Photo courtesy of Wine Growers British Columbia

Jeff Guignard is feeling optimistic, and he’s not the only one.

“There’s a palpable sense of excitement out there after a couple of difficult years,” says the CEO of Wine Growers BC. “There’s a lot of challenges, but there’s a lot of hope.”

Since stepping into the WGBC job in April, Guignard has been keeping a close eye on the state of B.C.’s vineyards and the recovery of an industry that contributes some $3.75 billion in provincial economic growth each year. And as harvest begins in wine country, he sees signs of promise.

“Zoom in and we are having a gorgeous, gorgeous crop out there. I suspect winemakers are going to be giddy with excitement,” he says. “I’m convinced we’re going to look at 2025 as one of our best vintages ever, especially after a couple of really hard years.”

But, he cautions, it’s not all good news: “Zoom out and it’s still a really small crop.”

Although the vines are loaded with exceptional fruit, the crop is expected to be 55 to 60 per cent of that harvested in 2022. That’s because of the high number of vines that had to be replanted or are still recovering after the devastating cold snap of 2024.

An average year sees a harvest of 30,000 short tons of grapes; in 2022, it was 44,000, an exceptionally large, high-quality, bumper crop. In 2023, only 18,000 short tons were harvested. In 2024, almost none.

One short-term solution for some wineries has been importing replacement grapes for the 2024 vintage. WGBC is close to finalizing an agreement with the government to bring in replacement grapes again this year for those who need it. “It was a matter of necessity for some people,” Guignard says, but emphasizes that the intention is to return to 100 per cent B.C. grapes as soon as possible.

It has certainly been a challenging few years for B.C.’s wine industry. In addition to the deep freezes of December 2022 and January 2024, there have been heat domes, wildfires, the ban on short-term rentals and issues with cross-border sales. But all those stressors have also created opportunities. As Guignard says, “All of a sudden a lot of tough conversations become possible.”

Once the vineyards have been restored to health, he’s excited to get to work unlocking the economic and tourism potential of a region that typically draws 1,191,500 visitors a year. For instance, he’d love to see a five-star hotel and maybe a larger airport in Penticton, and perhaps even a Michelin-starred winery restaurant or two in the valley.

“People travel for food, wine and culture and we have all of that in B.C.,” he says. “We’re an economic and cultural treasure.”

Vitis Magazine

Vitis is is an indispensable seasonal guide for vintners, sommeliers and weekend imbibers alike that is dedicated to British Columbia’s rapidly evolving wine culture.