Several actions for the wine industry recommended
Researchers at UBC have released a report today, BC Wine Territory Identity, presenting findings from their work with the wine industry across the province.
The team at UBC’s Okanagan campus, in collaboration with KEDGE Business School in Bordeaux (France), has been working with the British Columbia wine industry to help it explore its sense of identity. The 28-page report discusses the idea of a shared identity and its importance for wine regions. It also recommends actions for wineries, growers, industry organizations and regional associations.
“The report lays out some of the challenges that must be met if the industry is to be competitive and have a strong presence on the global stage,” says Roger Sugden, Faculty of Management dean, member of UBC’s Regional Socio-Economic Development Institute of Canada, and one of the report’s authors.
The authors invite the industry to act on the report, using it to stimulate a rich conversation about some of the challenges they face.
“Many wine regions in the world speak about their identity, but in fact very few of them have explored in depth its meaning for their territories,” says Jacques-Olivier Pesme, wine industry expert at UBC and the University of Adelaide.
In support of the ongoing development of the BC wine territory, UBC is committed to continuing its relationship with the wine industry and will hold a series of workshops in December. Those workshops will focus on recommendations from the report.
Read the full report and its recommended actions here: ubckedgewine.ca/identity
Watch the video about the process of exploring BC wine territory identity here: vimeo.com/259497083
About UBC's Okanagan campus
UBC’s Okanagan campus is an innovative hub for research and learning in the heart of British Columbia’s stunning Okanagan Valley. Ranked among the top 20 public universities in the world, UBC is home to bold thinking and discoveries that make a difference. Established in 2005, the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world. For more visit ok.ubc.ca.