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Q2 ReportCELEBRATE THE WINES OF BRITISH COLUMBIA

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OBJECTIVE 1OBJECTIVE 2OBJECTIVE 3OBJECTIVE 4OBJECTIVE 5OBJECTIVE 6OBJECTIVE 7OUR MISSION1Fiscal 2024 Strategic Objectives

CEO & PRESIDENTA MESSAGE FROM MILES PRODAN

MARKETING DIRECTORA MESSAGE FROM KIM BARNES3

COMMUNICATIONS DIRECTORA MESSAGE FROM LINDSAY KELM4

Q1Q2Q3Q4FISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'5Update

FISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'6Update

FISCAL 20247UpdateSTRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'Top 3 visualsfrom theToolkits

JULYAUGUSTSEPTEMBER8Q2 Wines of BC Content TrackerFISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'

FISCAL 20249UpdateSTRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'

Q1Q2Q3Q4UpdateFISCAL 202410STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'

UpdateQ1Q2Q3Q4FISCAL 202411‑FILIPPO BARTOLOTTA FAMSTRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'“I can’t stop thinking about the Okanagan .I have visited hundreds of wine regions, but BCstole my heart.” - Filippo Bartolotta

Update continued12ARI BENDERSKY FAMFISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'TERROIR FAM TOURVANCOUVER ISLAND GUILDSOMM FAM

Update Continued...UpdateFISCAL 202413EMILY WALKER, WINE DIRECTOR, NARAMATA INN STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'

Update14x3x1x1Q2 Media Activity ReportFISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'WILDFIRE CRISIS RESPONSE

15Q2 BC Wine in the NewsFISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'

16‑Update.EXPORT COMMITTEE RECONVENEDFISCAL 2024STRATEGIC OBJECTIVE 1: BUILD A WORLD-CLASS BRAND FOR 'WINES OF BRITISH COLUMBIA'

FISCAL 2024UpdateSTRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS17VICTORIA INTERNATIONAL WINE FESTIVAL SEMINARTERROIR SYMPOSIUM MASTERCLASS

Update18Q1Q2Q3Q4Q1Q2Q3Q4UpdateFISCAL 2024STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS

FISCAL 202419Update continuedSTRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERSWINES OF BC AMBASSADOR LEVEL TWO FALL PROGRAMMINGUpdateUpdate

FISCAL 202420MIJUNE PAK EXPLORING BC WINE REGIONSUpdateSTRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERS

21FISCAL 2024STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERSQ1Q2Q3Q4Update

FISCAL 2024Update22STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERSUpdate

FISCAL 2024Update23STRATEGIC OBJECTIVE 2: POSITION BC AS A PREMIER WINE REGION WITH TRADE, MEDIA, AND INFLUENCERSWINES OF BC AMBASSADOR FACILITATORSBCL REPRESENTATION ON MARKETING AND COMMUNICATION COMMITTEEGUILDSOMM

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM24Update

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM25Update continued4,532 followers+8.6% growth24,274 followers -9.8% decline39,050 followers +4.7% growth465 followers13.5% growth164k views-60% decline

FISCAL 2024#BCWine#HerestoBCQ1Q2Q3Q4STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM26UpdateThe Vine

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM27Update continuedx2TASTE & TERROIR BLOGx23Update

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM28Update

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM29Update

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM30Update

FISCAL 2024STRATEGIC OBJECTIVE 3: MAKE BC WINE COUNTRY A BENCHMARK FOR WINE TOURISM31UpdateWinery Channel Litre Growth - Sales, R12Q1Q2Q3Q4

Q1 Q2 Q3 Q40102030405060FISCAL 2024STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP32Q1 Q2 Q3 Q4010203040506070CEO UPDATEWEEKLY UPDATE

FISCAL 2024STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP33COMPETITIONS1AWARDS9MEMBERS5WGBC MEMBER EXCLUSIVE WINE CONSOLIDATIONS FOR DOMESTIC & INTERNATIONAL EVENTSUpdateANNUAL GENERAL MEETINGWINES OF BC EXPLORER APP MEMBER WINERY ENGAGEMENT

Q1Q2Q3Q4FISCAL 2024STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIP34Update

35FISCAL 2024STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIPUpdateUpdateUpdate

36FISCAL 2024STRATEGIC OBJECTIVE 4: STRENGTHEN WINE INDUSTRY LEADERSHIPUpdateUpdate

FISCAL 2024STRATEGIC OBJECTIVE 5: ALIGN GOVERNMENT ADVOCACY EFFORTS37Update

38FISCAL 2024STRATEGIC OBJECTIVE 5: ALIGN GOVERNMENT ADVOCACY EFFORTSUpdate

FISCAL 2024STRATEGIC OBJECTIVE 6: INCREASE DEMAND FOR 100% BC WINES AT HIGHER PRICES39Q1Q2Q3Q4Update

FISCAL 2024STRATEGIC OBJECTIVE 6: INCREASE DEMAND FOR 100% BC WINES AT HIGHER PRICES40UpdateBehind the Label

FISCAL 2024STRATEGIC OBJECTIVE 6: INCREASE DEMAND FOR 100% BC WINES AT HIGHER PRICES41Q1Q2Q3Q4Update*April 2023 numbers have been adjusted after release of the Q1 report. Revision due to a reporting issue that hasnow been corrected.

Q1Q2Q3Q4FISCAL 2024STRATEGIC OBJECTIVE 7: SECURE AND IMPROVE ACCESS TO THE BC MARKET42UpdateALBERTA CO-OP FAM TOUR

FISCAL 2024STRATEGIC OBJECTIVE 7: SECURE AND IMPROVE ACCESS TO THE BC MARKETUpdate43Wines of BC Ambassador Program - Retail ProfessionalsQ1Q2Q3Q4

Thank you for reviewing this Q2 issue of Celebrate the Wines of British Columbia for FY24. Please contact us with any questions or feedback.kjosephson@winebc.com250.869.2476