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Contents2503Member Experiences Research Approach06Key Insights & Recommendations 11Wine Growers BC Key Metrics41Appendix

01Research Approach

Research ObjectivesIn late 2018, Wine Growers British Columbia (WGBC), then known as the BC Wine Institute, commissioned Lux Insights to conduct research with its Members, as well as with a small cohort of Non-Members and lapsed Members. The team at WGBC was interested in updating this important research again, this time focused solely on Members and with a greater emphasis on program development to optimize ongoing programs and operations of the association. Specific objectives for this research include: Explore the value perceptions of WGBC membership among Member wineries and Associate Members. Determine motivators and barriers of WGBC membership and advocacy.Identify desired information, content, and ideal mediums of WGBC Members to drive communications and marketing programs for 2022. 21 3

Methodology*Margin of error increases as base sizes decrease.Report Legend Sample Size * = sample size 50-99, consider results directional. ** = sample size 30-49, consider results directional. NA or *** = sample size <30 are too small for analysis.Significance testing All results are shown at the 95% confidence level.Report notes Data may not equal 100% due to rounding. Individual percent may not equal net percent due to rounding. 10-minute English online survey fielded March 16 - April 1, 2022.Member response rate of 13% and margin of error ±14.7%*.Results are compared to the 2018 Member research when possible.

02Key Insights & Recommendations

Learning Recommendation3-in-5 Members are satisfied (net) with their overall experiences with WGBC and rate the value they receive as good (net). In addition, more than half of Members say WGBC has exceeded their expectations. Of the various areas measured, communications and marketing are perceived to be WGBC’s most effective area – continue to leverage these to help maintain satisfaction and value. Strengthening WGBC’s performance on government advocacy, the area with most room for improvement, can also help. WGBC has a Net Promoter Score (NPS) of 0, as a result of equal proportions of Promotors (rated 9-10 on likelihood to recommend) and Detractors (rated 0-6). The This is an improvement from 2018, when a Net Promoter Score of -9 was calculated.Continue to showcase WGBC’s marketing and advertising tactics/opportunities, as well as industry insights – these shine through for Promoters of WGBC and could help further improve WGBC’s NPS. Passives (rated 7-8 on likelihood to recommend) and Detractors (rated 0-6) mention a perceived focus on larger-scale wineries and difficulty seeing the financial benefits of membership as reasons why they might not recommend WGBC.To improve WGBC’s NPS (through converting Detractors into Passives, and Passives into Promoters), provide resources and proof points to help Members evaluate the value they receive from their WGBC membership in addition to further showcasing inclusivity. Key Insights: WGBC Member Metrics

Learning RecommendationMembers rank aligning government advocacy efforts and increasing demand for BC wines as the mostimportant objectives from the Wine BC 2030 Long Term Strategic Plan.Keep Members informed about these objectives and efforts, as they are important. Including these objectives in communications could also help Members buy into WGBC’s mission.Member communications, resources, and training is ranked as a top benefit by Members. Continue to place importance on these elements to keep Members satisfied. Consider highlighting these areas when recruiting new Members. The Wines of BC Ambassador Program Level 1 and the Excise Tax webinar are the most utilized programs by Members, with half having participated or offered to staff in the past. Continue to offer these training programs regularly, as Members are using them. Key Insights: WGBC Objectives, Benefits, & Training

Learning RecommendationCommunications are perceived to be one of WGBC’s most effective areas. The majority of Members feel that the frequency of WGBC communications is the right amount and that the quality is excellent. Maintain the current communications schedule/frequency, as it aligns with Members’ preferences. Continue to keep up the high quality of WGBC communications – Members like what is being done. The Wines of BC Explorer App, COVID recovery tool kitand resources, and Wines of BC ambassador programare the most-used communications assets by Members. Ensure that these assets are easily accessible for Members, as they are being used. Continue to offer these assets, so Members can utilize them again and again. 3-in-4 Members already use or plan to use the Wines ofBC Explorer App in the near future. Continue to offer training and education about value and efficiency of the Wines of BC Explorer App to help convert non-user Members held back by a lack of time and interest into users. Key Insights: WGBC Communications & Communications Assets

