British Columbia Wine Institute 2017 ANNUAL REPORT

Transcription

1 British Columbia Wine Institute 2017 ANNUAL REPORT

2 CONTENTS 2 A Message from the Chair 4 A Message from the President 5 Vision, Mission, Core Values and Goals 7 Membership Objectives, s and Highlights 12 Marketing Objectives, s and Highlights 20 Tourism Objective, and Highlights 22 International Markets Objectives, s and Highlights 24 Media Objectives, s and Highlights 30 Communications Objectives, s and Highlights 32 Government Advocacy Objectives, s and Highlights Vintage Report 39 Category Update 41 BCWI Structure 43 BCWI Staff 45 BCWI Member Wineries 47 BC VQA Wine Stores

3 A MESSAGE FROM THE CHAIR It is my pleasure to present the British Columbia Wine Institute Fiscal 2017 Annual Report. The Wines of British Columbia represent the diversity, passion, and vision of our wineries and our wine regions evidenced by the data in this report. Consider that the BC wine industry now has a $2.8 billion impact on our provincial economy. Our industry is creating 12,000 jobs every year 20% more than when last reported in We are responsible for generating tax revenues of $312 million revenue that goes to pay for hospitals, schools, and roads. Roads which, of course, are important to get our product to our customers, or customers to our product as we now receive more than one million wine touring visitors every year. The BC Wine Institute is pleased to see the continued implementation of the recommendations of the province s Liquor Policy Review. With 90% of the recommendations implemented, our winery members are now able to offer visitors liquor other than what is produced on-site. It allows BC winery restaurants to offer wines without the necessity of the patron needing to order food, or to offer a licensed patio even if the winery has no interior licensed area. BC VQA Wine stores in grocery and the sale of wine at farmers markets are helping us reach a broader base of consumers. These changes offer consumers choice, and choice is what they continue to seek a way to expand their horizons in wine style and selection as well as the entire wine experience. start or expand export have the opportunities to do so. The BCWI Asian Markets Symposium in August introduced members to Debra Meiburg MW who provided valuable insight on the Asian wine markets identified in the Red & White International Export Strategy for Canadian Wine and the BCWI Fiscal 2017 Strategic Plan. Here at home, BC VQA Wine sales continued to grow. BC VQA provincial market share reached 17.6% (R12 ended March 2017) its highest share yet, and BC winery direct sales were up 13.6% over the previous rolling 12 months ended 2016 P12 (March 2016). On behalf of the BCWI Board of Directors, thank you to our members who contribute their time and energy participating on our various committees and task groups. And on behalf of our members, thank you to our Board of Directors who work tirelessly to ensure our members needs are met. It is through everyone s work that we continue to meet or exceed the objectives of the BC Wine Institute. Together, we are making a positive difference. Christa-Lee McWatters Bond, Chair As we continue working toward eliminating all interprovincial trade barriers for Canadian wine, we are also working to help our member wineries expand their international exports. Last summer, the BCWI surveyed our members to establish benchmarks and gather data on export so that we can ensure those wineries wanting to BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 2

4 A MESSAGE FROM THE PRESIDENT This past year set a benchmark for the BC wine industry as indicated in the recent Canadian wine and grape industry research study that reveals the economic impact of the Canadian wine industry is up 33% to an astounding $9 billion. Such success should not be a huge surprise to 100% BC wine lovers in this province where the industry now has a $2.8 billion economic impact and is a significant driver of the BC economy. What is even more impressive is that most BC wineries are small, family-owned agri-businesses (farmers) that are creating jobs along with business and tax revenue making up the $2.8 billion impact. In fact, for every bottle of 100% BC wine sold in British Columbia, $95.34 in economic activity is generated across the province (bottle of import wine creates $16.61) - 100% BC wine is almost six times more impactful than import wine. During one of British Columbia s most broadly-engaged public consultations in its history, British Columbians, including consumer, labour, health, and industry advocates, added their voices to the comprehensive BC Liquor Policy Review and resulting report, with recommendations on how to improve the way we serve, retail, and consume alcohol in BC. In the end, it was consumers - by whom the wine industry survives - who determined through their wallets if changes made sense and our Government delivered on the convenience and choice they asked for. Clearly, our consumers have spoken. Provincial BC VQA (certified 100% BC wine) market share has grown by 355,000 cases and a record high 17.6%; BC Liquor Stores sales are up by 110,000 cases; restaurants up by 48,000 cases and private liquor retailers - arguably the group most concerned about greater consumer access to BC wine - up by 31% or 72,000 cases. I want to acknowledge BCWI staff, Directors, committee members, winery members, and grapegrower partners for their continued support in bringing about these policy changes and steps to reduce red tape and modernize provincial liquor laws. Miles Prodan, President/CEO The BC Liquor Policy Review made 73 recommendations to modernize BC s liquor laws and bring convenience, choice, and selection to consumers. These changes support BC s wineries, the tourism and hospitality industry, and private liquor retailers. BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 4

5 FISCAL 2017 BC WINE INSTITUTE VISION, MISSION, CORE VALUES AND GOALS OUR VISIONARY GOALS Our visionary goals are a broader expression of how we will achieve our vision and mission. OUR VISION Wines of British Columbia are recognized across the world as the best, super premium wines. OUR MISSION Our mission is to champion the interests of the British Columbia Wine Industry, through marketing, communications and advocacy of its products and experiences to all stakeholders. OUR CORE VALUES Quality, leadership, dedication, and passion are reflected in all the work we do. We provide leadership as the voice of and on behalf of all licensed wineries to all industry participants, government, trade, media, consumers, and other stakeholders in BC, across Canada and around the world. We work to improve the regulatory climate for industry. Wineries of British Columbia are knowledgeable about the role and purpose of BC Wine Institute in contributing to the success of their businesses. We have clear, transparent processes for responding to matters and issues that have the potential to impact BC Wine Institute and the BC wine industry. Our membership will represent the majority of production and wineries in BC and our members are knowledgeable about the role and responsibilities of the Board of Directors and President/CEO in working on behalf of the BC wine industry. We support and grow BC VQA as the preferred wine choice of consumers through educating stakeholders that Wines of British Columbia is the best, super premium wine brand in the world. We reinforce the premium position of the BC VQA Wine standard and the Wines of British Columbia brand through our marketing initiatives as well as leveraging key partners for collaborative promotion of the Wines of British Columbia. We will develop annual marketing plans to create demand for current and future grape production and to promote British Columbia as a wine touring destination. We will ensure our resources achieve measurable objectives and return on investment. LEADERSHIP LEADERSHIP Collaboration; association; cooperation PRODUCT IDENTITY PRODUCT IDENTITY Reputation; authenticity; credibility; origin; appellation; terroir; standards COMMUNICATION COMMUNICATION Messaging; marketing; advocacy 5 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 6

6 MEMBERSHIP S, EVALUATIONS & HIGHLIGHTS MEMBERSHIP HIGHLIGHTS BC Wine Institute membership grew 7% to 162 winery members. BCWI Membership Growth Growth in BC Winery Licences Membership will be BC-inclusive and represent no less than 95% of total grape wine sales in BC and 94% of total BC VQA Wine sales in BC, 75% of active (i.e. selling more than 5,000 litres of 100% BC grape wine in BC) licensed wineries and a strong representation of BC grapegrowers. 100% of membership is BC-inclusive. TOTAL WINERIES (REPORT OF LITRE SALES) Large >700,000 3 Medium 60,000 to 699, Small >5, Small <5, N/A 65 8% 7% 6% 5% 4% 3% 2% 1% Total Winery Licences Grape Wineries Non-Grape Wineries Non-BCWI Grape Wineries BCWI Winery Members Membership represents 94.2% of total grape wine sales (at end of calendar 2016). Membership represents 93.9% of BC VQA wine sales (at end of calendar 2016) Members recognize, appreciate and value their membership in the BC Wine Institute, with 80% indicating the BC Wine Institute meets their expectations. New winery members in Fiscal th Generation Vineyard Bordertown Vineyard & Estate Winery Camelot Vineyards Membership represents 66.5% of active licensed wineries. Of the nearly 200 wineries that are not BCWI members, only 36 are BC Wine Authority (BCWA) members, and 60 are non-grape winery licences. BCWI membership includes 80% of BCWA s members (i.e. produce BC VQA), so the approximately 100 other grape wineries are not BC VQA-producing wineries. Seven grapegrower partners. Member wineries surveyed May 2017; results not available at press time. Member wineries were regularly kept up to date through our publications as outlined herein. Other member surveys issued included the topics of export, viticulture, strategic planning, and events. Crescent Hill Winery Elephant Island Winery Estate Thurn Grizzli Winery Hainle Vineyards Estate Winery House of Rose Winery Northern Lights Estate Winery Okanagan Hills Estate Winery Oliver Twist Estate Winery Phantom Creek Estates Play Estate Winery Ripples Winery Vanessa Vineyard Estate Winery 7 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 8

