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WINE GROWERS BRITISH COLUMBIAAnnual Report2022 ANNUAL REPORT

1 A Message from the Chair and President & CEO2 Vision, Mission, Core Values, Visionary Goals & Objectives3 Strategic Goals4 Fiscal 2022 Business Objectives, Achieving Our Strategic Priorities6 Strategic Goal: Brand, Strategic Objective 1: Build A World-Class Brand for Wines of British Columbia12 Strategic Goal: Brand, Strategic Objective 2: Position BC as a Premier Wine Region with Trade16 Strategic Goal: Brand, Strategic Objective 3: Build Brand BC In Leading Export Markets18 Strategic Goal: Brand, Strategic Objective 4: Make BC Wine Country a Benchmark for Wine Tourism24 Strategic Goal: Advocacy, Strategic Objective 5: Strengthen Wine Industry Leadership28 Strategic Goal: Advocacy, Strategic Objective 6: Align Government Advocacy Efforts32 Strategic Goal: Advocacy, Strategic Objective 7 Increase Value of BC Wine Through Certication33 Strategic Goal: Demand, Strategic Objective 8: Increase Demand for 100% BC Wines at Higher Price Points36 Strategic Goal: Demand Strategic Objective 9: Secure and Improve Access to the BC Market42 Category Update44 WGBC Structure48 WGBC Staff50 WGBC Member Wineries52 BC VQA Wine StoresTABLE OF CONTENTS

A MESSAGE FROM THE CHAIR AND PRESIDENT CEO It is our pleasure to present the Wine Growers British Columbia WGBC Fiscal 2022 Annual Report Over Fiscal 2022 the BC wine industry adapted to the continued effects of COVID 19 as well as record breaking weather events leading to impacts on wine tourism and wine production activities BC winegrowers and WGBC efforts pivoted to contend with these challenges and the perseverance of this industry something to be incredibly proud of can be measured at a glance by two metrics expanded on further in this report Overall from the onset of COVID 19 winery direct sales have seen double digit increases at 21 15 over the FY21 and FY22 The 2021 BC Grape Wine Vintage Report details wines of impressive concentration and quality WGBC worked exceptionally hard to adapt execute and expand on the Fiscal 2022 Advocacy Communications and Marketing Operational Plan Our team displayed innovative and strategic thinking as we continued to modify in person virtual digital and in store executions to highlight the exceptional people places and wines in our industry and inspire local support in all channels Direct feedback from our members came through the avenue of a member survey conducted as Fiscal 2022 ended Highlights from the survey include 4 in 5 responses rating WGBC as having met or exceeding expectations as well as a significant growth in member Net Promoter Score a metric of satisfaction and value perception As we embark on Fiscal 2023 WGBC will incorporate results of the member survey into our tactics to achieve even more success in member engagement and satisfaction to work best together to grow BC wine The achievements of Fiscal 2022 bring us closer to realizing the vision of the Wine BC 2030 Long Term Strategic Plan To track that progress we are introducing an Appendix to our Annual Report that shows how the tactics and metrics laid out in our Operational Plan are tracking for the future growth vitality and profitability of the BC wine industry as per Wine BC 2030 In the proceeding pages you will find detailed examples of the past year s goals and achievements based on the vision and strategic goals set out in the annual Operational Plan We wish to thank you all for your efforts over the past year The innovation collaboration and resiliency we have seen across the industry has been truly exceptional and we look forward to working collaboratively with our membership again this year to achieve lasting and meaningful results for the continued success of the BC wine industry Miles Prodan President CEO Christa Lee McWatters Chair WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 1

VISION MISSION CORE VALUES VISIONARY GOALS OBJECTIVES OUR VISION British Columbia transcends the new and old worlds recognized for diversity in its elevated wines supernatural terroir extreme beauty and dedicated people OUR MISSION OUR CORE VALUES As the peak organization for the BC wine industry our mission is to represent the interests of British Columbia wineries dedicated to producing 100 British Columbia grape wines certified by the regulatory body for wine in British Columbia through marketing communications and advocacy of their products to all stakeholders Quality leadership dedication and passion are reflected in all the work we do LEADERSHIP Collaboration association cooperation LEADERSHIP PRODUCT IDENTITY PRODUCT IDENTITY COMMUNICATION 2 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT Reputation authenticity credibility origin appellation terroir standards COMMUNICATION Messaging marketing advocacy

STRATEGIC GOALS Our strategic goals are a broader expression of how we will achieve Wine BC 2030 s vision 1 BRAND The BC brand informs everything the industry does from communications to education from marketing to hospitality Every BC wine touch point is an opportunity to reinforce the core of BC 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 2 ADVOCACY Bring industry together to influence government policy and establish a strong sense of community to enable everyone moving towards a common goal and vision 3 DEMAND Work with BC Liquor Distribution Branch 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 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 3

FISCAL 2022 BUSINESS OBJECTIVES ACHIEVING OUR STRATEGIC PRIORITIES These objectives are meant to activate Wine BC 2030 Pillars and WGBC Board approved Strategic Goals which the Fiscal 2022 Advocacy Communications and Marketing Operational Plan will achieve BRAND STRATEGY 1 BUILD A WORLD CLASS BRAND FOR WINES OF BRITISH COLUMBIA STRATEGY 3 BUILD BRAND BC IN LEADING EXPORT MARKETS Objective 1 Wines of British Columbia materials and messaging will be adopted by 10 of WGBC s membership and utilized in their marketing materials and communication with consumers media and trade Objective 1 Activate 2021 2023 WGBC Wine Export Strategy year one route to market objectives Objective 2 Consumer image and awareness perception of Wines of British Columbia will increase by 2 Objective 3 International and domestic media coverage will increase by 20 in advertising equivalency over FY21 with a 10 1 return on unpaid media coverage STRATEGY 2 POSITION BC AS A PREMIER WINE REGION WITH THE TRADE Objective 1 Trade image and awareness perception of Wines of British Columbia will increase by 2 4 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT STRATEGY 4 MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM Objective 1 Increase winery direct sales by 5 Objective 2 Increase Wine and Food Tourism digital engagement by 25 Objective 3 Develop a model for tracking Wine and Food Tourism winery visits

ADVOCACY STRATEGY 5 STRENGTHEN WINE INDUSTRY LEADERSHIP Objective 1 Continue to work on COVID 19 recovery plans for industry Objective 2 Membership engagement will increase by 5 in all WGBC communications programs and events STRATEGY 6 ALIGN GOVERNMENT ADVOCACY EFFORTS Objective 1 Establish a WGBC Board Advocacy and Membership Committee AMC for alignment of priorities Objective 2 Align strategic priorities and shared initiatives across industry organizations STRATEGY 7 INCREASE VALUE OF BC WINE THROUGH CERTIFICATION Objective 1 The BC Wine Authority BCWA plebiscite process and results will be advocated for and supported DEMAND STRATEGY 8 INCREASE DEMAND FOR 100 BC WINES AT HIGHER PRICE POINTS Objective 1 Grow BC VQA s average price point in between 20 39 99 by 0 10 Objective 2 Increase BC VQA provincial litre market share over 20 by 3 5 STRATEGY 9 SECURE AND IMPROVE ACCESS TO THE BC MARKET Objective 1 Increase premium positioning for 100 BC grape wine in retail channels

STRATEGIC GOAL BRAND STRATEGIC OBJECTIVE 1 BUILD A WORLD CLASS BRAND FOR WINES OF BRITISH COLUMBIA OBJECTIVE 1 1 Wines of British Columbia materials and messaging will be adopted by 10 of WGBC s membership and utilized in their marketing materials and communication with consumers media and trade EVALUATION Met 10 of member respondents from WGBC s Member Survey March 2022 indicated they utilized the Living the Brand A Year in the Life of a BC Wine Farmer digital and inprint toolkit assets in their marketing In addition 18 members have adopted the Wines of BC Ambassador Program as a training tool for their staff TACTICS overview of how industry can align with the overarching Wines of British Columbia brand with a strong voice in the market while sustaining their independent brands An assortment of webinars were held throughout the year to provide further support including Social Media Video Strategies Email Marketing Best Practices for BC Wine Brands Member Media Training and Wines of BC Explorer App Member Benefits How To Growing Living The Brand Tools Living The Brand Workshops Supporting Events The Living the Brand program has been developed to strengthen communication and marketing initiatives for the BC Wine Industry as a whole Living the Brand workshops have been hosted with BC Winery Associations and the WGBC Marketing and Communications Committee to provide an 6 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT WGBC developed and launched new GI Topographic Maps for the BC wine industry This new resource enables wineries trade and stakeholder partners to engage inform and tell the story of BC wine through a shared communication Developed through collaboration with local consulting soil scientist Scott Smith and a Geo Earth Mapping consultant Available at WineBC com

