, restaurants, retailers, and importers to host a <a href=\"https:\/\/winebc.com\/industry\/media_releases\/alberta-wine-tax-drives-up-prices-for-consumers-and-businesses-undermines-interprovincial-trade\/\" target=\"_blank\" rel=\"noopener\">press conference<\/a> calling for an end to Alberta\u2019s 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\u2019s Minister of Service Alberta and Red Tape Reduction (Dale Nally) to outline how this tax is harming consumers, restaurants, retailers, and Canadian wineries.<\/p>\n<p>We\u2019re 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 <a href=\"&#109;&#x61;&#x69;l&#116;&#x6f;:&#67;&#x45;&#x4f;&#64;&#87;&#x69;n&#101;&#x42;&#x43;&#46;&#99;&#x6f;m\">&#x43;&#69;&#x4f;&#x40;&#87;&#x69;&#x6e;&#101;&#x42;&#x43;&#46;&#x63;&#x6f;m<\/a> before responding.<\/p>\n<p><strong>Industry Roundtable Follow Up<\/strong><\/p>\n<p>Thank you to everyone who took part in last week\u2019s industry roundtable on the unintended impacts of the Vintage Replacement Support cap. I\u2019m 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\u2019s design are now creating harm for the very members it was intended to support.<\/p>\n<p>While I don\u2019t yet have a resolution to share, please know that we are in regular contact with government on this issue. We\u2019re 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.<\/p>\n<p>I\u2019ll be scheduling a follow-up session with wineries soon and encourage you to continue sharing your experiences with us. Send me examples to <a href=\"m&#97;&#x69;&#x6c;t&#111;&#x3a;&#x43;E&#79;&#x40;&#x57;i&#110;&#x65;&#x42;C&#46;&#x63;&#x6f;m\">&#67;&#x45;&#x4f;&#64;&#x57;&#x69;&#110;&#x65;&#x42;&#67;&#x2e;&#x63;&#111;&#x6d;<\/a>.<\/p>\n<p>Looking Ahead<\/p>\n<p>I\u2019m 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.<\/p>\n<p>We\u2019re also exploring opportunities to showcase BC wine to new audiences during major moments like FIFA. We look forward to sharing more with you soon.<\/p>\n<p>All of this work feeds directly into our FY\u201927 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.<\/p>\n<p>Thank you, as always, for your engagement and your candour.<\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-v5r1cz-10-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-1-2858ba68642a895a53c515f2dcb4c02d'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-9' class='toggler   av-inherit-border-color'  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-9'>January 16, 2026 - Coalition to end the Alberta Wine Tax<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-9' class='toggle_wrap  '  ><div class='toggle_content invers-color av-inherit-border-color'  itemprop=\"text\" ><p><strong>January 16, 2026 &#8211; Coalition to end the Alberta Wine Tax<\/strong><\/p>\n<p class=\"mcePastedContent\">Happy New Year! I trust you all had a relaxing and restorative holiday season with your families, and that you\u2019ve enjoyed a productive and profitable start to 2026.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\"><strong>Here\u2019s a quick update:<\/strong><\/p>\n<p class=\"mcePastedContent\">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\u00a0<a href=\"https:\/\/www.restaurantscanada.org\/\" target=\"_blank\" rel=\"noopener\">Restaurants Canada<\/a>,\u00a0<a href=\"https:\/\/www.winegrowerscanada.ca\/\" target=\"_blank\" rel=\"noopener\">Wine Growers Canada<\/a>, the\u00a0<a href=\"https:\/\/www.albertahospitalityassociation.ca\/\" target=\"_blank\" rel=\"noopener\">Alberta Hospitality Association<\/a>, the\u00a0<a href=\"https:\/\/www.alsaweb.ca\/\" target=\"_blank\" rel=\"noopener\">Alberta Liquor Store Association<\/a>, and the\u00a0<a href=\"https:\/\/www.ivsa.ca\/\" target=\"_blank\" rel=\"noopener\">Import Vintners Spirits Association<\/a>, we called on the Government of Alberta to repeal its unfair and damaging Alberta wine tax.<\/p>\n<p class=\"mcePastedContent last-child\"><a href=\"https:\/\/winebc.com\/industry\/media_releases\/alberta-wine-tax-drives-up-prices-for-consumers-and-businesses-undermines-interprovincial-trade\/\" target=\"_blank\" rel=\"noopener\">Media Release &gt;<\/a><\/p>\n<p class=\"mcePastedContent last-child\"><a href=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/01\/Ad-Valorem-release-backgrounder-Jan-2026.docx-1.pdf\" target=\"_blank\" rel=\"noopener\">Backgrounder &gt;<\/a><\/p>\n<p class=\"mcePastedContent last-child\"><a href=\"https:\/\/www.linkedin.com\/posts\/wine-growers-british-columbia_today-our-ceo-jeff-guignard-is-in-alberta-activity-7417318048761634816-7w3m?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAhEREMBvXM0Qtod5oAXQa3YumGg402gpJ4\" target=\"_blank\" rel=\"noopener\">LinkedIn &gt;<\/a><\/p>\n<p class=\"mcePastedContent last-child\">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\u2019ll keep you posted as these discussions continue.<\/p>\n<p class=\"mcePastedContent\">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\u2019ll be asking you to write to your local MLAs and MPs to support this effort.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">While I don\u2019t have any good news to share, it\u2019s critical that we quantify the financial impact and business decisions you\u2019re 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.<\/p>\n<p class=\"mcePastedContent last-child\"><strong>Industry Roundtable: Impacts of the Vintage Replacement Support Cap<br \/>\nWednesday, January 28, 2026 at 12:00 PM PST<\/strong><\/p>\n<p><a href=\"https:\/\/winebc.com\/industry\/events\/industry-roundtable-january-28\/\" target=\"_blank\" rel=\"noopener\">Register Now &gt;<\/a><\/p>\n<p class=\"mcePastedContent\"><strong>Important: Take the Economic Impact Study<br \/>\nDeadline: Saturday, January 31, 2026<\/strong><\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent\">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.<\/p>\n<p class=\"mcePastedContent last-child\">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\u2019s full economic impact risks being understated.