{"id":6675,"date":"2021-01-21T13:54:16","date_gmt":"2021-01-21T21:54:16","guid":{"rendered":"https:\/\/winebc.com\/industry\/?page_id=6675"},"modified":"2021-10-13T12:58:54","modified_gmt":"2021-10-13T19:58:54","slug":"quarterly-newsletter-testing","status":"publish","type":"page","link":"https:\/\/winebc.com\/industry\/resources\/industry-communications\/quarterly-newsletter-testing\/","title":{"rendered":"Draft Version Quarterly Newsletter"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-9p723w-8d921bf0a8e79053d5488f2003bb9eb7 main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-6675'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6fkvjw-e2d98b6ca01844881ade81238a7425b7\">\n.flex_column.av-6fkvjw-e2d98b6ca01844881ade81238a7425b7{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-6fkvjw-e2d98b6ca01844881ade81238a7425b7 av_one_full  avia-builder-el-1  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-k9xd84ue-28c837dd945e728467d53a8887802bae '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>FISCAL 2021: FIRST QUARTERLY REVIEW<br \/>\n<\/strong>Celebrate the Wines of British Columbia reviews the work of Wine Growers British Columbia (WGBC) and its member wineries during each quarter of the fiscal year. This first quarterly review covers activities that occurred during April, May and June 2021.<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6fkvjw-e2d98b6ca01844881ade81238a7425b7\">\n.flex_column.av-6fkvjw-e2d98b6ca01844881ade81238a7425b7{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-6fkvjw-e2d98b6ca01844881ade81238a7425b7 av_one_full  avia-builder-el-3  el_after_av_one_full  el_before_av_textblock  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-k9xd7ucw-a7ad124ef4abfec408c0e190f59a5b31 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: left;\"><strong>IN THIS ISSUE<\/strong><\/p>\n<p style=\"text-align: left;\"><a href=\"#President\">President &amp; CEO Report | <\/a><a href=\"#MDR\">Marketing Director Report | <\/a><a href=\"#CDR\">Communications Director Report | <\/a><a href=\"#Media\">Media Report Summary |<\/a><a href=\"#Board\">\u00a0<\/a><a href=\"#Comp\">Wine Competition Results\u00a0<\/a><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-b6xma-22caa99b946051eb63368701b89dd5f6 hr-default  avia-builder-el-5  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div><section  class='av_textblock_section av-k9xd9miq-5b79716b9a19f81f40107204aa3cdc7f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"attachment_5336\" style=\"width: 187px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5336\" class=\" wp-image-5336\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-scaled.jpg\" alt=\"\" width=\"177\" height=\"266\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-scaled.jpg 1707w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-200x300.jpg 200w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-687x1030.jpg 687w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-768x1152.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-1024x1536.jpg 1024w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-1365x2048.jpg 1365w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-1000x1500.jpg 1000w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/Q3_BCWI-Staff-Portraits-0762-470x705.jpg 470w\" sizes=\"auto, (max-width: 177px) 100vw, 177px\" \/><p id=\"caption-attachment-5336\" class=\"wp-caption-text\">Miles Prodan, President &amp; CEO<\/p><\/div>\n<h2><strong><a id=\"President\"><\/a>President &amp; CEO Report<\/strong><\/h2>\n<p><strong>A MESSAGE FROM MILES PRODAN <\/strong><\/p>\n<p>Most, if not all, wine producing regions use public policy levers to advance their domestic industries. A companion to the WGBC\u2019s Annual Advocacy, Communications and Marketing Operational Plan is our FY22 Government Advocacy Priorities to align Government Policy objectives with Wine Growers British Columbia\u2019s Wine BC 2030 Long-Term Strategic Plan and to demonstrate how existing Government Programs can be utilized or expanded to achieve the objectives and create a robust wine industry. More specifically, the WGBC board approved the Advocacy Committee\u2019s recommendations that focuses on Government priorities in relation to:<\/p>\n<p>More specifically, the WGBC board approved the Advocacy Committee\u2019s recommendations that focuses on Government priorities in relation to:<\/p>\n<ul>\n<li>Job Creation and Economic Development<\/li>\n<li>Climate Change<\/li>\n<li>Indigenous Reconciliation<\/li>\n<li>Crown Corporations Secretariat<\/li>\n<li>Agriculture<\/li>\n<li>Tourism<\/li>\n<\/ul>\n<p><strong>And with the specific objectives:<\/strong><\/p>\n<ul>\n<li>Support of the Wine BC 2030 Long-Term Strategic Plan through the alignment of public policy with industry to ensure the ongoing quality and profitability of BC wine.<\/li>\n<li>Increase direct and indirect employment in the sector by 4,600 jobs from the current 8,300 to 12,900.<\/li>\n<li>Increase by $165 million revenue to Government through direct taxes paid through business income, payroll, property taxes and fees.<\/li>\n<li>Make up for the ~$20 million lost to the industry through the government decision to implement and make permanent full wholesale price for hospitality customers in BC.<\/li>\n<li>Maintain the high standards for health and social responsibility that exist today to encourage irresponsible consumption.