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QUARTERLY REPORTQ3 REPORTOCTOBER, NOVEMBER, DECEMBER 2024Celebrate the Wines of British Columbia
CELEBRATE THEWINES OF BRITISH COLUMBIACelebrate the Wines of British Columbia provides a quarterly review of Wine Growers British Columbia (WGBC) activities, including marketing, communications, advocacy and more. This issue covers the third quarter (Q3) of Fiscal Year 2025 (FY’25): October, November and December 2024, in support of the objectives laid out in the WGBC Operational Plan and Wine BC 2030 Long-Term Strategic Plan.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
Q3 brought notable transitions for WGBC leadership. We welcomed back Laura Kittmer as Communications Director, resuming her role in leading WGBC’s communications, media, and public relations eorts. Our gratitude goes to Lindsay Kelm for her contributions as acting Communications Director over the past year. Additionally, we bid a heartfelt farewell to CEO & President Miles Prodan, thanking him for 14 years of dedicated service and compassionate leadership.Our second annual Fall for BC Wine campaign successfully wrapped up, driving winery tourism and sales. WGBC organized and hosted two media FAM tours bringing in seven influential wine, food and travel writers, to generate positive media stories, promote BC wine country, showcase the availability of BC wines, and encourage travel to the region. The fall messaging smoothly transitioned into winter promotion of winery events and experiences through the Wines of BC channels, including a weekly wine events feature. We also continued to elevate the Wines of BC brand to build consumer, trade, and media awareness of BC wine quality, with one of our most impactful pieces of content in Q3 being the Story in a Bottle of BC Wine video. This piece captured how BC wine is more than what's in the bottle, being a symbol of shared moments and connection. It aligns seamlessly with our overarching marketing direction: showcasing the unique stories of BC wineries and celebrating BC wine. In response to the Bill C-78 tax break announcement, we also created content to amplify holiday sales of 100% BC wine. Fall programming for the Wines of BC Ambassador Program Level Two classes concluded, resulting in 85 new certifications. These in-person sessions provided valuable opportunities for BC wine hospitality professionals to deepen their knowledge, and engage in discussions on industry topics like climate change, aligning on transparent, positive messaging for consumers.As we close out the year, we’re energized by all that 2025 holds for the BC wine industry.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3A MESSAGE FROM OUR TEAM
The quarter began with the announcement of the new WGBC Board of Directors and the launch of the Director Spotlight campaign, which introduced each director through the Weekly Update and LinkedIn. The campaign was well-received, fostering stronger connections between directors and members. WGBC continued vintage 2024 relief and support through sharing key updates as well as industry-led recommendations including the term Crafted in BC to distinguish replacement wines from 100% BC wines and International Domestic Blends. A phased Communications Plan, including an exit strategy, will roll out in Q4. At the October Save-On-Foods AMMP meeting, discussions on BC wine trends, strategies and collaboration led to the creation of a SOF Task Group to align messaging and develop merchandising and promotional plans for BC wineries this coming year. In collaboration with industry and government bodies to provide guidance on operating under Bill C-78’s tax holiday, WGBC developed consumer marketing content to help wineries leverage the opportunity to boost BC wine sales over the holidays. This came at the same time that the Alberta-BC Direct-to-Consumer Wine Program was announced, reflecting the advocacy eorts of multiple parties including WGBC, Premiers David Eby and Danielle Smith, the LCRB, and the AGLC, to name a few. Additional milestones include the introduction of a revised committee structure, the establishment of new Terms of Reference for the WGBC Committees, and the implementation of a recruitment process for the newly formed Nominations Committee. Furthermore, the Board began its search for a new CEO & President to succeed Miles Prodan, who retired on December 31.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3A MESSAGE FROM PAUL SAWLERBoard Chair