<\/p>\n<p><a href=\"https:\/\/sonoma.az1.qualtrics.com\/jfe\/form\/SV_9HppcGsUaodocbs\" target=\"_blank\" rel=\"noopener\">Take the Survey &gt;<\/a><\/p>\n<p class=\"mcePastedContent\">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\u00a0<a href=\"&#x6d;&#97;&#105;l&#x74;&#x6f;&#58;R&#x6f;&#x62;&#64;WG&#x43;&#97;&#110;a&#x64;&#x61;&#46;c&#x61;?subject=&amp;body=\" target=\"_blank\" rel=\"noopener\">&#x52;&#111;&#x62;&#x40;&#87;&#x47;&#x43;&#97;&#x6e;&#x61;&#100;&#x61;&#x2e;c&#x61;<\/a>.<\/p>\n<p class=\"mcePastedContent\">Finally, I wanted to let you know that I\u2019ll be attending the\u00a0<a href=\"https:\/\/agricultureshows.zohobackstage.ca\/SouthernInteriorHorticulturalShow2026#\/\" target=\"_blank\" rel=\"noopener\">Southern Interior Horticultural Show<\/a>\u00a0in Penticton February 11 to 12. While it\u2019s my first time attending, it\u2019s 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.<\/p>\n<p class=\"mcePastedContent\">Looking a bit further ahead, I also encourage you to save the date for our\u00a0<a href=\"https:\/\/winebc.com\/industry\/bc-wine-industry-insight-conference\/\" target=\"_blank\" rel=\"noopener\">Insight Conference<\/a>\u00a0on March 31. Insight is our annual gathering for BC winery professionals\u2014bringing 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.<\/p>\n<p class=\"mcePastedContent last-child\">In the meantime, you can reach me any time at\u00a0<a href=\"&#x6d;&#97;i&#x6c;&#x74;&#111;:&#x43;&#x45;&#79;&#64;&#x57;&#x69;&#110;e&#x42;&#x43;&#46;c&#x6f;&#109;?subject=&amp;body=\" target=\"_blank\" rel=\"noopener\">&#x43;E&#x4f;&#64;&#x57;&#105;n&#x65;&#66;&#x43;&#46;c&#x6f;&#109;<\/a>.<\/p>\n<\/div><\/div><\/div><\/section>\n<\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ztlm4j-ad2784d78e6513b5de59b172df6f014e\">\n.flex_column.av-1ztlm4j-ad2784d78e6513b5de59b172df6f014e{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-1ztlm4j-ad2784d78e6513b5de59b172df6f014e av_one_third  avia-builder-el-25  el_after_av_toggle_container  el_before_av_two_third  first flex_column_div av-zero-column-padding  '     ><div  class='avia-button-wrap av-ldnrp6w8-a19feed57a27b546b7ad9aec49660536-wrap avia-button-left  avia-builder-el-26  avia-builder-el-no-sibling '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ldnrp6w8-a19feed57a27b546b7ad9aec49660536\">\n#top #wrap_all .avia-button.av-ldnrp6w8-a19feed57a27b546b7ad9aec49660536{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"&#x6d;&#97;i&#x6c;&#x74;&#111;:&#x6b;&#106;o&#x73;&#x65;&#112;h&#x73;&#111;n&#x40;&#x77;&#105;n&#x65;&#x62;&#99;&#x2e;&#x63;&#111;m\" class=\"avia-button av-ldnrp6w8-a19feed57a27b546b7ad9aec49660536 avia-icon_select-no avia-size-small avia-position-left\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >SUBSCRIBE<\/span><\/a><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ugqxnn-d3590de52560f37b9b710b89dee0bc4e\">\n.flex_column.av-ugqxnn-d3590de52560f37b9b710b89dee0bc4e{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-ugqxnn-d3590de52560f37b9b710b89dee0bc4e av_two_third  avia-builder-el-27  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><\/div><div  class='hr av-u92fyb-0d90465c825d2c410204cb70b86ce187 hr-full  avia-builder-el-28  el_after_av_two_third  el_before_av_two_third  hr-no-shadow'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1q1oag3-932961baa6422f24e9c7c7c1bf6119db\">\n.flex_column.av-1q1oag3-932961baa6422f24e9c7c7c1bf6119db{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-1q1oag3-932961baa6422f24e9c7c7c1bf6119db av_two_third  avia-builder-el-29  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-10kfvvn-b079b407d07dcd4ac753dc8899c0c44d\">\n.avia-image-container.av-10kfvvn-b079b407d07dcd4ac753dc8899c0c44d img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-10kfvvn-b079b407d07dcd4ac753dc8899c0c44d .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-10kfvvn-b079b407d07dcd4ac753dc8899c0c44d av-styling- avia-align-center  avia-builder-el-30  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-15831 avia-img-lazy-loading-not-15831 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5.png\" alt='' title='Website Titles - Element (5)'  height=\"300\" width=\"3600\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5.png 3600w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-300x25.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-1030x86.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-768x64.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-1536x128.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-2048x171.png 2048w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-1500x125.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-5-705x59.png 705w\" sizes=\"(max-width: 3600px) 100vw, 3600px\" \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ke3t37-2-68c1e05a7c0535d3fe67126af6e499bf\">\n.flex_column.av-ke3t37-2-68c1e05a7c0535d3fe67126af6e499bf{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-ke3t37-2-68c1e05a7c0535d3fe67126af6e499bf av_one_third  avia-builder-el-31  el_after_av_two_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-s0t7lv-4f840fba6800797faa3a0e6fdfc875f7\">\n#top .hr.hr-invisible.av-s0t7lv-4f840fba6800797faa3a0e6fdfc875f7{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-s0t7lv-4f840fba6800797faa3a0e6fdfc875f7 hr-invisible  avia-builder-el-32  el_after_av_one_third  el_before_av_one_third '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1kniu2r-35489ef3257ba3d280feff5e4849ded6\">\n.flex_column.av-1kniu2r-35489ef3257ba3d280feff5e4849ded6{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-1kniu2r-35489ef3257ba3d280feff5e4849ded6 av_one_third  avia-builder-el-33  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5rincc-bfcc540191a2f951514a1d94a8f0beb2\">\n.avia-image-container.av-ml5rincc-bfcc540191a2f951514a1d94a8f0beb2 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ml5rincc-bfcc540191a2f951514a1d94a8f0beb2 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ml5rincc-bfcc540191a2f951514a1d94a8f0beb2 av-styling- avia-align-center  avia-builder-el-34  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17722 avia-img-lazy-loading-not-17722 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/Screenshot-2026-02-02-135718-295x300.png\" alt='' title='Screenshot 2026-02-02 135718'  height=\"300\" width=\"295\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/Screenshot-2026-02-02-135718-295x300.png 