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Message QUARTERLY REPORTQ4 REPORTJANUARY, FEBRUARY, MARCH 2025Celebrate 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 fourth quarter (Q4) of Fiscal Year 2025 (FY’25): January, February and March 2025, 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 - Q4

In Q4, the WGBC team laid the foundation for a powerful launch of April is BC Wine Month. This included early engagement with industry, media/influencers, retail, and government —resulting in the ocial provincial proclamation of BC Wine Month. We rolled out comprehensive toolkits including visuals, key messaging, and engagement opportunities to partners to ensure alignment and campaign impact. We look forward to sharing results in the next report. Q4 media relations eorts delivered a notable highlight, with coverage of Wines of BC achieving the highest percentage of positive and neutral sentiment in the past three quarters, reflecting strong message alignment and support from media and influencers.Across our digital channels Q4 marketing focused on seasonal themes such as wine and wellness, slowing down in BC wine country, and Valentine’s Day, to meet consumer interest in health, mindfulness, and local connection this time of year. In response to the US tari announcements, Wines of BC created content encouraging support of Canadian producers by choosing BC wine and planning visits to BC wine country. Providing educational resources to promote the Wines of BC through our Ambassador Program remained a core priority, with Level One continuing to be deployed across key trade and hospitality channels. The Level Three framework reached key development milestones this quarter, positioning it for a pilot launch planned for FY’26.Trade engagement also grew meaningfully in Q4. We saw strong visitation to the Pour More BC Best BC Restaurants page, suggesting increased planning around wine and food experiences. WGBC sponsored CAPS Best BC Sommelier event, giving full member wineries a valuable platform to pour their wines for a VIP audience, and The Pulp, our trade e-newsletter continued to outperform on open rates.Lastly, we continued transitioning away from the Wines of BC Explorer App, encouraging users to engage with The Vine e-newsletter and WineBC.com. This shift reflects a strategic pivot toward more impactful touch points between BC wineries and consumers. CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4A MESSAGE FROM OUR TEAM

Q4 saw the launch of the Vintage 2024 Relief & Support Toolkit. This initiative included the release of our Crafted in BC Communications & PR Plan and a trade-facing webinar which brought together key voices from across the industry on the topic of navigating the vintage 2024. Throughout the quarter we continued to engage members in WGBC’s committee and task group work, this included ongoing updates on the Save-On-Foods Task Group, as well as new committee recruitment eorts. A full list of WGBC committees and task groups is available here. Relations with the Alberta market brought both opportunities and challenges this quarter. After celebrating the launch of the new DTC program early in Q4, we were required to quickly pivot following the February announcement of increased taxes on wine sales. Our approach included direct government advocacy, a formal letter to the Premier of Alberta, and regular updates including key messaging sent to members.At the national level, we worked closely with Wine Growers Canada in response to turbulent US tari announcements, providing updates and guidance to industry while continuing to push for the reduction of interprovincial trade barriers. Provincially, our partnership with the BC Liquor Distribution Branch led to a Q4 survey assessing winery participation in the temporary non-BC wine replacement program, helping inform ongoing support and strategy including increased shelf space for products from BC wineries.As part of our commitment to industry leadership, we proudly hosted the annual Insight Conference and Industry Recognition Awards, bringing our community together to honour excellence, share learnings, and align on the path forward. This year’s program included a dedicated platform for the Wine Grape Industry Task Force, reinforcing recent eorts to coordinate and collaborate among industry associations.CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4A 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 - Q4

CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4METRICS● FY’24 saw a 100%+ increase in media coverage over the previous year, therefore aiming for an increase in FY’25 was setting a stretch goal. While estimated value will not meet our target, Q4 saw significant improvement in sentiment YOY, with the net tonality score rising from -12 this time last year to +9, read the full report.● Over Q4, Ambassador Level One certifications continued to grow. We exceeded our fiscal target by 17%!● Our Q4 CPM measured at $5.65, slightly higher than our goal to stay under $5 but remaining well below the industry average of $7.12. This metric highlights that our return on ad spend is strong and that our marketing eorts are resonating with our audience.MEDIA COVERAGE AMBASSADOR LEVEL 1 CERTIFICATIONSCPM FOR Q4Achieved: $7,070,836 Goal: $16,320,000Achieved: 880 Goal: 750$0 $5 $10Goal to keep under $5.00 - industry Average = $7.12Cost per Impression (CPM)OBJECTIVE 1