Learning RecommendationBC VQA Stores / SOF support is perceived by Members to be the channel tactic that provides the most value.Find ways to support Members even more through this channel tactic, such as providing more training and education around it. The BC VQA spring and fall release tastings (“Bloom” and “Colour” in-person events) – BC is seen as the most positively impactful event tactic for positioning BC as a premium wine region with trade, media, and influencers.Consider placing more importance on this event tactic and look for ways to make it more front-of-mind for Members through additional communications, as they see the value it provides.Social media mentions/engagement is seen as the most appealing digital channel tactic. WGBC is already viewed as being a great resource for social media/digital channels – continue to offer these assets and training to Members to maintain this perception. Key Insights: WGBC Channel Tactics

03Wine Growers BC Key Metrics

13%15%15%15%0%33%8%0%0%0%0%10 – Very satisfied98765 – Neutral43210 – Not at all satisfiedMost Members are satisfied or neutral with WGBC.3-in-5 Members are satisfied (net) with WGBC, with more than 1-in-10 saying that they are very satisfied. While less than 1-in-10 Members are dissatisfied with WGBC, a third (33%) are neutral. This presents an opportunity for WGBC to re-engage and satisfy those Members who do notfeel strongly about the organization. Showing overall satisfaction, %sA1. How would you rate your overall level of satisfaction with WGBC? Among all, 39n Satisfied (net):59%Dissatisfied (net):8%

13%13%21%15%3%26%5%5%0%0%0%2-in-3 Members perceive the value of WGBC to be good (net), and another quarter are neutral. Showing value ratings, %sA4. How would you rate the value you receive from your membership with WGBC? Among all, 39n 10 – Very good98765 – Neutral43210 – Very poor1-in-4 Members rate the value that they receivefrom WGBC as neutral – highlighting a chance for WGBC to improve value perceptions.Reasons for these ratings are explained on the following slide and focus on the blurred understanding of how their business has financially benefited or wanting to see greater financial impacts as a result of being a WGBC Member. Consider looking for ways to connect social media/ marketing tactics and Member benefits with sales more strongly. Good (net):64%Poor (net):10%

“I see it [is] good to get marketing ideas, some social media pictures and a feature occasionally but [I am] not seeing any increased sales over the years.”“They provide valuable insights and information about trends and changes in the industry. They also offer valuable training opportunities that allow me to better operate my business.”“I feel that there is good value in being a WGBC member but, other than a bit of social media support from them, I haven't felt any direct benefits coming from my membership lately.”Rated 7, 1,000-4,999 cases, Vancouver IslandRated 8,20,000-49,999 cases, Okanagan ValleyRated 7, 5,000-9,999 cases, Okanagan ValleyMembers see the value in the exposure and social media tactics WGBC offers, but struggle to determine the financial impact on their business. A5. Please explain why you rated the value of your WGBC membership a [insert value rating]. Among all, 39n

Insight4-in-5 Members say that WGBC has met or exceeded their expectations, and that they are likely (net) to remain a Member in the upcoming year. Of the various areas evaluated, communications and marketing are perceived to be WGBC’s most effective areas, while government advocacy presents the greatest opportunity for improvement.

3%15%18%15%0%31%8%8%0%0%3%1-in-2 Members say that WGBC has exceeded their expectations (net).Showing expectations for WGBC, %sA6. Overall, when it comes to your expectations, would you say that WGBC has…? Among all, 39n 10 – Exceeded my expectations98765 – Met my expectations43210 – Not met my expectations4-in-5 Members say that their expectations of WGBC have been exceeded or met. Less than 1-in-5 Members say that their expectations have not been met. This is all a sign that WGBC is accurately portraying the Member experience in recruitment materials. Exceeded (net):51%Not met (net):18%