OBJECTIVE 1BUILD A WORLD-CLASS BRANDFOR “WINES OF BRITISH COLUMBIA”Wine Growers BC will work towards this through strategically (a) building consumer, trade and media awareness of BC wines through education and training, (b) increasing market share of certified 100% BC wines in the $20-39.99 price band, and (c) developing and implementing marketing assets and messaging to increase winery and trade adoption of Wines of BC campaigns.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3METRICS● We set a stretch goal for coverage in FY'25 following a media-heavy FY'24. While estimated value remains soft and unlikely to meet our target, Q3 saw a significant improvement in sentiment, with the net tonality score rising from -5 this time last year to +12, read the full report.● Q3 brought strong growth for the Wines of BC Ambassador Program, with 211 Level One certifications issued. This puts us at 90% towards the fiscal target, positioning us to exceed expectations for the year.● During Q3, we worked to prioritize engagement over impressions resulting in a CPM of $6.30. While this surpassed our goal of staying under $5.00, it remained below the industry average of $7.12. This metric highlights that our return on ad spend is strong and that our marketing eorts are resonating with our audience.MEDIA COVERAGE AMBASSADOR LEVEL 1 CERTIFICATIONSCPM FOR Q2Achieved: $4,802,538 Goal: $16,320,000Achieved: 668 Goal: 750$0 $5 $10Goal to keep under $5.00 - industry Average = $7.12Cost per Impression (CPM)OBJECTIVE 1
Q3 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3OBJECTIVE 1● The Wines of BC Ambassador Program Level One introduced exciting growth initiatives through strategic partnerships with the BCL and Pour More Restaurants . After a Q2 test integration of the training into BCL sta development programs, Q3 saw the launch and first certifications awarded. Additionally, Level One training was introduced to our Pour More BC restaurant program onboarding, providing restaurant sta with access.● Campaigns included the conclusion of Fall for BC Wine to drive winery visits, Crafted with Passion supporting sales of 100% BC wine, Pour More BC promoting BC wine in restaurants, and Wine is a Gift encouraging holiday wine purchases from wineries, online, and Save-On-Foods. We also featured member winery products directly to a wide and engaged audience via a series of Saturday Sips segments on Global News on the topic of holiday hosting.● Positive media coverage this quarter included the announcement of funding for the BC wine industry as a tourism sector and stories from WGBC’s Fall FAM tours. In October, we hosted seven media guests visiting 12 member wineries on Vancouver Island and in Lake Country, showcasing the regions’ resilience and positive developments following a challenging 2024 vintage. The tours supported the Fall for BC Wine campaign, encouraging exploration of BC wine regions and highlighting the availability of BC wines, with media focused on generating timely digital and print coverage.● Wine Growers BC shared key messaging with industry to help wineries navigate the introduction of 2024 vintage replacement wines alongside 100% BC and BC VQA oerings.
OBJECTIVE 2POSITION BC AS A PREMIERWINE REGION WITH THE TRADEWine Growers BC will work towards this objective through strategically (a) creating meaningful touchpoints between member wineries and key trade, media, and influencers, (b) making the Wines of BC Ambassador Program the industry standard for BC wine education, and (c) aligning export opportunities with available funding and resources.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3METRICS● From fall programming of the Wines of BC Ambassador Level Two classes, WGBC issued 85 certifications.● An update on Wines of BC Ambassador Level Three development is planned for Q4.● At the end of Q3 we achieved an additional 12.4k views on the Pour More BC page, exceeding our total FY’25 goal of a 5% increase YOY!● With one deployment of The Pulp trade e-newsletter in Q3, we exceeded our goal by achieving an open rate of 48.4%. Top engaging content included the Industry Recognition Awards Call for Nominations, our blog on BC Wine News, and sharing Global News segments on BC wine.AMBASSADOR LEVEL 2 CERTIFICATIONSAMBASSADOR LEVEL 3 DEVELOPMENTINCREASED PAGE VIEWS ON POUR MORE BCAchieved: 362 Goal: 500 Ideation > Development > TestingAchieved: 40,790 views Goal: 34,530 (+5% over FY’24)THE PULP TRADE NEWSLETTER OPEN RATEAchieved: 45% Goal: Maintain 45%OBJECTIVE 2
Q3 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3OBJECTIVE 2● In addition to hosting the Wines of BC Ambassador Level Two classes for industry and trade, we once again partnered with BCL to oer certifications through their VQA Learning Week to sta.● While our focus on the Pour More BC program is driving trac to the page to inspire consumers to dine out at restaurants serving BC wine, we have also seen impressive growth in program partners, welcoming eight new restaurants in Q3 to the list.● WGBC worked closely with Save-On-Foods, emphasizing accessible BC wines under $20 and coordinating campaigns for current and upcoming key sales events like Christmas and Valentine’s Day.● In Q3, WGBC strengthened trade partnerships to promote BC wine through key initiatives. At the Save-On-Foods Annual Marketing, Merchandising, and Planning (AMMP) meeting, discussions focused on BC wine sales trends, replacement wine strategies, and opportunities for collaboration. This led to the establishment of a SOF Task Group to align messaging, develop merchandising plans, and create promotional strategies for wineries. Additionally, WGBC presented at the Destination BC Visitor Centre Conference, providing tools and insights to help Visitor Centre representatives eectively promote BC wine tourism across the province.
