Since Fall 2012, we have engaged with the British Columbia wine industry through face-to-face relationship building to learn more about its context and needs.
As a result, we established the annual UBC-KEDGE Wine Leaders Forum in 2014. The Forum is designed to offer a safe, yet challenging retreat-style arena that brings together wine producers, international wine management expertise, government representatives, and other concerned parties.
Both industry and government have recognized our valuable role in stimulating open participation, free expression and collective learning. This has led to the development of the project, Position the British Columbia wine industry for international growth, with support from Western Economic Diversification Canada.
Position the British Columbia wine industry for international growth
Building on these developments, Western Economic Diversification Canada is providing $630,000 funding, matched by industry and UBC for a total of $1.3M, originally over three years (2015-2018), and now extended to to the end of March 2019, to enable the Regional Socio-Economic Development Institute of Canada to support the emergence of British Columbia as a globally recognized wine region.
The current action areas for the project focus on:
- Models of organization for the wine industry
- Wine labelling and presentation
- Identity of the industry
- Experience from international trade shows
We organize the Wine Leaders Forum, task forces, and collaboratives for the industry to interact, debate, share knowledge, and learn from each other and from international experiences.
The global wine market shows major potential for an emerging wine region to offer premium and super premium wines. A significant international presence for the British Columbia wine industry is critical to maintaining domestic success.
Building the industry’s capacity in terms of cooperation, quality and identity—the three pillars of a wine region’s international competitiveness—will increase penetration in international markets and secure domestic market share.