Living the Brand Toolkits were created along with digital and print materials for industry access free of charge The toolkits aligned with the WGBC Seasonal Year in the Life of a BC Wine Farmer campaigns April is BC Wine Month and the award winning Wines of BC Explorer App A growing asset library of high production value photos and video b roll is available for industry and media to access and incorporate into their own marketing and communication programs OBJECTIVE 1 2 Consumer image and awareness perception of Wines of British Columbia will increase by 2 EVALUATION Exceeded Consumer image and awareness perception of Wines of BC has increased 2 69 For the second year WGBC engaged Wine Intelligence to conduct regional tracking surveys resulting in 1 000 wine consumer respondents in Canada Results showed Wines of British Columbia exceeded this objective with 63 of consumers ranking BC wine as high to very high quality for an increase of 2 69 over Fiscal 2021 survey results Access the full report and executive summary here In addition results for unpaid media coverage being 96 5 positive or neutral in tonality exceeded our objective of 90 TACTICS The Vine A remodeled template for WGBC e newsletter The Vine improved consumer engagement with the Wines of BC brand as measured through a 6 73 increase in unique opens and 2 47 increase in unique clicks Unique Open Rate 12 Month Avg 37 Unique Click Rate 12 Month Avg 6 WGBC outperforms the industry standard open rate of 25 27 and click rate of 2 79 Consumer Social Media Engagement Measuring Throughout Fiscal 2022 consumer image and awareness perception is measured by user generated content on social media For this fiscal on going pandemic conditions and unforeseen government issued regulations for Interior BC during wine country s high season impacted the amount of user generated tourism based content delivered by visitors As such WGBC s focus turned to highlighting wine products versus place or visitation and did not incorporate a USG campaign for this fiscal Rights approved assets gained from the Crowdriff platform amounted to 157 assets for the fiscal year down from the previous fiscal at 511 for a cumulative gain of 925 After completing a member value based analysis that considered substantial future increases in platform cost along with new concerns over changes in privacy laws and legal implications of using USG content for websites Wine Growers BC opted to phase out Crowdriff in Q3 Increased adoption and application of new social media platforms delivered campaign specific social media measurement with quarterly reports versus monthly The measurement approach worked to optimize efficiencies value analysis and staff capacity while offering flexibility and consistency to consumer campaign timelines Four seasonal campaigns the Day In The Life Of A BC Winefarmer along with nine smaller digital marketing campaigns resulted in a total of 13 consumer marketing campaign reports for Fiscal 2022 compared to 11 in Fiscal 2021 Moreover Fiscal 2022 reports incorporated Klear influencer marketing measurement blog performance scores and results from investments in paid social media marketing activities WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 7

OBJECTIVE 1 3 International and domestic media coverage will increase by 20 in advertising equivalency over FY21 with a 10 1 return on unpaid media coverage ARTICLES FROM TOP 5 COUNTRIES EVALUATION Exceeded A combination of indirect and direct media coverage generated through WGBC press releases media drops virtual media events story pitches influencer engagement leveraging media partners and other media relations activities resulted in an advertising equivalency value of 6 5 million and reached more than 700 million people worldwide online in print and through radio and broadcast avenues Total advertising equivalency generated by international and domestic media coverage increased 32 over Fiscal 2021 from 4 9 million to 6 5 million with a 20 1 return on unpaid media coverage Canada 1 012 United States 527 India 13 United Kingdom 8 Germany 4 TOP PUBLICATIONS IN CIRCULATION Decanter Financial Times Global News Calgary Herald Vancouver Sun Globe Mail 8 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

TACTICS Media Events Vintage 2020 Media Preview WGBC hosted a virtual twopart Vintage 2020 Media Preview webinar gaining earned media exposure for the new spring release wines Streaming live from the wine regions and vineyards of British Columbia 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 Dine with the Judges November 5 Wines of British Columbia hosted Canada s most esteemed wine critics along with special international guest Dr Jamie Goode in region for a WGBC members exclusive dinner with the Wine Align National Wine Awards of Canada 2021 judges at Quails Gate Winery The event gave WGBC member wineries an opportunity to connect and share their 100 BC wines with key wine trade and media from across the country 36 winery attendees 32 hosted media and trade List of NWAC 2021 Judges WineAlign FAM Tour A highlight of this fiscal Wines of British Columbia was thrilled to partner with WineAlign s National Wine Awards of Canada NWAC to host 9 esteemed Canadian wine judges and media for a four day FAM tour visiting NWAC award winning wineries in the Okanagan Valley tasting wines from Lake Country to Osoyoos from September 28 to October 1 Hosted media Brad Royale Wine Director Canadian Rocky Mountain Resorts AB BC Brent Muller General Manager Buyer Vessel Liquor Store BC Sara D Amato Principal Partner WineAlign com ON Nadia Fournier Author Le Guide du Vin et al QC The Globe Mail Okanagan Valley Tour Wines of British Columbia was thrilled to partner with The Globe and Mail to showcase 100 BC Wine at the Welcome and Farewell Receptions on September 13 and 17 Jenny Book Educator WSET Global FineVintage AB 7 Globe Mail award winning journalists Dr Janet Dorozynski PhD Wine Writer ON 50 affluent Canadian Globe Subscribers Christina Hartigan Sommelier Wine Director BC 15 member wineries Michaela Morris Wine Writer Decanter et al BC Dick Snyder Wine Spirits Writer Canada s 100 Best ON T l Qu bec Media Tour WGBC assisted in hosting TV personalities and wine and food hosts Michelle Bouffard and Christian B gin of Curieux B gin a magazine format TV show celebrating talented chefs local products and quality wines from around the world in region for the filming of WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 9

two episodes dedicated to featuring BC wine and food in the Okanagan Valley and Similkameen Valley The episodes were broadcasted on T l Qu bec in January 2022 with an audience of more than 150 000 viewers Media BC Wine Drops WGBC also grew media coverage for the Wines of BC brand through Media Sample Drops in honour of BC Wine Month and the launch of the Wines of BC Ambassador Program Course Level One online Media Training 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 dinner 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 three D s defer deflect and deliver tips for interview preparation messaging techniques and effective message delivery and how to develop bridges from any questions you may be faced with Influencer Partnerships Tracked through the Klear Influencer Marketing platform Wines of BC also developed 12 contracts with 10 influencers in support of consumer brand campaigns Primary deliverables included Instagram posts stories blogging and or a combination of both The most engaging campaign was Justin Pasutto s BC Red Wine list and winery visit as part of the Spring April BC Wine Month 2021 campaign 10 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT Top Performing Influencers for Fiscal 2022 Included Local sport celebrity Justin Pasutto CTV host personality Sonia Beeksma Top Chef Canada personality Mijune Pak Vancouver Tourism Foodie Emma Choo Vancouver Foodie Deanna Woo Paid or media sponsored consumer influencers generated a total of 369 posts reaching 5 653 700 and earning engagements of 81 150 with an estimated media value of 5 188 600 Targeting power and celebrity influencers produced less posts 140 but much larger reach 190 and improved engagements 16 when compared to Fiscal 2021 Along with consumer influencers Wines of BC tracked industry trade engagement for both the WGBC sponsored CAPS National Competition and Wines of BC Bootcamp 2021 This influencer campaign earned 179 posts with 5 300 engagement and reached more than 220 000 for estimated media value 255 500 Wines of BC Taste Terroir Blog Series A total of 14 guest blogs and 3 internal blogs were published at WineBC com earned 69 594 views with average time on page of 2 minutes 39 seconds Compared to last fiscal blog views increased by 174 with average time on page dropping slightly by 16 seconds Top blogs included Kurtis Kolt s Boutique Wines profiles for Fall and the New Year Jennifer Schell s BC Wines and Chicken recipe pairings Ross Wise s Sustainable Wines and Winemaking and Nikki Bayley s feature on women succeeding on their own terms in the BC wine industry

BC WINE MONTH 34 Media sample drops 1 Media release 5 Media and Influencer partners 152 31 13 4 Social media posts Media articles MILLION TOTAL REACH AMBASSADOR PROGRAM ONLINE LAUNCH 36 Media and Influencer sample drops 1 Newswire 1 Brochure created 137 Uses of BCWineAmbassador 203 Media Articles 59 MILLION TOTAL REACH

STRATEGIC GOAL BRAND STRATEGIC OBJECTIVE 2 POSITION BC AS A PREMIER WINE REGION WITH TRADE OBJECTIVE 2 1 Trade image and awareness perception of Wines of British Columbia will increase by 2 EVALUATION TACTICS Retained WGBC s second wave of regional tracking surveys conducted by Wine Intelligence resulted in 280 wine trade respondents in Canada Results showed Wines of British Columbia maintained its high 2020 benchmark with 78 of trade rating BC wine as high to very high in quality perception 19 higher than the Canadian wine category Access the full report and executive summary here BC Wine Trade Certified Through Ambassador Program Level 1 and 2 The 2021 Wine Intelligence survey results were presented to member wineries at the BC Wine Industry Insight Conference on March 7 2022 12 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT The Ambassador Program series of educational courses are exclusively focused on BC wine education Fiscal 2022 saw the launch of Level One online for the first time ever improving accessibility to and reach of the program Level Two in class learning dates were offered throughout the province The Ambassador Program is a flagship WGBC program in support of improving trade image and awareness perception of Wines of BC

LEVEL ONE CERTIFICATIONS 21 Hotel Tourism 6 Influencer 28 152 Media Public Relations Restaurant 92 Retail Wine Shop 22 Trade Organization 173 Winery 494 LEVEL ONE CERTIFICATIONS LEVEL TWO CERTIFICATIONS 5 Hotel Tourism 1 Media Public Relations Toolkits were created throughout the year with digital and print materials for industry access free of charge These aligned with the Seasonal Year in the Life of a BC Wine Farmer campaigns April is BC Wine Month and the Wines of BC Explorer App Local Flights VIP Tasting Events The second annual Local Flights VIP Tasting Events grew to include three key cities and a seminar component including a panel of BC winemakers streaming live and a curated list of wines presented to industry decision makers who provided positive feedback and requested more events of this kind in the future Wines were arranged into structured flights and were poured throughout the afternoon Many attendees noted that they saw this process as an opportunity to taste wines they were less familiar with to increase their exposure and knowledge of BC wines and wineries The Wines of BC Explorer App provided a successful way for attendees to access information on each wine as the member winery profile for a deeper understanding of the winery story and other wines on offer 3 trade seminars 9 member winery panelists 115 trade and media attendees 209 BC wines tasted 13 Restaurant 18 Retail Wine Shop 30 Trade Organization 89 Winery 165 Marketing and Communication Materials LEVEL TWO CERTIFICATIONS Just wanted to say a huge thank you for an excellent event yesterday Wow The work behind the scenes must have been immense I was so excited to be back at it tasting wines again Like others it was my first event since Wine Fest 2020 Loved seeing so many people too even with all the mingling minimized Keith Nicholson of Stratera Academy Ltd Thanks for a great tasting and masterclass well organized and curated I particularly enjoyed the reds which were drinking beautifully Alex Zisman Wine Beer Consultant Writer WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 13