7 MEMBER MEETINGS & EVENTS Member meetings provide opportunities for members to discuss important issues and receive updates on the organization s performance and strategic plans. Other events, such as the Export Symposium and Annual Winemakers and Viticulturists Forum allow members to hear from subject experts and share information. ANNUAL GENERAL MEETING Held on July 05 at Manteo Resort Waterfront Hotel in Kelowna, 63 registrants received the Fiscal 2016 Annual Report and approved the unaudited Financial Statements. ASIAN MARKETS EXPORT SYMPOSIUM Held on August 16 at Summerland Waterfront Resort, 31 attendees heard from Debra Meiburg MW, who provided insights on the Asian wine markets identified in the Red & White International Export Strategy for Canadian Wine and the BCWI Fiscal 2017 Strategic Plan. 10TH ANNUAL WINEMAKERS & VITICULTURISTS FORUM Held on November 24 at Burrowing Owl Estate Winery, Sonora Room Restaurant. This annual forum brought together more than 80 winemakers and viticulturists to share information on the growing season and inform our annual vintage report. MEMBER MEETING Held on March 07 at Manteo Resort Waterfront Hotel in Kelowna, 47 registrants received an overview of the Fiscal 2018 Strategic Plan and Budget, and on wine and culinary tourism research undertaken on behalf of the BCWI. Attendees also heard updates from the BC Liquor Distribution Branch (BC LDB) and the BC Liquor Control and Licensing Branch (BC LCLB). COMPETITION CONSOLIDATION PROGRAM During calendar 2016, BCWI consolidated members BC VQA Wine shipments for 15 domestic and international competitions: Cascadia Wine Competition; All- Canadian Wine Championships; Chardonnay du Monde; Dan Berger s International Wine Competition; Decanter Asia Wine Awards; Decanter World Wine Awards; International Wine & Spirit Competition; International Wine Challenge (Tranche 2); Intervin International Wine Awards; Los Angeles International Wine & Spirits Competition; Mondial des Pinots; New World International Wine Competition; Pacific Rim International Wine Competition; San Francisco International Wine Competition; and Syrah du Monde. Seventy-one BCWI winery members participated in the program. They won 1,310 accolades in these competitions. This count does not include the hundreds of awards won by BCWI winery members at all the other competitions not included in the Competition Consolidation Program. For more information on awards, visit WineBC.org/press_room/awards. Awards Summary Winery of the Year 1 Winery of the Year Finalists 3 Regional Trophy 1 Platinum 1 Chairman s Award - Unanimous Gold 1 Best of Competition 1 Best of Class 25 Outstanding Gold 1 Double Gold 42 Gold 171 Outstanding Silver 9 Silver 450 Bronze 560 Commended 44 Grand Total 1,310 9 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 10

8 MARKETING S, EVALUATIONS & HIGHLIGHTS BC VQA market share (litres) will increase by a minimum of 6% more than increase in overall wine category in British Columbia. Expected to be met*. At R12 ended 2017 P12 (March 2017) over 2016 P12, BC VQA market share in British Columbia increased 7.16%, which was 3.95% greater than the overall wine category increase of 3.21%. Data is based on first-run numbers; for periods where numbers have been re-run, the trend is a variance greater than 6%. March re-run data* will be presented in July. Weighted average wholesale price per bottle of BC VQA Wine sold in BC will be minimum of $ Met. Sales from BC VQA Wine stores used as a proxy measurement. BC VQA sales in Alberta will increase by 10%. Partially met. While Alberta has experienced an economic downturn, overall BC VQA sales in Alberta did increase 5% (with sales of BC VQA rosé increasing 23%). BCWI programs continued to support member initiatives in this export market to contribute to the continued increase in BC VQA sales in Alberta. BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 12

9 MARKETING HIGHLIGHTS Dine Out Vancouver & The Grape Debate EDUCATION British Columbia Buy Local / Explore BC VQA Wine Our Buy Local campaign, Explore BC VQA Wine launched in September and ran through March. The campaign was designed to encourage consumers to look for BC VQA on the label and experience BC VQA Wines from all of BC s wine regions. As part of the campaign activities, the BCWI: Merchandised all Wines of British Columbia Save-On- Foods locations with two month-long applications. Applied neck tags to wines in the BC Liquor Stores for one month. Featured point-of-sale material and tasting events at 34 private liquor retailers. Recruited restaurants to secure new by-the-glass listings supported by campaign point-of-sale material. Ran radio ads in various markets including Victoria, Vancouver, and Kelowna. Executed digital media campaign of display ads and e-newsletters, and boosted Facebook, Twitter, and Instagram posts. Presented out-of-home media (advertising that reaches consumers outside of their homes), including billboards and bus shelters. Explore BC VQA Wine & Win Contest To engage consumers, the Explore BC VQA Wine campaign included a social media contest in which consumers were encouraged to post their favourite BC VQA Wine experiences on Instagram or Twitter and include #ExploreBCWine for a chance to win one of three seasonal BC VQA Wine trips for two. Hundreds of entries were received and wineries that donated prizes received extensive social media coverage which will continue when the winners take their trips. CONSUMER-FACING PROGRAMS & SPONSORSHIPS ChefmeetsBCGrape The annual ChefmeetsBCGrape event celebrated 12 years of continued success in September. Nearly 550 wine and food lovers packed the Vancouver Convention Centre where 84 BCWI member wineries poured 320 BC VQA Wines and nine restaurants created dishes that highlighted local ingredients. Vancouver International Wine Festival (VIWF) The VIWF, which celebrated Canada as its theme country, hosted 180 wineries from around the world including 60 from British Columbia. Over the eight days of consumer, trade, and media events, some 25,000 people swirled, sniffed and sipped some of the best wines BC has to offer. Working collectively under the banner of the Wines of Canada, the BC Wine Institute; Canadian Vintners Association; Wine Marketing Association of Ontario; and Winery Association of Nova Scotia created the natureinspired Canada section of the International Tasting Room, six trade and media masterclasses, and five consumer seminars and tasting events. At the regional Wines of British Columbia booth, the BCWI team poured wine from 16 BC wineries representing a variety of styles and regions. Canada s largest food and drink festival, Dine Out Vancouver, was a 17-day calendar of culinary events and experiences. More than 280 restaurants offered prix fixe menus paired with BC VQA Wines. More than 60 member wineries and hundreds of wines were featured. In addition, BC VQA Wine stores promoted these wines by applying neck tags to participating winery products in-store. Other event elements included BC VQA Wine featured at the media preview, three brunches at elegant Vancouver-area restaurants, and The Grape Debate - a spirited evening held at the UBC Alumni Centre. The debate educated and entertained an audience of 150 UBC alumni who were thrilled to taste through a flight of BC VQA Wine as the speakers debated. Following the debate portion of the evening, a walk-around tasting featured an additional 13 wineries. Everything Wine provided an onsite pop-up store so consumers could purchase wine to take home that night. Dine Around & Stay in Town Victoria The 17-day event featured prix fixe menus and BC VQA Wine pairings throughout Victoria. The launch party for Dine Around & Stay in Town Victoria had more than 700 attendees, including consumers and trade, sampling BC VQA Wine from 14 wineries and tasting food from the 62 participating restaurants. Dine Around Thompson Okanagan Sponsorship of the 19-day event included the participation of more than 50 restaurants featuring special menus, many paired with BC VQA Wine. The launch party was well attended with 17 wineries pouring for 250 guests. BCWI Wines of British Columbia Ambassador Program The goal of the BCWI Wines of British Columbia Ambassador Program is to equip winery and restaurant staff with the knowledge of what makes BC VQA Wine distinctive and appealing. SPRING In May and June, BC wine educator and Georgia Straight wine columnist Kurtis Kolt facilitated 31 Level 1 and Level 2 trade-focused BCWI Wines of British Columbia Ambassador Programs for restaurant staff in Tofino, Victoria, Vancouver, Penticton, Kelowna, and Kamloops. These reached an audience of more than 650 participants. Follow up surveys indicated that: 81% of respondents learned more about the Wines of British Columbia than they knew before. More than 84% of respondents said they were more likely to recommend BC VQA Wine to their customers after attending the seminars. BC wineries were provided the opportunity to have their staff members attend a session in Osoyoos, Penticton or Kelowna in May. Rhys Pender MW facilitated each session providing an in-depth overview of the BC wine industry. WINTER The BCWI offered its Wines of British Columbia Ambassador Program Level 2 as part of Cornucopia Whistler s 20th anniversary celebrations. The session included a blind interactive varietal tasting of BC and international wines and was fully subscribed with 80 trade and media in attendance. In November and December, the BCWI delivered seminars for serving staff at three BC ski hills. Kurtis Kolt delivered the 13 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 14