295w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/Screenshot-2026-02-02-135718-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/Screenshot-2026-02-02-135718-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/Screenshot-2026-02-02-135718.png 603w\" sizes=\"(max-width: 295px) 100vw, 295px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-zia003-bd84c9e51e8cf90fabbbbfe46fcdeed1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Industry groups call for Alberta to drop new wine tax<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-neek0z-de407e8ff7d724ef50f52a4aca4eaca9-wrap avia-button-center  avia-builder-el-36  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-neek0z-de407e8ff7d724ef50f52a4aca4eaca9\">\n#top #wrap_all .avia-button.av-neek0z-de407e8ff7d724ef50f52a4aca4eaca9{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.cbc.ca\/news\/canada\/calgary\/alberta-ad-valorem-fee-wine-9.7045645\" class=\"avia-button av-neek0z-de407e8ff7d724ef50f52a4aca4eaca9 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ MORE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-35r66g3-7b24d553bd8f5a1dcfc9dff0c94d5c5c\">\n.flex_column.av-35r66g3-7b24d553bd8f5a1dcfc9dff0c94d5c5c{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-35r66g3-7b24d553bd8f5a1dcfc9dff0c94d5c5c av_one_third  avia-builder-el-37  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5rbdcw-67893e4f15fbe36f5e0cd84add6ee648\">\n.avia-image-container.av-ml5rbdcw-67893e4f15fbe36f5e0cd84add6ee648 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ml5rbdcw-67893e4f15fbe36f5e0cd84add6ee648 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ml5rbdcw-67893e4f15fbe36f5e0cd84add6ee648 av-styling- avia-align-center  avia-builder-el-38  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17729 avia-img-lazy-loading-not-17729 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-300x300.png\" alt='' title='CEO UPDATE (5)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5-150x150.png 150w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-5.png 1200w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-ml5rbztx-d55407dc7211e0863979810494ccc351 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Wine Growers Canada and Others Pen Open Letter to Canadian Premiers<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-ml5rcem6-974832fe46ce0d104fcfd7c8f2188879-wrap avia-button-center  avia-builder-el-40  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5rcem6-974832fe46ce0d104fcfd7c8f2188879\">\n#top #wrap_all .avia-button.av-ml5rcem6-974832fe46ce0d104fcfd7c8f2188879{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.poured.ca\/industry-news\/wine-growers-pen-open-letter-to-canadian-premiers\/\" class=\"avia-button av-ml5rcem6-974832fe46ce0d104fcfd7c8f2188879 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ NOW<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2n94k03-65bca8939170dcf1e7e4650d2ea48ecc\">\n.flex_column.av-2n94k03-65bca8939170dcf1e7e4650d2ea48ecc{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-2n94k03-65bca8939170dcf1e7e4650d2ea48ecc av_one_third  avia-builder-el-41  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5rai26-73ebb38b59664fff45c46ea1f016c1cd\">\n.avia-image-container.av-ml5rai26-73ebb38b59664fff45c46ea1f016c1cd img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ml5rai26-73ebb38b59664fff45c46ea1f016c1cd .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ml5rai26-73ebb38b59664fff45c46ea1f016c1cd av-styling- avia-align-center  avia-builder-el-42  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17730 avia-img-lazy-loading-not-17730 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-300x300.png\" alt='' title='CEO UPDATE (4)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1-150x150.png 150w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-4-1.png 1200w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-ml5r9ewf-664d8077c234c6ad30eb51f40949c1b3 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Bosses of provincial wine groups send letter to premiers, asking for trade barrier reductions<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-ml5r9u7t-a3183ce8f44f5bf1f3f600f53885da77-wrap avia-button-center  avia-builder-el-44  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5r9u7t-a3183ce8f44f5bf1f3f600f53885da77\">\n#top #wrap_all .avia-button.av-ml5r9u7t-a3183ce8f44f5bf1f3f600f53885da77{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.castanet.net\/news\/Kelowna\/596458\/Bosses-of-provincial-wine-groups-send-letter-to-premiers-asking-for-trade-barrier-reductions#596458\" class=\"avia-button av-ml5r9u7t-a3183ce8f44f5bf1f3f600f53885da77 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ NOW<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5s870h-587b6e737d09e7788cff5f899de5c45e\">\n#top .hr.hr-invisible.av-ml5s870h-587b6e737d09e7788cff5f899de5c45e{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-ml5s870h-587b6e737d09e7788cff5f899de5c45e hr-invisible  avia-builder-el-45  el_after_av_one_third  el_before_av_one_third '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-25k711f-9dd0d35f367bad9f2903312bfd0b2f13\">\n.flex_column.av-25k711f-9dd0d35f367bad9f2903312bfd0b2f13{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-25k711f-9dd0d35f367bad9f2903312bfd0b2f13 av_one_third  avia-builder-el-46  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5riapi-37503dadb8959cac9f7cf1cd0a41b986\">\n.avia-image-container.av-ml5riapi-37503dadb8959cac9f7cf1cd0a41b986 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ml5riapi-37503dadb8959cac9f7cf1cd0a41b986 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ml5riapi-37503dadb8959cac9f7cf1cd0a41b986 av-styling- avia-align-center  avia-builder-el-47  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17731 avia-img-lazy-loading-not-17731 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-300x300.png\" alt='' title='CEO UPDATE (6)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6-150x150.png 150w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2026\/02\/CEO-UPDATE-6.png 1200w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-ml5r92k9-684b51ebd4a30f987ca9ebd5c9c62d6e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Alberta