Communications, media relations, and marketing are perceived to be WGBC’s most effective areas. Showing %sWhile all tested areas are rated as effective (net) by at least half of Members, communications and media relations have the strongest scores. There is an opportunity to increase perceived effectiveness of all areas among Members, to help sway towards more “Rated 10 – Very effective” ratings. A9. We’d like to now focus on five specific areas. How would you rate the effectiveness of WGBC in each of the following? Among all, 39n Communications Media Relations Marketing TourismGovernment Advocacy10 – Very effective13% 10% 8% 5% 3%921% 15% 23% 18% 18%826% 13% 21% 26% 23%723% 21% 13% 13% 10%65% 5% 5% 8% 8%5 – Neutral10% 26% 21% 13% 21%43% 5% 5% 15% 5%30% 5% 5% 3% 3%20% 0% 0% 0% 5%1 – Not at all effective0% 0% 0% 0% 5%

InsightCompared to 2018, WGBC’s Net Promoter Score (NPS) has improved, lifting from an NPS of -9 to now 0. This year, Members are distributed evenly between being Promoters (rated 9-10), Passives (rated 7-8), and Detractors (rated 0-6) of WGBC. Marketing and communications are seen as high points, while limited representation and materials for smaller wineries are considered areas for improvement.

Net Promoter Score OverviewAs a proxy to gauge clients’ engagement with WGBC, a Net Promoter Score (NPS) was calculated. This is based on their likelihood to recommend WGBC on an 11-point scale. Promoters(9-10)Loyal and enthusiasticPassives(7-8)Satisfied but not happy enough to promoteDetractors (0-6)Less satisfied, can impede growth through minimal or negative word of mouthNPS = Promoters - Detractors

Members are equally split between being Promoters, Passives, and Detractors. Showing likelihood to recommend and Net Promoter Score, %s10 – Extremely likely9876543210 – Not at all likelyPromoters (9-10)Loyal and enthusiasticDetractors (0-6)Less satisfied, can impede growth through minimal or negative word of mouth23%10%18%15%3%23%0%5%3%0%0%A2. How likely are you to recommend a WGBC membership to other wineries in BC? Among all, 39n Passives (7-8)Satisfied but not happyenough to promoteNPS(Promoters – Detractors)0Promoters 33%Passives 33%Detractors 33%With even distribution across Promoters, Passives, and Detractors, WGBC garners a NPS of 0 this year.This is a improvement from the 2018 Member research, where a NPS of -9 was calculated.

Marketing tactics and insights into the industry shine through for Promoters. Members are likely to recommend WGBC because of its marketing/communications materials and insight into the local market. Those unlikely to recommend WGBC mention the focus on the Okanagan Valley and large wineries as points of discouragement. PromotersPassivesDetractors Marketing and advertising tactics/ opportunities Information and insights about the industry Improving the culture of the market Difficult to see direct impact on sales/financials  Could be more effective with greater representation from wineries of different sizes, types, etc. Focused primarily on the Okanagan Valley  Cost of membership Caters primarily to larger wineries“WGBC help a lot with marketing opportunities, with key information on the market, with communicating to a broader crowd than we can achieve alone as a winery.”“Although, we see benefit from being part of the WGBC, its becoming increasingly more difficult to understand the true impact on our business.”“It is wholly Okanagan centric and focused on the big wineries...”10,000-19,999 cases, Okanagan Valley1,000-4,999 cases, Okanagan Valley5,000-9,999 cases, Vancouver IslandA3. Why did you rate your likelihood to recommend WGBC a [INSERT RESPONSE FROM A2]? Among Promoters, 13n. Among Passives, 13n. Among Detractors, 13n.

Promotion of BC wines and the industry are top-of-mind reasons why Members would recommend WGBC. Showing mentions 8% or higher among all Members, %sNot enough help for small wineries / focus is on large wineriesNeed broader representation (e.g., locations, types of wine) High cost / expensive for what we get / too many feesNeed to improve advocacy and lobbying efforts Nothing's perfectDiminishing returns over length of membership18%13%8%8%8%8%A3. Why did you rate your likelihood to recommend WGBC a [INSERT RESPONSE FROM A2]? Among all, 39n Members would recommend WGBC because of how it promotes the industry and provides information. However, Members mention that a focus on large wineries and lack of representation of the variety of wineries in BC are areas that may inhibit recommendations. Consider ways to better understand and serve Members who come from less traditional organizations to improve likelihood to recommend. Promotes BC wines / industry / good marketingSource of informationSee benefits of membershipGenerally satisfiedStronger as a group than an individual winery15%15%10%8%8%Reasons for Members RecommendingReasons for Members Not Recommending

04Member Experiences

InsightMembers place the most importance on WGBC’s objectives of government advocacy efforts and increasingdemand for BC wines. These are key areas to highlight when engaging Members. WGBC’s communications, resources, and training benefits are most important to Members and a key benefit to showcase when attracting potential Members.

