Photo courtesy of Wine Growers BC

For the past 11 years, as executive director of B.C.’s Alliance of Beverage Licensees (ABLE BC), Jeff Guignard has been the calm, thoughtful presence championing the interests of liquor, hospitality and cannabis retail businesses. Now, at one of the most challenging times in the province’s wine industry, he’s stepping into the role of CEO at Wine Growers BC.

“I can’t wait to get started,” says Guignard, who begins his new job on April 28. “It felt with the kind of issues that are going on, I could help.”

Guignard takes on the role of CEO following an impactful 14-year tenure of his predecessor, Miles Prodan, and will continue to drive forward the long-term, 10-year strategic vision known as Wine BC 2030. “We are thrilled to welcome Jeff to lead Wine Growers British Columbia at such a pivotal time for our industry,” says Paul Sawler, WGBC’s board chair.

Guignard is known for deftly navigating complex policy issues, uniting diverse interest holders and building strong relationships with all levels of government. His expertise will be a major benefit to WGBC, the organization that represents the interests of wineries producing 100-per-cent B.C. grape wines. The wine industry contributes $3.75 billion in economic growth to the province each year, but has suffered in recent years from a series of setbacks, notably the January 2024 freeze that destroyed the year’s vintage.

Among the many issues facing the industry, Guignard is looking at the challenges—and opportunities—posed by interprovincial trade barriers and the discussions around tearing them down. “Some provinces can’t get out of their own way,” he says wryly. “But it’s not just the interprovincial issues. The state of the industry has some major issues.”

He says he wants WGBC to be the “heartbeat of the industry” and is looking forward to doing what he can to support growers, especially as they replant vineyards devastated by the cold snap. He’s also eyeing liquor store shelves that are currently empty of American products and seeing an opportunity to fill them with “our beautiful products.”

In fact, he sees this as a “once in a generation opportunity” to rebuild the industry. “The movement I see right now is looking ahead to the next 20 or 30 years,” he says.

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.