<\/li>\n<\/ul>\n<p><strong>Most importantly, WGBC FY22 Government Advocacy Priorities looks to achieve the objectives by:<\/strong><\/p>\n<ul>\n<li>Expand market share and margins for BC wines<\/li>\n<li>Lower input costs<\/li>\n<li>Re-focus\/consolidate and make better use of existing Government Programs<\/li>\n<li>Improve synergies with the BC LDB and private retailers<\/li>\n<li>Recognize the imperative of climate change and UNDRIP<\/li>\n<\/ul>\n<p>I invite you to follow our progress of our government advocacy work as reported in each quarter. \u2013 Miles<\/p>\n<\/div><\/section>\n<div  class='hr av-35g9f0-ba0ef4f7c8d2d66b3588edef7f972432 hr-default  avia-builder-el-7  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-k9xdhd3e-fbe05e7d648a10a216ebc7f8b6ebc214 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"attachment_5339\" style=\"width: 198px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5339\" class=\" wp-image-5339\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-scaled.jpg\" alt=\"\" width=\"188\" height=\"282\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-scaled.jpg 1707w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-200x300.jpg 200w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-687x1030.jpg 687w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-768x1152.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-1024x1536.jpg 1024w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-1366x2048.jpg 1366w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-1000x1500.jpg 1000w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/NEW_20190114_BCWI-Staff-Portraits-0746-470x705.jpg 470w\" sizes=\"auto, (max-width: 188px) 100vw, 188px\" \/><p id=\"caption-attachment-5339\" class=\"wp-caption-text\">Kim Barnes, Marketing Director<\/p><\/div>\n<h2><strong><a id=\"MDR\"><\/a>Marketing Director Report\u00a0<\/strong><\/h2>\n<p><strong>A MESSAGE FROM KIM BARNES<\/strong><\/p>\n<p>As we evaluate the past year and move forward with Fiscal 2022, the importance of supporting local continues to rise to the top in all WGBC initiatives. To strengthen the connection of the BC Wine Industry with consumers, trade and media, a journalistic storytelling thematic was developed to share the story of BC wine throughout the seasons from the \u201cwine-farmers\u201d perspective. A Year in the Life of BC Wine: Programming throughout the year will align with A Year in the Life of BC Wine and supports the achievement of WGBC Fiscal 2022 Strategic Goals of Brand and Demand and the associated objectives as outlined below in this quarterly report.<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ku38eu3z-4c66e01a562c4c2a840284c3954a0a0c\">\n.avia-image-container.av-ku38eu3z-4c66e01a562c4c2a840284c3954a0a0c img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ku38eu3z-4c66e01a562c4c2a840284c3954a0a0c .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ku38eu3z-4c66e01a562c4c2a840284c3954a0a0c av-styling- avia-align-center  avia-builder-el-9  el_after_av_textblock  el_before_av_textblock '   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-8398 avia-img-lazy-loading-not-8398 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/3.-Just-Dream-Banner-1500x430.jpg\" alt='' title='3. Just Dream Banner'  height=\"430\" width=\"1500\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div>\n<section  class='av_textblock_section av-k9yiub4y-9b3287baf1a8d8452d94a8ef85b12624 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"attachment_5341\" style=\"width: 210px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5341\" class=\" wp-image-5341\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-scaled.jpg\" alt=\"\" width=\"200\" height=\"300\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-scaled.jpg 1707w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-200x300.jpg 200w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-687x1030.jpg 687w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-768x1152.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-1024x1536.jpg 1024w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-1365x2048.jpg 1365w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-1000x1500.jpg 1000w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/05\/20190114_BCWI-Staff-Portraits-0664-470x705.jpg 470w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><p id=\"caption-attachment-5341\" class=\"wp-caption-text\">Laura Kittmer, Communications Director<\/p><\/div>\n<h2><strong><a id=\"CDR\"><\/a>Communications Director Report<\/strong><\/h2>\n<p><strong>A MESSAGE FROM LAURA KITTMER <\/strong><\/p>\n<p>Fiscal 2022 began with a vision to re-engage with trade, media and consumers planning to visit and support BC wine country during the first tourism season after a year of evolving COVID-19 restrictions. Our communications efforts during Q1 were driven by our brand goals, in support of our advocacy and demand strategies: new industry GI topographic maps were launched; key media and trade were hosted for WGBC\u2019s annual Vintage Media Preview to promote the 2020 vintage; wine trade professionals became BC Wine Ambassador Level One certified; and updated COVID-19 communications tools and resources (WGBC Ready to Reopen Toolkit version 2.0 and 3.0) were developed and delivered to align with BC\u2019s COVID-19 four-step Restart Plan. Our tactics were purposeful and targeted &#8211; designed to capture trade, media, industry and consumer interest in all phases of the purchase funnel, and bring them from awareness to highly engaged brand advocates benefiting all WGBC members.<\/p>\n<h2><strong>FISCAL 2022<\/strong><\/h2>\n<h2><strong>STRATEGIC GOAL #1: BRAND <\/strong><\/h2>\n<p>The BC brand informs everything the industry does &#8211; from communications to education, from marketing to hospitality. Every BC wine touch point is an opportunity to reinforce the core of BC&#8217;s brand identity as a wine region. Building industry alignment reinforces these touch points in the marketplace leading to increased awareness and positive perception of BC wine and regions.<\/p>\n<p>STRATEGIC OBJECTIVE #1: BUILD A WORLD-CLASS BRAND FOR WINES OF BRITISH COLUMBIA<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>1.1<\/strong> Wines of British Columbia materials and messaging will be adopted by 10% of WGBC&#8217;s membership and utilized in their marketing materials and communication with consumers, media and trade.