Fourth Annual Wine BC Bootcamp In October WGBC hosted its fourth annual Wine BC BootCamp bringing together 24 top wine professionals from across the country into region to participate in four days of education masterclasses panel discussions tastings vineyards visits interactive wine and food pairings networking events and keynote presentations designed to expand their knowledge and develop their BC wine palates Owner Sommelier SOIF Bar a Vin Sommelier Michelle Bouffard Sommelier founder Tasting Climate Change and Bryant Mao Sommelier Vancouver After witnessing impressive efforts from all competitors WGBC and CAPS announced the winning Sommelier PierAlexis Souliere of Quebec founder of P A Souliere Selection LTD wine consulting Tasting Climate Change Conference 124 BC wines 3 BC wine regions Okanagan Valley Similkameen Valley Thompson Valley 7 Masterclasses 5 Regional Winery Association events 15 panelists 3 local chefs 6 media judges 24 trade and media I feel so very privileged to have been included with such an elite and knowledgeable group of wine people from across this great country What a fabulous opportunity to learn about BC wine winemakers wineries vineyards chefs and more Shrawan Khanna Wine Agent Bona Vini Wines Co Co Owner of Bringmeadrink ca Wine Educator Fine Vintage Ltd Wine Consultant WGBC Ambassador Facilitator Best Sommelier of Canada CAPS Canada Leading into Wine BC BootCamp WGBC partnered with CAPS Canada to host the 2020 Best Sommelier of Canada competition in Penticton BC Top sommeliers from across the country were in BC Wine Country to showcase their skills as a sommelier in front of a panel of judges Judges of the event included the Best Sommelier of Canada Technical Committee Lead DJ Kearney and judges Veronique Rivest 14 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT In November WGBC partnered with Tasting Climate Change to present Wines of British Columbia as a sponsor of the 4th annual Tasting Climate Change Conference alongside other top wine regions of the world Held virtually November 8 to 30 2021 the conference gathered 515 industry wineries trade and media from 19 countries to discuss relevant and important issues and create a dialogue in finding solutions to minimize our industry s impact on climate change As a sponsor WGBC partnered with Sustainable Winegrowing BC SWBC to feature an educational post and present a video interview with Tasting Climate Change founder and host Michelle Bouffard to discuss BC s new sustainability certification and the importance of a sustainability certification in BC Shared on Tasting Climate Change Instagram Facebook and Newsletter to an audience of 4 137 followers and subscribers and published on tastingclimatechange com Vinica Education Society Equity in Wine Leadership Program In support of industry s commitment to being an inclusive diverse accessible and knowledgeable wine industry WGBC once again partnered with the Vinica Education Society to deliver the Ambassador Program Level One and Two certifications to 23 qualified BIPOC interns during the spring Equity in Wine Leadership Training Program

STRATEGIC GOAL BRAND STRATEGIC OBJECTIVE 3 BUILD BRAND BC IN LEADING EXPORT MARKETS OBJECTIVE 3 1 Activate 2021 2021 WGBC Wine Export Strategy year one route to market objectives EVALUATION TACTICS Met Activation of 2021 2023 WGBC Wine Export Strategy year one route to market objectives were focused on the successful development of export ready resources available for wineries including two export webinars six Market Intelligence Reports and six Step by Step Export Guides These resources were developed and executed in collaboration with government and industry and through successful access to government funding International media coverage made up 36 of all unpaid media coverage reaching a total of 299 974 428 in circulation Due to COVID 19 travel restrictions in market activities planned for year one route to market were postponed to FY23 Norwegian Wine Market Briefing Webinar Hosted by the Norwegian Trade Commissioner Service and featuring local experts as well as representatives from the Norwegian Wine Monopoly Vinmonopolet WGBC collaborated with the Trade Commissioner Service to present key insights on Norway s wine sector including opportunities and challenges of doing business in Norway market intelligence and more WGBC continues to work with the Norwegian Trade Commissioner Service to develop in market opportunities for BC wineries and establish a presence for BC wines in this market Wine Exporting 101 Webinar WGBC partnered with Small Businesses BC Export Navigator and the Trade Commissioner of Canada to present Wine Exporting 101 attracting a total of 86 industry attendees to the webinar WGBC s three year BC Wine Export Strategy was presented along with topics including access to the Canadian 16 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

Wine Initiative program as well as CanExport SMEs funding applications how to find HS codes and tarrif information Free Trade Agreements by country and more Download the presentation Wine Growers BC Step By Step Export Guides Wine Market Intelligence Reports Wine Growers BC received federal and provincial government funding to develop bespoke market intelligence reports and specific step by step guides for exporting to all six priority markets identified in the 2021 2023 WGBC BC Wine Export Strategy year one route to market objectives Researched and written by Terroir Consulting and in consultation with stakeholder partners and members of WGBC Export Committee the final export resource guides were completed and presented at the BC Wine Industry Insight Conference on March 9 2022 The comprehensive guides provide individualized action plans for BC wine producers intending to export to the six priority export markets and include overviews of the markets consumer preferences and market specific export processes that will be a critical resource tool for wineries looking to enter new markets x6 EXPORT GUIDES x6 MARKET INTEL REPORTS x2 MARKET BRIEFINGS

STRATEGIC GOAL BRAND STRATEGIC OBJECTIVE 4 MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM OBJECTIVE 4 1 Increase winery direct sales by 5 EVALUATION key objective to motivate and drive in region wine and food tourism Not Met While winery direct sales decreased 5 52 over Fiscal 2022 the channel has continued to trend high with double digit increases in the first 5 months of FY22 The final half of the year showed a small but steady decline in litre sales Wines of BC Explorer App Winery Direct Clicks Overall since the onset of COVID 19 winery direct sales have seen double digit increases at 21 15 over the FY21 and FY22 The Wines of BC Explorer App has been a key element in connecting consumers looking for BC wine and food experiences A reservation budget was added to winery listing to enable an immediate CTA for winery visits and tasting room experiences TACTICS APP WINERY CLICK Secured Funding Destination BC funding was secured under the Destination Co Operative Marketing Partnerships Program for the sixth consecutive year since the program s inception Each year WGBC applies for funding and has been awarded the full amount available under the program guidelines in five of the six years Funding received under this program requires WGBC matched dollars Campaigns initiatives and events within this DBC funding program integrate tourism messaging throughout with a 18 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 9 090 Winery Direct Website Clicks 1 567 Reservation Link Clicks 5 308 Tried It Winery Clicks 6 813 Tried It Wine Clicks 1 582 Shares of Wines Winery Experience Collections

WINERY LITRE GROWTH R12 BY FISCAL YEAR 30 27 57 25 20 18 85 20 44 15 41 15 14 62 10 5 2 28 2 85 0 3 10 3 83 5 1 39 4 50 5 52 10 Apr 21 May 21 Jun 21 Jul 21 Aug 21 Sep 21 Oct 21 Nov 21 Dec 21 Jan 22 Feb 22 Mar 22 WINERY DIRECT LITRE SALES GROWTH R12 BY FISCAL YEAR 30 26 67 25 20 15 10 7 8 8 73 2 4 5 0 5 5 52 10 FY18 FY19 FY20 FY21 FY22 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 19

OBJECTIVE 4 2 Increase Wine and Food Tourism digital engagement by 25 EVALUATION TACTICS Exceeded Overall wine and food tourism digital engagement increased by 60 Expanded digital and social media activities substantially increased Wines of BC online consumer engagement footprint through Fiscal 2022 Social Media Campaigns Results SOCIAL MEDIA CAMPAIGNS INDUSTRY Specifically the 60 increase was generated from Wines of BC consumer social engagements from audiences in target markets across Canada totaling 4 740 535 Google Ads earned 146 695 engagement and 146 289 clicks for the fiscal An omni channel approach to social media and digital marketing resulted in excellent engagement lift considering the tourism industry was facing a second year of pandemic related tourism regulations and corresponding wildfire alerts Source Link Approximately 266 social media and digital marketing Ads were developed and executed across Facebook Twitter Pinterest Tik Tok and YouTube platforms reaching more than 6 852 524 an increase of 136 Notably Wines of BC launched two new social media channels with complimentary Ad platforms in Fiscal 2022 Pinterest and Tik Tok These channels worked to extend reach and target new audience segments and demographics Social echo from media monitoring services tracked at more than 13 600 mentions of the BCWine hashtag and 2 550 mentions of campaign hashtag BCWineLife for Fiscal 2022 Wine BC Bootcamp 2021 CAPS Canada Campaign 2021 Sustainability in BC Wine Campaign 2021 Ambassador Level 1 Pre Launch partial CONSUMER April BC Wine Month 2021 BCLS Boutique Wines LIVE Features BC Wine Golf Campaign Thompson Valley BC Wine Chicken BC Wine with BBQ Pairing Guide Wines of BC Explorer App Refresh John Schreiner Behind The Label Dine Out Vancouver Victoria BC IWD Women Working in BC Wine Seasonal Day In Life Social Media Campaigns 4 20 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