10 interactive tasting at Sun Peaks Resort in Kamloops and Silver Star Mountain Resort in Vernon to nearly 70 staff representing multiple bars and restaurants at the resorts. Rhys Pender MW presented at Big White Ski Resort near Kelowna. BCWI shows amazing depth and diversity in their seminar. The content would appeal to everyone, from novice wine enthusiasts to professional industry people. The knowledge our staff and I gained is invaluable and will go a long way in helping our staff and clientele feel comfortable about selecting wine. MARK LEHMANN FOOD AND BEVERAGE MANAGER, SILVER STAR MOUNTAIN RESORT EDUCATION FAMs Wines of British Columbia Save-On-Foods Team Twenty-five Wines of British Columbia Save-On-Foods managers and key wine staff spent four days touring the Okanagan Valley and Similkameen Valley for a hands-on educational experience of BC VQA Wine. Rhys Pender MW facilitated the BCWI Wines of British Columbia Ambassador Program; included was a paired tasting to showcase how wine and food interact. As the group traveled through the valleys, they learned about the variations in terroir. The host wineries provided educational elements providing the group with a deeper understanding of and appreciation for the BC wine industry. BC Liquor Stores The BCWI hosted the annual BC Liquor Stores BC VQA Learning Experience in September. The group consisted of 34 staff from around the province, including 21 BC VQA advocates, 10 product consultants, two regional managers, and portfolio manager Stephen Schiedel. The itinerary included the BCWI Wines of British Columbia Ambassador Program Level 1 and a presentation by Dr. Pat Bowen of Agriculture and Agri-Foods Canada. Twenty-eight wineries contributed in hosting the group who were left most impressed. The enthused tour participants are now charged and recharged to promote and sell BC VQA Wines in BC Liquor Stores. STEPHEN SCHIEDEL PORTFOLIO MANAGER, BC LIQUOR STORES TRADE TASTINGS Bloom BC VQA Spring Release Tasting Vancouver Eighty-six participating wineries showcased 300 BC VQA Wines to 511 trade, media, and influential buyers. Survey results showed 60% of responding attendees listed a new BC VQA Wine because of attending the tasting, and 77% planned to do so in the near future. Bloom BC VQA Spring Release Tasting Victoria Seventy-four participating wineries showcased 270 BC VQA Wines to 147 trade, media, and influential buyers. Survey results showed 74% of responding attendees listed a new BC VQA Wine because of attending the tasting, and 70% planned to do so in the near future. Colour BC VQA Fall Release Tasting Vancouver Seventy-nine participating wineries showcased 300 BC VQA Wines to 462 trade, media, and influential buyers who attended. Survey results showed more than half of the attendees listed a new BC VQA Wine because of attending the tasting, and 65% planned to do so in the near future. Alberta ALBERTA TRADE PROGRAMS Big Taste Calgary BCWI sponsored Big Taste Calgary, an annual 10-day wine and food event. Our sponsorship meant that BC VQA Wine was paired with prix fixe menus across Calgary including the Signature Events at top restaurants. Featuring 19 BC wineries across 12 ticketed events, 75% of the Signature Events sold out with 656 diners attending. The number of diners taking advantage of the 90 prix fixe menu offers increased by 42% over last year. Survey results also showed that 94% of diners rated their experience as either good or very good and indicated they would buy BC VQA Wine at their local liquor stores. Co-op Wine Spirits Beer Co-op Wine Spirits Beer liquor stores featured eight wineries BC VQA Wines in a flyer and at store tastings over two weekends. This year saw a 37% increase in samples served and a 62% increase in bottles sold. All Co-op locations were merchandised with point-of-sale material encouraging consumers to celebrate Canada s 150th anniversary with BC VQA Wine. A contest to win a four-day, three-night trip to BC Wine Country generated nearly 2,000 entries. Nearly half of these consumers signed up to receive our consumer newsletter, The Vine, and will continue to receive information about the Wines of British Columbia. Sobeys Liquor and Safeway Wine & Spirits BC VQA Wine was the focus of a promotion in 75 Sobeys Liquor and Safeway Wine & Spirits stores in the all-important run-up to Christmas. Featuring our Explore BC VQA Wine campaign, this was their first promotion of BC VQA Wine in partnership with BCWI. This promotion builds on the relationship established with the inclusion of Sobeys representatives on the FAM tour earlier in the year. EDUCATION BCWI Wines of British Columbia Ambassador Program With increased demand from Alberta trade for our BCWI Wines of British Columbia Ambassador Program, award-winning wine director Brad Royale facilitated sessions throughout May and June for both on- and off-premise industry professionals. We also provided education to the staff of Co-op Wine Spirits Beer to strengthen BC VQA Wine sales and grow the category. We partnered with Edmonton Women in Wine and the Alberta Liquor Conference to bring the BCWI Wines of British Columbia Ambassador Program to Edmonton for the first time. Kurtis Kolt facilitated three seminars to 100 attendees. 15 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 16

11 Co-op Wine Spirits Beer FAM The BCWI hosted Co-op Wine Spirits Beer Category Buyer Lana Turner and 10 new in-store managers and sommeliers for an educational tour throughout the Okanagan Valley. We delivered an experience for her team that enabled a stronger understanding of our local wine industry and the passion behind BC VQA Wine to be translated back into the Alberta market. Alberta Liquor Store Association FAM The BCWI partnered with the Alberta Liquor Store Association (ALSA) to sponsor a day in their Into the Vineyard education trip to the Okanagan Valley. The group consisted of both on- and off-premise professionals representing key regions of Alberta, including Edmonton, Calgary, and Jasper. The day featured our BCWI Wines of British Columbia Ambassador Program facilitated by Marcus Ansems MW, vineyard tours, and tastings with winemakers and owners. Alberta VIP FAM The BCWI hosted a VIP FAM with key representatives from Sobeys Liquor and Safeway Wine & Spirits stores, Highlander Wine and Spirits, River Café Restaurant, ALSA, and Canadian Rocky Mountain Resorts. Nineteen wineries throughout the Okanagan Valley and Similkameen Valley welcomed the group who were provided with hands-on harvest opportunities, diverse tastings, local cuisine, and insights to the BC wine industry. Discover BC VQA Spring Release Tasting Edmonton Thirty wineries showcased 100 BC VQA Wines to more than 50 trade, media, and influential buyers. Survey results showed 50% of responding attendees listed a new BC VQA Wine because of attending the tasting, and 90% planned to do so in the near future. Discover BC VQA Spring Release Tasting Calgary Thirty-nine wineries showcased 150 BC VQA Wines to 119 trade, media, and influential buyers. Survey results showed 64% of responding attendees listed a new BC VQA Wine because of attending the tasting, and 64% planned to do so in the near future. Discover BC VQA Fall Release Tasting Calgary Twenty-seven participating wineries showcased 95 BC VQA Wines to 88 trade, media, and influential buyers. Survey results showed 31% of responding attendees listed a new BC VQA Wine because of attending the tasting, and 44% reported they planned to do so in the near future. Ontario Our Ontario campaign was timed to support the March edition of the Liquor Control Board of Ontario s (LCBO) Vintages Magazine which featured BC wine. BCWI implemented activities focused on key trade and consumers in the Ontario market as described below. LCBO Product Consultants Training BCWI engaged notable wine educator and writer David Lawrason to conduct an education session on BC wine and terroir for LCBO product consultants. Tasting through a flight of six wines supplied by our members, the consultants learned about our geographical indications, what makes BC wine unique, and our diversity of styles. Ontario Trade Training & Walk-around Showcase We held two BCWI Wines of British Columbia Ambassador Program sessions for Ontario trade and media, educating nearly 70 people. In addition, we hosted a walk-around showcase for more than 100 trade who tasted 40 BC VQA Wines. Social Media Campaign & Consumer Contest With the increased visibility of BC wine in the Ontario market through Vintages stores, the BCWI launched a digital consumer campaign with a call to action to explore the Wines of British Columbia. The main hook was the chance to win a four-day, three-night vacation in BC Wine Country. The campaign generated 7,000 contest entries with about half choosing to sign up to receive our seasonal consumer newsletter, The Vine. 17 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT

12 TOURISM, EVALUATION & HIGHLIGHTS BC Wine Institute s provincial Wine & Culinary Tourism Strategy will increase Kamloops, Kelowna, Penticton, and Osoyoos hotel revenues to $177 million and BC winery direct sales across British Columbia by 5%. Exceeded. Hotel room revenues for Kamloops, Kelowna, Penticton, and Osoyoos in 2016 totaled $198 million. Exceeded. BC winery direct sales are up 13.6% over the previous rolling 12 months ended 2016 P12 (March 2016). TOURISM HIGHLIGHTS Wine & Culinary Tourism Strategy RESEARCH The BCWI, in collaboration with Destination BC (DBC), initiated research to benchmark metrics in BC and Alberta as follows: the current incidence of visitation to BC for wine touring; the primary motivation for trips that included wine touring; the appeal of BC as a wine destination; and the likelihood of wine touring in BC in the next two years [BC Wine Industry Benchmarking, August 2016, DBC]. SUMMARY BRITISH COLUMBIA (BC) 37% of BC residents have experienced wine touring in BC in the past two years. Out of those, 23% mentioned wine touring was the primary motivation for their trip. ALBERTA (AB) 23% of AB residents have experienced wine touring in BC in the past two years. Out of those, 15% mentioned wine touring was the primary motivation for their trip. 58% of BC residents consider BC an appealing wine touring destination. 51% of AB residents consider BC an appealing wine touring destination. 37% (which is approximately 1,400,000 BC residents) are likely to experience wine touring in BC in the next two years. 65% of them have experienced wine touring in BC in the past two years. 29% (which is approximately 900,000 AB residents) are likely to experience wine touring in BC in the next two years. 46% of them have experienced wine touring in BC in the past two years. BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 20