Wine Tax gets strong push back from Wine BC Coalition<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-ml5rhpny-4b7dd7f64df193c9c686744528103be7-wrap avia-button-center  avia-builder-el-49  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5rhpny-4b7dd7f64df193c9c686744528103be7\">\n#top #wrap_all .avia-button.av-ml5rhpny-4b7dd7f64df193c9c686744528103be7{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.mulliganstew.ca\/2026\/01\/16\/january-17th-2026-alberta-wine-tax-gets-strong-push-back-from-wine-bc\/\" class=\"avia-button av-ml5rhpny-4b7dd7f64df193c9c686744528103be7 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >PODCAST EPISODE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-29ueapv-e611a11040a2d497480c93b644bea694\">\n.flex_column.av-29ueapv-e611a11040a2d497480c93b644bea694{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-29ueapv-e611a11040a2d497480c93b644bea694 av_one_third  avia-builder-el-50  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1fsjjdv-a30d4452b10e2d13a543b5c696915816\">\n.avia-image-container.av-1fsjjdv-a30d4452b10e2d13a543b5c696915816 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-1fsjjdv-a30d4452b10e2d13a543b5c696915816 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-1fsjjdv-a30d4452b10e2d13a543b5c696915816 av-styling- avia-align-center  avia-builder-el-51  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17422 avia-img-lazy-loading-not-17422 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-300x300.png\" alt='' title='Untitled design (1)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1-150x150.png 150w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-1.png 1201w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-1d0vkpv-78cf268d9087f89d4b3916bf1449a0b3 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">New interprovincial trade pact : CEO Jeff Guignard says it&#8217;s not enough<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-vkp4cj-9304933c4d2ee008a5ab233c8e735085-wrap avia-button-center  avia-builder-el-53  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-vkp4cj-9304933c4d2ee008a5ab233c8e735085\">\n#top #wrap_all .avia-button.av-vkp4cj-9304933c4d2ee008a5ab233c8e735085{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/globalnews.ca\/video\/11535212\/alcohol-and-food-exempt-from-interprovincial-trade-pact\/\" class=\"avia-button av-vkp4cj-9304933c4d2ee008a5ab233c8e735085 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >WATCH NOW<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-413tlxf-97560ebdf8a7abf7c7fe06b6674216bb\">\n.flex_column.av-413tlxf-97560ebdf8a7abf7c7fe06b6674216bb{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-413tlxf-97560ebdf8a7abf7c7fe06b6674216bb av_one_third  avia-builder-el-54  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mcz2lwio-b1cc796f87a4eed5bf2c4aa8273a1214\">\n.avia-image-container.av-mcz2lwio-b1cc796f87a4eed5bf2c4aa8273a1214 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mcz2lwio-b1cc796f87a4eed5bf2c4aa8273a1214 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mcz2lwio-b1cc796f87a4eed5bf2c4aa8273a1214 av-styling- avia-align-center  avia-builder-el-55  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17419 avia-img-lazy-loading-not-17419 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-300x300.png\" alt='' title='Untitled design-2'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2-150x150.png 150w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-2.png 1201w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-mcz2dan0-5dd0e75aa8546608bcec8b4933d5318f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Alcohol distribution resumes in B.C. after tentative deal reached in BCGEU Strike. CEO Jeff Guignard interview.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-mcz2aloj-e3679e05756839cef2f98594bcb2b2be-wrap avia-button-center  avia-builder-el-57  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mcz2aloj-e3679e05756839cef2f98594bcb2b2be\">\n#top #wrap_all .avia-button.av-mcz2aloj-e3679e05756839cef2f98594bcb2b2be{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/vancouver.citynews.ca\/video\/2025\/10\/27\/alcohol-distribution-resumes-in-b-c-after-tentative-deal-reached-in-bcgeu-strike\/\" class=\"avia-button av-mcz2aloj-e3679e05756839cef2f98594bcb2b2be avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >WATCH NOW<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-w54aeb-6308ab7077ce4b6ba93d58a7659afd2d\">\n#top .hr.hr-invisible.av-w54aeb-6308ab7077ce4b6ba93d58a7659afd2d{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-w54aeb-6308ab7077ce4b6ba93d58a7659afd2d hr-invisible  avia-builder-el-58  el_after_av_one_third  el_before_av_one_third '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-cg9lk3-10cec0cd562ef9a41f76a250530bca5a\">\n.flex_column.av-cg9lk3-10cec0cd562ef9a41f76a250530bca5a{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-cg9lk3-10cec0cd562ef9a41f76a250530bca5a av_one_third  avia-builder-el-59  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2ycdu9v-e07d8caf6deb7c5e13bc1c3d59f5f1ff\">\n.avia-image-container.av-2ycdu9v-e07d8caf6deb7c5e13bc1c3d59f5f1ff img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-2ycdu9v-e07d8caf6deb7c5e13bc1c3d59f5f1ff .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-2ycdu9v-e07d8caf6deb7c5e13bc1c3d59f5f1ff av-styling- avia-align-center  avia-builder-el-60  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-17420 avia-img-lazy-loading-not-17420 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-300x300.png\" alt='' title='Untitled design-3'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3-150x150.png 150w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/11\/Untitled-design-3.png 1201w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-9auitf-343930fecfad6d944a4ae74a2d5d15ad '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">WGCB, BCRFA, IVSA, Restaurants Canada, the BC Craft Brewers Guild, and ABLE BC presented new\u00a0 survey data and called for immediate emergency measures.