Identity of the British Columbia Wine Region

Regional identity is one of the three pillars of an internationally competitive wine region, along with cooperation and quality.

What do we mean by 'identity?'

  • Identity is about a cohesive representation of a region or territory that leaves a lasting impression. It comes before branding, but is at the heart of branding.
  • A region's identity is rooted in its values, cultural heritage, stories, and its distinctiveness.

As part of the project, Position the British Columbia wine industry for international growth, supported by Western Economic Diversification Canada, we will gather perspectives on the current and future narrative of the BC wine industry, for future use by the industry in expressing its identity.

BC Wine Region Identity Workshops2017 Identity Workshops Collage

In late November 2017, industry leaders were invited to come together in a series of workshops developed by UBC-KEDGE in collaboration with 

Glasgow School ofArt's Innovation Schooland reflect on the identity of the B.C. wine region.

The notion of identity was broken down into key themes: terroir, authenticity, expression, and the overall narrative. During the workshops, various participants recognized the need for a cohesive narrative about the identity of the B.C. wine region.

Video: Learn more about the workshops and the process

To capture and share the live discussion on identity, we have partnered with Plia Productions to create the short film, British Columbia Wine Region: A Territory Exploring its Identity. 

A version of the film was shared at the Wine Leaders Forum Identity Day, March 5, 2018, and it is an official selection of the International Oenovideo Festival 2018. The festival runs from 28 June to 1 July in Epernay, France.

The film is currently available for viewing at the Kelowna Wine and Orchard Museum, located inside the Laurel Packinghouse, 1304 Ellis St, Kelowna, BC.