13 The BCWI commissioned quantitative and qualitative visitor research to understand the wine touring experience and how visitors navigate the region. The aim of this research helped focus our marketing approach and provided useful insights for wineries and restaurants. The Net Promoter Score for wine touring in BC derived from this research will be used as a measurable objective in future years. Current Net Promoter Score for wine touring in BC is 29 (Alberta 38 and Vancouver residents 24). WINE AND CULINARY TOURISM CAMPAIGNS The BCWI received funding for its Wine & Culinary Tourism Strategy from DBC s Co-op Marketing Partnership Program. The Wine & Culinary Tourism Strategy was developed to support all wine producing regions in the province and the local culinary offerings in these areas. Part of the strategy included an in-region summer campaign as well as a shoulder season campaign targeted to Alberta, Washington, and BC Lower Mainland residents in their trip planning stages. SUMMER CAMPAIGN, JULY 25 THROUGH SEPTEMBER 12 The summer campaign was designed to influence and increase visitors awareness of the diversity of wine and food opportunities available to them while in BC Wine Country. Campaign components included: radio; billboards; streetlevel signage; and online marketing. This campaign resulted in a 146% increase in in-region visits to WineBC.com over the previous seven-week period, and a 161% increase when compared to the same seven-week period in SUMMER CAMPAIGN TACTIC IMPRESSIONS CLICKS CLICK-THROUGH RATE (CTR) Search Engine Marketing (SEM) 75,513 1, % Paid Social 651,297 6, % Display/Mobile 2,262,122 1, % Total 2,988,932 9, % SHOULDER SEASON CAMPAIGN, SEPTEMBER 19 THROUGH OCTOBER 30 AND HOLIDAY EXTENSION CAMPAIGN, NOVEMBER 14 THROUGH DECEMBER 11 Our BC Wine Country: Your Urban Escape campaign launched in the fall to inspire BC, Alberta, and Washington travelers to visit BC s wine regions during the harvest and holiday seasons. The goal was to increase awareness, visitation, and sales for all BC wineries and associated restaurants as well as increase overnight stays in primary BC wine regions by inviting travelers to find a new wine experience somewhere in BC. SHOULDER SEASON & HOLIDAY EXTENSION CAMPAIGN TACTIC IMPRESSIONS CLICKS CLICK-THROUGH RATE (CTR) SEM 29, % Paid Social 74,416 1, % Total 104,183 1, % INTERNATIONAL MARKETS S, EVALUATIONS & HIGHLIGHTS Member winery BC VQA category participation in key international markets will increase by 15%. Exceeded. Results of our Export Survey in 2016 compared against our previous Export Survey showed a 408% increase in the number of member wineries participating in export to international markets. To help continue grow the number of wineries exporting, BCWI established an export task group to provide insight and direction, with membership from: BCWI member wineries Federal government Provincial government Destination BC BC VQA Wine sales in each of the international target markets will increase by 10%. Exceeded. Combined sales to tertiary international target markets increased 102% over the previous year. INTERNATIONAL MARKETS HIGHLIGHTS United Kingdom BCWI supported the efforts of the Canadian Consulate in London for a trade and media event where BC VQA Wine from 12 BC wineries was profiled at a tabletop tasting with producers and at a masterclass. This event was the fifth of its kind and an evolution of the commitment and efforts to this influential international market. Attendance was the best to date with more than 200 top media and trade attending, including Tina Gellie; Dr. Jamie Goode; Oz Clarke; Steven Spurrier; Tim Atkin; and Richard Hemming. The BCWI joined the Wines of Nova Scotia, the Wine Marketing Association of Ontario and the Canadian Vintners Association under the Wines of Canada banner to promote our respective regions at the Cool Climate Wine Symposium in Brighton. Again, many key influencers were in attendance, including Jancis Robinson; Dr. Jamie Goode; and Oz Clarke. BC VQA Wine was poured at each break over the threeday symposium, and BC showcased a great selection of six wines at the Sea Life reception on the second evening. BCWI was part of the committee responsible for creating the successful pitch for Canada to host the 2020 Cool Climate Wine Symposium. 21 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 22

14 ProWein Under the Wines of Canada banner, the Wines of British Columbia were featured at ProWein 2017 in Düsseldorf, Germany (March 19 through 21); it was the largest turnout of Canadian wines in the show s history. ProWein, arguably the most important trade fair for wine in the world, welcomed more than 55,000 visitors and 6,200 exhibitors, including 25 Canadian wineries from British Columbia, Ontario and Nova Scotia. In addition to the Wines of British Columbia being featured in the Wines of Canada pavilion, Dr. Janet Dorozynski and David Lawrason facilitated two Wines of Canada Masterclasses for more than 100 savvy wine buyers and media. The first masterclass was a discovery of Canada s remarkable reds in which attendees tasted intense, fruit-driven, fresh and structured BC VQA reds. The second class featured aromatic whites and exciting Chardonnays. Each day, Dr. Jamie Goode hosted a mini-tour of the Wines of Canada pavilion providing an added opportunity for key buyers and media to taste our terroir-driven wines and discover why Canadian wines are catching the world s attention. Hong Kong The BC Wine Institute successfully held a Wines of British Columbia Masterclass on November 09 showcasing top quality BC VQA Wine at the China Club in Hong Kong. Led by The Drinks Business Senior Editor Rupert Millar and Master of Wine Rhys Pender, the seminar explored some of the representative quality wine styles from British Columbia including: Riesling, Chardonnay, Pinot Noir, and red blends from the Okanagan Valley and Similkameen Valley. The masterclass included a 90-minute expert-led wine tasting and seminar featuring 16 premium BC VQA Wines, followed by a 30-minute tasting reception where guests had the opportunity to mingle and try a selection of other BC VQA Wine. We are very excited to be collaborating with the British Columbia Wine Institute to present the high-quality Wines of British Columbia to the trade in Hong Kong. This was a very interesting masterclass and the quality, balance, and diversity of the wines speak for the decades of hard work and conviction that have gone into giving this region of Canada an amazing line-up of wines, putting it on the wine world map as a quality region. IVY NG, PUBLISHER THE DRINKS BUSINESS MEDIA S, EVALUATIONS & HIGHLIGHTS Develop and execute an annual media relations plan in support of business objectives with a 5:1 return on unpaid media coverage. Exceeded. A combination of indirect and direct media coverage generated through the BCWI (via press releases, hosted and assisted media tours, events, and other media relations activities), exceeded this objective resulting in an advertising equivalency value of $1.9 million and reached almost 600 million people worldwide online, in print and through broadcast media. Ensure 40% of unpaid media coverage comes from international media in advertising equivalency. Met. International media generated more than $550,000 in advertising equivalency making up 40.8% of all unpaid media coverage. Increase international and domestic media coverage by 20% in advertising equivalency over Met. International and domestic media coverage increased 20% in total circulation over 2016, from 500 million to 600 million people worldwide. Total advertising equivalency generated by international and domestic media coverage increased 11.8% over 2016, from $1.7 million to $1.9 million. MEDIA HIGHLIGHTS Media FAM Tours BCWI-led media trips and collaborative media tours, with partners including DBC, Thompson Okanagan Tourism Association, Tourism Kelowna, Okanagan Wine Festivals Society, and Watermark Beach Resort, continued to raise the profile of the Wines of British Columbia in key markets. The BCWI hosted or co-hosted 72 media during Fiscal 2017 (67% increase over the previous fiscal year), attracting journalists from 52 media outlets. 23 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 24

15 HOSTED MEDIA CIRCULATION (TOP 10 COUNTRIES) MEDIA EVENTS British Columbia Alison Sinkewicz (Montecristo Magazine) Alistair Veen (BC Sommelier of the Year) Andrew Morrison (Scout Magazine) Anthony Gismondi (Gismondi on Wine; Vancouver Sun) Barbara Philip MW (CBC Coast to Coast) Brent Muller (Wine Retail Manager, Vessel Liquor Store) Chef Mark Filatow (Waterfront Wines) Chef Perry Bentley (Okanagan College) Daenna Van Mulligen (WineDiva) DJ Kearney (wine writer; New District) Gail Johnson (Georgia Straight; Globe and Mail) Gloria Chang (Wine Adventures) Iain Philip (wine writer; educator) James Nevison (The Province) Joanne Sasvari (freelance wine and food writer) Joy Pecknold (Fashion Magazine) Krissy Vann (Weather Network) Kurtis Kolt (Georgia Straight) Lauren Toyota (Youtube and social influencer) Marcus Ansems MW Michaela Morris (The Westender) Rhys Pender MW (Montecristo Magazine; Taste Magazine) Sarah Bancroft (Vitamin Daily) Sarah Harowitz (Editor, Montecristo Magazine) Sebastien Le Goff (Wine Director, Cactus Club) Sharon McLean (Eat Magazine) Sid Cross (wine writer) Tim Pawsey (Quench Magazine; Hired Belly) Treve Ring (EAT Magazine) Alberta Brad Royale (Rocky Mountain Resorts) Mary Bailey (The Red Tomato) Dr. Rookmin Maharaj (City Style and Living Magazine) Tom Firth (Cowtown Wine; Avenue Magazine; Culinaire Magazine; City Palate) Saskatchewan Noelle Chorney (Amazon in the Kitchen) Manitoba Ben MacPhee-Sigurdson (WineAlign) Chef Barbara O Hara (Dessert Sinsations Café) Ontario Andre Proulx (Torontoist.ca, Toronto Star) Anne DesBrisay (Ottawa Magazine) Bill Zacharkiw (WineAlign judge) Christopher Waters (Vines Magazine) David Lawrason (WineAlign judge) Dr. Janet Dorozynski (WineAlign judge) James Chatto (wine writer) Jennifer Havers (Ottawa Citizen; Natalie Maclean) John Szabo MS (WineAlign judge) Marc Smith (AdventureGuy.com) Michael Godel (WineAlign judge) Sara d Amato (WineAlign judge) Sasha Chapman (Globe and Mail, Walrus Magazine) Steve Thurlow (WineAlign judge) Nova Scotia Bill Spurr (The Chronicle Herald) Craig Pinhey (WineAlign judge) Heather Rankin (WineAlign judge) Moira Peters (Unwined Tasting Parties) Sean Wood (Wood On Wine) Quebec Carrie MacPherson (Zurbaines Magazine, Mercedes-Benz Magazine) Michelle Bouffard (WineAlign judge) Nadia Fournier (WineAlign judge) Rémy Charest (WineAlign judge) Robert Beauchemin (restaurant critic and food writer) Newfoundland Chef Bob Arniel (Chef to Go) USA Christopher Chan (Happy Hour Radio on 570 KVI) Elaine Chukan Brown (Jancis Robinson; Hawk Wakawaka Wine Reviews) Gregory McCluney (Global Traveler Magazine; Underground Wine Letter) Kirsten Akens (Adventure Girl; USA Today) Kristin Ackerman Bacon (SIP Northwest Magazine) Rob McMillan (Executive VP & Founder, Silicon Valley Bank s Wine Division) Shea McCammant (SIP Northwest Magazine) Siobhan Higgins (LAX Magazine) Zach Geballe (SIP Northwest Magazine; Seattle Weekly) Hong Kong Debra Meiburg MW (wine journalist) United Kingdom Dr. Jamie Goode (Wine Anorak) Germany Ursula Heinzelmann (Vininum Magazine) Sweden Ulf Palmnas (Munskänken Magazine) Country Circulation Advertising Equivalency $ China 237,453, ,652 Canada 197,821,832 1,364,455 United States 121,572, ,564 United Kingdom 37,283, ,824 Hong Kong 2,107,935 19,498 Poland 202,232 1,871 Germany 90,821 8,401 India 84,246 7,793 Bulgaria 22,374 2,069 South Africa 21,933 2,029 NUMBER OF ARTICLES (FROM TOP 10 COUNTRIES) Canada United States China United Kingdom Germany Hong Kong India Bulgaria South Africa Australia BC Association of Travel Writers Annual Symposium BCWI Media Relations Manager Laura Kittmer participated on the industry panel at the BC Association of Travel Writers Annual Symposium, British Columbia: Too Beautiful for Words, in Vancouver on April 10. Among other panelists, including the Aboriginal Tourism Association of BC and Tourism Vancouver Island, she had the opportunity to pitch wine tourism in BC to 60 BC travel, lifestyle, food and wine writers, including keynote speaker and award-winning travel writer, Lucas Aykroyd. Canada Media Marketplace At Canada Media Marketplace in San Francisco (April 17 through 20), BCWI held one-on-one meetings with 24 influential US travel and lifestyle journalists, editors, and producers. The BCWI also worked alongside Destination Canada to sponsor the welcome reception highlighting the Wines of British Columbia to 115 prominent print and television media from across North America and 113 destination marketing organization partners from across Canada. Vintage 2015 Media Preview This VIP trade and media tasting on April 29 in Vancouver provided an in-depth review of the 2015 vintage. Moderated by DJ Kearney, a panel of five BCWI member winery winemakers discussed the vintage in front of the largest turnout yet for this event - 39 key media and trade, including: Sid Cross, Kurtis Kolt, Michaela Morrison, Terry David Mulligan, Kristina Long (Sommelier, Hawksworth Restaurant), and Kristi Linneboe (Sommelier, L Abattoir). 25 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 26