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-20ut7fn-37b005469437a64acd3b6a959d6fed64-wrap avia-button-center  avia-builder-el-62  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-20ut7fn-37b005469437a64acd3b6a959d6fed64\">\n#top #wrap_all .avia-button.av-20ut7fn-37b005469437a64acd3b6a959d6fed64{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/vancouver.citynews.ca\/2025\/10\/17\/hospitality-coalition-to-present-call-for-emergency-measures-amid-bcgeu-strike\/\" class=\"avia-button av-20ut7fn-37b005469437a64acd3b6a959d6fed64 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ THE ARTICLE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-66vosgz-31ffdaa4c1867473f7a4826b4ef43d88\">\n.flex_column.av-66vosgz-31ffdaa4c1867473f7a4826b4ef43d88{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-66vosgz-31ffdaa4c1867473f7a4826b4ef43d88 av_one_third  avia-builder-el-63  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5vtssw3-598b340de5254698ed92f53dfb7823c4\">\n.avia-image-container.av-5vtssw3-598b340de5254698ed92f53dfb7823c4 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-5vtssw3-598b340de5254698ed92f53dfb7823c4 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-5vtssw3-598b340de5254698ed92f53dfb7823c4 av-styling- avia-align-center  avia-builder-el-64  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16217 avia-img-lazy-loading-not-16217 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-300x300.png\" alt='' title='In The Media - Photos (8)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-8.png 1215w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-5bho2ar-f9149f40964995aaba0897343861515a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">New U.S. Bureau of Census data shows a dramatic drop in American wine imports into Canada \u2014 down nearly 94 per cent compared to April last year. So what does this mean&#8230;<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-4v0z1kz-3a68f5896a816887552a1cccb42ce52f-wrap avia-button-center  avia-builder-el-66  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4v0z1kz-3a68f5896a816887552a1cccb42ce52f\">\n#top #wrap_all .avia-button.av-4v0z1kz-3a68f5896a816887552a1cccb42ce52f{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.cbc.ca\/player\/play\/video\/9.6804897\" class=\"avia-button av-4v0z1kz-3a68f5896a816887552a1cccb42ce52f avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >WATCH NOW<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4ei95er-824c82090fb32c4efd4aa5192fa92f3c\">\n.flex_column.av-4ei95er-824c82090fb32c4efd4aa5192fa92f3c{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-4ei95er-824c82090fb32c4efd4aa5192fa92f3c av_one_third  avia-builder-el-67  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-evb677-c2a891081b1c60ceb5654847ad467141\">\n.avia-image-container.av-evb677-c2a891081b1c60ceb5654847ad467141 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-evb677-c2a891081b1c60ceb5654847ad467141 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-evb677-c2a891081b1c60ceb5654847ad467141 av-styling- avia-align-center  avia-builder-el-68  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16216 avia-img-lazy-loading-not-16216 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-300x300.png\" alt='' title='In The Media - Photos (7)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/In-The-Media-Photos-7.png 1215w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-3lgatur-1ecad7135932d5f0789290bd3bc38c76 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">There&#8217;s cautious optimism and B.C.&#8217;s wine industry, after Tuesday&#8217;s announcement Canadian provinces will lift inter-provincial trade barriers for alcohol by Spring of 2026&#8230;<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-3573vcz-fb4f7ac4fb0df8a9242cdb5aa58061db-wrap avia-button-center  avia-builder-el-70  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3573vcz-fb4f7ac4fb0df8a9242cdb5aa58061db\">\n#top #wrap_all .avia-button.av-3573vcz-fb4f7ac4fb0df8a9242cdb5aa58061db{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/globalnews.ca\/video\/11282529\/cautious-optimism-after-inter-provincial-alcohol-trade-announcement\/\" class=\"avia-button av-3573vcz-fb4f7ac4fb0df8a9242cdb5aa58061db avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >WATCH NOW<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-19sd1mr-30bd00f54db20fe5bb68b55c43b5f4c5\">\n#top .hr.hr-invisible.av-19sd1mr-30bd00f54db20fe5bb68b55c43b5f4c5{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-19sd1mr-30bd00f54db20fe5bb68b55c43b5f4c5 hr-invisible  avia-builder-el-71  el_after_av_one_third  el_before_av_one_third '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2jwsun7-505ec474371c527d1687e75860919bfd\">\n.flex_column.av-2jwsun7-505ec474371c527d1687e75860919bfd{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-2jwsun7-505ec474371c527d1687e75860919bfd av_one_third  avia-builder-el-72  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-20499ur-fde7e3a3d84c9095ccfdc6032c359938\">\n.avia-image-container.av-20499ur-fde7e3a3d84c9095ccfdc6032c359938 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-20499ur-fde7e3a3d84c9095ccfdc6032c359938 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-20499ur-fde7e3a3d84c9095ccfdc6032c359938 av-styling- avia-align-center  avia-builder-el-73  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16084 avia-img-lazy-loading-not-16084 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-300x300.png\" alt='' title='In The Media - Photos'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos.png 1350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-5x3dlv-c02db5f2665f226779f39ed22378df7a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Wine Growers British Columbia (WGBC) is entering a new chapter with the appointment of Jeff Guignard as CEO\u2014a seasoned leader with over 20 years of experience&#8230;<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-1cywuf7-fbdb36a78409846ae97acf2f551662a2-wrap avia-button-center  avia-builder-el-75  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1cywuf7-fbdb36a78409846ae97acf2f551662a2\">\n#top #wrap_all .avia-button.av-1cywuf7-fbdb36a78409846ae97acf2f551662a2{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/orchardandvine.net\/opinions\/wine\/introducing-jeff-guignard\/\" class=\"avia-button