FACEBOOK CAMPAIGNS 81 AD SETS 164 3 287 743 Reach 3 502 892 Engagement 75 469 Clicks TWITTER CAMPAIGNS 22 AD SETS 4 662 315 Reach 77 525 Engagement 74 390 Clicks PINTEREST CAMPAIGNS 1 AD SETS 4 118 810 Reach 1 786 Engagement 1 470 Clicks TIK TOK CAMPAIGNS 5 AD SETS 5 336 472 Reach 13 953 Engagement 617 Clicks Reach 1 144 379 Engagement 3 434 Clicks GOOGLE CAMPAIGNS 4 SEASONAL 2021 22 23 462 041 Ad Reach 146 695 Ad Engagement 146 289 Ad Clicks TOTAL AD SETS 266 6 852 524 136 Reach 4 740 535 60 Engagement 155 407 6 Clicks FACEBOOK REACH GOOGLE AD REACH 3 502 892 2 447 184 FACEBOOK ENGAGEMENT YOU TUBE AD REACH 1 144 379 YOUTUBE CAMPAIGNS 4 SEASONAL 2021 22 2 447 184 3 287 743 23 462 041 YOU TUBE AD ENGAGEMENT 146 695 GOOGLE AD ENGAGEMENT 336 472 662 315 TIK TOK REACH TWITTER REACH 118 810 77 525 PINTEREST REACH TWITTER ENGAGEMENT 13 953 TIK TOK ENGAGEMENT 1 786 PINTEREST ENGAGEMENT

Wine Food Tourism Engagement on The Vine and Wines Of BC Explorer App WGBC tactics for increased wine and food tourism digital engagement performed well over the fiscal with The Vine consumer e newsletter setting a 12 month average unique open rate at 37 maintained YOY and click rate at 6 improvement of 1 5 Engaged usership of the Wines of BC Explorer App also remained high and consistent quarter to quarter improving year over year BC EXPLORER APP USER DATA FISCAL 2021 Average by Quarter 678 42 246 Downloads Actions Performed FISCAL 2022 Average by Quarter 1 172 110 816 22 Downloads Actions Performed WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT WineBC com WineBC com saw substantial growth in Fiscal Year 2022 over the previous year in key metrics such as users sessions and pageviews As seen in the figure below Fiscal 2021 measured a slight decrease in sessions per user and pages per session WINEBC COM USER DATA

OBJECTIVE 4 3 Develop a model for tracking Wine and Food Tourism winery visits EVALUATION Met A geo location feature was implemented and launched on the Wines of BC Explorer App designed to assist BC wine and food tourists and locals in locating wineries wine retail stores and restaurants closest to their location and taste experience preferences User data will be collected through their postal code address to identify their home location and to compile in region travel information i e wineries visited how long in market overnight stays etc This data will establish a benchmark for wine and food tourism to the region in Fiscal 2023 USER LOCATIONS CANADA WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 23

STRATEGIC GOAL ADVOCACY STRATEGIC OBJECTIVE 5 STRENGTHEN WINE INDUSTRY LEADERSHIP OBJECTIVE 5 1 Continue to work on COVID 19 recovery plans for industry EVALUATION Advocate for Industry Within Context of COVID 19 Restrictions Met WGBC continued its collaborative efforts with the Provincial Health Officer Destination British Columbia British Columbia Restaurants and Foodservices Association and Liquor and Cannabis Regulation Branch throughout the year to provide COVID 19 recovery plans and up to date resources for industry to help wineries staff and partners navigate health restrictions safely and seek funding opportunities for their business 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 Circuit Breaker restrictions essential for the recovery of wine industry tourism in BC TACTICS COVID 19 Risk Mitigation Plans Ready to Reopen Toolkit Versions 2 0 3 0 Following the Public Health Orders and BC Vaccine Card details announcement Wine Growers BC developed and implemented an updated COVID 19 Events Risk Mitigation Plan and COVID 19 Event and Tasting Waivers requiring proof of full vaccination for all WGBC in person events tastings These plan assets were shared with industry and member wineries for use Working together with its partner organizations and member wineries WGBC was effective in implementing and upholding the policy resulting in the safe and successful execution of all WGBC events tours and tastings planned in the second half of the fiscal A direct result of these efforts was The Ready to Reopen Toolkit Versions 2 and 3 developed and shared with member wineries in spring 2021 to deliver up to date communication tools and resources 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 More than 2 500 pageviews were tracked over the past year visiting WineBC com COVID 19 Resources page with an Average time on page of 4 08 minutes 24 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

OBJECTIVE 5 2 Membership engagement will increase by 5 in all WGBC communications programs and events EVALUATION Met As measured by 21 member participation in WGBC s Fiscal 2022 member survey as well as Average open rates across WGBC Communications including the Weekly CEO Update and Celebrate the Wines of BC e newsletters average year over year saw an increase this fiscal of 4 Member uptake of the Wines of BC Explorer App decreased in profile log ins but increased in new wines added Member submissions to wine awards through the WGBC Award Consolidation program maintained YOY TACTICS Member Survey As FY 22 came to a close Wine Growers British Columbia partnered with Lux Insights to survey wineries on their satisfaction with and perception of value in membership with WGBC Member participation in the survey was 21 The key takeaway was that 3 in 5 Members are satisfied net with their overall experiences with WGBC and they rate the value they receive as good net In addition more than half of the members say WGBC has exceeded their expectations WGBC strives to continue to improve on member satisfaction and perception of value through FY 23 perceived to be one of WGBC s most effective areas The majority of Members felt that the frequency of WGBC communications is the right amount and that the quality is excellent The Weekly Update and CEO Update are WGBC e newsletter communications sent directly to members to assist them in their operational needs Both newsletters tracked above industry average 25 17 for open rate and 2 79 for click rate indicating high member engagement 1 WEEKLY UPDATE Q1 Q2 Q3 Q4 AVG Click Rate 13 14 13 15 14 Open Rate 45 45 49 53 48 Q1 Q2 Q3 Q4 AVG Click Rate 11 12 8 13 11 Open Rate 50 49 52 58 52 2 CEO UPDATE 3 CELEBRATE THE WINES OF BC QUARTERLY REPORT Q1 Q2 Q3 Q4 AVG Click Rate n a 6 6 5 6 Open Rate n a 34 37 39 37 WGBC Communications to Members In the Fiscal 2022 Member Survey communications were Decreased Member Bounce Rates WGBC occasionally sends WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 25

email newsletter communications exclusively to BC wineries with active membership status These include invitations to nominate new Board Members and participate in our Annual General Meeting CEO Updates on topics like member dues and WGBC member exclusive opportunities like Pour More BC WGBC communications of this type enjoy a low bounce rate average of 1 WGBC Member Exclusive Wine Award Consolidation Program FY 20 155 Winery Participants 11 Competitions 703 Awards Won FY 21 90 Winery Participants 6 Competitions 370 Awards Won Wines Of BC Explorer App WGBC Member Usage The success of this objective is in part measured by member uptake of WGBC tools such as the Wines of BC Explorer App which connects winery businesses to 15k consumers Fiscal 2022 saw a steady increase of new wines added by both members and App management While member log ins decreased this fiscal we can attribute this to second year of the App in use many members have set and forget their profiles FY 22 87 Winery Participants 7 Competitions 380 Award Won Through the international award consolidation program WGBC member wineries took part in 7 international competitions Unfortunately this fiscal there were 2 award competitions cancelled Decanter World Wine Merged with Decanter Asia Cascadia Wine Comp FY21 International World IWSC Q1 22 Member logins 1 267 Wines Added Q2 55 Member Logins 46 Wines Added Q3 14 Member Logins 735 Wines Added Q4 2 Member Logins 40 Wines Added Chardonnay Du Monde Total Logins 93 Total Wines Added 2 088 LA International Competition Sip North West Magazine San Francisco International New World International Cancelled Indefinitely FY22 Pacific Rim Cancelled 2021 Q1 4 Member logins 412 Wines Added Q2 18 Member Logins 126 Wines Added Q3 25 Member Logins 1 866 Wines Added Q4 32 Member Logins 53 Wines Added Total Logins 79 Total Wines Added 2 457 18 26 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT The consolidation program resulted in WGBC Members taking home a total of 380 accolades from international award competitions This number is on par with last fiscals results

2021 AWARDS RESULTS AWARD NUMBER OF AWARDS Best of Class Double Gold Platinum 3 Best of Class 3 Double Gold 6 With the use of online applications like Slid o engagement was higher than ever at our annual Winemakers and Viticulturists Forum held virtually in December and resulting in the annual Vintage Report At our Annual General Meeting WGBC engaged professional services to ensure the smooth success of new Board Members with online voting MEMBER PARTICIPATION IN WGBC WEBINARS Gold 46 WEBINAR VIEWS Silver 172 Vintage 2020 Media Preview Part 1 May 11 2021 79 Views Bronze 150 Vintage 2020 Media Preview Part 2 May 18 2021 54 Views Member Meetings Social Media Video Strategies for 2021 June 10 2021 87 Views 2 subscribers WGBC member meetings and events taking place over FY 22 had to contend with continued COVID 19 health restrictions As such WGBC continued to explore new partnerships and innovations to improve accessibility of and participation in our annual member events Through partnerships like that with Wine Growers Canada WGBC was able to widen the audience for the presentation of our BC Industry Recognition Awards at the Wine Growers Symposium held virtually in July Through the sourcing of new technology such as OWL WGBC was able to offer the annual BC Wine Insight Conference as a hybrid in person and virtual event respecting public health guidelines and giving registrants more choice based on personal preferences WGBC also evolved the Insight Conference from a one to a two day agenda to allow for even more relevant and engaging sessions with excellent satisfaction results 6 Steps to Painless Accountability Improvement June 22 2021 33 Views Email Marketing Best Practices for BC Wine Brands September 9 2021 64 Views WGBC Excise Tax Webinar February 10 2022 38 Views Wines of BC Explorer App Member Benefits How To February 17 2021 38 Views Wine Exporting 101 February 24 2022 4 Views 4 8 3 8 72 100 AVERAGE RATING AVERAGE RATING VERY GOOD In person guests had the highest event satisfaction Virtual guests with lower satisfaction but still acceptable Overall Guest Satisfaction WOULD RECOMMEND WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 27