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>1.2<\/strong> Consumer image and awareness perception of Wines of British Columbia will increase by 2%.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>1.3<\/strong> International and domestic media coverage will increase by 20% in advertising equivalency over FY21 with a 10:1 return on unpaid media coverage.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>1.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Wines of British Columbia materials and messaging will be adopted by 10% of WGBC&#8217;s membership and utilized in their marketing materials and communication with consumers, media, and trade.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8420 alignleft\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/6.-Living-the-Brand-Graphic-300x293.png\" alt=\"\" width=\"130\" height=\"127\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/6.-Living-the-Brand-Graphic-300x293.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/6.-Living-the-Brand-Graphic-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/6.-Living-the-Brand-Graphic.png 416w\" sizes=\"auto, (max-width: 130px) 100vw, 130px\" \/><\/p>\n<p>LIVING THE BRAND<\/p>\n<p>Workshop delivered to the Marketing and Communications Committee for final feedback, implementation of the program forthcoming.<\/p>\n<h3><\/h3>\n<h3 style=\"text-align: center;\"><strong>1.2 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Consumer image and awareness perception of Wines of British Columbia will increase by 2%.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-8421 alignleft\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/7.-WineBC.com-Logo-208x300.png\" alt=\"\" width=\"102\" height=\"147\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/7.-WineBC.com-Logo-208x300.png 208w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/7.-WineBC.com-Logo-713x1030.png 713w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/7.-WineBC.com-Logo-768x1110.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/7.-WineBC.com-Logo-488x705.png 488w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/7.-WineBC.com-Logo.png 1038w\" sizes=\"auto, (max-width: 102px) 100vw, 102px\" \/><\/p>\n<p>WINEBC.COM<\/p>\n<p>Year over year Q1 2021 vs Q1 2020 the WineBC.com website saw a slight decrease in visitation likely driven by additional and more stringent Covid-19 restrictions put in place in British Columbia. In June we saw a rebound of interest from consumers with the lifting of restrictions after the May long weekend, therefore the overall quarterly shortfall was a marginal -8.28%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8541 aligncenter\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart.png\" alt=\"\" width=\"840\" height=\"1018\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart.png 1395w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart-247x300.png 247w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart-850x1030.png 850w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart-768x931.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart-1267x1536.png 1267w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart-1237x1500.png 1237w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/10\/New-Chart-582x705.png 582w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/p>\n<hr \/>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8424 alignleft\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/10.-The-Vine-Banner-Spring.jpg\" alt=\"\" width=\"393\" height=\"114\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/10.-The-Vine-Banner-Spring.jpg 600w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/10.-The-Vine-Banner-Spring-300x87.jpg 300w\" sizes=\"auto, (max-width: 393px) 100vw, 393px\" \/><\/p>\n<p>THE VINE E NEWSLETTER<\/p>\n<p>High value marketing for the brand: allowing WGBC to engage on a personal level with BC wine drinkers. Goal set to provide monthly or bi-monthly articles, videos, contests, and educational components designed to inspire and inform.<\/p>\n<p>Q1 saw an increase in subscribers by 575. This increase is attributed in part to Q1 contest campaigns orchestrated as a growth tactic. In Q1, WGBC sent three newsletters to 25k+ active database subscribers with an average open rate of 33% (benchmark 20%), and a total of 5k+ click conversions, or an average click-through rate of 4.2% (benchmark 2%).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8425 alignleft\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/11.-Explorer-App-300x300.png\" alt=\"\" width=\"163\" height=\"163\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/11.-Explorer-App-300x300.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/11.-Explorer-App-80x80.png 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/11.-Explorer-App-36x36.png 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/11.-Explorer-App-180x180.png 180w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/11.-Explorer-App.png 500w\" sizes=\"auto, (max-width: 163px) 100vw, 163px\" \/><br \/>\nCONSUMER EXPLORER APP<\/p>\n<p>The Wine of BC Explorer App continues to evolve, gaining 1.5k+ new users in Q1 for a total of just under 12k users, 3k of them active during this period, with 105k engagement actions and 2k+ direct click throughs to member winery websites.<\/p>\n<h3 style=\"text-align: center;\"><strong>1.3 Q1 RESULTS <\/strong><\/h3>\n<p><strong>International and domestic media coverage will increase by 20% in advertising equivalency over FY21 with a 10:1 return on unpaid media coverage. <\/strong><\/p>\n<p><a id=\"Media\"><\/a>DIRECT &amp; INDIRECT MEDIA COVERAGE<\/p>\n<p>Coverage of Wine Growers British Columbia, its members and the Wines of British Columbia reached 204.7 million readers and viewers from April 1 &#8211; June 30. Value for media coverage totaled $1,893,927. Read more: <a href=\"https:\/\/insight-report.meltwater.com\/report\/550c54aee867600515d8f306\/41c5ec61-133c-4f3b-b05e-302afdfbad58\/FY22Q1MediaInsightReportApr1-Jun30%2C2021.pdf\" target=\"_blank\" rel=\"noopener\">Q1 Media Report<\/a><\/p>\n<p>Total earned social media from influencer engagement and initiatives amounted to more than $3 million with 152 posts and 32,116 engagements. Read more:<a href=\"https:\/\/klear.com\/campaignShare\/klear?