av-1cywuf7-fbdb36a78409846ae97acf2f551662a2 avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ THE ARTICLE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5rayqxv-208ca6a2895191ec19f5e450499407ce\">\n.flex_column.av-5rayqxv-208ca6a2895191ec19f5e450499407ce{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-5rayqxv-208ca6a2895191ec19f5e450499407ce av_one_third  avia-builder-el-76  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5652c3n-9e5dd5cd27da85649bc40bf0ec687a49\">\n.avia-image-container.av-5652c3n-9e5dd5cd27da85649bc40bf0ec687a49 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-5652c3n-9e5dd5cd27da85649bc40bf0ec687a49 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-5652c3n-9e5dd5cd27da85649bc40bf0ec687a49 av-styling- avia-align-center  avia-builder-el-77  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16083 avia-img-lazy-loading-not-16083 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-300x300.png\" alt='' title='In The Media - Photos (1)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-1.png 1350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-hnt543-3d5c68025c323bade8fa6989e1ca1384 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><span data-teams=\"true\">It\u2019s a tough time to be taking over as the boss at the group that represents the BC wine industry. But Jeff Guignard is more than up to the job. Kelowna-based Wine Growers BC&#8230;<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-mbfqrdpn-6dc5a2948e455f8c0b4da4671aa1005f-wrap avia-button-center  avia-builder-el-79  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mbfqrdpn-6dc5a2948e455f8c0b4da4671aa1005f\">\n#top #wrap_all .avia-button.av-mbfqrdpn-6dc5a2948e455f8c0b4da4671aa1005f{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.victorianow.com\/watercooler\/news\/news\/Food_Drink\/Meet_the_new_CEO_of_Wine_Growers_BC\/\" class=\"avia-button av-mbfqrdpn-6dc5a2948e455f8c0b4da4671aa1005f avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ THE ARTICLE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4cie4oz-8563bc7861952773441c6c3065ebd2b7\">\n.flex_column.av-4cie4oz-8563bc7861952773441c6c3065ebd2b7{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-4cie4oz-8563bc7861952773441c6c3065ebd2b7 av_one_third  avia-builder-el-80  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3ypo6oz-c43c206b1c6342ded1b43e7bcf68dd1a\">\n.avia-image-container.av-3ypo6oz-c43c206b1c6342ded1b43e7bcf68dd1a img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-3ypo6oz-c43c206b1c6342ded1b43e7bcf68dd1a .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-3ypo6oz-c43c206b1c6342ded1b43e7bcf68dd1a av-styling- avia-align-center  avia-builder-el-81  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16085 avia-img-lazy-loading-not-16085 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-300x300.png\" alt='' title='In The Media - Photos (2)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-2.png 1350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-3a31gmb-7058a25ad149bf3a112be7b424fef270 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Jeff Guignard is set to become the CEO of Wine Growers British Columbia (WGBC) as of April 28, the association announced this morning. Guignard is well known because of his experience&#8230;<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-mbfqsrzw-08e1636560cc1801184df3fd7df54abc-wrap avia-button-center  avia-builder-el-83  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mbfqsrzw-08e1636560cc1801184df3fd7df54abc\">\n#top #wrap_all .avia-button.av-mbfqsrzw-08e1636560cc1801184df3fd7df54abc{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"https:\/\/www.biv.com\/news\/human-resources-education\/able-bc-head-jeff-guignard-to-lead-wine-growers-british-columbia-10469183\" class=\"avia-button av-mbfqsrzw-08e1636560cc1801184df3fd7df54abc avia-icon_select-no avia-size-small avia-position-center\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >READ THE ARTICLE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-w22z7n-570c6a0205d72153e06572e759fbf836\">\n#top .hr.hr-invisible.av-w22z7n-570c6a0205d72153e06572e759fbf836{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-w22z7n-570c6a0205d72153e06572e759fbf836 hr-invisible  avia-builder-el-84  el_after_av_one_third  el_before_av_one_third '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2yks1wj-90af96ee0af7516964c7924e1feba468\">\n.flex_column.av-2yks1wj-90af96ee0af7516964c7924e1feba468{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-2yks1wj-90af96ee0af7516964c7924e1feba468 av_one_third  avia-builder-el-85  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2r5ozxf-2a0016fe3438e218ede55c79e88c7b9f\">\n.avia-image-container.av-2r5ozxf-2a0016fe3438e218ede55c79e88c7b9f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-2r5ozxf-2a0016fe3438e218ede55c79e88c7b9f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-2r5ozxf-2a0016fe3438e218ede55c79e88c7b9f av-styling- avia-align-center  avia-builder-el-86  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16090 avia-img-lazy-loading-not-16090 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-300x300.png\" alt='' title='In The Media - Photos (3)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-3.png 1350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-1wjli0z-05f2d9e77c1b74e9ea42cc0aab8f4103 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">The Wine Growers British Columbia Board of Directors is pleased to announce the appointment of Jeff Guignard as the organization\u2019s next CEO, effective April 28, 2025. Guignard brings over&#8230;<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-mc9onlap-ad801ec1898f0ef1b6fce4a29ad832d4-wrap avia-button-center  avia-builder-el-88  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mc9onlap-ad801ec1898f0ef1b6fce4a29ad832d4\">\n#top #wrap_all .avia-button.av-mc9onlap-ad801ec1898f0ef1b6fce4a29ad832d4{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/winebc.com\/industry\/media_releases\/wine-growers-bc-announces-new-chief-executive-officer\/'  class='avia-button av-mc9onlap-ad801ec1898f0ef1b6fce4a29ad832d4 