STRATEGIC GOAL ADVOCACY STRATEGIC OBJECTIVE 6 ALIGN GOVERNMENT ADVOCACY EFFORTS OBJECTIVE 6 1 Establish a WGBC Board Advocacy and Membership Committee AMC for alignment of priorities EVALUATION Met An Advocacy Membership Committee has been established as a standing board committee whose mandate is To identify policy priorities develop strategies for advocating policy changes that benefit the British Columbia grape and wine industry and WGBC Society members to position the WGBC as the industry leader in advocacy to all levels of government Prioritized initiatives include Treat all certified 100 BC wine as equal and in support of the outstanding British Columbia Wine Authority s July 2016 Plebiscite Results and most recently BTAP Report Recommendation 16 Implement a wholesale floor price for all alcohol products Make permanent BC wineries ability to deliver from their registered off site storage facilities 28 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT Create a single site by the glass endorsement Support BC tourism with dedicated marketing dollars for BC Wine and Food Tourism Marketing Continued support for the interprovincial transport or shipment of BC wine During the year WGBC has been an active participant on multiple committees focused on managing the COVID crisis and reopening the province including Business Technical Advisory Panel B C COVID 19 Industry Engagement Table Destination BC Tourism Industry Association BC

Results of our direct and indirect engagement with government included Ensured wineries were defined as an essential service in BC preventing their closure during the pandemic Temporary extension of patio and service and tasting areas Extension of licenses expiry date Liquor and food primaries can sell wine with takeaway and delivery meals Wineries to direct deliver liquor to retail customers from their registered offsite storage locations Other policy changes we have successfully had implemented include PROVINCIAL Ensured Wineries were defined as an essential service in BC preventing their closure during the pandemic Confirmed government has no plans to alter current BC wine industry support programs inlcuding our direct delivery system FEDERALLY WORKING WITH WINE GROWERS CANADA Updating of the Economic Impact of the Wine Grape Industry in Canada Report Establishment of a federal support program because of the repeal of the excise duty exemption on 100 Canadian Wine

OBJECTIVE 6 2 Align strategic priorities and shared initiatives across industry organizations EVALUATION Met TACTICS Industry Collaboration Aligning Industry Priorities With back to back short crops severely affecting the 2019 and 2020 vintages there are also concerns for yet another material short crop in 2021 perhaps the worst in at least 9 years The WGBC Advocacy Membership Committee provides ongoing input to the board and staff for prioritized initiatives that include Accordingly Wine Growers BC has created the BC Vineyard Resiliency Task Group as an industry collaborative consultation with the BC Grapegrowers Association BC Grape and Wine Council and BC Wine Authority analysis project to better identify the contributing factors with recommendations to secure the resiliency of the provincial wine grape crop and for the continued future success of our industry WGBC also led industry collaboration to jointly host the annual Insight Conference Treat all certified 100 BC wine as equal and in support of the outstanding British Columbia Wine Authority s July 2016 Plebiscite Results and most recently BTAP Report Recommendation 16 Implement a wholesale floor price for all alcohol products Make permanent BC wineries ability to deliver from their registered off site storage facilities Create a single site by the glass endorsement Support BC tourism with dedicated marketing dollars for BC Wine and Food Tourism Marketing Continued support for the interprovincial transport or shipment of BC wine 30 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

STRATEGIC GOAL ADVOCACY STRATEGIC OBJECTIVE 7 INCREASE VALUE OF BC WINE THROUGH CERTIFICATION OBJECTIVE 7 1 The BC Wine Authority BCWA plebiscite process and results will be advocated for and supported EVALUATION In Progress TACTICS BC Manufacturers Licences Implementing BCWA Plebiscite Results With the support of the WGBC Advocacy and Membership Committee we continue to advocate for modernization of the BC LDB winery distribution agreements to recognize and treat all certified 100 BC wine as equal and in support of the outstanding British Columbia Wine Authority s July 2016 Plebiscite Results and most recently BTAP Report Recommendation 16 WGBC has advocated for the six BC VQA sub geographical indications sub GIs submitted by the B C Wine Authority that are pending approval by the Minister and the required Wines of Market Authority Regulation Regulation and Legislation 32 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

STRATEGIC GOAL DEMAND STRATEGIC OBJECTIVE 8 INCREASE DEMAND FOR 100 BC WINES AT HIGHER PRICE POINTS OBJECTIVE 8 1 Grow BC VQA s average price point in between 20 39 99 by 0 10 EVALUATION Exceeded Average price point between 20 39 99 for FY22 was 25 41 This is a 0 22 increase over the 25 19 average for FY21 Growth was seen throughout the year except for July August and September BC VQA AVERAGE PRICE POINT R12 ALL CHANNELS PRICE BANDS 20 39 99 Open Rate APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR 25 40 25 49 25 58 25 53 24 47 25 95 25 34 25 34 25 40 25 29 25 42 25 69 0 21 0 09 0 09 0 52 0 39 0 00 0 06 0 11 0 13 0 27 0 05 0 06 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 33

OBJECTIVE 8 2 Increase BC VQA provincial litre market share over 20 by 3 5 EVALUATION Exceeded BC VQA Market Share increased by 4 27 in the over 20 price bands BC VQA Market Share is slightly higher in the over 20 prices bands at 50 36 compared to price bands less than 19 99 at 49 64 BC VQA MARKET SHARE COMPARISON ALL CHANNELS 2022 CAL YR PRICE BANDS 2021 CAL YR ALL WINE ALL BC VQA ALL WINE ALL BC VQA ALL WINE ALL BC VQA 20 24 99 12 63 20 23 0 02 0 75 12 61 19 47 25 29 99 8 63 10 97 2 18 1 38 6 45 9 59 30 34 99 7 95 4 79 2 78 0 22 10 73 4 57 35 39 99 5 86 4 03 2 13 0 62 3 73 3 41 40 49 99 3 34 4 16 0 53 0 69 2 81 3 47 50 59 99 1 85 1 79 0 08 0 46 1 77 2 25 60 69 99 2 01 1 91 0 46 0 66 1 55 1 25 70 74 99 0 44 0 27 0 23 0 08 0 21 0 19 75 79 99 0 39 0 56 0 06 0 16 0 33 0 40 80 99 99 1 00 0 40 0 19 0 11 0 81 0 29 4 73 1 26 0 79 0 06 3 94 1 20 48 84 50 36 3 90 4 27 44 94 46 09 100 34 2022 CHANGE VS 2021 CAL YRS WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

STRATEGIC GOAL DEMAND STRATEGIC OBJECTIVE 9 SECURE AND IMPROVE ACCESS TO THE BC MARKET OBJECTIVE 9 1 Increase premium positioning for 100 BC grape wine in retail channels EVALUATION In Progress TACTICS Retail Channel Programming BC Liquor The Boutique Wines from BC program was developed in conjunction with BC Liquor in Fiscal Year 2021 to support the BC wine industry by presenting and promoting smaller lot wines that add to the seasonal regional and brand diversity of our local industry The program continued to run in Fiscal Year 2022 with three additional two month programs in May June 2021 September October 2021 and January February 2022 15 wines were selected from 65 winery submissions throughout the year WGBC provided marketing support through dedicated wine blogs on WineBC com social media posts google ads and Instagram live series featuring winery partners interviewed by Kurtis Kolt 36 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT BC Liquor celebrated their 100th Anniversary this year with in store celebrations at select BCL locations around the province This celebration was initially planned for June but moved to August 28 2021 to improved participation with loosening COVID 19 restrictions The promotion provided consumers with an opportunity to Meet the BC Winemaker in person WGBC supported each of the 19 members who participated in these events with a wine glass pen as a gift to the first 100 customers who engaged with the winemaker Save On Foods WGBC provided point of sale and digital marketing support to encourage consumer purchases of BC wines Spring Bee Sustainable campaign Bee Tween the Vines The Summer Campaign featured extensive BC wine support for Save On Food listed products Global TV Saturday Sips Segments in support of Save OnFoods Rose Month initiative Dedicated blog posts monthly e newsletter and extensive social media efforts highlighting sales promotions and additional volume discounts on offer

LRS WGBC developed toolkits comprised of campaign materials accessible to private retail stores to leverage and strengthen their in store BC wine presence Hospitality WGBC sponsored Dine Out Vancouver Dine Around and Stay in Town Victoria and Dine Around BC Thompson Okanagan and Northern BC Alberta Co op Wine Spirits Beer aligned with April is BC Wine Month with a BC wine flyer promotion integrating campaign materials throughout BC wine shelf and floor displays Wines of BC Explorer App Retail Hospitality Listings In support of increasing premium positioning of BC wine through retail WGBC continues to build retail and hospitality listings on the Wines of BC Explorer App with 15k users Through promotion of the App and WGBC program initiatives like Pour More BC Fiscal 2022 saw the addition of 161 retail and hospitality listings Ambassador Program The Ambassador Program series of courses empower retail and hospitality professionals to increase the premium positioning of BC wine through increased confidence in BC wine knowledge Fiscal 2022 saw 92 retail professionals certified through Level One online and 18 certified through in person Level Two classes

