Over the course of the past year, many local businesses, farmers markets and wineries have had to adapt to the current economic climate. Many of these organizations have rebranded, moved their businesses online and started selling their products and fresh produce through alternative channels.
In the wine industry, The British Columbia Wine Institute (BCWI) is always working to improve and elevate the voice of the BC wine industry. In the past couple months, they changed their name to Wine Grower British Columbia (WGBC) to include the value-add agriculture, agri-food and growth opportunities to this industry.
According to Wine Grower British Columbia, the new name reflects their deep connection to the land. Before the organization’s Annual General Meeting on September 1st 2020, the Board of Directors decided it was time for a rebrand for both the BC Wine Institute and the wine industry as a whole so they could align with provincial and national associations.
“The objective for the new name was to focus the provincial association image from simply representing the beverage alcohol sector being identified as a socially responsible, value-add agricultural contributor, representing and supporting grape growers and wineries as part of a family networks,” said Erik Fisher, Board Chair of Wine Growers British Columbia.
Despite the name change and rebrand, Wine Growers British Columbia continues to represent and work with wineries across all nine wine regions in BC. They’re responsible for almost 95% of all grape wine produced in BC, which includes 100% certified BC wines. WGBC will still continue to market wines and wine regions across BC, deliver trade, media and consumer tastings, and advocate to the government on behalf of the wine industry with both government and stakeholders to find solutions that will help BC wines and their communities.
Under the new name, Wine Growers British Columbia is hosting their annual BC Wine Industry Insight Conference in March alongside the BC Wine Grape Council, BC Grapegrowers’ Association and BC Wine Authority. This virtual event will highlight issues, policies and topics that impact the BC wine industry specifically and how to help growers across the province.
“In British Columbia, more than 280 licensed grape wineries enhance the vibrancy and sustainability of our vineyards and agricultural communities which in turn supports more than 12,000 jobs and attracts more than a million tourists each year,” says Miles Prodan, President and CEO of WGBC.
This year’s conference theme is Navigating the Future which will focus on best practices for operating in this new reality and will include research from Wine Intelligence, a global leader in wine consumer research and insights.
Ultimately, Wine Growers British Columbia’s top priority is assisting the wine industry and supporting wineries and growers with more growth opportunities. Their rebrand and name change reflects these goals and will help the industry grow in this ever-changing landscape.
source for quote: https://www.orchardandvine.net/opinions/wine/bcwi-excited-to-announce-new-name/
source for quote: https://www.orchardandvine.net/opinions/wine/bcwi-excited-to-announce-new-name/