Q4 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4OBJECTIVE 1● Over Q4 we exceeded our FY’25 goal to see 750 new Wines of BC Ambassador Level One certifications issued by 17%. A key strategy was to promote the course as essential training with trade partners and throughout our own programs such as Pour More BC.● Wines of BC content was driven by themes of ‘wine and wellness’ to capitalize on New Year’s Resolutions, celebrating Valentine’s Day with BC wine and winery experiences, and building on increased buy local motivation in light of US taris. ● Positive media coverage this quarter featured the WGBC Industry Recognition Awards, government and consumer buy-local support as a response to US taris, the resilient story of the 2024 vintage, and BC wine events celebrating local flavors, fostering community engagement and tourism.● Wine Growers BC launched the strategic Communications and PR Plan and comprehensive toolkit for wineries, retailers, trade, media and government to support “Crafted in BC” positioning while reinforcing the industry commitment to 100% BC wine through this period. ● Wines of BC published two Taste & Terroir blogs over Q4 featuring x22 full member wineries with direct links to their winery booking or wine shop pages.● A significant amount of WGBC team eorts over Q4 go towards preparing for the launch of our annual April is BC Wine Month campaign set to launch Q1 of FY’26. This includes securing an ocial proclamation from the BC government, developing key messaging and visuals, aligning campaign goals with industry priorities, lining up media and influencer partnerships, and engaging wineries and trade.

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 - Q4

CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4METRICS● While just shy of our goal, 362 Level Two certifications issued this is a strong result given shifting industry dynamics. Reduced seasonal hiring, post-COVID workforce transition, and lower tourism levels have lessened demand for wine education—a trend reflected in comparative programs.● The Wines of BC Ambassador Program Level Three Framework has completed development, with pilot testing planned for FY’26.● Q4 saw exceptional consumer engagement on the Pour More BC page, further exceeding our FY’25 goal. This reflects a broader trend of consumers increasingly turning to WineBC.com to plan their BC wine experiences.● With two deployments of The Pulp trade e-newsletter in Q4, we surpassed our target open rate. The content included the launch of the April is BC Wine Month campaign toolkit and features on the Industry Recognition Awards.AMBASSADOR LEVEL 2 CERTIFICATIONSAMBASSADOR LEVEL 3 DEVELOPMENTINCREASED PAGE VIEWS ON POUR MORE BCAchieved: 362 Goal: 500 Ideation > Development > TestingAchieved: 85,699 views Goal: 34,530 (+5% over FY’24)THE PULP TRADE NEWSLETTER OPEN RATEAchieved: 46% Goal: Maintain 45%OBJECTIVE 2

Q4 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4OBJECTIVE 2● During Q4, WGBC completed the framework development for the advanced Wines of BC Ambassador Level 3 Certification Program. This new curriculum builds on the foundational knowledge covered in Levels 1 and 2, oering a deeper, hands-on exploration of BC’s wine regions, terroir, varietal and style trends, viticultural practices, and consumer purchasing behaviour. The curriculum will be oered regionally to include immersive learning experiences, expert-led tastings, masterclasses and industry panel discussions. A pilot of the Level 3 program will launch in Fiscal Year 2026.● WGBC deepened engagement with the sommelier community as a sponsor and table judge for the CAPS Best Sommelier in BC Competition, securing space for 8 member wineries to pour their wines for the esteemed attendees of the event.● The Save-On-Foods Task Group continued regular meetings in Q4, with updates featured in WGBC communications and a live session at the Insight Conference. Key topics included the rollout of in-store shelf markers for 100% BC wines, a year-long in-store thematic plan with winery opportunities, and an update on the placement of “Crafted in BC” wines and the continued protection of BC VQA/100% BC wines on shelf.● WGBC hosted a well-attended trade webinar, “Navigating BC’s Vintage 2024”, featuring a panel of winery voices and moderated by Vancouver sommelier Kurtis Kolt. With 173 registrants across trade and media, the session provided valuable insights into “Crafted in BC” wines and navigating their presence alongside BC VQA and 100% BC wines in market. ● Pour More BC welcomed one new restaurant sign up, and program partner restaurants were provided with the BC Wine Month and Crafted in BC toolkits, Ambassador Level One access, and Winery Contacts for Winemakers Dinners and BC Wine Events. The Pour More BC page also saw record-breaking visitation.

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 - Q4

CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4METRICS● Campaigns active in Q4 drove 146k visits to WineBC.com, moving us 80% toward our annual goal. Ad campaigns continued to focus more on consumers with a higher potential to engage resulting in less overall trac but better quality. ● The Vine e-newsletter currently has 33,771 subscribers, representing an increase of 2,681 contacts over the year, exceeding our FY’25 goal.● Our engagement rate exceeded our goal of 10, coming in at 14.74 for the quarter. This is indicative of our strategic focus on highly engaged consumers.INCREASED PAGE VIEWS ON WINEBC.COMINCREASE VINE SUBSCRIBERSINCREASE ENGAGEMENT RATE ACROSS ALL CONSUMER DIGITAL CHANNELSAchieved: 539,895 views Goal: 663,300 (+10% over FY’24)Achieved: 2,681 Goal: 2,000Achieved: 14.74 Goal: 10OBJECTIVE 3