16 Fresh Fest Signature Event - BC Shellfish and Seafood Festival On June 10, eight member wineries participated in the Fresh Fest signature kick-off event to the BC Shellfish and Seafood Festival. Each participating winery was paired with a local BC chef in showcasing and providing BC VQA Wine and seafood pairings to 250 trade and media including 11 wine and food media from The Province, Alaska Airlines, China Daily and more; eight notable delegates, including Don McRae, Paul Ives, and Andrew Adams; and eight culinary partners, including Chef Ned Bell and Chef Ronald St. Pierre from Locals Restaurant in Courtenay. Judgment of BC On June 21, the BCWI hosted the second annual Judgment of BC in Summerland. Once again curated and moderated by DJ Kearney, a judging panel of 30 of the top wine palates from across the country and internationally scored the wines. Judges included three Masters of Wine: Rhys Pender, Marcus Ansems, and Barbara Philip; Master Sommelier John Szabo, and two internationally-acclaimed wine writers, Dr. Jamie Goode and Elaine Chukan Brown who is a contributing wine writer for Jancis Robinson. The Judgment of BC was a blind tasting of 12 Rieslings and 12 Pinot Noirs; six from BC and six were international benchmarks. In the end, Riesling fared better than Pinot Noir with BC s CedarCreek Estate Winery s Platinum Block 3 Riesling 2014 BC VQA Okanagan Valley ranked second closely behind the Max Ferd. Richter Graacher Himmelreich Riesling Kabinett 2013 Mosel Valley, Germany. Bouchard Père Premier Cru Beaune Clos de la Mousse Monopole 2012 from Burgundy, France came out on top of the flight of Pinot Noir, with BC placing fourth, fifth, sixth, seventh and eighth. The Judgment of BC generated 24 articles, reaching 15.3 million readers for an estimated ad value of more than $178,000. Dinner with the WineAlign Judges BCWI hosted a dinner with the judges on June 23 at Tantalus Vineyards as part of the WineAlign National Wine Awards of Canada. This event gave BCWI member wineries the opportunity to connect with the esteemed judging panel in an intimate setting. The 26 wine judges from across Canada included Rhys Pender MW; John Szabo MS; Michelle Bouffard; Sara d Amato; Anthony Gismondi; David Lawrason; and Brad Royale. Also this year, renowned wine writers Dr. Jamie Goode, and Elaine Chukan Brown joined the judging panel, and BCWI hosted and led them on a fiveday FAM through the Okanagan Valley and Similkameen Valley. Wines of British Columbia Masterclass Hong Kong The BCWI partnered with The Drinks Business Hong Kong, a premiere wine magazine with a worldwide reputation in the international drinks market, to bring 16 BC VQA Wines to Hong Kong in an advanced educational Wines of British Columbia Masterclass on November 09. Moderated by Rhys Pender MW and The Drinks Business Senior Editor Rupert Millar, the event was fully subscribed with more than 40 industry professionals and media in attendance. The masterclass generated media coverage reaching almost 300,000 readers around the world for an estimated ad value of more than $51,000, including a four-page article written by Rupert Millar profiling the Wines of British Columbia in the March issue of The Drinks Business Hong Kong. Vancouver International Wine Festival On December 06, the Wines of British Columbia partnered with Wine Country Ontario and Wines of Nova Scotia under the Wines of Canada flag to host the official media launch for the Vancouver International Wine Festival (VIWF) (February 24 through March 4). Moderated by DJ Kearney, seven BC VQA Wines were presented alongside wines from Ontario and Nova Scotia to 23 savvy wine media and trade in a Wines of Canada Masterclass. Attendees included John Schreiner; Sid Cross; Carmen Ruiz y Laza; Kristi Linneboe; and many more. The BCWI, Canadian Vintners Association, Wine Marketing Association of Ontario and Wine Association of Nova Scotia co-hosted internationally- and nationally-acclaimed wine media as moderators and panelists for six masterclasses during VIWF, including Dr. Jamie Goode; Rhys Pender MW; Barbara Philip MW, John Szabo MS; and wine writers Christopher Waters and Moira Peters. And, in partnership with VIWF, British Columbia s Ministry of International Trade and Ministry of Agriculture, and in association with VIWF sponsor Delta Air Lines, BCWI hosted an international trade and media delegation representing the Hong Kong, Korea and US markets. International guests included Kristin Ackerman of SIP Publications; Christopher Chan of Happy Hour Radio 570 KVI and founder of the SOMM Summit; Tony Westfall of Good Company Wines; and Chris Tanghe of Vinum Wine Importing and Distribution. Dine Out Vancouver Media Launch The BCWI partnered with Tourism Vancouver to sponsor the official media launch of Dine Out Vancouver on January 10. Celebrating Dine Out Vancouver s 15th anniversary, 15 BC VQA Wines were poured for and showcased to 60 wine, food, and lifestyle media. Attendees included: Nikki Bayley; Dawn Chubai; Sid Cross; Nathan Fong; Mijune Pak; Tim Pawsey; Joanne Sasvari; and many more. Spring & Fall Release Media Tastings SPRING Hosted by Rhys Pender MW and Sharon McLean, our pre- Bloom VIP seminars in Vancouver and Victoria reached a record high of 62 VIP trade and media attendees, focusing on the different styles of wine being made by BCWI member wineries. Pre-Discover VIP seminars were hosted in Calgary and Edmonton. Moderated by Brad Royale, 28 trade and media attendees tasted their way through a flight featuring the different styles of BC VQA Wine. FALL Prior to the Colour and Discover BC VQA Fall Release Tastings in Vancouver and Calgary, Rhys Pender MW and Brad Royale presented to more than 52 VIP trade and media attendees in comprehensive seminars discussing and tasting through flights of wine that highlighted the unique attributes of terroir throughout BC s wine regions. Attendees included wine influencers: John Schreiner; Sid Cross; Kurtis Kolt; Neal McLennan; Joanne Sasvari; David Stansfield; Tom Firth; and Mike Roberts. 27 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 28

17 Social Media Highlights INSTAGRAM Followers increased 33% from 2,983 to 3,973. Posts received 2,100 engagements, including 1,928 likes and 128 comments. Instagram Followers FACEBOOK 100% % % Fans increased 17% from 4,077 to 4,769. Posts received 9,955 engagements including 5,077 shares, 4,416 likes, and 462 comments. Facebook Followers TWITTER Followers increased 6% from 9,579 to 10,139. Tweets received 3,901 engagements including 2,400 likes and 1,257 retweets. Twitter Followers % % Social Media Campaigns SUMMER CAMPAIGN The campaign s goal was to encourage people already in-market to move around the region. During a six-week period (July 25 through September 11), the social media component of the campaign earned 651,297 impressions across Facebook, Instagram, and Twitter resulting in 6,760 clicks through to WineBC.com % COMMUNICATIONS S, EVALUATIONS & HIGHLIGHTS Annual member/industry communications plan will ensure member wineries are up-to-date, have access to relevant industry information and opportunities, and have a clear understanding of the work of the BC Wine Institute, with an 80% satisfaction rate in the annual member survey. Member wineries surveyed May 2017; results not available at press time. Member wineries were kept up-to-date through our regular publications. Several member surveys were issued in Fiscal 2017, including surveys on the topics of export, viticulture, strategic planning, and events. Ensure the BC Wine Institute continues to be seen as the voice for the BC wine industry through communications with members, trade, media, and tourism and government stakeholders. Exceeded. While difficult to measure the objective, the BC Wine Institute has grown its membership, continues to be sought out by media for comment on issues affecting the industry, has good partnerships with destination marketing organizations, and is regularly consulted by government. These factors demonstrate that the BC Wine Institute continues to be the peak organization for the BC wine industry n/a 18% 17% SHOULDER SEASON CAMPAIGN AND HOLIDAY EXTENSION The campaign s goal was to encourage people to travel to BC s wine regions during the shoulder season. The social media components of the campaign ran on Facebook September 19 through October 16 and November 14 through December 11, and was targeted at people in Metro Vancouver and Calgary. The two periods earned a total of 214,069 impressions and 6,258 clicks through to WineBC.com. 29 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 30

