Marketing
Communications
Research and Development
Advocacy
Wine Tourism
Funding
Board and Committee

Tannin: A compound in the skin and seeds of grapes that is essential in providing substance and backbone to red wines.*

Geography: Lake Okanagan, at 144 kilometres long and 3.5 kilometres average width, is the source of much-needed water for irrigation for vines in the Okanagan Valley.

Labrusca: A family of grapes – Vitis Labrusca – native to North America.*

Varietal: When the grape variety in the wine is named on the label (Chardonnay, Merlot), the wine is a varietal.*

Geography: The southern Okanagan Valley in the area between Oliver and the border is classified as part of the Sonora Desert, which runs south to the Baja Peninsula in Mexico.

*Schreiner, John - British Columbia Wine Country, Whitecap Books Ltd., 2003

 
 
VISION – WHAT WE DO.
  Establish the Wines of British Columbia (BC VQA) as the preferred premium wine brand in BC; create a business climate that encourages investment in the quality of BC wines; provide leadership on key industry issues; and assist members in reaching their full potential.
CORE PURPOSE – WHY WE'RE HERE.
 

To represent the interests of British Columbia wine producers (BC VQA) in the marketing, communication and advocacy of their products to all stakeholders.

GOALS – HOW TO GET THERE.
 

Establish Wines of British Columbia (BC VQA) as the preferred quality choice of consumers.

Educate consumers that we produce only 100 percent BC wine (BC VQA).

Create market share that absorbs our grape production.

Build market share in dollars greater than any other category in BC (excluding Canadian non-VQA).

Foster trust and belief in the Wines of British Columbia (BC VQA) brand.

Develop memorable wine tourism experiences.

Improve the profitability of, and business climate for, our members.

Develop a tourism strategy to increase on-site sales and to increase the flow of tourism dollars to the wine regions.

Create community within the BC wine industry.

Create opportunities for networking, collaboration and education in the industry.

Provide leadership as the voice for industry to media, government, consumers and other stakeholders.

Find common ground amongst industry stakeholders.

Ensure membership provides tangible benefits.
 
© 2006 British Columbia Wine Institute.  All rights reserved.