OBJECTIVE 3MAKE BC WINE COUNTRY ABENCHMARK FOR WINE TOURISMWine Growers BC will work towards this objective through strategically (a) developing authentic place and experience narratives for all nine of BC’s wine regions, (b) collaborating with regional wine associations and tourism organizations on shared initiatives and existing festivals and events, and (c) focusing digital marketing on key customer segments to increase year-round tourism.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3METRICS● Campaigns active in Q3 drove trac to WineBC.com resulting in 117k views, pushing us 60% towards our goal of increased pageviews for this fiscal year.● The Vine e-newsletter currently has 31,345 subscribers, representing an increase of 255 contacts over FY’25.● Our engagement rate exceeded our goal of 10, coming in at 15.81 for the quarter. This is indicative of our focus on engagement over Q3 in response to high impressions but lagging engagement in Q1 and Q2.INCREASED PAGE VIEWS ON WINEBC.COMINCREASE VINE SUBSCRIBERSINCREASE ENGAGEMENT RATE ACROSS ALL CONSUMER DIGITAL CHANNELSAchieved: 394,000 views Goal: 663,300 (+10% over FY’24)Achieved: +255 Goal: 2,000Achieved: 4.98 Goal: 10OBJECTIVE 3
Q3 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3OBJECTIVE 3● Despite being below our fiscal target of increasing The Vine audience by 2,000, we achieved a net gain of 255 subscribers this quarter, driven primarily by the success of a contest run on our social media.● We produced engaging marketing content to support tourism to BC wine country on themes of the excitement of harvest, cozy experiences and winter wine adventures, including regional features for Lillooet, Vancouver Island, and the Gulf Islands.● In addition to tourism-focused content, we created campaigns to elevate BC wine as the top choice for holiday gatherings. This included publishing four blogs on WineBC.com covering BC Wine News, BC Wine Pairings, Hosting Holiday Parties, and the Appeal of BC Sparkling Wine. In addition to blogs virtually all of our digital assets pointed towards BC wine as a go-to choice for special moments with family and friends this season.● WineBC.com remains a strong digital hub for BC wine and tourism, and WGBC is committed to keeping it on the cutting edge with ongoing improvements. Social media frequently directs users to the site, including the updated Winery Listings page, making it easier to explore wineries, join wine clubs, buy wine online, and plan visits. We have also prioritized the events section to drive increased winery visitation during the colder seasons, showcasing BC wine experiences year-round.● Tourism partnerships included collaborating with DBC on their Fall Has It All campaign, contributing to their Corus sponsorship, newsletters, and marketing materials. We also partnered with Visit Penticton and the District Wine Village to produce video content showcasing winter winery experiences. In addition we worked with Tourism Kamloops to feature influencer Ken Hagen, highlighting local wineries with stunning visuals.