18 COMMUNICATIONS HIGHLIGHTS Newsletters For another year, the BCWI team demonstrated exemplary engagement with its audience receiving an All Star Award from its contact management system, Constant Contact. Award recipients maintain high open rates that are above their industry average and low bounce rates. Only 10% of Constant Contact users reach all star status. Weekly Marketing Update Sent each Thursday to members, BC agents and, when relevant, Alberta agents, this update provides information on the latest BCWI marketing opportunities. A new, mobile-friendly format was developed during the fiscal to assist our busy members in staying up-to-date on the go. The new format also allows analysis on utilization. Average open rate was 43%. the First Press Distributed monthly to BCWI members, this newsletter includes relevant information about upcoming BCWI marketing opportunities, reports on recent marketing campaigns and events, and media activity. Average open rate was 42%. Celebrate the Wines of British Columbia BC Wine Industry Quarterly Review A synopsis of our advocacy progress, marketing initiatives, and media relations distributed to approximately 2,700 winery, government, trade, and tourism stakeholders. Average open rate was 35%. The Vine A seasonal newsletter for consumers on everything BC VQA Wine including contests, winery events, wine festivals, wine awards, winery accolades, and wine and food recipe pairings. Average open rate was 32%. CEO Updates BCWI President and CEO, Miles Prodan, regularly distributes updates directly from his desk on the latest advocacy issues. BCWI Publications - Open Rates 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0 43% Weekly Update Articles 42% the First Press 35% Celebrate the Wines of British Columbia 32% The Vine Quarterly articles were contributed to industry publications Canadian Grapes to Wine, and Orchard and Vine. An article on the 2016 vintage was contributed to The Publican. BCWI Collateral The BCWI produced the following publications: 2016 Vintage Report 2017 Media Kit Fiscal 2016 Annual Report Fiscal 2018 Strategic Plan GOVERNMENT ADVOCACY S, EVALUATIONS & HIGHLIGHTS BC Government will maintain current supported programs. Met. The BCWI is working to ensure BC wineries receive all revenue for wine delivered directly to hospitality licensees and private retailers. Changes to the benefit of the wine industry as a whole will be advocated for and obtained. Exceeded. BC LCLB liquor policy changes were implemented reducing reduce red tape and modernizing liquor laws in BC. Interprovincial wine barriers, with focus on Alberta, will be removed. In progress. On July 24, the Province announced a new Inter-Provincial Trade Agreement with Ontario and Quebec to allow consumers in those provinces to order BC wine online. While an important first step, the BCWI continues to advocate for 100% BC wine to be shipped directly to consumers across Canada. BC Liquor Distribution Branch will increase number of listings of BC VQA Wines. Met. Commitment obtained from BC Liquor Stores to increase from 47 to 80 BC Liquor Stores that feature four new BC VQA Wines each month. Various levels of government and representatives from other industry groups recognize BC Wine Institute s proactive leadership role in advocacy and promoting a united front. Met. The BCWI continues to meet with various federal, provincial, regional, and municipal government and industry officials on a regular basis to provide updates on the success of the BC wine industry and provide policy recommendations for its continued growth. 31 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 32

19 Regulatory climate for industry will improve and our resources will achieve measurable objectives and return on investment. Exceeded. A Canadian wine and grape industry research study released in March shows that the BC wine and grape industry is a significant driver of the provincial economy contributing $2.8 billion in The Canadian industry overall has grown 33% since 2013 to $9 billion, of which BC contributes 31%. BC is Canada s second largest wine grape producing province, next to Ontario, in terms of acreage, tonnage, and wine grape sales GOVERNMENT ADVOCACY HIGHLIGHTS Wines of Marked Quality Regulation BC s Wines of Marked Quality Regulation has been updated to enable wineries to state sub-geographical indications on their wine bottles. The changes were included in the BCWI-initiated BC Wine Appellation Task Group s industryapproved recommendations. Labeling The federal Ministry of Agriculture and Agri-Food approved a new label designation to replace Cellared in Canada with International Blend from Imported and Domestic Wines. Transition to the new label designation is scheduled for fall BC LCLB Liquor Policy Changes Several long-overdue and positive changes that reduce red tape for the BC wine industry and modernize provincial liquor laws came into effect on January BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT

20 2016 VINTAGE REPORT White Wine Quality: Very Good to Excellent Red Wine Quality: Very Good to Excellent Icewine: Excellent An unusually hot spring led to an early and vigorous growing season. Cooler summer temperatures allowed the fruit to develop flavour complexity, moderate alcohol, balanced tannins and natural acidity in what is, by all accounts, an excellent vintage. Okanagan Valley The winter of 2015/2016 was good to grapegrowers in the Okanagan Valley who reported no extended periods of freezing temperatures and no bud damage. It was an atypical spring with extremely warm weather that provided more Growing Degree Days (GDD) in April than any other April in the last 19 years: total monthly GDD (April) were reported in Osoyoos and in Summerland. Temperatures were also up reaching the high 20s throughout the Valley, with Osoyoos recording a high of 29.8 C (Environment Canada Climate Summary April 2016). Budbreak was the earliest on record, as much as six weeks early in some areas, and was followed by early flowering, about two weeks ahead of Overall, I think we re looking at a beautiful vintage. DAVID PATERSON GM & WINEMAKER, TANTALUS VINEYARDS normal. This heat required diligence in the vineyards, especially with irrigation. The early start to the growing season caused some labour pressure later in the season as winery and vineyard needs competed with area orchards needs. GDD remained ahead of any other year with temperatures reaching the mid to high 30s until the week of June 19 when the weather changed. GDD started to even out with 2015 and then dropped below for the rest of the season. Mean temperatures in July were in the low 20s. August brought hot, dry weather typical of the Okanagan Valley. Because of the early heat, veraison came about two weeks early for some, but was reported as protracted. Unlike summers past, forest fires were not an issue for grapegrowers this year. Without the blistering high heat that sometimes occurs in July and August, the grapes had more time to mature and we are seeing phenomenal balance with low alcohol and balanced acidity, noted David Paterson, General Manager and Winemaker at Tantalus Vineyards. Overall, I think we re looking at a beautiful vintage. Harvest started early with reports of picking Ortega for sparkling wine on August 17 at Evolve Cellars in Summerland whose Christa-Lee McWatters Bond said, Last year was the earliest we had ever seen it and this year we are a couple days earlier than last year. Harvest started early on the morning of September 6 for Quails Gate Winery, with picking of Maréchal Foch from the winery s property on Boucherie Road in West Kelowna. Winemaker Nikki Callaway said this year s harvest was seven to 10 days ahead of previous vintages. I think it is an exciting vintage, said Callaway. It is always a positive when you start off the year with excellent fruit and good quality. Large, heavy red grapes and clusters were reported, especially for Cabernet Sauvignon and Merlot, while the white varietals were more consistent. The fruit up and down the Valley was remarkably clean. And although Naramata experienced 10 to 12 weeks of 60% humidity which meant the threat of powdery mildew, diligent viticulture practices saw clean fruit. According to Katie O Kell of Serendipity Winery, they harvested the cleanest fruit we have ever seen. In Oliver and Osoyoos, a few areas of the Valley floor experienced frost October 11/12 which caused leaf drop; however, most berries not yet picked were already ripe and not much crop was affected. Early spring heat started off an excellent growing season which was slowed down by a cooler start to the summer and an extended fall season; it all adds up to an excellent 2016 vintage. Similkameen Valley Overall, the Similkameen Valley experienced similar conditions to the Okanagan Valley. With no extended freeze, the Similkameen Valley saw no kill over the winter. Similkameen Valley wineries will have another fantastic vintage to showcase. The alcohol is balanced and we will be able to express varietal character and our mineral terroir. CHARLIE BAESSLER WINEMAKER, CORCELETTES ESTATE WINERY Here, budbreak and flowering also came early thanks to soaring spring temperatures. Again, vigilance in the vineyard was necessary. As Rhys Pender MW, wrote for WineAlign in September, Growers who balance their vineyard and yield to the season, and harvest at optimum ripeness and balance will always make good wine, be it white, red, pink or orange. Following the same weather pattern as their neighbouring region to the east, July in the Similkameen Valley was one of the coolest on record over the past 20 years. A return to seasonal heat in August and September brought an excellent balance of moderate alcohol, retention of natural acidity, ripe tannins and beautiful, concentrated flavours. Over at Corcelettes Estate Winery in Keremeos, Winemaker Charlie Baessler reported: Spring arrived quickly for us! We hustled to place shoots where they belonged as growth was rapid. The pace changed as the season cooled and temperatures fell. It was critical to monitor our progress and make the necessary crop load adjustments. Overall, Similkameen Valley wineries will have another fantastic vintage to showcase. The alcohol is balanced and we will be able to express varietal character and our mineral terroir. Fraser Valley Budbreak in the Fraser Valley started in the first week of March, four weeks ahead of schedule. GDD in Langley was ahead of the 20-year average. Reports from the Fraser Valley saw more challenging conditions but although there were reduced crops and some disease pressure, a warm, dry August led to excellent grape development with beautiful flavours and balanced acids and sugars. Andrew Etsell, General Manager and Viticulturist at Singletree Winery in 35 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 36