_t=cd6fbab664a6bc961ae0499923f78166_OTI1NTE1ODEx\" target=\"_blank\" rel=\"noopener\">Q1 Influencer Media Report<\/a><\/p>\n<p><strong><a id=\"MediaSection\"><\/a>\u00a0NEWS HIGHLIGHTS Q1<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8428\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/14.-News-Highlight.png\" alt=\"\" width=\"246\" height=\"334\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8427\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/13.-News-Highlight.jpg\" alt=\"\" width=\"259\" height=\"420\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/13.-News-Highlight.jpg 813w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/13.-News-Highlight-185x300.jpg 185w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/13.-News-Highlight-634x1030.jpg 634w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/13.-News-Highlight-768x1248.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/13.-News-Highlight-434x705.jpg 434w\" sizes=\"auto, (max-width: 259px) 100vw, 259px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8426\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/12.-News-Highlight-.jpg\" alt=\"\" width=\"271\" height=\"419\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/12.-News-Highlight-.jpg 828w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/12.-News-Highlight--194x300.jpg 194w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/12.-News-Highlight--665x1030.jpg 665w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/12.-News-Highlight--768x1189.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/12.-News-Highlight--455x705.jpg 455w\" sizes=\"auto, (max-width: 271px) 100vw, 271px\" \/><\/p>\n<p><strong>BC WINE MONTH<\/strong><\/p>\n<ul>\n<li>3 online media partners<\/li>\n<li>2 influencers<\/li>\n<li>1 media release<\/li>\n<li>34 media sample drops<\/li>\n<\/ul>\n<p>These PR and marketing efforts helped generate 31 articles and 152 social media posts supporting and promoting BC Wine Month and BC member wineries, for a total reach of 13.4 million and $3 million in unpaid national and international media coverage.<\/p>\n<p><strong>GI TOPOGRAPHIC MAPS LAUNCH<\/strong><\/p>\n<p>This new resource enables consumers and trade\/industry alike to be engaged and informed. Developed through collaboration with local consulting soil scientist Scott Smith, and a Geo Earth Mapping consultant. Available at <a href=\"https:\/\/winebc.com\/wgbc-regional-topographic-maps\/\" target=\"_blank\" rel=\"noopener\">WineBC.com.<\/a><\/p>\n<p><strong>VINTAGE 2020 MEDIA PREVIEW<\/strong><\/p>\n<p>WGBC hosted a virtual two-part webinar preview of BC\u2019s 2020 vintage, gaining earned media exposure for the new spring release wines. Streaming live from the wine regions and vineyards of British Columbia &#8211; media, trade and industry were invited to join our host, Master of Wine Barbara Philip and two panels of BC winemakers from across the province as they provided an in-depth review and discussion of the 2020 vintage. Media samples were sent to key media in advance, engaging an audience of 96 media, trade, and industry attendees from across the country.<\/p>\n<p><strong>PRESS RELEASES<\/strong><\/p>\n<p>To ensure the Wines of British Columbia stay top of mind in key markets and to make sure consumers and industry remain informed on issues affecting the wine industry, Wine Growers British Columbia regularly issues press releases to a group of more than 300 national and international media.<\/p>\n<p>Average open rate for media releases sent to media, trade, and stakeholders within this first quarter of Fiscal 2022 was 34%. The average open rate industry standard sits at 23%.<\/p>\n<p>All press releases issued in Q1 available in the Media section of <a href=\"https:\/\/winebc.com\/industry\/media\/media-releases\/\" target=\"_blank\" rel=\"noopener\">WineBC.com.<\/a><\/p>\n<p><strong>MEDIA TRAINING<\/strong><\/p>\n<p>WGBC conducted a three-hour virtual media training session for WGBC member wineries, facilitated by Senior Vice President of global public relations agency FleishmanHillard HighRoad, Jackie Asante. Utilizing the Wines of British Columbia Living the Brand materials, this interactive training session focused on providing winery spokespersons with the technical skills and techniques in delivering a media interview or presentation including: the importance of owning and knowing when NOT to own questions; understanding the \u201cthree D\u2019s\u201d (defer, deflect and deliver), tips for interview preparation, messaging techniques and effective message delivery, and how to develop \u2018bridges\u2019 from any questions you may be faced with.<\/p>\n<p>WGBC is always looking for a diversity of winery spokespeople to participate in our media initiatives, whether it be on a panel, a FAM tour, an interview, or a winemakers\u2019 dinner. Webinar recording and presentation are available at <a href=\"https:\/\/winebc.com\/industry\/resources\/webinar\/\" target=\"_blank\" rel=\"noopener\">WineBC.com<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8429\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/15.-Media-Webinar-Training-Image.png\" alt=\"\" width=\"654\" height=\"343\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/15.-Media-Webinar-Training-Image.png 624w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/15.-Media-Webinar-Training-Image-300x157.png 300w\" sizes=\"auto, (max-width: 654px) 100vw, 654px\" \/><\/p>\n<h2><strong>FISCAL 2022<\/strong><\/h2>\n<h2><strong>STRATEGIC GOAL #1: BRAND <\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #2: POSITION BC AS A PREMIER WINE REGION WITH THE TRADE<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>2.1<\/strong> Trade image and awareness perception of Wines of British Columbia will increase by 2%.