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Q4 ReportJanuary, February, March 2023CELEBRATE THE WINES OF BRITISH COLUMBIA

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OBJECTIVE 1OBJECTIVE 2OBJECTIVE 3OBJECTIVE 4OBJECTIVE 5OBJECTIVE 6OBJECTIVE 7OUR MISSION1Fiscal 2023 Strategic Objectives

CEO & PRESIDENTA MESSAGE FROM MILES PRODAN2

MARKETING DIRECTORA MESSAGE FROM KIM BARNES3ą

COMMUNICATIONS DIRECTORA MESSAGE FROM LAURA KITTMER4

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'5WINTER TOOLKITS & LIVING THE BRAND Featured WinesFeatured Wineries

Q1Q2Q3Q4FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'6UPDATE TO LEVEL ONE ONLINEE-NEWSLETTER PROMOTION

Q1Q2Q3Q4FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'7EXPLORER APP E-BLASTS

Q1Q2Q3Q4FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'8x2'16 CANADIAN WINERIESEXHIBIT AT THE PROWEININTERNATIONAL TRADE FAIRIN DÜSSELDORF, GERMANY'x2'BC WINE INDUSTRYANNUAL INSIGHTCONFERENCE THISSPRING''WINE GROWERS BRITISHCOLUMBIA ANNOUNCESSIXTH ANNUAL APRIL IS BCWINE MONTH'x1'ANNUAL BC WINEINDUSTRY INSIGHTCONFERENCE 2023''TRY SOMETHING NEWFOR BC WINE MONTHTHIS APRIL'

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'9

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'10TASTE CANADA DENMARK - TRADE & MEDIA MASTERCLASS AND WALK AROUND TASTING

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'11PROWEIN

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'12

Q1Q2Q3Q4FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'13CAMPAIGN THEMATICS - AGRIFOOD COLLABORATIONS - BC BLUEBERRYDRIVE TRAFFIC TO WINEBC.COM - Page Views by Quarter

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'14CAMPAIGN THEMATICS - BC WINE & FRUIT PAIRINGSCAMPAIGN THEMATICS - 4 SEASONS VIDEOCAMPAIGN THEMATICS - DINE OUT VANCOUVER CAMPAIGN THEMATICS - INTL WOMENS DAY

CAMPAIGN ACTIVITYJANUARYFEBRUARYMARCHFISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'15Q4 Campaign Activity Tracker

FISCAL 2023STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'16CONDUCT QUALITATIVE AND QUANTITATIVE RESEARCH STUDIES TO RE‑IDENTIFY BEHAVIOUR TRENDS ANDPREFERENCES FOR EACH BRAND BC CONSUMER SEGMENTPROFILE OF SEGMENTS IN THE BC WINE MARKET

Q1Q2Q3Q4FISCAL 2023STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WNE REGION WITH TRADE, MEDIA, AND INFLUENCERS17WINES OF BC AMBASSADOR LEVEL TWO IN CLASS LEARNING EXPERIENCES

FISCAL 2023STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS18WGBC TITLE SPONSOR AT THE BEST SOMMELIER OF BC EVENTGUILDSOMM WINES OF BC DOCUMENTARY VIDEO

FISCAL 2023STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS19MEDIA KIT 2023WINES OF BC AMBASSADOR PROGRAM MATERIALSWINES OF BRITISH COLUMBIA RAISED-RELIEF TOPOGRAPHIC MAPS

FISCAL 2023STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS20POUR MORE BC

FISCAL 2023STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS21LAUNCH OF 'THE PULP' TRADE E-NEWSLETTER

FISCAL 2023STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM22#BCWine#SwirlBCAd EngagementAd ReachAd Link ClicksQ1Q2Q3Q4782,757 views24,478 followers2,798 followers36,933 followers 3,819 followers3569 Blog views

FISCAL 2023STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM23DESTINATION BRITISH COLUMBIA INVITED TO PRESENT TOURISM INITIATIVES AT BC WINE INDUSTRY INSIGHT CONFERENCEATTENDANCE AT TOURISM CONFERENCES

Q1 Q2 Q3 Q460 40 20 0 FISCAL 2023STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP24Q1 Q2 Q3 Q460 40 20 0 CEO UPDATEWEEKLY UPDATE

FISCAL 2023STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP25Top 5 Preforming PagesPage ViewsQ1Q2Q3Q4

COMPETITION1AWARDS12MEMBERS19FISCAL 2023STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP26WGBC MEMBER EXCLUSIVE WINE CONSOLIDATIONS FOR DOMESTIC & INTERNATIONAL EVENTS

FISCAL 2023STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP27MEMBER PORTAL ON WINEBC.COMQ1Q2Q3Q4

FISCAL 2023STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP28INSIGHT CONFERENCE

FISCAL 2023STRATEGIC OBJECTIVE 5: ALIGN GOVERNMENT ADVOCACY EFFORTS29

FISCAL 2023STRATEGIC OBJECTIVE 6: INCREASE DEMAND FOR 100% BC WINES AT HIGHER PRICES30BC VQA Provincial litre market share over $20Q1Q2Q3Q4BC VQA Price Point in Price Band $20 - $39.99Q1Q2Q3Q4

FISCAL 2023STRATEGIC OBJECTIVE 7: SECURE AND IMPROVE ACCESS TO THE BC MARKET31BCLDB AT THE BC WINE INDUSTRY INSIGHT CONFERENCEQ1Q2Q3Q4

Thank you for reviewing this Q4 issue of Celebrate the Wines of British Columbia for FY23. Please contact us with any questions or feedback.kjosephson@winebc.com250.869.2476