4-A supplement to the North Shore News - Wednesday, 28 May, 1980 How good are Columbia wines? Well the British Columbia liquor branch believes they are not only good but ex- cellent value as well. That's why the branch has issued a circular to licensees suggesting that “all hcensees carry a selection of British Columbia wines.” It British Suggests that at a minimum, lhcensees shouid carry at least one local product in each category, red. white and rose. While not mandatory the FOR BC WINES branch also suggests licensees should feature British Columbia wines as the house wine as an alternative to the bottled selections. Ken Stewart of the Liquor Licensing Branch in Victona said it has always been a policy that licensees shouid carry British Columbia wines. This latest circular clearly spells out for licensees their responsibilities. He agrees the circular will help support the local wine industry, but says that 1s not the main point behind the policy. “There's a two-fold reason. First we feel British Columbia wines deserve far more recognition than they currently get,” he said. “Locally produced wines have improved dramatically in both quality and value over the past few years.” Stewart said that Canadians generally have an infenonty complex about anything they produce This policy ts an effort to beat down the wine snob that still exists out there amongst consumers. “Unfortunately, there is still the tendency to believe that anything ported is good.” um - He said that with nsing pnces local wines are now proving to be an excellent buy and consumers should become aware of im- provments that have been made in the past decade. Stewart said that response to the policy has been very positive. “I have had no ad- verse reaction at all, just licensees requesting clamfication of the pohcy.” he added. Improved marketing major challenge The major challenge facing B.C. winenes 1s to successfully market thei quality products, Bob Wareham the new president of the Wine Council of Bntish Columbia said in an interview Warcham. 33. vice president and general manager of Casabello Wines replaces Jim Berry of Andres as head of the council Berry is Moving to Ontano for his company A Newfoundlander who came into the wine business after spending several years with Labatt’s wn the beer business, Warcham says the wine business ts much more interesting and dynamic than the brewing industry “There is a great future for this industry in BC and there has been a dramatic improvement in the quality of our wines over the past 10 years. What we need to do now is a marketing yob while continuing to maintain and improve the quahty of our wines We must convince the consumer that our products do not need to take a back seat to other wines © Warcham admits its a “hong uphill climb because of prejudice the minds of many Consumers | In He said he supports fully the work of the council through wine tastings and other events in) promoting BC wines Such exposure is vital, he said C SHAT rHULGeE a ewod vad aa ' ‘ ett yeah i yoke # ‘ reais Le \is coese chewy \ ated peat Vis Captlane Mall Pout y Dinner wt BR Lerch wd Moot ier tise Government backs BC wines Success of Italian wines increasing in Canada In 1979 Italy exported almost 18-million hectoliters of wine, and 1.3 millon hl. of vermouth for a_ total amount of 1.250 milhon dgllars Canadian and with an increase in quantity of 47.3 per cent, and in value of 55.1 per cent. According to Italian Statistics Canada is the oth largest importer of Itahan wines with 250.000 hi. (an equivalent of 2.800.000 cases). valued at 29 million dolars Canadian. It is interesting to notice that 61 per cent of Itahan wines imported to Canada are represented by Con. trolled Denomination — of Origin quality wines (DOC +. and this indicates the refined and demanding taste oof the Canadian consumers The amount of Vermouth imported to Canada amounts to 33 600 hectoliters., equivalent of 54 dollars Canadian an millon The progress made by the Itahan wines in Canada can be seen in the fact that there was a 73S per cent increase in the amount of wine ported in 197K over 197" im The sales in the different provinces show how Itahan wine is gaining ground and among the imported wines is becoming of one the leaders In Quebec Itahan wine holds the second position mainly because white wine sales are fairly low com- pared to red: for example. Chiantu’ appears to be the best selling imported wine In this province Italy has conquered the first place and to the increase of 14,3 per cent of its) wines corresponds a decrease of 28,9 per cent and of 25 per cent of the two mayor competitor countnes There is also a more even balance in sales red wines 43 per cent, white 3& per cent, crackhng 11 per cent sparkling & percent In BC the available statistics show a more evident increase in sales of Itahan wines over their compeutors Italv holds the — first position for its red wines whereas sales in white wines are sall fairly low although they are well hked by B ¢ consumers Itahan that provinees importers the hope remaining has Ontane ltahan white wines and will list a larger numberin the future wD) as will “discover” Pick Up And Pitch-in’80 the King of Sunday Brunch 10 a.m.-2 p.m. trias se bam be avorniig & ao thye trimergve tte ad wth to caee Ob euns ater ny Se RC SOS Voy a gece te Nae a § gage Bene dh cin. ti. 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