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>2.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Trade image and awareness perception of Wines of British Columbia will increase by 2%. <\/strong><\/p>\n<p>AMBASSADOR PROGRAM LEVEL 1 VIRTUAL LAUNCH<\/p>\n<ul>\n<li>13 trained wine educators (facilitator team)<\/li>\n<li>33 virtual sessions<\/li>\n<li>4 private sessions for Earls Restaurant head office and staff members<\/li>\n<li>6 private sessions for Sobeys \/ Safeway Liquor Store staff<\/li>\n<li>432 wine industry professionals in BC and Alberta certified (111 retail, 98 winery staff, 16 media, 149 restaurant and 58 wine industry)<\/li>\n<\/ul>\n<p><strong>WGBC reached 90% of overall goal<\/strong> to certify 500 trade, media, winery and restaurant professionals by end of fiscal-22 in just the first quarter. Satisfaction with Level 1 and appetite for Level 2 was evident in post-event feedback from participants.<\/p>\n<p>Testimonials for the Ambassador Program:<\/p>\n<p>\u201cJust wanted to write and say thanks so much to all of the organizers at Wine Growers British Columbia and to the excellent wine professionals teaching the Wines of BC Ambassador Program today!\u00a0 It was so informative, well presented and fantastic!\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8399 aligncenter\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/17.-Ambassador-Program-Testimonials.png\" alt=\"\" width=\"664\" height=\"379\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/17.-Ambassador-Program-Testimonials.png 700w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/17.-Ambassador-Program-Testimonials-300x171.png 300w\" sizes=\"auto, (max-width: 664px) 100vw, 664px\" \/><\/p>\n<p><strong>BC WINE MONTH TRADE TOOL KIT<\/strong><\/p>\n<p>Deployed to trade partners, communicating access to print and social assets available for marketing use. Resulting in a win-win for the BC wine brand and industry stakeholders to work together to engage and encourage consumer purchase of BC local wine. Hashtags #BCWineLife and #BCWine brought all social content together, with tremendous engagement:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8400 aligncenter\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/18.-BC-Wine-Month-Toolkit.jpg\" alt=\"\" width=\"730\" height=\"324\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/18.-BC-Wine-Month-Toolkit.jpg 1186w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/18.-BC-Wine-Month-Toolkit-300x133.jpg 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/18.-BC-Wine-Month-Toolkit-1030x458.jpg 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/18.-BC-Wine-Month-Toolkit-768x341.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/18.-BC-Wine-Month-Toolkit-705x313.jpg 705w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/p>\n<p>#BCWine = 4.71k<\/p>\n<p>#BCWineLife = 1.19k<\/p>\n<h2><strong>FISCAL 2022<\/strong><\/h2>\n<h2><strong>STRATEGIC GOAL #1: BRAND <\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #3: BUILD BRAND BC IN LEADING EXPORT MARKETS<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>3.1<\/strong> Activate 2021-2023 WGBC Wine Export Strategy year one route-to-market objectives.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>3.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Activate 2021-2023 WGBC Wine Export Strategy year one route-to-market objectives. <\/strong><\/p>\n<p><strong>STEP BY STEP RESOURCE GUIDE TO EXPORT<\/strong><\/p>\n<p>WGBC successfully secured funding through the B.C. Agrifood and Seafood Market Development Program to develop these to help promote and export BC wines internationally. The guides will include concise information and a step-by-step process to export for each of our six priority international markets as identified in the <a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2020\/12\/2021-2023-BCWI-Wine-Export-Strategy_Final.pdf\" target=\"_blank\" rel=\"noopener\"><u>2021-2023 WGBC BC Wine Export Strategy<\/u>.<\/a><\/p>\n<p>WGBC engaged Terroir Consulting to begin developing these guides, gathering research and conducting interviews with trade commissioners, exporting wineries and key influencers in target markets. The first \u201cstep-by-step\u201d export guide to the UK market was presented to the WGBC Export Committee for input and feedback.<\/p>\n<p><strong>ENTER THE NORWEGIAN WINE MARKET BRIEFING 10 STEP BY STEP RESOURCE GUIDE TO EXPORT<\/strong><\/p>\n<p>WGBC is working closely with the Norwegian Trade Commissioner Service to develop programming and in-market opportunities for BC wineries to access and establish a presence for BC wines in this market.<\/p>\n<p>Offered virtually, hosted by the Trade Commissioner Service and featuring local experts on the Norwegian market as well as representatives from the Norwegian Wine Monopoly (Vinmonopolet). The webinar provided BC wineries with key insights on Norway&#8217;s wine sector including opportunities and challenges of doing business in Norway, market intelligence and more. Webinar recording available to all interested member wineries.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-8402 aligncenter\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/20.-Norwegian-Webinar.png\" alt=\"\" width=\"648\" height=\"364\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/20.-Norwegian-Webinar.png 438w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/20.-Norwegian-Webinar-300x168.png 300w\" sizes=\"auto, (max-width: 648px) 100vw, 648px\" \/><\/p>\n<\/div><\/section>\n<div  class='hr av-35g9f0-ba0ef4f7c8d2d66b3588edef7f972432 hr-default  avia-builder-el-11  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-k9yj95v1-7142532da8d99e39bd74a3e06cc25c73 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><strong>FISCAL 2022<\/strong><\/h2>\n<h2><strong>STRATEGIC GOAL #1: BRAND <\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #4: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>4.1<\/strong> Increase winery direct sales by 5%<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>4.2 <\/strong>Increase Wine and Food Tourism digital engagement by 25%.