A quarter of Members rank government advocacy and increasing demand as the most important objectives. Showing ranked WGBC objectives, %s Most Important 2ndMost Important 3rdMost ImportantAlign government advocacy effortsIncrease demand for 100% BC wines at higher pricesPosition BC as a premier wine region with trade and influencersBuild a world-class brand for the Wines of British ColumbiaSecure and improve access to the BC marketMake BC wine country a benchmark for wine tourism Strengthen wine industry leadership28%26%18%15%8%5%13%23%8%5%13%23%15%23%10%18%10%23%10%5%B1. WGBC has set specific objectives to achieve the Wine BC 2030 Long Term Strategic Plan. Of the following, please select and rank the 3 most important WGBC objectives for your winery. Among all, 39n. Aligning government advocacy efforts and increasing demand for BC wines are most important to Members and key areas of focus for WGBC’s strategic plan. Passives and Detractors for WGBC tend to place more emphasis on increasing demand than Promoters – a sign that focus on this objective may also help WGBC convert Passives/Detractors. Top 364%59%44%31%44%38%21%

1-in-4 Members rank communications, resources, and training benefits as the most important benefit.Showing ranked WGBC Member benefits, %s Most Important 2ndMost Important 3rdMost ImportantWGBC Member communications, resources, and trainingGovernment advocacy supportAccess to Wines of BC store channelTrade tastings, seminars, and educational programsRestaurant programmingInternational programs and activitiesMarketing Toolkits – Print materials and assetsMember meetings and eventsMedia and influencer opportunitiesRetail programmingMarketing Toolkits – Digital materials and assets26%15%13%10%8%8%8%5%3%3%3%15%18%15%8%3%3%3%23%10%3%8%26%23%8%8%3%3%21%3%B2. WGBC members receive a variety of benefits. Of the following, please select and rank the 3 most important WGBC member benefits for your winery. Among all, 39n. Communications, resources, and training, followed by government advocacy support and access to Wines of BC store channels are top-ranked benefits for Members.Media and influencer opportunities are among the top three for Members, despite not being the most important WGBC benefits for Members. Consider highlighting these benefits when re-engaging Members and showcasing the benefits of continued membership.Top 349%59%51%26%18%10%10%10%46%13%8%

InsightMembers are satisfied (net) with the frequency and quality of the communications received. This is a testament to the effectiveness that Members perceive in WGBC communications. The Wines of BC Explorer App is well-used by Members. Members who are aware of the app and don’t use it, cite timeand lack of interest as barriers.

Majority of Members think that the frequency of WGBC’s communications is the right amount.Showing ratings of frequency of WGBC communications, %s10 – Too much98765 – The right amount43210 – Not enoughOverall, Members are satisfied with the frequency of communications they receive from WGBC.3%5%8%3%10%59%8%3%0%3%0%A8. And thinking of the WGBC communications you receive, when it comes to the frequency of communications, would you say that it is… Among all, 39n. More than the right amount (net) :28%Less than the right amount (net):13%

Communications are well-regarded by Members, with 1-in-4 rating quality as “10 – excellent.”Showing ratings of quality of WGBC communications, %s10 - Excellent98765 - Average43210 – Very poorOverall, Members are very satisfied with the quality of communications, with no Members rating it below average. An opportunity exists to further improve communications to push the quality of communications to well above average. 23%23%18%13%15%8%0%0%0%0%0%A7. Thinking of the WGBC communications you receive, when it comes to the quality of communications, would you say that it is…Among all, 39n. Positive (net):92%Poor (net):0%