21 Abbotsford, reported their harvest began August 25 with Siegerrebe. This was their earliest start to harvest on record and Etsell says, the 2016 vintage will offer incredible fruit which in turn will make some great quality wine. Vancouver Island & The Gulf Islands Lamont Brooks of the Wine Islands Growers Association, provided a climate summary for 2016 and reports that, Overall, 2016 was an excellent year, characterized by an unusually warm April and May, which got the vines off to a very fast start. With more GDDs than is typical, budbreak, flowering and veraison started early. Fantastic. Although yields were lower than in the past two years, we had the best harvest parameters (Brix, TA, ph) we have ever seen in most varietals, especially Pinot Gris. LAMONT BROOKS SYMPHONY VINEYARD Harvest on Vancouver Island was also earlier than normal, with early ripening whites such as Ortega and Siegerrebe being picked early to mid-september, red hybrids such as Maréchal Foch in late September and Pinot Gris and Pinot Noir in late September to early October. Nearly all harvesting was complete before the arrival of heavy rains the second week of October. September was a bit cooler than average and October was significantly cooler than the past two years. Reporting on the overall fruit quality at his Symphony Vineyard in Saanich, Brooks says it was, Fantastic. Although yields were lower than in the past two years, we had the best harvest parameters (Brix, TA, ph) we have ever seen in most varietals, especially Pinot Gris. Emerging Regions Outside BC s designated geographical indications (GIs), the growing season was similar to the interior regions, with few minor differences. Monte Creek Ranch Winery reported budbreak in late April the earliest ever recorded in the Thompson region. A warm spring but relatively cool summer put the harvest about a week behind last year, but still about three weeks earlier than is normal. Their first day of crush was August 22 with Marquette (for rosé) whereas Harper s Trail Winery reported their first crush on August 31 of Gewürztraminer. In its own harvest report, Monte Creek stated, A bit of tough weather during flowering has resulted in a little bit lighter crop for our Monte Creek Ranch vineyards. However, the bright side of a light crop is that we got more concentrated and flavourful fruit. Nearby in the Shuswap, Graydon Ratzlaff of Recline Ridge Vineyards and Winery reported very little winter kill, with a late April budbreak and late May flowering. Spring temperatures in April and May were above normal. Veraison came in late June and the overall fruit development was good. Harvest started in early September and ended in late October. Growers in Grand Forks experienced no winter kill and saw average temperatures throughout the spring and summer. The fall harvest started September 18 and brought milder temperatures and some rain. Icewine Harvest Twenty-three wineries registered with the BC Wine Authority to pick an estimated 896 standard tons of Icewine grapes on an estimated 205 acres in At the time of the vintage report, 18 wineries had started harvest and an estimated 600 tons had been picked, 224 more tons than last year s total harvest. Harvest started December 6, 10 days later than in The first grapes were picked in West Kelowna with temperatures ranging between -8 and -9 C by Kalala Organic Estate Winery which brought in 1.5 tons of Chardonnay, 3.5 tons of Riesling and four tons of Zweigelt. They resumed picking for Merlot and Cabernet Franc on December 8, 14 and 16. Based on the 33 tons of grapes brought in, Winemaker Karnail Sidhu expects 10,000 to 12,000 litres of Icewine for their 2016 vintage. For Inniskillin Okanagan Vineyards, the early harvest secured an average to larger crop than in past years. Viticulturist Troy Osborne said his crew began picking Riesling on the morning of December 8, and finished the morning of December 9. With temperatures averaging -12 C, Osborne was pleased with the concentration of the fruit brought in which averaged 42 Brix. The grapes went through a couple of freeze thaw periods before picking which gives the flavour characteristics we want for Icewine. Red Rooster Winery began picking Riesling at 1:00 AM on December 8 when temperatures in the Naramata Bench vineyard reached -9 C bringing in fruit at 40 Brix. They picked again for Riesling and Cabernet Franc on December 13 at -10 C, finishing harvest at 44 Brix. Although a fair bit of their crop this year was lost due to extreme winds, Winemaker Karen Gillis says the overall quality of the grapes is very good. With days of cold weather, the berries were quite frozen, so although yields were average, what came out of the frozen marbles was a sticky delectable treat... or it will be when I m done with it. Grapes harvested for Icewine in 2016 include: Cabernet Franc, Cabernet Sauvignon, Chardonnay, Ehrenfelser, Gewürztraminer, Kerner, Merlot, Oraniensteiner, Petit Verdot, Pinot Blanc, Pinot Noir, Riesling, Roussanne, Syrah, Vidal, Viognier and Zweigelt. Conclusion The growing season started early and unusually hot with many people predicting the hottest vintage on record. However, with one of the coolest Julys experienced in the last 20 years, it was not to be. The coolness slowed things down, allowing flavours to develop and preserving the natural acidity for which BC wine is known. The 2016 vintage will showcase some of the best BC has to offer. Some of the standout varietals: Riesling, Chardonnay, Sauvignon Blanc, Pinot Noir, Merlot, Cabernet Franc and Gamay is going to be the year. TONY STEWART PROPRIETOR & CEO, QUAILS GATE WINERY 37 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 38

22 CATEGORY UPDATE BC VQA LITRE SALES BY CHANNEL IN BC YEAR ENDED MARCH 2017 BC Liquor Stores (~200): 24.6% Wineries: 21.7% BC VQA Wine Stores (16): 6.5% LRSs (~670): 21.5% Agency Stores: 4.9% Hospitality (~540): 20.9% TOTAL PROVINCIAL WINE MARKET SHARE (LITRES) IN BC YEAR ENDED MARCH 2017 Other BC (non-vqa): 36.2% BC VQA: 17.6% United States: 10.7% Italy: 5.8% Chile: 5.6% Other: 4.5% Australia: 4.1% Argentina: 4.0% France: 3.9% New Zealand: 3.2% Spain: 2.7% South Africa: 1.3% Other Provinces (non-vqa): 0.4% VQA (non-bc): 0.1% BC VQA LITRE SALES IN BC CHANGE IN LITRES YEAR ENDED MARCH 2017 TOTAL PROVINCIAL WINE MARKET SHARE IN BC CHANGE IN LITRES YEAR ENDED MARCH ,500,000 3,000, % 13.6% 4.2% 5.9% 30,000,000 25,000,000 20,000,000 TOTAL MARKET UP 3.21% OVER PREVIOUS YEAR 3.0% 2,500,000 15,000, % 2,000,000 10,000, % 1,500,000 1,000, ,000 0 BCLS (~200) Wineries 16.2% BC VQA Stores (16) LRSs (~670) 11.6% Agency Stores Hospitality (~540) 5,000, % 8.5% 0 New Zealand South Africa 0.1% Spain 3.0% 2.1% Other Argentina 17.1% 4.4% Chile Italy 4.3% -5.2% France Australia United States BC VQA Other BC (non-vqa) VQA (non-bc) 9.6% -0.3% Other Provinces (non-vqa) 2017 P P P P12

23 BCWI STRUCTURE A Board of Directors made up of nine voting members governs the BCWI. There are three seats on the Board for Directors from each of the three winery size categories, though each Director acts on behalf of the entire BCWI membership. Board members are elected at annual general meetings for three-year terms and each year they elect from among themselves the Board Chair. An independent grapegrower appointed by the BC Grapegrowers Association, a non-industry representative (optional), and the BCWI President are ex-officio non-voting members of the Board. Active committees and task groups comprised of expert volunteer members assist the organization. Committees of the Board of Directors currently include Finance and Risk Management, and Board Governance. Management committees to assist the President include Government Relations, and Marketing. Ad hoc task groups may be convened from time to time. Board of Directors Christa-Lee McWatters Bond, Chair, Evolve Cellars David Wilson, Vice Chair, Mission Hill Family Estate Winery Greg Berti, Andrew Peller Ezra Cipes, Summerhill Pyramid Winery Erik Fisher, Monte Creek Ranch Winery Leo Gebert, St. Hubertus & Oak Bay Estate Winery Bob Heiss, Gray Monk Estate Winery Tony Holler, Poplar Grove Winery Josie Tyabji, Constellation Brands Canada David Kozuki, Golden Retreat Vineyard, BC Grapegrowers Association Douglas Friend, Independent Miles Prodan, President & CEO, BC Wine Institute COMMITTEES OF THE BOARD OF DIRECTORS Finance & Risk Management Committee Mandate to facilitate the timely and accurate reporting of financial information to the BCWI Society Board of Directors and to its members; to review financial statements and the Society s budget; to ensure that proper accounting procedures are being followed within the Society; and to monitor the key risks that may arise from or impact the Society s strategy. Geri Davis, Chair, Gray Monk Estate Winery Leo Gebert, St. Hubertus & Oak Bay Estate Winery Josie Tyabji, Constellation Brands Canada David Wilson, Mission Hill Family Estate Winery Board Governance Committee Mandate to nominate a slate of proposed Directors to be considered for election at each annual general meeting; to attend to succession planning and conduct Board evaluation; and to ensure that the Society maintains appropriate governance standards. Greg Berti, Chair, Andrew Peller Christa-Lee McWatters Bond, Evolve Cellars Ezra Cipes, Summerhill Pyramid Winery MANAGEMENT COMMITTEES Government Relations Committee Mandate to identify policy priorities, develop strategies for advocating policy changes that benefit the British Columbia grape and wine industry and BCWI Society members; and to position the BCWI Society as the industry leader in advocacy to all levels of government. Christa-Lee McWatters Bond, Chair, Evolve Cellars George Hanson, Seven Stones Winery Tony Holler, Poplar Grove Winery Trish Morelli, Kamloops Winery Association Luke Smith, Howling Bluff Estate Winery Josie Tyabji, Constellation Brands Canada Marketing Committee Mandate to provide direction to BCWI staff on marketing strategies; to facilitate the development of the annual marketing and communications plan; and to develop and recommend a budget that will allow the Society to meet objectives contained in the annual plan. Erik Fisher, Chair, Monte Creek Ranch Winery Christine Coletta, Okanagan Crush Pad Bob Heiss, Gray Monk Estate Winery Lindsay Kelm, Quails Gate Winery Scott Locke, CedarCreek Estate Winery Paul Sawler, Dirty Laundry Vineyard Sara Triggs, Culmina Family Estate Winery TASK GROUPS Ad hoc task groups are created from time to time to help accomplish the work that would normally be done by staff, and include invited member wineries to assist and provide input. Differing from committees, task groups are created to address short-term issues. They are given specific tasks to accomplish and usually a short time frame within which their work is to be completed. When the task is complete, the group is disbanded. BC VQA Wine Appellation Task Group Mandate to bring forward industry recommendations to propose amendment(s) to the Wines of Marked Quality Regulation that represent the interests of all 100% BC Wine Producers. Complete. BC Liquor Stores Task Group Mandate to increase opportunities for BC VQA Wine in the BC Liquor Stores channel. Complete. Export Task Group Mandate to develop a three- to five-year export (outside Canada) strategy for BC VQA Wine. Complete. BC VQA Wine Store Task Group Mandate to recommend the role, long-term strategy and vision for the non-grocery BC VQA Wine stores, including input from the membership at large. Complete. BC VQA Wine-in-Grocery Annual Marketing & Merchandizing Task Group As required by the BCWI BC VQA Wine store-in-grocery operating agreement, mandate to develop an annual plan specific to the BC VQA Wine-in-grocery channel. Ongoing. 41 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT 42