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>4.3 <\/strong>Develop a model for tracking Wine and Food Tourism winery visits.<\/td>\n<td width=\"96\"><strong>IN PROGRESS<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>4.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Increase winery direct sales by 5%.<\/strong><\/p>\n<p>WGBC has successfully secured matched funding through the DBC Co-op Marketing program to promote Wine and Food Tourism throughout FY22.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8404\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/22.-Golf-Getaway.jpg\" alt=\"\" width=\"1003\" height=\"442\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/22.-Golf-Getaway.jpg 1003w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/22.-Golf-Getaway-300x132.jpg 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/22.-Golf-Getaway-768x338.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/22.-Golf-Getaway-705x311.jpg 705w\" sizes=\"auto, (max-width: 1003px) 100vw, 1003px\" \/><\/p>\n<p>TOURISM SECTOR PARTNERSHIPS\/COLLABORATIONS<\/p>\n<p>WGBC continues to work with the BC Hotel Association to promote and elevate overnight stays in BC Wine Regions through the Booking Platform developed in FY21 as part of this ongoing partnership and collaboration. Destination British Columbia further incorporated the Booking Platform on their Hello BC\u2019s things-to-do, wine touring page providing additional lift and awareness. A successful collaboration between Golf BC, WGBC, Thompson Valley Winery Association and Kamloops Tourism ran over the months of April through June with a BC Wine and Golf Contest resulting in over 10,000 entries and the opportunity to cross promote BC Wine and Golf touring throughout the province.<\/p>\n<h3 style=\"text-align: center;\"><strong>4.2 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Increase Wine and Food Tourism digital engagement by 25%.<\/strong><\/p>\n<p>SOCIAL MEDIA REPORT<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8405\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report.png\" alt=\"\" width=\"1545\" height=\"596\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report.png 1545w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report-300x116.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report-1030x397.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report-768x296.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report-1536x593.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report-1500x579.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/23.-social-media-report-705x272.png 705w\" sizes=\"auto, (max-width: 1545px) 100vw, 1545px\" \/><\/p>\n<p>Wines of BC engaged social media influencer Mijune Pak to optimize LIVE Instagram video interviews with 7 member wineries for the spring campaign to highlight the new vintage.<\/p>\n<p>Q1 featured seven blogs earning 3,023 total page views with an average page visit time of 3 minutes and 22 seconds, telling us we have a highly engaged audience who are appreciating the relevance of our content. Topics included the Boutique Wines programming, high value BC wines, consumer-friendly BBQ pairings and chef\u2019s recipes, the Moms and Dads of the BC wine industry, and celebrating National Indigenous Peoples&#8217; Day.<\/p>\n<p><strong>WINE GROWERS BRITISH COLUMBIA EXPLORER APP CONSUMER UPTAKE<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8406\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer.png\" alt=\"\" width=\"1545\" height=\"299\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer.png 1545w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer-300x58.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer-1030x199.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer-768x149.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer-1536x297.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer-1500x290.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/24.-explorer-app-consumer-705x136.png 705w\" sizes=\"auto, (max-width: 1545px) 100vw, 1545px\" \/><\/p>\n<p><strong>DIGITAL AD BUYS<\/strong><\/p>\n<h2><strong>STRATEGIC GOAL #2: ADVOCACY<\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #5: STRENGTHEN WINE INDUSTRY LEADERSHIP<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>5.1<\/strong> Continue to work on COVID-19 recovery plans for industry.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>5.2<\/strong> Membership engagement will increase by 5% in all WGBC communications, programs, and events.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>5.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Continue to work on COVID-19 recovery plans for industry. <\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-8408 alignleft\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26.-Best-Practices-Guide.png\" alt=\"\" width=\"273\" height=\"354\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26.-Best-Practices-Guide.png 400w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26.-Best-Practices-Guide-232x300.png 232w\" sizes=\"auto, (max-width: 273px) 100vw, 273px\" \/><\/p>\n<p>THE REOPEN TOOLKIT VERSION 2.0 &amp; 3.0 RESULTS<\/p>\n<p>Wine Growers British Columbia is on track to continuously support this objective through providing resources delivering up-to-date communications tools and resources to industry, setting members up for a safe and successful tourism season. The toolkit includes; refined key messaging, winery\/hospitality best practices for tours and tastings, as well as recommendations for diversifying and enhancing winery offerings. This resource came together through a collaborative effort between WGBC, the Provincial Health Officer, Destination British Columbia, British Columbia Restaurants and Foodservices Association and Liquor and Cannabis Regulation Branch.