avia-icon_select-no avia-size-small avia-position-center'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >READ THE ARTICLE<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1sqhder-92d867968255a49d6cc49f940aed7b57\">\n.flex_column.av-1sqhder-92d867968255a49d6cc49f940aed7b57{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-1sqhder-92d867968255a49d6cc49f940aed7b57 av_one_third  avia-builder-el-89  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-11xz5er-e3ed25f6e23c5b2f263c03e11fb32cf0\">\n.avia-image-container.av-11xz5er-e3ed25f6e23c5b2f263c03e11fb32cf0 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-11xz5er-e3ed25f6e23c5b2f263c03e11fb32cf0 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-11xz5er-e3ed25f6e23c5b2f263c03e11fb32cf0 av-styling- avia-align-center  avia-builder-el-90  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16091 avia-img-lazy-loading-not-16091 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-300x300.png\" alt='' title='In The Media - Photos (4)'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-1030x1030.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-768x768.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4-705x705.png 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/In-The-Media-Photos-4.png 1350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-qbff4z-d7c3d6f3b262890def0433b28b85199a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">Jeff Guignard, CEO of Wine Growers British Columbia, joins us to speak about his new role of leadership and the opportunities he sees coming to vineyards and growers across the Province&#8230;<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-mcz3oc7x-39ad4c879cf80de637a4a871f27517c5-wrap avia-button-center  avia-builder-el-92  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id=\"style-css-av-mbfm2eh1-53af662b4dbff46189688d3aa54e3cf5\">\n.av-horizontal-gallery.av-mbfm2eh1-53af662b4dbff46189688d3aa54e3cf5{\npadding:3.75% 0px;;\n}\n.av-horizontal-gallery.av-mbfm2eh1-53af662b4dbff46189688d3aa54e3cf5 .av-horizontal-gallery-inner{\npadding-bottom:25%;\n}\n<\/style>\n<div  class='av-horizontal-gallery av-mbfm2eh1-53af662b4dbff46189688d3aa54e3cf5 av-horizontal-gallery-large-gap av-horizontal-gallery-enlarge-effect  avia-builder-el-95  el_after_av_hr  el_before_av_hr  av-slideshow-ui av-control-default av-slideshow-manual av-loop-once av-loop-manual-once av-horizontal-gallery-1' 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title='54490406276_b59eb35746_k' alt=''><\/a><\/div><div class=\"av-horizontal-gallery-wrap noHover\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-15863 avia-img-lazy-loading-not-15863 av-horizontal-gallery-img' width=\"773\" height=\"1030\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498699753_8ab570b097_k-773x1030.jpg\" title='54498699753_8ab570b097_k' alt='' srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498699753_8ab570b097_k-773x1030.jpg 773w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498699753_8ab570b097_k-225x300.jpg 225w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498699753_8ab570b097_k-768x1024.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498699753_8ab570b097_k-1152x1536.jpg 1152w, 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title='54497574767_c832be9388_k' alt=''><\/a><\/div><div class=\"av-horizontal-gallery-wrap noHover\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-15861 avia-img-lazy-loading-not-15861 av-horizontal-gallery-img' width=\"773\" height=\"1030\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-773x1030.jpg\" title='54498700138_5ce938a739_k' alt='' srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-773x1030.jpg 773w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-225x300.jpg 225w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-768x1024.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-1152x1536.jpg 1152w, 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https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-1125x1500.jpg 1125w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k-529x705.jpg 529w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498700138_5ce938a739_k.jpg 1536w\" data-sizes=\"(max-width: 773px) 100vw, 773px\" class='av-horizontal-gallery-link' aria-hidden='true' data-av_icon='\ue869' data-av_iconfont='entypo-fontello' title='54498700138_5ce938a739_k' alt=''><\/a><\/div><div class=\"av-horizontal-gallery-wrap noHover\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-15860 avia-img-lazy-loading-not-15860 av-horizontal-gallery-img' width=\"1030\" height=\"773\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1030x773.jpg\" title='54498624669_8aa9e601d9_k' alt='' srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1030x773.jpg 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-300x225.jpg 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-768x576.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1536x1152.jpg 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1500x1125.jpg 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-705x529.jpg 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k.jpg 2048w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1030x773.jpg\" data-srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1030x773.jpg 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-300x225.jpg 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-768x576.