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T
Between the Vines
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By T
W
racy Clark
hat is the story of the B.C. wine industry? That was a
question put to a room of industry folks at the
which was part of the Enology and Viticulture Conference held
standing-room-only seminar, ‘Brand Nip and Tuck,’
in Penticton during July.
consultant David Scholefield, winery proprietors, wine makers
With a panel of experts, including the infamous wine
and viticulturists, among others, were given a crash course in
TRACY CLARK
the many aspects of creating a successful and enduring brand.
Keith Davis of Coast Mountain Glass showcases
some of the bottle designs that wineries can choose
well, according to Scholefield and the other experts on the
While B.C. wineries for all intents and purposes are doing
from. Davis points out that bottle design and colour
panel, the industry could be doing a much better job at
can be as important as the label itself when it comes
drawing in revenue. The key to this success is in the story.
to developing a new image or brand for a winery.
industry is facing. Compared with the rest of the world, the
Scholefield pointed out the extent of competition the B.C.
B.C. wine industry is small, he said, pointing to sales of
Scholefield said B.C. has to do a better job of telling consumers
But rather than drawing customers based on price,
Australia’s Yellow Tail as an example. Last year the B.C. wine
why they should spend more money to purchase B.C. wines.
industry sold 1.5 million cases of wine collectively. Yellow Tail
sold 15 million, and in its very first year sold two million cases
he said. “We are not in the commodity game, we are in the top
“We are not Yellow Tail and we will never be Yellow Tail,”
of Pinot Grigio alone. The numbers may not be a big surprise
quality game.
to local producers, but show just what kind of competition the
industry is up against.
and that is why (consumers) have to pay more.”
“We just have to show that our wine is unique and special
purchasing B.C. wines are being flooded with options from
This is important because the very people who are
“immensely compelling,” is vastly untold, he said. Wineries
Thus far, however, the B.C. wine story, which is
wineries like Yellow Tail. And the choices can be
need to raise their game and rather than just focussing on
overwhelming. There are hundreds of bottles of wine from all
their wine making, need give equal importance to telling the
over the world on B.C. Liquor Store shelves.
story of the region.
economic times consumers are more likely to seek out value
Global market trends are showing that in these tough communicate that is what it is.”
“It is bitterly ironic to make great wine and fail to
wines that make them “thrifty and therefore smart,” says
Scholefield. This is not good news for the B.C. wine industry,
in the marketplace, he said. Rather than talk about selling a
Individual wineries can take the lead on building this image
whose average price per bottle is $18.18.
good bottle of Cabernet Franc, he said wineries need to show
they are selling a bottle of Okanagan Valley Cabernet Franc.
British Columbia FRUIT GROWER • Fall 2009
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