<\/p>\n<p>ADVOCATE FOR INDUSTRY WITHIN CONTEXT OF COVID-19 RESTRICTIONS<\/p>\n<p>Working through the Business Technical Advisory Panel (BTAP) committee, WGBC advocated to have manufacturer tasting rooms to sample product inside a manufacturing facility for the purpose of purchase excluded from the April \u201cCircuit Breaker\u201d restrictions \u2013 essential for the recovery of wine industry tourism in BC.<\/p>\n<h3 style=\"text-align: center;\"><strong>5.2 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Membership engagement will increase by 5% in all WGBC communications, programs, and events.<\/strong><\/p>\n<p><strong>HIGH ENGAGEMENT AND ADOPTION OF Q1 WGBC CONTENT\/TRAINING:<\/strong><\/p>\n<ul>\n<li>11 webinar training events serving just under 3k participants<\/li>\n<li>13 weekly update e-newsletters \u2013 with a high open rate of 44% and avg 145 clicks\/newsletter<\/li>\n<li>10 CEO updates \u2013 with a high open rate of 49.7% and avg 112 clicks per newsletter<\/li>\n<li>33 online sessions of the newly certified BC Wine Ambassador Program Level One<\/li>\n<li>Certifying 98 industry\/member participants<\/li>\n<\/ul>\n<p><strong>PARTICIPATION IN INTERNATIONAL WINE COMPETITION CONSOLIDATION<\/strong><\/p>\n<p>The more industry participation in international wine competitions, the more recognizable BC wine country will be as a premium region known for high quality and standards. Membership participation was outstanding in Q1:<\/p>\n<ul>\n<li>3 international competitions received consolidated shipments of 100% BC wine (Decanter World Wine Awards, Cascadia Wine Competition &amp; International Wine &amp; Spirit Competition)*<\/li>\n<li>Directly resulted in 257 top accolades in Q1 \u2013 additional commendations and accolades available to review on WineBC.com<\/li>\n<\/ul>\n<p>* WGBC planned to consolidate for this quarter cancelled: Pacific Rim International Wine Competition (due to COVID-19); and Los Angeles International Wine &amp; Spirits Competition (cancelled indefinitely)<\/p>\n<p><strong>WINE GROWERS BRITISH COLUMBIA EXPLORER APP INDUSTRY UPTAKE<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8409\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry.png\" alt=\"\" width=\"1544\" height=\"263\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry.png 1544w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry-300x51.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry-1030x175.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry-768x131.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry-1536x262.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry-1500x256.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/26b.-Explorer-app-industry-705x120.png 705w\" sizes=\"auto, (max-width: 1544px) 100vw, 1544px\" \/><\/p>\n<p><strong>GROWTH IN MEMBERSHIP WITH WINE GROWERS BRITISH COLUMBIA<\/strong><\/p>\n<p>+4 New Members in Q1: <a href=\"https:\/\/blastedchurch.com\/\" target=\"_blank\" rel=\"noopener\">Blasted Church<\/a>, <a href=\"https:\/\/fourshadowsvineyard.com\/\" target=\"_blank\" rel=\"noopener\">Four Shadows Vineyard &amp; Winery<\/a>, <a href=\"https:\/\/foxandarcherwines.com\/\" target=\"_blank\" rel=\"noopener\">Fox &amp; Archer<\/a> and <a href=\"https:\/\/www.horseshoefoundwinery.com\/\" target=\"_blank\" rel=\"noopener\">Horseshoe Found<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8432\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/New-Members.jpg\" alt=\"\" width=\"937\" height=\"165\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/New-Members.jpg 937w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/New-Members-300x53.jpg 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/New-Members-768x135.jpg 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/New-Members-705x124.jpg 705w\" sizes=\"auto, (max-width: 937px) 100vw, 937px\" \/><\/p>\n<p>+ 6 New Associate Members in Q1: <a href=\"https:\/\/www.frindwinery.com\/\" target=\"_blank\" rel=\"noopener\">Frind Estate Winery<\/a>, <a href=\"https:\/\/www.castorodeorowinery.com\/\" target=\"_blank\" rel=\"noopener\">Castoro de Oro Estate Winery<\/a>, <a href=\"http:\/\/www.meadowvista.ca\/\" target=\"_blank\" rel=\"noopener\">Meadow Vista Honey Wines<\/a>, <a href=\"https:\/\/www.lonetreecider.com\/our-story\" target=\"_blank\" rel=\"noopener\">Lonetree Old Growth Orchard<\/a>, <a href=\"https:\/\/www.maanfarms.com\/\" target=\"_blank\" rel=\"noopener\">Maan Farms<\/a>, and <a href=\"https:\/\/www.northernlightswinery.ca\/\" target=\"_blank\" rel=\"noopener\">Northern Lights Estate Winery<\/a>.<\/p>\n<p>Full Member and Associate Member List available on <a href=\"https:\/\/winebc.com\/industry\/wgbc-membership\/members\/\" target=\"_blank\" rel=\"noopener\"><u>WineBC.com<\/u><\/a><u>.<\/u><\/p>\n<h2><strong>STRATEGIC GOAL #2: ADVOCACY<\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #6: ALIGN GOVERNMENT ADVOCACY EFFORTS<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>6.1<\/strong> Establish a WGBC Board Advocacy and Membership Committee (AMC) for alignment priorities.<\/td>\n<td width=\"96\"><strong>COMPLETE<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>6.2<\/strong> Align strategic priorities and shared initiatives across industry organizations.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>6.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Establish a WGBC Board Advocacy and Membership Committee (AMC) for alignment priorities. <\/strong><\/p>\n<p>BOARD APPROVED COMMITTEE<\/p>\n<p>FY22 Government Policy Objectives recommendation in support of WGBC Wine BC 2030 Long-Term Strategic Plan. Committee to demonstrate how existing government programs can be utilized or expanded to achieve the objectives and create a robust and sustainable wine industry via: Expanded market share and margins for BC wines, lowered input costs, improved synergy with BCLDB private retailers, and recognition of the importance of climate change and UNDRIP.