7-in-10 Members have used the Wine of BC Explorer App, making it the most used WGBC asset. Showing WGBC materials used, %sWines of BC Explorer AppCovid recovery tool kit and resourcesWine of BC ambassador programSocial media guidelinesWildfire & smoke communicationsIndustry infographicsMedia kitA year in a life of a BC wine farmer seasonal and print materialA year in a life of a BC wine farmer seasonal social media and digital assetsSmugmug (image gallery)GI posters and topographic mapsNone of the above72%59%59%41%26%26%21%10%10%8%3%3%B6A. WGBC provides toolkits, campaign assets, and educational materials to help guide and/or use in members’ winery marketing and communication strategies. Which of the following, if any, have you used? Among all, 39n. At least 6-in-10 Members have used the Wines of BC Explorer App, COVID recovery tool kit and resources, and the Wines of BC ambassador program. A year in a life of a BC wine farmer seasonal materials, Smugsmug, and GI posters and topographic maps are least used by Members and areas to consider evolving based on Member feedback.

Showing current app awareness and usage, %s5%26%49%21%I have not heard of this appI have heard of this appand I plan to use itI have heard of this appand I do use itI have heard of this appand I do not use itAlmost all Members have heard of the Wines of BC Explorer App, and half are currently using it. C3A. The Wines of BC Explorer App has 15k+ users and growing. Which of the following statements best describes you/your winery? Among all, 39n.Awareness and usage of the Wines of BC Explorer App is high, with over 9-in-10 aware and 3-in-4 currently or planning to use it. Those that have heard of the app but don’t use are being held back by time and lack of interest. Consider ways in which the value and efficiency of the app can be showcased to Members to further increase usage. Aware of the App (net):95%

InsightMembers place the most value, positive impact and appeal on: BC VQA Stores and SOF support (channel tactics),  BC VQA spring and fall release tastings (event tactics), and  Social media mentions/engagement (digital promotion). Prioritize these tactics and benefits as they are most valued by Members.

Members find the most value in BC VQA Stores and SOF support of WGBC’s various channel tactics. Showing rankings of value perceived for channel tactics, %sBC VQA Stores / SOF supportPrivate retail supportRestaurant programming supportBCL supportB3. We’d like to now focus on WGBC channel tactics. Please think of the tangible value each approach would provide in increasing demand for 100% BC wine and rank them from highest to lowest tangible value received. Among all, 39n. BC VQA Stores / SOF support (e.g., in-store promotions, collaboration for April’s BC Wine Month and August’s Buy Local Month, social/digital ads, promotion of BC Wine programming etc.); Private retail support (e.g., print materials and displays, BC wine category/section enhancement, social/digital ads, promotion of BC Wine programming, etc.); Restaurant programming support (e.g., Pour More BC, by the glass, new listing, BC flights, social/digital ads, promotion of BC Wine programming, etc.); BCL support (e.g., new listings, Wines of BC in-store promotions, collaboration for April’s BC Wine Month and August’s Buy Local Month, social/digital ads, promotion of BC Wine programming, etc.)54%23%5%18%18%26%38%18%BCL support is the least valuable channel tactic for Members, with half ranking it as providing the lowest value. Consider placing less focus on this channel tactic, as Members find it less valuable compared to other channel tactics. Adds the lowest valueAdds the 2ndlowest value38%23%21%18%26%33%31%10%Adds the highest valueAdds the 2ndhighest value

BC VQA spring and fall release tastings (BC) are the most impactful tactics. Showing rankings of impact of event tactics, %sBC VQA spring and fall release tasting – BCIn-region media and trade familiarization toursTrade and Media SeminarsWine BC BootCampPour More BC Restaurant CampaignRestaurant programs Local flights Trade TastingBC VQA spring and fall release tastings – ABSomm Smackdown BC wine and food competitionB4. Let’s now focus on WGBC event tactics and trade programs. Of the following, please select and rank the 3 most positively impactful event tactics on positioning BC as a premium wine region with trade, media, and influencers. Among all, 39n. *BC VQA spring and fall release tastings (“Bloom” and “Colour” in-person events) – BC, BC VQA spring and fall release tastings (“Bloom” and “Colour” in-person events) –AB, Restaurant programs (e.g., Dine Out, Dine Around, Wine & Dine, etc.), 3%3%5%5%5%8%10%13%49%3%5%5%13%3%13%28%21%10%3%13%5%3%18%8%15%21%15%Members overwhelmingly find the BC VQA spring and fall release tastings (BC) as the most positively impactful event tactic. In-region media and trade familiarization tours and trade and media seminars are other events of large positive impact. Consider highlighting these events in communications and placing priority on for future improvement efforts. Most positively impactful event tactic2ndmost positively impactful event tactic3rdmost positively impactful event tacticTop 374%54%54%28%26%21%15%21%8%