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1536x1152.jpg 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-1500x1125.jpg 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k-705x529.jpg 705w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/06\/54498624669_8aa9e601d9_k.jpg 2048w\" data-sizes=\"(max-width: 1030px) 100vw, 1030px\" class='av-horizontal-gallery-link' aria-hidden='true' data-av_icon='\ue869' data-av_iconfont='entypo-fontello' title='54498624669_8aa9e601d9_k' alt=''><\/a><\/div><\/div><\/div><\/div>\n<div  class='hr av-vidj37-3fadb8a16d517acb6936e97185292fa4 hr-full  avia-builder-el-96  el_after_av_horizontal_gallery  el_before_av_two_third  avia-builder-el-first  hr-no-shadow'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-io8vc3-5b9ea3d4337ee23d7e19c42e5a80b11d\">\n.flex_column.av-io8vc3-5b9ea3d4337ee23d7e19c42e5a80b11d{\npadding:0 0 0 0;\n}\n<\/style>\n<div  class='flex_column av-io8vc3-5b9ea3d4337ee23d7e19c42e5a80b11d av_two_third  avia-builder-el-97  el_after_av_hr  el_before_av_video  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mb76b4h9-2d1b92254f84e38cae6a49330e9f6124\">\n.avia-image-container.av-mb76b4h9-2d1b92254f84e38cae6a49330e9f6124 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mb76b4h9-2d1b92254f84e38cae6a49330e9f6124 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mb76b4h9-2d1b92254f84e38cae6a49330e9f6124 av-styling- avia-align-center  avia-builder-el-98  el_before_av_hr  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-15834 avia-img-lazy-loading-not-15834 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7.png\" alt='' title='Website Titles - Element (7)'  height=\"300\" width=\"3600\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7.png 3600w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-300x25.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-1030x86.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-768x64.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-1536x128.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-2048x171.png 2048w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-1500x125.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/05\/Website-Titles-Element-7-705x59.png 705w\" sizes=\"(max-width: 3600px) 100vw, 3600px\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mbgxtuie-71cf4dc9b6b372d77eb991396c1e59a4\">\n#top .hr.hr-invisible.av-mbgxtuie-71cf4dc9b6b372d77eb991396c1e59a4{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-mbgxtuie-71cf4dc9b6b372d77eb991396c1e59a4 hr-invisible  avia-builder-el-99  el_after_av_image  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div>\n<div  class='avia-video av-mb76cjgb-d9ce9cc3c0f5b8da7505334728d7686b avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/www.youtube.com\/watch?v=w1zG3Ca0dzw'><script type='text\/html' class='av-video-tmpl'><span class=\"5fDB3QogJ9uxrymdY1VaLHokziO4M9f5cSFLtNDK7lqNtnqYMew7I6keKbXjsUaUJyPplB0Vx8A2EWv2hG1pGbvZOz4AFIT6R\"><div class='avia-iframe-wrap'><iframe loading=\"lazy\" title=\"WGBC Advocacy Update Town Hall\" width=\"1500\" height=\"844\" src=\"https:\/\/www.youtube.com\/embed\/w1zG3Ca0dzw?feature=oembed&autoplay=0&loop=0&controls=1&mute=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/span><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div>\n<div  class='hr av-vzxtfn-60609a84155a11731dd860f625c23725 hr-full  avia-builder-el-101  el_after_av_video  el_before_av_button  hr-no-shadow'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='avia-button-wrap av-mbfr42u6-1d813c76b7c25d859ad6bf53ab48a9ec-wrap avia-button-left  avia-builder-el-102  el_after_av_hr  el_before_av_textblock '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mbfr42u6-1d813c76b7c25d859ad6bf53ab48a9ec\">\n#top #wrap_all .avia-button.av-mbfr42u6-1d813c76b7c25d859ad6bf53ab48a9ec{\nbackground-color:#3a913f;\nborder-color:#3a913f;\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href=\"&#109;&#97;&#x69;&#x6c;&#116;&#111;&#x3a;&#x69;&#110;&#102;&#x6f;&#x40;&#119;&#105;&#x6e;&#x65;&#98;&#99;&#x2e;&#x63;&#111;&#109;\" class=\"avia-button av-mbfr42u6-1d813c76b7c25d859ad6bf53ab48a9ec avia-icon_select-no avia-size-small avia-position-left\" target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >CONTACT US<\/span><\/a><\/div>\n<section  class='av_textblock_section av-kkt13470-3b2def9103121e911fe6b075df445cf6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Past Reports <\/strong><\/p>\n<p><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/2024-CEO-Update-Archives.pdf\" target=\"_blank\" rel=\"noopener\">2024 CEO &amp; Board Updates<\/a><strong><br \/>\n<\/strong><a href=\"https:\/\/winebc.com\/wp-content\/uploads\/2024\/01\/2023-CEO-Updates.pdf\" target=\"_blank\" rel=\"noopener\">2023 CEO Updates<\/a><br \/>\n<a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2023\/02\/2022-CEO-Update-Report.pdf\" target=\"_blank\" rel=\"noopener\">2022 CEO Updates<\/a><strong><br \/>\n<\/strong><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2022\/05\/2021-CEO-Update-Report.pdf\" target=\"_blank\" rel=\"noopener\">2021 CEO Updates<\/a><strong><br \/>\n<\/strong><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2022\/05\/2020-CEO-Update-Report.pdf\" target=\"_blank\" rel=\"noopener\">2020 CEO Updates<\/a><br \/>\n<a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/02\/2019-CEO-Update-Report.pdf\" target=\"_blank\" rel=\"noopener\">2019 CEO Updates<\/a><br \/>\n<a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/02\/2018-CEO-Update-Report.pdf\" target=\"_blank\" rel=\"noopener\">2018 CEO Updates<\/a><\/p>\n<\/div><\/section>\n<div  class='av-post-metadata-container av-77nder-ed000437710c5f57845d227e0bb192cf av-metadata-container-align-left  avia-builder-el-104  el_after_av_textblock  avia-builder-el-last  av-metadata-container-1'><div class='av-post-metadata-container-inner'><span class=\"av-post-metadata-content av-post-metadata-meta-content\"><span class=\"av-post-metadata-content av-post-metadata-author\"  itemprop=\"author\" ><span class=\"av-metadata-before av-metadata-before-author\">by<\/span><span class=\"av-post-metadata-author-link\" ><a href=\"https:\/\/winebc.com\/industry\/author\/savourwinebc\/\"  rel=\"author\">Wines of British Columbia<\/a><\/span><\/span><span class=\"av-post-metadata-content av-post-metadata-separator\">\/<\/span><span class=\"av-post-metadata-content av-post-metadata-modified\"><span class=\"av-post-metadata-modified-date\" >June 9, 2026<\/span><\/span><\/span><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":44,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-15811","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WGBC Member Advocacy | Wine BC Industry<\/title>\n<meta name=\"description\" content=\"The WGBC represents the BC wine industry\u2019s interests to government and advocates for beneficial regulatory policy changes and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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