Despite challenges associated with COVID-19, Kamloops wineries appear to be thriving. File photo

Despite challenges associated with COVID-19, Kamloops wineries appear to be thriving. File photo

Kamloops area wine industry sees record year

With more one-on-one time with winemakers, the public seemed to have enjoyed the experience

By Joel Barde, Local Journalism Initiative Reporter, Sun Peaks Independent News

Despite challenges associated with COVID-19, Kamloops wineries appear to be thriving.

“The Kamloops Wine Trail wineries had record breaking summers,” said Trish Morelli, executive director of the Kamloops Wine Trail.

Morelli said this positive experience owed to pivoted marketing campaigns, innovation on the part of wineries, and a desire among British Columbians to support local businesses.

Morelli said sales were up 12 per cent between January and August this year compared to last, and that direct-to-consumer sales were up 61 per cent for July and August, which is effectively the height of the wine tourism season.

Morelli said while early on in the pandemic there was panic among local wineries at what the future had in store, they were able to quickly transition.

Like other establishments, before reopening in late April they installed signage to ensure proper social distancing and instituted new measures to restrict the spread of the virus.

Morelli said they operated at around half of normal capacity.

With more one-on-one time with winemakers, the public seemed to have enjoyed the experience.

“People were generally actually having better experiences,” said Morelli.

Morelli added the wineries owe their success to the support they received from Kamloops area residents.

“The local support was out of this world.”

She added the positive experience in the Kamloops region isn’t necessarily indicative of the industry at large, with the pandemic having a “horrific” impact on some wineries that weren’t able to open this summer.

The challenges facing the industry were captured in an August survey of winemakers published by the B.C. Wine Institute, a body that represents B.C. wineries.

While liquor sales have increased across the board, this hasn’t been the case for B.C. wines, explained Miles Prodan, president and chief executive officer of the BCWI.

Much of the increased sales of wine have been for cheaper wines made out of the country rather than B.C.-made wines, he said.

“It’s impossible for the province’s small producers to compete with the low price point of `bag-in-a-box’ producers,” he said.

“Other farms around the world have acres and acres of mechanically produced .125fields.375, and they can .125rely on to.375 get that cost down,” said Prodan.

Prodan said B.C. wineries have had to transition quickly to new COVID-19 restrictions. That said, Prodan said that some numbers are in fact up, and some wineries are doing well.

“I think anecdotally, what we’re seeing is that the quantity of people was down, but the quality of purchases was up,” he said. “So we’re thinking that not as many people visited, but hopefully as much wine was purchased in the end, because .125guests.375 got a chance to really experience it with that reservation time.”

In August, the BCWI engaged a market research and analytics company, Leger Marketing, to conduct an industry-wide survey to help understand and assess the impact of COVID-19 on the B.C. wine industry.

It found that one in 10 B.C. wineries and grape growers reported being at risk of closing due to COVID-19, with 58 per cent seeing a loss in revenue and 55 per cent having reduced access to customers.

Prodan said thankfully the industry has been experiencing somewhat of a recovery since then. The institute plans on commissioning a new survey in November once the province’s grapes are fully collected.

“Anecdotally, we know that visitors came to wine country and did stop at wineries to visit and buy wine, so we’re hoping it’s not as bad as what they were thinking,” said Prodan. “But we’ll wait till the end of this harvest to see when we go back and redo the survey.”

Prodan added many of the issues related to the wine industry resulted from challenges with distribution, as restaurants and wineries closed for an extended period of time it impacted the ability of wineries to get their product out.

With provincial health orders already tightening up on restaurants and bars again this fall, it’s imperative that the support of B.C.’s local wine industry and related businesses continues, he said.

Prodan recommended purchasing wines with the BC Vintners Quality Alliance (BC VQA), which means that it was produced in British Columbia.

“The end value product is a beautiful bottle of wine, but it’s the same dirt and hard, Mother Nature effective process that every farmer goes through. So buying a BC VQA wine not only ensures you have a quality product, but you’re also supporting agriculture and buying locally here in the province,” he said.