OBJECTIVE 4STRENGTHEN WINE INDUSTRY LEADERSHIPWine Growers BC will work towards this objective through strategically (a) collaborating with industry associations on shared initiatives, and (b) developing and implementing member education tactics to increase awareness of WGBC programs and membership value perception.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
METRICS● Achieved a 96% retention rate in membership. We ended Q3 with 200 member wineries: 181 full members and 19 associate members.● Member value perception metric is planned to be measured in Q4.● Communications resonated strongly with our industry audience, achieving an impressive average open rate of 59.5%, exceeding our goal. Q3 marked a shift in our approach, with the CEO Update transitioning into the Board Update. While member account managers remained a direct resource for wineries to access, industry-wide communications were a primary focus this quarter.MEMBER RETENTION RATEMEMBER VALUE PERCEPTIONMEMBER COMMUNICATIONS OPEN RATEAchieved: 96% Goal: 90%Achieved: n/a Goal: 70%Achieved: 59.5% Goal: 52%OBJECTIVE 4CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
Q3 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3OBJECTIVE 4● Through collaboration with the BCWGC and BCGA we revised the Vintage 2024 survey to address the impacts of the winter cold event and the option to source non-100% BC fruit resulting in a 57% YOY increase in responses. WGBC also hosted a Winemakers & Viticulturist Forum series oering four regional events to discuss vintage challenges and opportunities. The series received strong feedback, with an 8.6 satisfaction rating and 100% of attendees finding it valuable. Data and insights from the survey and forum(s) will contribute to the Vintage Report and other training resources.● The member portal continues to serve as a hub for exclusive resources and research. In Q3 WGBC updated the backlog of BC wine sales reports, now available from Period 1 (April 2024) to Period 6 (September 2024). Members can access these reports via the portal and contact Marketing Director Kim Barnes for support.● WGBC updated and redistributed its Navigating Vintage 2024 Resource Guide with information on labeling requirements and important regional contact information.● The WGBC Board revised the Committee framework by introducing new Operating Guidelines and Terms of Reference to clarify roles, responsibilities, and reporting structures. To enhance transparency, member engagement, and Director recruitment, WGBC also introduced the People and Culture Board Committee and Nominations Member Committee. ● WGBC collaborated with BCWGC, BCGA, and WIGA to address concerns over multi-year short crops and decreased grape supply, securing funding for the formation of a two-year Wine Grape Industry Task Force (WGITF). In Q3, the WGITF Advisory Committee hired a Project Manager to develop the Terms of Reference and Strategic Plan, with a submission deadline to government by March 31, 2025. Monthly meetings will continue in Q4 to advance this initiative.
OBJECTIVE 5LEVERAGE GOVERNMENTADVOCACY EFFORTSWine Growers BC will work towards this objective through strategically (a) supporting the BC wine industry to remain viable and minimize financial and employment impacts, and (b) coordinating activities with both provincial and federal industry stakeholder groups and organizations.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3
CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q3METRICS● Q3 saw progress on the metrics associated with Objective 5, reflected by the ‘green light’ in both the establishment of supportive policy and maintaining key existing policy.OBJECTIVE 5Establishment of government policy and programming to support BC grapegrowers and wineries to ensure the sustainability and profitability of the BC wine Maintain key existing industry public policy
Q3 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY25 - Q3OBJECTIVE 5● Following the government's announcement allowing temporary relief for BC wineries to produce wine using grapes and grape juice from outside the province for the 2024 vintage year, Wine Growers BC formed the Vintage 2024 Relief and Support Replacement Wine Task Group. The task group comprised of 25 BC winery, retail, and trade representatives to develop industry-led marketing, merchandising, and communication recommendations for retail and hospitality partners. The recommendation document was approved and implemented by the WGBC Board of Directors in Q3. A Communications Plan in support of the recommendations was developed and approved by the board in Q3 and is scheduled for roll out in Q4.● In December, the Alberta Gaming, Liquor and Cannabis (AGLC) announced an Alberta-BC direct to consumer wine program, an inter-provincial agreement between Alberta and BC to allow wineries in BC and Alberta to sell their products directly to consumers. The agreement will run for one year, at which time it will be evaluated on its eectiveness. Wine Growers BC has long advocated for interprovincial free trade across Canada, with a particular focus on Alberta due to the province’s proximity and the long-standing relationship between the two provinces.