2021 VINTAGE REPORT

The 2021 vintage can be described as another one of extreme weather conditions Temperature records were shattered in many regions with Canada s highest ever temperature of 49 6 C being recorded in the BC interior Kelowna Kamloops Osoyoos and Lillooet were among 60 places that broke records The warm conditions led to a generally early harvest with ripe flavours and impressive concentration from the small berries While yields were down as much as 30 expect very intense powerful wines OKANAGAN VALLEY The 2021 vintage was another one of extremes with record breaking summer temperatures due to a heat dome that settled over the Pacific north west at the end of June and into early July The winter however was mostly mild with the exception of a late cold snap during the second week of February that caused bud damage in some vineyards A few growers reported trunk damage and some vine death Things then warmed up quickly and a very dry and warm spring followed resulting in an early budbreak for many The dry conditions required much earlier irrigation than is typical for the region The warm spring led straight into an extremely hot and dry summer with record temperatures across many cities and regions and challenges to keep the vines watered against the heat As a result some varieties and vineyards suffered lower than anticipated yield Wildfires resulted in some smoke cover which provided respite from the scorching sun Veraison was early and careful management was required to protect the vines from sunburn with some vines shutting down during the heat wave An upside of the hot and dry conditions was low disease pressure A few producers reported potential smoke impact in specific vineyards and varieties but for most the higher thinner smoke cover hasn t had a negative effect on the wines Leafhoppers however seemed to thrive in these unique conditions and delayed harvest and lowered yields in certain blocks often being very variety specific A combination of warmth and low yields led to early ripening for many varieties resulting in a fast condensed early harvest to pick the grapes at optimum ripeness Staffing shortages that have affected many industries also challenged some vineyards particularly with a condensed harvest but most reported there was no negative impact on production Well published shipping delays made it touch and go for the arrival of barrels and other equipment in time for the early harvest The combination of all these events resulted in less and smaller berries for most producers with yields estimated to be about 30 below expectation Low yields and small berries though did mean ripe flavours with lots of concentration and plenty of tannin with wine quality expected to be high Osoyoos recorded 1758 GDD and Summerland a record setting 1555 GDD for 2021 Severine Pinte Winemaker Viticulturist and Managing Partner for Le Vieux Pin Winery and LaStella Winery is excited by the quality Despite the challenges mother nature threw at us with the heat dome in late June and forest fires during the summer the 2021 wines are tasting delicious Whites have some tension lots of flavours and concentration The ros wines are really fruity and have a nice backbone of natural acidity The reds while maturing slower for some of the varieties are showing nice full ripe tannins and lots of vibrant fruits WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 39

Corrie Krehbiel Winemaker at Mission Hill Family Estate Winery also spoke of a difficult but ultimately quality small harvest The 2021 growing season was one of the most challenging ever in our 40 year history of winemaking in the Okanagan Valley Due to the extreme heat and climate conditions we saw smaller yields of incredibly concentrated berries and with our continued organic program the intensity of flavour development is truly on display this vintage Despite all the adversity our winemaking team is confident this will be a high quality vintage although the resulting wines will be available in extremely limited quantities While it s been a season of challenges 2021 is a vintage that will be memorable for so many reasons and one that we can all be excited about for its quality SIMILKAMEEN VALLEY As usual the weather patterns in the Similkameen Valley were similar to the neighbouring Okanagan Valley In Cawston a record topping 1713 GDD was recorded mirroring the heat throughout BC Winter was relatively mild except for a cold snap in mid Feburary that caused some bud damage and contributed to lower yields in some varieties The 1713 GDD in the Similkameen Valley was nearly 300 GDD above the 2020 vintage level and 187 above the average Temperatures were up in spring summer and fall resulting in earlier than normal budbreak flowering and a resultant early harvest These warm conditions made for small berries of intensely flavoured grapes contributing to a small but quality harvest Ripe red wines and intensely flavoured whites can be expected Charlie Baessler Winemaker Owner of Corcelettes Estate Winery echoed the small but good theme 2021 was a hot year with 150 200 more GDD than 2020 It ended up being an early harvest of super high quality but with quantities down we just wish we had more fruit 40 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT OTHER INTERIOR BC REGIONS The early summer heat dome reached all corners of the province and all interior BC regions ended up recording higher than average GDD levels ranging between 2 14 above average The Thompson Valley recorded its warmest temperatures since 2015 with GDD of 1492 in Kamloops 103 above the long term average Galen Barnhardt Winemaker for Monte Creek Winery found that Mother Nature helped deliver a small but high quality crop The dry spring and late June heat wave where we hit 47 C led to a very low crop down 30 40 in most varieties I was pleasantly surprised to see acidities remain despite the heat and with the low crop we have some very concentrated wines In the Lillooet region GDD was 1628 slightly above the longterm average Weather conditions were like those experienced in the Okanagan Valley with some reported winter damage from a cold snap down to as low as 19 C in mid February A warm season followed with a smaller than average but intensely flavoured crop Eckhard Ziedler President Cliff and Gorge Vineyards Ltd also touched on the record temperatures and how in spite of the heat the wines are of high quality The highest temperature ever recorded in Las Vegas was 47 8 c and we exceeded that here in Lillooet said Ziedler The new vines suffered a bit with the heat but the older vines came through fine Even with slightly higher pH levels due to the hot weather the wines are nicely balanced For us this was a very special vintage so much could have gone wrong yet everything came through beautifully In the Shuswap temperatures were slightly above the longterm average with 1151 GDD recorded in Salmon Arm This was

warmer than the last three years but cooler than the vintages of 2013 2015 which were all above 1200 GDD In the Kootenays region the Creston weather station reported GDD of 1423 close to the record heat units recorded in 2015 Wes Johnson Winemaker Owner of Baillie Grohman Estate Winery found the warm weather had things only slightly ahead of normal Oddly the vines were only slightly ahead of their normal growth stages Overall the wines have a bit more phenolics due to the heat and intense ripe flavours but they ve kept the crisp refreshing acidity that Creston is becoming known for COASTAL REGIONS The coastal regions of Fraser Valley and Vancouver Island while moderated by the Pacific Ocean and the Strait of Georgia still experienced a warmer vintage than the past few years thanks to the heat dome The Gulf Islands GDD was right on average at 999 on record for the Cowichan Valley thanks to the heat dome with a very condensed harvest Being on the edge of grape growing territory a few more growing degree days makes a huge difference and as a result the young Pinot Noir in barrel is looking very high quality ICEWINE Six wineries had pre registered an estimated 107 tonnes of grapes that were left on the vine hoping for the required 8 C required for Icewine production Riesling Ehrenfelser and Zweigelt were the top three varieties picked The first pick occurred on December 17th when temperatures fell to between 10 to 14 C in parts of East Kelowna and Okanagan Falls By the end of winter only 35 tonnes had been harvested as Icewine the lowest yield ever A further 101 tonnes were estimated to be picked as Late Harvest wines The 2021 Vancouver Island GDD was 1121 in the Cowichan Valley and reported to be one of warmest and earliest on record making for a condensed harvest The Fraser Valley vintage was the warmest since 2015 accumulating 1047 GDD at the Langley Central weather station According to Bailey Williamson Winemaker at Blue Grouse Estate Winery It was one of the hottest growing seasons Long Term Averages Long term Growing Degree Day GDD data as referred to in the report Source Farmwest com https farmwest com climate calculators growing degree days And Environment Canada Includes GDD April 1 to October 31 with a base of 10C WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 41

CATEGORY UPDATE BC VQA LITRE SALES BY CHANNEL IN BC YEAR ENDED MARCH 2022 Wineries 26 36 BCLS 22 14 LRSs 21 96 Hospitality 14 06 C VQA Wine Stores B Inc WGBC in Grocery 6 48 Agency Stores 5 18 Other inc non WGBC grocery 3 81 BC VQA LITRE SALES BY CHANNEL IN BC CHANGE IN LITRES YEAR ENDED MARCH 2022 5M 5 52 4M 4 89 5 25 3M 64 24 2M 4 08 11 54 1M 0 BCLS Wineries BC VQA Groceries LRSs Agency Stores 8 92 Hospitality 2021 Other 2021 2022 2022

TOTAL PROVINCIAL WINE MARKET SHARE LITRES IN BC YEAR ENDED MARCH 2022 Other BC Non VQA 33 1 BC VQA 19 75 United States 9 76 Italy 5 92 Australia 5 21 Chile 5 14 Other 4 95 France 4 55 New Zealand 3 49 Spain 2 96 Argentina 2 8 Other Provinces non VQA 1 41 South Africa 0 95 TOTAL PROVINCIAL WINE MARKET SHARE LITRES IN BC CHANGE IN LITRES YEAR ENDED MARCH 2022 30M 8 72 25M 20M 0 29 15M 10M 5M 2 5 11 72 8 36 5 37 5 45 6 63 9 07 0 51 9 32 5 71 2 28 he rP rov inc e nV QA no C rB Ot he Ot s tat e VQ A BC a dS ite Un ce Au str ali Fra n ly Ita ile Ch r a tin Ar ge n Ot he Sp ain Af uth So Ne w Ze ala nd ric a 0 2021 2021 2022 2022