Wine and Vineyards

Just Posted

Okanagan Lake (File photo)
Thompson-Okanagan ready to welcome back tourists

The Thompson-Okanagan Tourism Association expects this summer to be a busy one

A committee held its first meeting on June 9 to consider opionions for incorporation of the community of Okanagan Falls. At present, Okanagan Falls is the largest unincorporated community within the Regional District of Okanagan-Similkameen. (Contributed)
Study begins for Okanagan Falls incorporation

Committee held first meeting on June 9

A for sale sign is shown in by new homes in Beckwith, Ont., just outside Ottawa, on Wednesday, Jan. 11, 2018. THE CANADIAN PRESS/Sean Kilpatrick
Thompson-Okanagan population grew despite COVID-19: report

The Chartered Professional Accountants of BC said there are 8,462 new residents in the region

File photo
Princeton mayor ready to support referendum if proposal for $7 million loan gets defeated

A proposal to borrow $7 million to fix town infrastructure may well… Continue reading

Directors and alternate directors at the Regional District of Okanagan-Similkameen received nearly $560,000 in remuneration and expenses in 2020, according to the Statement of Financial Information. (Black Press file photo)
Almost $560,000 in remuneration for Regional District of Okanagan-Similkameen board

Costs of directors and alternate directors outlined in Statement of Financial Information

Maxwell Johnson is seen in Bella Bella, B.C., in an undated photo. The Indigenous man from British Columbia has filed complaints with the B.C. Human Rights Tribunal and the Canadian Human Rights Commission after he and his granddaughter were handcuffed when they tried to open a bank account. THE CANADIAN PRESS/HO-Heiltsuk Nation, Damien Gillis, *MANDATORY CREDIT*
VIDEO: Chiefs join human rights case of Indigenous man handcuffed by police in B.C. bank

Maxwell Johnson said he wants change, not just words, from Vancouver police

Tk’emlups te Secwepemc Chief Rosanne Casimir stands outside the former Kamloops Indian Residential School after speaking to reporters, in Kamloops, B.C., on Friday, June 4, 2021.THE CANADIAN PRESS/Darryl Dyck
Kamloops chief says more unmarked graves will be found across Canada

Chief Rosanne Casimir told a virtual news conference the nation expects to release a report at the end of June

Vernon Courthouse. (Jennifer Smith - Morning Star)
Sentencing delayed in North Okanagan child pornography case

Man who pleaded guilty to possessing child pornography will have new sentence date fixed next week

A woman wears a vaccinated sticker after receiving a COVID-19 vaccine at a vaccination clinic run by Vancouver Coastal Health, in Richmond, B.C., Saturday, April 10, 2021. THE CANADIAN PRESS/Jonathan Hayward
B.C. ranks among highest in world in COVID-19 first-dose shots: health officials

More than 76% of eligible people have received their 1st shot

People decided to tag Skaha Bluffs rocks which the Ministry has to go in and now clean up. (Facebook)
Bluffs at popular Penticton rock climbing park defaced

Ministry of Environment is going to clean it up

A screenshot of the First Peoples Cultural Councils First Peoples’ Map. (First Peoples Cultural Council)
Online resource blends B.C.-Alberta’s Indigenous languages, art and culture

Advisor says initiative supports the urgent need to preserve Indigenous languages

An artists conception of the new terminal building at the Pitt Meadows Regional Airport.
Air travel taking off in B.C., but lack of traffic controllers a sky-high concern

There will be demand for more air traffic controllers: Miller

Canadian Armed Forces experts are on their way to North Vancouver after a local homeowner expressed worry about a military artifact he recently purchased. (Twitter DNV Fire and Rescue)
Military called in to deal with antique ‘shell’ at North Vancouver home

‘The person somehow purchased a bombshell innocently believing it was an out-of-commission military artifact’

Most Read