24 BCWI STAFF Miles Prodan President & CEO Responsible for achieving annual Board approved BCWI goals & objectives. Maggie Anderson (maternity leave) Marketing Director Kimberley Barnes Acting Marketing Director Responsible for BCWI marketing programs. Responsible for BCWI marketing and communication strategic planning & implementation management for the BC wine industry and the Wines of British Columbia brand. Traci Deman Office Manager Responsible for general administrative matters; Board and Committee meetings; BC VQA Wine store licensing; BC VQA products and pricing; and regarding competition consolidations. Lisa Braman Industry Communications Manager Responsible for BCWI members, BC wine industry and stakeholder communications. Patricia Pracher Accounting Manager Responsible for BC VQA Wine store and winery payments; and BCWI budgeting, including accounts payables and receivables. Philippa Douglas Administrative Assistant Responsible for general administrative support to staff members; responding to general inquiries from members, public, etc.; and tracking of expense accounts, payments and bills. Laura Kittmer Media Relations Manager Responsible for BCWI media & public relations. Teresa Nykilchuk Marketing Manager Responsible for BCWI marketing programs. 43 BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT

25 BCWI MEMBER WINERIES 1st R.O.W. Estate Winery D Angelo Estate Winery 8th Generation Vineyard Daydreamer Wines 50th Parallel Estate Deep Roots Winery Adega on 45th Estate Winery Desert Hills Estate Winery Ancient Hill Estate Winery Dirty Laundry Vineyard Arrowleaf Cellars Eau Vivre Winery & Vineyards BC Wine Studio Elephant Island Winery Baccata Ridge Winery Estate Thurn Backyard Vineyards Evolve Cellars Baillie-Grohman Estate Winery Ex Nihilo Vineyards Okanagan Valley Bartier Bros. Vineyard and Winery Fairview Cellars Bella Wines Fitzpatrick Family Vineyards Bench 1775 Winery Fort Berens Estate Winery Black Dog Cellars Gehringer Brothers Estate Winery Black Hills Estate Winery Giant Head Estate Winery Black Hills Wine Experience Centre Gold Hill Winery Blackwood Lane Vineyards & Winery Gray Monk Estate Winery Bordertown Vineyard & Estate Winery Grizzli Winery Burrowing Owl Estate Winery Hainle Vineyards Estate Winery C.C. Jentsch Cellars Harper s Trail Estate Winery Calona Vineyards Heaven s Gate Estate Winery Camelot Vineyards Hester Creek Estate Winery Cassini Cellars Hillside Winery & Bistro CedarCreek Estate Winery House of Rose Winery Celista Estate Winery Howling Bluff Estate Winery CheckMate Artisanal Winery Indigenous World Winery Church & State Wines Black Sage Bench Inniskillin Okanagan Vineyards Church & State Wines Oliver Intersection Estate Winery Church & State Wines Victoria Intrigue Wines Clos Du Soleil Winery Isabella Winery Columbia Gardens Vineyard & Winery Jackson-Triggs Okanagan Estate Corcelettes Estate Winery JoieFarm Covert Farms Family Estate Kalala Organic Estate Winery Crescent Hill Winery Kismet Estate Winery Crowsnest Vineyards Kraze Legz Vineyard & Winery Culmina Family Estate Winery Lake Breeze Vineyards Lang Vineyards Lariana Cellars LaStella Winery Laughing Stock Vineyards Lavina Estate Le Vieux Pin Winery Liquidity Wines Little Farm Winery Little Straw Vineyards Estate Winery Lulu Island Winery Marichel Vineyard & Winery Maverick Estate Winery Meyer Family Vineyards Misconduct Wine Co. Mission Hill Family Estate Winery Monster Vineyards Montakarn Estate Winery Monte Creek Ranch Winery Moon Curser Vineyards Moraine Estate Winery Mt. Boucherie Family Estate Winery Nagging Doubt Winery Niche Wine Company Nighthawk Vineyards Nk Mip Cellars Noble Ridge Vineyard & Winery Northern Lights Estate Winery Okanagan Crush Pad Winery Okanagan Hills Estate Winery Oliver Twist Estate Winery Orofino Vineyards Osoyoos Larose Estate Winery Pacific Breeze Winery Painted Rock Estate Winery Peller Estates Perseus Winery Phantom Creek Estates Pipe Dreams Vineyard and Estate Winery Platinum Bench Estate Winery Play Estate Winery Poplar Grove Winery Privato Vineyard & Winery Quails Gate Winery Quinta Ferreira Estate Winery Recline Ridge Vineyards & Winery Red Rooster Winery Ripples Winery River Stone Estate Winery Robin Ridge Winery Rollingdale Winery Rustico Farm & Cellars Sage Hills Organic Vineyard & Winery Sandhill Saxon Estate Winery See Ya Later Ranch Serendipity Winery Seven Stones Winery Singletree Winery Sonoran Estate Winery Sperling Vineyards SpierHead Winery Squeezed Wines St. Hubertus & Oak Bay Estate Winery St. Urban Winery Stag s Hollow Winery & Vineyard Stoneboat Vineyards Sumac Ridge Estate Winery SummerGate Winery Summerhill Pyramid Winery Sunnybrae Vineyards & Winery T.H. Wines Tantalus Vineyards Terravista Vineyards The Vibrant Vine The View Winery Therapy Vineyards & Guest House Thornhaven Estates Winery TIME Estate Winery Tinhorn Creek Vineyards Top Shelf Winery Township 7 Vineyards & Winery Langley Township 7 Vineyards & Winery Okanagan Upper Bench Estate Winery Vanessa Vineyard Estate Winery Van Westen Vineyards vinamité Cellars Vista D oro Farms & Winery Volcanic Hills Estate Winery Wild Goose Vineyards & Winery Young & Wyse Collection As of March 31, 2017

26 BC VQA WINE STORES Okanagan Valley BC Wine Information Centre Vees Drive, Penticton pentictonwineinfo.com Wines of British Columbia Save-On-Foods Lakeshore 3175 Lakeshore Road, Kelowna Wines of British Columbia Save-On-Foods Orchard Plaza Cooper Road, Kelowna Vancouver Island Wines of British Columbia Save-On-Foods Parksville 818 West Island Highway, Parksville Other Areas of BC Wines of British Columbia Save-On-Foods Kamloops (Sahali) Summit Drive, Kamloops Wines of British Columbia Save-On-Foods Prince George 555 Central Street, Prince George Lower Mainland Sardis Park VQA Wine Store Vedder Road, Chilliwack sardisparkwines.com Swirl Wine Store Yaletown 1185 Mainland Street, Vancouver swirlwinestore.ca Village VQA Wines Kitsilano 1811 West 1 Avenue, Vancouver kits@villagevqawines.com villagevqawines.com Westwood Wines B Parkway Boulevard, Coquitlam westwoodwines@shawbiz.ca Wines of British Columbia Save-On-Foods East Maple Ridge Lougheed Highway, Maple Ridge amanada_carnegie@saveonfoods.com Wines of British Columbia Save-On-Foods Fleetwood Street, Surrey amanada_carnegie@saveonfoods.com Wines of British Columbia Save-On-Foods Langley Fraser Highway, Langley amanada_carnegie@saveonfoods.com Wines of British Columbia Save-On-Foods South Point Street, Surrey amanada_carnegie@saveonfoods.com Wines of British Columbia Save-On-Foods Tsawwassen Street, Delta amanada_carnegie@saveonfoods.com Wines of British Columbia Save-On-Foods White Rock Street, Surrey amanada_carnegie@saveonfoods.com As of March 31, BRITISH COLUMBIA WINE INSTITUTE 2017 ANNUAL REPORT

27 BRITISH COLUMBIA WINE INSTITUTE WineBC.org (Trade & Media) @WineBCdotcom Tel Fax Toll-Free Suite Dolphin Ave Kelowna, British Columbia V1Y 9R9 Canada