WGBC STRUCTURE WGBC is governed by a Board of Directors that is reflective of best practices in modern corporate governance through a framework consisting of six elements 1 Provide guidance and direction 2 Establish standards of organizational conduct policies 3 Oversee and monitor organizational performance WGBC BOARD OF DIRECTORS A volunteer Board of Directors made up of nine voting winery members governs the WGBC Winery Directors are elected by WGBC winery members at annual general meetings for threeyear terms Three ex officio non voting members also sit on the Board an independent grapegrower a non industry representative optional and not currently active and the WGBC President and CEO Chair Christa Lee McWatters TIME Family of Wines 4 Ensure the organization s financial health and sustainability Vice Chair Josh Stewart Arterra Wines 5 Protect the interests of the organization Greg Berti Andrew Peller Limited 6 Ensure knowledge of stakeholder expectations needs concerns and interest and build effective relationships Samantha Collins Mission Hill Family Estate Winery Paul Sawler Dirty Laundry Vineyard Charlie Baessler Corcelettes Estate Winery The Board consists of nine elected voting winery members and two non voting ex officio members who oversee work of the President and CEO who manages the WGBC staff and provide strategic guidance and effective oversight for the organization and industry The Board ensures that appropriate systems of governance leadership and stewardship are in place to enable WGBC s President and CEO to manage and lead the organization effectively 44 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT Erin Korpisto Stag s Hollow Winery Leo Gebert St Hubertus Oak Bay Winery Dapinder Gill Kismet Estate Winery Felix Egerer Tantalus Vineyards Ex Officio Non Voting Miles Prodan President CEO Wine Growers British Columbia Ex Officio Non Voting

COMMITTEES OF THE BOARD OF DIRECTORS Membership Finance Risk Management Committee Greg Berti Chair Andrew Peller Limited Per Wine Growers British Columbia Bylaws the Finance Risk Management Committee is a standing committee of the Board of Directors and the mandates are To facilitate the timely and accurate reporting of financial information to the WGBC Society Board of Directors and to its members To review financial statements and the Society s budget Erik Fisher Monte Creek Ranch Winery BOARD ADVOCACY MEMBERSHIP COMMITTEE Per Wine Growers British Columbia Bylaws the Advocacy Membership Committee is a standing board committee and the mandates are To ensure that proper accounting procedures are being followed within the Society To identify policy priorities develop strategies for advocating policy changes that benefit the British Columbia grape and wine industry and WGBC Society members To monitor the key risks that may arise from or impact the Society s strategy To position the WGBC as the industry leader in advocacy to all levels of government Membership Membership Josh Stewart Arterra Wines Canada Christine Coletta Okanagan Crush Pad Winery Leo Gebert St Hubertus Oak Bay Estate Winery Ezra Cipes Summerhill Pyramid Winery Dapinder Gill Kismet Estate Winery Gordon Fitzpatrick Fitzpatrick Family Vineyards Board Governance Committee Per Wine Growers British Columbia Bylaws the Governance Committee is a standing committee of the Board of Directors and the mandates are To nominate a slate of proposed Directors to be considered for election at each annual general meeting Tony Holler Poplar Grove Winery Jak Meyer Meyer Family Vineyards Mark Sheridan Hester Creek Estate Winery John Skinner Painted Rock Estate Winery Tony Stewart Quails Gate Winery To attend to succession planning and conduct Board evaluation To ensure that the Society maintains appropriate governance standards WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 45

TASK GROUPS OF THE BOARD OF DIRECTORS MANAGEMENT COMMITTEES These groups are created to assist the Board in getting its work done Reporting to the Board groups 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 Marketing and Communications Committee Per Wine Growers British Columbia Bylaws the Marketing Committee is a standing management committee and the mandates are To provide direction to WGBC staff on marketing strategies BTAP Input Review Task Group Complete See Advocacy And Membership Board Committee To provide Wine Growers British Columbia and industry overview and input into BTAP priorities recommendations to government and provide Wine Growers British Columbia board ongoing updates Wine Growers British Columbia Liquor Stores Retail Practices Task Group Complete See Advocacy And Membership Board Committee To identify specific BC Liquor Stores BCLS retail practice priority issues impacting the BC wine industry with recommendation to the WGBC Board of Directors regarding advocacy priorities and strategies Wine Growers British Columbia Funding Structure Review Task Group Complete Finance Risk Management Committee Review To review current Wine Growers British Columbia revenue and fee structure and policies 46 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT To facilitate the development of the annual Advocacy Communications and Marketing Operational Plan Membership Morna Cassidy Andrew Peller Limited Robyn Hanson Destination British Columbia Connie Hui BC Liquor Stores Heather Courney O Rourke Peak Cellars Katie Truscott Naramata Bench Winery Association Mallory Newman Arterra Canada Graham Nordin CedarCreek Estate Winery

Export Committee MANAGEMENT TASK GROUPS Work in conjunction with Wine Growers British Columbia to advise and approve export programs based on the three year WGBC Export Strategy to critically analyze export programs specific events and tasting opportunities that will allow BC wineries to enter and grow our brand in priority markets around the world Programs will be designed using the collective knowledge of the committee to identify high level strategic partnerships and opportunities in key markets for winery participation Ad hoc task groups are created from time to time to help augment work 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 In Grocery Annual Marketing Merchandising Task Group Membership Graham Nordin Iconic Wineries of British Columbia As required by the WGBC grocery operating agreement the mandate is to develop an annual plan specific to the BC VQA Wine in Grocery operators and channel Laura Kittmer Wine Growers British Columbia WGBC Vineyard Resiliency Taskgroup Christine Coletta Okanagan Crush Pad Winery Jason Szames Andrew Peller Limited Randy Dufor Arterra Wines Canada Severine Pinte Le Vieux Pin Winery La Stella Winery Established in spring of 2022 to understand the root causes of BC s multi year decline in crop yields and make policy recommendations to mitigate Tony Holler Poplar Grove Estate Winery John Skinner Painted Rock WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 47

WGBC STAFF AS OF MARCH 31 2022 Miles Prodan President CEO Responsible for achieving annual Board approved WGBC goals and objectives Kimberley Barnes Marketing Director Responsible for WGBC marketing and tourism strategy and implementation management for the BC wine industry and the Wines of British Columbia brand Laura Kittmer Communications Director Responsible for communication media and content strategic planning implementation management for the BC wine industry and the Wines of BC brand Kelly Josephson Communications Manager Responsible for WGBC member and BC wine industry stakeholder communications events and media relations Ashley Spilak Content Marketing Manager Responsible for WGBC digital marketing social media and content programs Carly Sauv Digital Specialist Responsible for executing WGBC marketing and communications digital programming including the Wines of BC Explorer App and Ambassador Programs Ainsley Bell Marketing Communications Coordinator Responsible for website and contact updates competition consolidation program and provides assistance to marketing communications and accounting Gail St Croix Controller Responsible for BC VQA wine store and winery payments and WGBC AP AR 48 WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

WGBC MEMBER WINERIES 1 Mill Road Vineyards Church State Wines Oliver Harper s Trail Estate Winery 1st R O W Estate Winery Church State Wines Victoria Heaven s Gate Estate Winery 50th Parallel Estate Cliff and Gorge Vineyards Hester Creek Estate Winery 8th Generation Vineyard Clos Du Soleil Winery Hillside Winery Adega on 45th Estate Winery Corcelettes Estate Winery Horseshoe Found Winery Ancient Hill Estate Winery Covert Farms Family Estate Howling Bluff Estate Winery Arrowleaf Cellars Crescent Hill Winery Hugging Tree Winery Baccata Ridge Winery Crowsnest Vineyards Indigenous World Winery Backyard Vineyards Culmina Family Estate Winery Inniskillin Okanagan Vineyards Baillie Grohman Estate Winery D Angelo Estate Winery Intersection Estate Winery Bartier Bros Vineyard and Winery DA SILVA Vineyards and Winery Invinity Winery BC Wine Studio Daydreamer Wines Intrigue Wines Bench 1775 Winery Deep Roots Winery Isabella Winery Black Dog Cellars Desert Hills Estate Winery Jackson Triggs Okanagan Estate Black Hills Estate Winery Dirty Laundry Vineyard JoieFarm Black Hills Wine Experience Centre EauVivre Winery Kalala Organic Estate Winery Black Market Wine Co Elephant Island Winery Kismet Estate Winery Blasted Church Vineyards Estate Thurn Kitsch Wines Blue Grouse Estate Vineyard Winery Evolve Cellars Kraze Legz Vineyard Winery Blue Sky Estate Winery Ex Nihilo Vineyards Lake Breeze Vineyards Fitzpatrick Family Vineyards Lakeside Cellars Fort Berens Estate Winery Lang Vineyards Four Shadows Vineyard Winery Larch Hills Winery Fox Archer Winery Lariana Cellars Foxtrot Vineyards LaStella Winery Gehringer Brothers Estate Winery Laughing Stock Vineyards Giant Head Estate Winery Le Vieux Pin Winery Gneiss Wines Liber Farm Winery Gold Hill Winery Lightning Rock Winery Gray Monk Estate Winery Little Farm Winery Grizzli Winery Little Straw Vineyards Estate Winery Bonamici Cellars Bordertown Vineyards Estate Winery Bottega Wine Studio Chain Reaction Winery Cassini Cellars CedarCreek Estate Winery Celista Estate Winery Chaberton Estate Winery CheckMate Artisanal Winery Church State Wines Black Sage Bench Hainle Vineyards Estate Winery

