Fighting the faux
New national regsmean productmade fromfreezer- frozen grapes won’t cut it as authentic Canadian icewine.
By Scott Trudeau C
anadian icewine producers are being assured a level playing field because of a government proposal to create a national standard for the product.
The standard will require icewine to be made only from grapes frozen naturally on the vine. The proposed changes are expected to help prevent the sale of fraudulent icewine. Josie Tyabji, chair of the B.C. Wine Institute, said that prior to adopting the new legislation icewine carrying the Vintners’ Quality Alliance (VQA) symbol meant the winemaker had followed all the steps needed for making authentic icewine.
Canada’s icewine has developed a world-wide reputation for its quality and became the starting point in establishing its reputation as a top quality wine-producing region. Tyabji said she began hearing complaints from wineries attending international wine shows that some companies were promoting Canadian icewine that could not be considered VQA standard. “Their eyes were really opened by some of the things that were happening in the international marketplace and taking advantage of this product we had created that was so recognized internationally,” said Tyabji. Those producing the icewines were also marketing their products at about the same price point as VQA icewines.
SCOTT TRUDEAU
Tyabji said there was no ability for the wine industry to approach those who were marketing products as Canadian icewine to point out their product couldn’t be called Canadian icewine, unless they could prove they followed the steps necessary to make a VQA product. “What we needed to do was to work with the federal government to basically say that if you use ‘Canadian’ and you use ‘icewine’, there’s actually some specific standards that are attached to using the actual word, icewine.” Tyabji said she uses the word, “faux” rather than fraudulent in describing the type of icewine made without following correct procedures.
“It’s a strong term because there wasn’t a regulation in place,” she said.
In order to address the situation, wine industry representatives in B.C., Ontario, Quebec and Nova Scotia
Michael Devolder, a staff member at the Government Street liquor store in Penticton, holds two bottles of VQA icewine. The federal government has established national standards for Canadian icewine to ensure proper procedures are followed in producing it.
began working with the Canadian Vintners Association. The change represents an effective way of making sure everything labelled and marketed as Canadian icewine is authentic and removes the ability for someone to refer to their product as Canadian icewine unless they follow proper production procedures.
It also means anyone making icewine that doesn’t meet VQA standards could be subject to a penalty. “It’s really the federal government protecting our growers because that way it shows that they have an international marketplace for their quality products,” said Tyabji.
According to federal agriculture minister Gerry Ritz, the British Columbia FRUIT GROWER • Winter 2013-14 5
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