Q4 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4OBJECTIVE 3● The Vine e-newsletter audience grew by 2,417 contacts in Q4. This growth was driven in part by a successful Corus Entertainment partnership, including an L-Frame contest that attracted new subscribers. Additionally, targeted newsletters encouraging Wines of BC App users to transition to The Vine contributed to the subscriber boost.● Advanced the PacifiCan-funded project to replace the Wines of BC Explorer App with a new trip planner and improved website user journey in collaboration with VentureWeb, including updates to site navigation, regional content, and winery listing pages.● Promoted winery events consistently across Wines of BC digital channels, making it easier for consumers to discover what’s happening and where across BC wine country.● Focused digital campaign eorts on trip planning themes through February and March, including reels that spotlighted winery accommodations, on-site experiences, and other visitor-friendly features. One of the top-performing organic reels was this 5 Outdoor Winery Experiences.● In support of this objective we produced 15 pieces of video content, each strategically designed to engage key target audiences—including Engaged Explorers and Social Samplers, with an eye toward Passionate Advocates. The Yoga & Wine and Slow Down videos bridge these target audiences, while others are tailored more specifically. ● WGBC continues to host monthly BC Wine Tourism Committee meetings, inviting DMOs and winery associations from each of the nine BC wine regions to participate. These meetings provide an opportunity to share regional wine tourism initiatives, identify areas for alignment and collaboration, and explore ways to pool eorts to amplify BC wine tourism.

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 - Q4

METRICS● Achieved a 98.5% retention rate in membership for Q4, ending the quarter with 198 member wineries (180 full and 18 associate).● WGBC did not collect a member value perception metric in light of feedback collected through the Watson Advisors Inc governance review.● Over Q4, our industry communications saw an average open rate of 49.2%, falling just short of our quarterly target. However, when viewed across the full fiscal year, we exceeded our goal with a strong average open rate of 57.3%.MEMBER RETENTION RATEMEMBER VALUE PERCEPTIONMEMBER COMMUNICATIONS OPEN RATEAchieved: 98.5% Goal: 90%Achieved: n/a Goal: 70%Achieved: 49.2% Goal: 52%OBJECTIVE 4CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4

Q4 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4OBJECTIVE 4● Q4 Weekly Update e-newsletter deployments had the highest open rates of the year. Highlights through this channel included promoting nominations to the Industry Recognition Awards, the Insight Conference, and recruiting for WGBC committees. ● WGBC hosted the annual Insight Conference for the BC wine industry in March, welcoming 248 attendees to enjoy a program including industry updates, the Industry Recognition Awards ceremony, speaker sessions, workshops, and roundtables as well as for the first time this year, a wellness lounge. Attendee satisfaction rated at 8/10, and 95% of attendees said they would recommend the conference to colleagues. WGBC continues to evolve the conference programming as per attendee feedback, and industry priorities. Read the event report here.● WGBC remains committed to industry collaboration. In Q4, our communications team actively contributed to key initiatives including the Wine Grape Industry Task Force (WGITF), the Southern Interior Horticulture Show, and two subcommittees supporting the Sustainable Winegrowing BC program.● In Q4, the WGITF Advisory Committee convened twice and successfully completed Phase 1 of the initiative. Key accomplishments included:○ Finalizing and implementing the Terms of Reference○ Aligning on the Task Force’s vision, mission, and values ○ Outlining the strategic goals and framework for five supporting working groups to be implemented in FY’26.● WGBC also conducted surveys with its board and members to help inform the development of the WGITF two-year plan. The final operational plan and the formation of the five working groups will begin in Fiscal Year 2026. Learn more and get involved here.

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 - Q4

CELEBRATE THE WINES OF BRITISH COLUMBIA | FY’25 - Q4METRICS● Q4 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. ● Advocacy eorts this quarter were also focused on addressing unforeseen circumstances such as the US-Canada trade dispute and increase in taxes on wine sales in Alberta.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

Q4 TACTICS SUMMARYCELEBRATE THE WINES OF BRITISH COLUMBIA | FY25 - Q4OBJECTIVE 5● WGBC actively advocated for BC wineries’ presence in retail channels amidst the evolving US tari situation. In close collaboration with the LDB, we surveyed wineries participating in the temporary non-BC replacement wine program, ensuring accurate data was available to support BC wine shelf placement. Following a WGBC Board meeting with the Honourable Garry Begg, BC Liquor announced a significant policy shift to fill shelf space vacated by US products with more BC and Canadian-made products, including BC VQA and Crafted in BC wines. WGBC is now working with BCL to develop a sta training program to support this transition while reinforcing the value of 100% BC wines.● In response to the Alberta government’s February announcement of a new ad valorem tax on wine, WGBC partnered with national and provincial associations to strongly oppose the policy through direct advocacy. This included joint letters to Alberta’s Minister of Service Alberta and Red Tape Reduction, highlighting the tax’s negative impact on Canadian wine producers and urging a pause on its implementation—particularly for the Alberta-BC Direct-to-Consumer program. ● The WGBC board continued to work with Watson Advisors on a comprehensive recruitment for the position of CEO, looking for a leader with strong experience in advocacy and industry relations. The process concluded as the quarter came to a close, with the successful candidate announced and set to begin their term in Q1 of FY’26.