Social media is the most appealing digital promotion benefit for Members. Showing rankings of most appealing digital promotion benefits, %sSocial media mentions/engagementSponsored media articlesVideo promotions supported by Google Ads, YouTube advertising, etc.TV broadcast features (e g , Saturday Sips Global BC, CTV wine stop)The Vine Consumer e-Newsletter (29K+ subscribers)Influencer partnerships (e g , Instagram live, TikTok)WineBC com’s Taste & Terroir guest blog with paid digital ad supportB5. WGBC offers its Full Members a variety of digital promotion benefits. Of the following, please select and rank the 3 most appealing digital promotion benefits you would like to be featured in/on. Among all, 39n. 5%8%10%13%13%15%36%8%23%5%28%8%18%10%10%10%13%5%26%18%18%Nearly 4-in-10 Members find social media mentions/engagement as the most appealing digital promotion benefit, over double all other digital promotion benefits. Other benefits of interest include sponsored media articles, video promotions, and TV broadcast features. Consider highlighting these benefits in communications to further showcase membership value. Most appealing digital promotion benefit2ndmost appealing digital promotion benefit 3rdmost appealing digital promotion benefitTop 364%51%46%46%28%41%23%

InsightThere is strong interest in the Wines of BC ambassador program. Continue to showcase the value of the program to drive interest in additional levels and convert those that are unsure. Members generally do not take advantage of training opportunities - with the most used being the Excise Tax webinar. Consider ways to entice Members to attend WGBC’s offerings.

Nearly half of Members are offering or planning to offer the Wines of BC Ambassador Program to staff. Showing %sWines of BC Ambassador Program Level 1Wines of BC Ambassador Program Level 2Wines of BC Ambassador Program Level 3B7. This year, WGBC will be offering The Wines of BC Ambassador Program complimentary for member wineries and their staff. There are three levels to this program, with Level 1 being offered online, and Levels 2-3 offered in-person. For each of the levels, which best describes your winery when it comes to incorporating The Ambassador Program as a part of team training and onboarding? Among all, 39n. 13%26%46%41%36%26%13%13%10%33%26%18%My winery already offers this to staff My winery does not intend to offer this to staffMy winery intends to offer this to staff in the future UnsureOverall, the Wines of BC Ambassador Program is of strong interest for Members, with half already offering Level 1 to winery staff. Interest tappers off as the program progresses, suggesting an opportunity to showcase the value offered by additional levels of the program.

The Excise Tax webinar is the most attended. Showing usage of Member training webinars in the past 12 months, %sExcise Tax webinarWines of BC Explorer App – How toSocial Media Video StrategiesMedia training workshopEmail Marketing Best PracticesLiving the Brand workshopExporting BC Wine 101 webinarNorwegian Wine Market 1016 Steps to Painless Accountability ImprovementB8. We’d like you to now think of the past 12 months. Which of the following member training webinars did you or someone from your winery attend, if any? Among all, 39n. 10%18%21%26%31%31%31%54%82%72%69%62%49%59%38%46%36%18%18%13%18%26%10%31%23%10%Half of Member wineries have attended the Excise Tax webinar, making it the most attended webinar by almost double. 6 steps to Painless Accountability Improvement is the least attended webinar with no one attending in the past 12 months – presenting an opportunity to streamline the number of webinars or update webinar communications. Yes – I/Someone from the winery I work for attended Don’t knowNo – No one from the winery I work for attended

Thank you.