<\/p>\n<h3 style=\"text-align: center;\"><strong>6.2 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Align strategic priorities and shared initiatives across industry organizations.<\/strong><\/p>\n<p>CONTINUED FISCAL ADVOCACY<\/p>\n<p>Achieved through continued support for the Wine Grower Quality Enhancement Program in Federal Budget 2021, as well as WGBC\u2019s continued efforts for the implementation and extension of the federal excise tax support program.<\/p>\n<h2><strong>STRATEGIC GOAL #2: ADVOCACY<\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #7: INCREASE VALUE OF BC WINE THROUGH CERTIFICATION<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>7.1<\/strong> The BC Wine Authority (BCWA) plebiscite process and results will be advocated for and supported.<\/td>\n<td width=\"107\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>7.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>The BC Wine Authority (BCWA) plebiscite process and results will be advocated for and supported.<\/strong><\/p>\n<p>MODERNIZATION OF BC LCRB LICENSE AND BC LDB DISTRIBUTION AGREEMENTS<\/p>\n<p>To recognize all certified 100% BC wine as equal, including the implementation of outstanding BCWA July 2016 Plebiscite Results.<\/p>\n<h2><strong>STRATEGIC GOAL #3: DEMAND<\/strong><\/h2>\n<p>Work with BC Liquor Distribution Brand (BCLDB) to build prominence and visibility of certified 100% BC grape wine in retail channels, while increasing demand for 100% BC wines in premium price categories.<\/p>\n<p>STRATEGIC OBJECTIVE #8: STRENGTHEN WINE INDUSTRY LEADERSHIP<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>8.1<\/strong> Grow BC VQAs average price point in between $20 &#8211; $39.99 by $0.10.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"498\"><strong>8.2<\/strong> Increase BC VQA provincial litre market share over $20 by 3.5%.<\/td>\n<td width=\"96\"><strong>ON TRACK<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>8.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Grow BC VQAs average price point in between $20 &#8211; $39.99 by $0.10. <\/strong><\/p>\n<p>DATA BASED RESULTS IN Q1 based on YOY increase of $2.30 (YTD)*<\/p>\n<table>\n<tbody>\n<tr>\n<td colspan=\"2\" width=\"216\"><strong>Q1 average of $26.85<\/strong> in target price band ($20 &#8211; $39.99)<\/td>\n<\/tr>\n<tr>\n<td width=\"108\">April<\/td>\n<td width=\"108\">$25.40<\/td>\n<\/tr>\n<tr>\n<td width=\"108\">May<\/td>\n<td width=\"108\">$29.58<\/td>\n<\/tr>\n<tr>\n<td width=\"108\">June<\/td>\n<td width=\"108\">$25.58<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>*Based on a 20% markup View more data through previous sales reports: <a href=\"https:\/\/documentcloud.adobe.com\/link\/review?uri=urn:aaid:scds:US:3ca67908-de46-4b5c-ba2a-b65d1c369094\" target=\"_blank\" rel=\"noopener\"><u>April<\/u><\/a> <a href=\"https:\/\/documentcloud.adobe.com\/link\/review?uri=urn:aaid:scds:US:4b8c2e96-7c4b-4111-8691-0d786bd190f6\" target=\"_blank\" rel=\"noopener\"><u>May<\/u><\/a> <a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/Period-3-June-2021.pdf\" target=\"_blank\" rel=\"noopener\"><u>June<\/u><\/a><\/p>\n<p><strong>PRICE BAND PROGRAMMING SUPPORT<\/strong><br \/>\n38 wineries submitted for consideration, 7 selected.<\/p>\n<p>&#8216;Boutique Wines&#8217; Programming in BCLS, developed in conjunction with BC Liquor Stores to support BC wine industry by presenting and promoting smaller lot wines to add to the seasonal, regional and brand diversity of our local industry.<\/p>\n<h3 style=\"text-align: center;\"><strong>8.2 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Increase BC VQA provincial litre market share over $20 by 3.5%. <\/strong><\/p>\n<p>THE OVER $20 PRICE BAND IS SHOWING A 1.79% INCREASE IN MARKET SHARE FOR THE BC VQA CATEGORY AS OF THE END OF Q1<\/p>\n<p>For the wider wine category all price bands increased in market share with the exception of $30-$34.99 which saw a decline of -3.85% Q4 \u2013 Q1. The over $100 price band had the most dramatic increase of 10.96%.<\/p>\n<h2><strong>STRATEGIC GOAL #3: DEMAND<\/strong><\/h2>\n<p>STRATEGIC OBJECTIVE #9: SECURE AND IMPROVE ACCESS TO THE BC MARKET<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"498\"><strong>9.1<\/strong> Increase premium positioning for 100% BC grape wine in retail channels.<\/td>\n<td width=\"105\"><strong>IN PROGRESS<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\"><strong>9.1 Q1 RESULTS <\/strong><\/h3>\n<p><strong>Increase premium positioning for 100% BC grape wine in retail channels. <\/strong><\/p>\n<p><strong>RETAIL CHANNEL SPECIFIC PROGRAMMING<\/strong><br \/>\nfor high-profile placement and value-add\/gift with purchase incentives:<\/p>\n<ul>\n<li>BCLS = Boutique Wines<\/li>\n<li>Save-on-Foods = Bee Sustainable campaign<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8416\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/35.-Boutique-Wines.jpg\" alt=\"\" width=\"190\" height=\"190\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/35.-Boutique-Wines.jpg 243w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/35.-Boutique-Wines-80x80.jpg 80w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/35.-Boutique-Wines-36x36.jpg 36w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/35.-Boutique-Wines-180x180.jpg 180w\" sizes=\"auto, (max-width: 190px) 100vw, 190px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8417\" src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2021\/09\/36.-Beetween-the-Vines.png\" alt=\"\" width=\"181\" height=\"193\" \/><\/p>\n<p><strong>PROVIDE ACCESS TO WGBC MARKETING MATERIALS<\/strong><\/p>\n<p>Program is in test and learn stage, evolving through industry feedback.<\/p>\n<p>Uptake on collateral through LRS (ex. 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