Liquidity Wines Quails Gate Winery Summerhill Pyramid Winery Lulu Island Winery Quinta Ferreira Estate Winery Summerland Estate Winery Lunessence Winery Vineyard Recline Ridge Vineyards Winery Sunnybrae Vineyards Winery Martin s Lane Winery Red Horses Winery Tantalus Vineyards Maverick Estate Winery Red Rooster Winery Tender Hope Winery Meyer Family Vineyards River Stone Estate Winery Terravista Vineyards Mirabel Vineyards Road 13 Vineyards The Vibrant Vine Mission Hill Family Estate Winery Robin Ridge Winery The View Winery Monster Vineyards Roche Wines Therapy Vineyards Guest House Monte Creek Winery Rocky Creek Winery Thornhaven Estates Winery Moon Curser Vineyards Rust Wine Three Sisters Winery Moraine Estate Winery S milka Vista Vineyards Tightrope Winery Mt Boucherie Estate Winery Sage Hills Organic Vineyard Winery TIME Family of Wines Sandhill Township 7 Vineyards Winery Langley Nagging Doubt Winery Niche Wine Company Nighthawk Vineyards Nk Mip Cellars Noble Ridge Vineyard Winery Nostalgia Wines Off the Grid Organic Winery Okanagan Crush Pad Winery Okanagan Hills Estate Winery One Faith Vineyards Winery O Rourke s Peak Cellars Orofino Vineyards Osoyoos Larose Estate Winery Pacific Breeze Winery Painted Rock Estate Winery Phantom Creek Estates Play Estate Winery Poplar Grove Winery Privato Vineyard Winery Savard Vines Saxon Estate Winery Seaside Pearl Farmgate Winery See Ya Later Ranch Serendipity Winery Seven Stones Winery Singletree Winery Sperling Vineyards SpearHead Winery Tinhorn Creek Vineyards Township 7 Vineyards Winery Okanagan Unsworth Vineyards Upper Bench Estate Winery Valley Commons Winery Vanessa Vineyard Estate Winery vinAmit Cellars Vista D oro Farms Winery Squeezed Wines Volcanic Hills Estate Winery St Hubertus Oak Bay Estate Winery Waterside Vineyard Winery Wesbert Winery St Urban Winery Whispering Horse Winery Stag s Hollow Winery Vineyard Winemaker s Cut Stoneboat Vineyards Sumac Ridge Estate Winery SummerGate Winery

BC VQA WINE STORES OKANAGAN VALLEY BC Wine Information Centre 553 Vees Drive Penticton BC V2A 8S3 250 490 2006 wine pentictonwineinfo com Wines of British Columbia Save On Foods Orchard Plaza 1876 Cooper Road Kelowna BC V1Y 9N6 250 860 1444 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Lakeshore 3175 Lakeshore Road Kelowna BC V1W 3S9 250 860 7787 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Parksville 818 West Island Highway Parksville BC V9P 2B7 250 248 8944 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Sidney 2345 Beacon Avenue Sidney BC V8L 1W9 250 656 2735 amanda_carnegie saveonfoods com VANCOUVER ISLAND Wines Of British Columbia Save On Foods Campbell River 400 1400 Dogwood Street Campbell River BC V9W 3A6 250 286 1245 amanda_carnegie saveonfoods com OTHER AREAS OF BC Wines Of British Columbia Save On Foods Kamloops 100 1210 Summit Drive Kamloops BC V2C 6M1 250 374 6685 amanda_carnegie saveonfoods com 52 Wines Of British Columbia Save On Foods Prince George 555 Central Street Prince George BC V2M 9R9 250 563 8112 amanda_carnegie saveonfoods com WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

LOWER MAINLAND Wines Of British Columbia Save On Foods Clearbrook 300 32700 South Fraser Way Abbotsford BC V2T 4M5 604 854 5318 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Ironwood 3000 11666 Steveston Highway Richmond BC V7A 5J3 604 448 1230 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Pemberton 1250 Marine Drive North Vancouver BC V7P 1T3 604 985 3069 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Cloverdale 17745 64 Avenue Surrey BC V3S 1Z2 604 575 7164 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Whatcom 2388 Whatcom Road Abbotsford BC V36 0C1 604 851 9622 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods South Point 3033 152 Street Surrey BC V4P 3K1 604 538 7331 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods East Maple Ridge 22703 Lougheed Highway Maple Ridge BC V2X 2V5 604 463 3312 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Langley 20151 Fraser Highway Langley BC V3A 4E4 604 533 2911 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Tsawwassen 1143 56 Street Delta BC V4L 2A2 604 948 9255 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Mission 32555 London Avenue Mission BC V1M 3B6 604 826 9564 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods White Rock 1641 152 Street Surrey BC V4A 4N3 604 536 4522 amanda_carnegie saveonfoods com Wines Of British Columbia Save On Foods Fleetwood 9014 152 S Surrey Surrey BC V3R 4E7 604 930 1133 amanda_carnegie saveonfoods com WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT 53

WINE GROWERS BRITISH COLUMBIA WineBC com WineBCdotcom WineBCdotcom WineBCdotcom Tel 250 762 9744 Fax 250 762 9788 Toll Free 1 800 661 2294 470 1726 Dolphin Avenue Kelowna British Columbia V1Y 9R9 Canada August 2022

APPENDIX FISCAL 2022 STRATEGIC PLAN WINE BC 2030 VISION WINE BC 2030 VISION STRATEGIC ALIGNMENT 01 02 03 04 05 BUILDING BRAND BC FOSTERING UNITY AND COMMUNITY ADVANCING SUSTAINABILITY EXECUTIONAL EXCELLENCE CELEBRATING DIVERSITY STRATEGY 4 STRATEGY 7 Make BC wine country a benchmark for wine tourism Increase value of BC wine through certification STRATEGY 2 STRATEGY 5 STRATEGY 8 STRATEGY 3 STRATEGY 6 STRATEGY 9 STRATEGY 1 Build a world class brand for Wines of British Columbia Position BC as a premier wine region with the trade Build Brand BC in leading export markets Strengthen wine industry leadership Align government advocacy efforts Increase demand for 100 BC wines at higher prices Secure and improve access to the BC market WHERE WE STAND FISCAL YEAR 2022 This appendix highlights Wine Growers British Columbia main achievements under each strategy in support of the Wine BC 2030 vision WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT APPENDIX

STRATEGY 1 BUILD A WORLD CLASS BRAND FOR WINES OF BRITISH COLUMBIA Updated Wines of BC Brand and developed a Living the Brand Platform with industry toolkits Implemented Living the Brand Workshops with regional winery associations 10 adoption of Living the Brand materials and messaging by WGBC members Implemented regular Canada wide tracking study with Wine Intelligence to benchmark image and awareness perception measures for Wines of BC Increased consumer awareness and perception measures from 61 7 in FY21 to 63 3 in FY22 Increased international and domestic unpaid media coverage for Wines of BC by 32 in advertising equivalency over FY21 Developed SWBC brand guidelines and key messaging in partnership with SWBC Committee to share across industry organizations and regional wine associations STRATEGY 2 POSITION BC AS A PREMIER WINE REGION WITH THE TRADE Maintained above average 78 trade image and awareness quality perception measures for Wines of BC through regular tracking study in FY21 and FY22 Updated Wines of BC educational materials and developed new curriculum for Wines of BC Ambassador Program Certification Levels One and Two Implemented a facilitator team made up of 15 highly trained and qualified wine educators to deliver educational programs and seminars Created and launched Wines of BC Ambassador Level One course online 500 trade professionals certified through the Ambassador Program Developed new trade focused programs including Somm Smackdown and Local Flights VIP Trade Tasting Grew Local Flights to include three key cities and add on seminars in FY22 STRATEGY 3 BUILD BRAND BC IN LEADING EXPORT MARKETS Created a WGBC Export Task Group and developed a BC Wine Export Strategy with a three year activity plan Activated 2021 2023 WGBC Wine Export Strategy year one route to market objectives Launched Step by Step Export Guides and Market Intelligence Reports for priority markets Secured government funding for export programing APPENDIX WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT

STRATEGY 4 MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM Increased winery direct sales double digits at 21 15 during FY21 and FY22 Secured funding to support increased winery direct sales Launched the Wines of BC Explorer App Implemented geo location feature for tracking wine and food tourism winery visits Digital marketing engagement increased by 60 over FY21 Launched two new social media channels to expand online reach and engagement for BC wineries STRATEGY 5 STRENGTHEN WINE INDUSTRY LEADERSHIP 21 member participation in WGBC member survey with 3 5 member satisfaction rate WGBC Net Promoter Score improved from 9 to 0 over 2018 survey results Increased membership engagement in all WGBC communications achieving above industry standards Launched Ready to Reopen toolkits and COVID 19 plans and policies for wine sector Continued to advocate for industry within context of COVID 19 restrictions Engaged industry leadership to collectively work together to collect accurate figures data to produce a bi annual Acreage Report for the entire BC wine industry STRATEGY 6 ALIGN GOVERNMENT ADVOCACY EFFORTS Established WGBC Board Advocacy and Membership Committee for alignment of priorities Led shared initiatives across industry such as annual Insight Conference and newly established Vineyard Resiliency Task Group Successful implementation of provincial and federal policy changes benefiting industry STRATEGY 7 INCREASE VALUE OF BC WINE THROUGH CERTIFICATION OF ORIGIN Implemented BCWA Plebiscite results Advocated for modernization of BC LDB winery distribution agreements Advocate for certification of new sub GI s WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT APPENDIX

STRATEGY 8 INCREASE DEMAND FOR 100 BC WINES AT HIGHER PRICES Grew BC VQA s average price point between 20 39 99 by 0 22 over FY21 Increased BC VQA s provincial litre market share over 20 by 4 27 over FY21 STRATEGY 9 SECURE AND IMPROVED ACCESS TO THE BC MARKET Launched innovative retail channel techniques in BCL Save On LRS Hospitality and Alberta Utilized the Wines of BC Explorer App to highlight retail and hospitality channel for premium BC wine Certified 100 retail hospitality professionals through the Ambassador Program for BC wine education APPENDIX WINE GROWERS BRITISH COLUMBIA 2022 ANNUAL REPORT