Resilient roots: How B.C. wineries are overcoming challenges and thriving

In the rugged beauty of British Columbia’s Okanagan and Similkameen valleys, wine is big business.

More than two-thirds of the province’s approximately 350 wineries call this region home, driving economic growth, generating millions in tax revenue, and supporting thousands of jobs. In the past, over a million tourists visited B.C. wineries each year, invigorating local economies by staying in hotels, dining in restaurants, and shopping at local businesses.

However, the industry has faced a series of compounding challenges—from pandemic-related travel restrictions, to devastating deep freezes that slashed grape yields by 50%, to relentless wildfires that have further tested resilience.

To assist businesses facing challenges, Community Futures B.C.—PacifiCan’s partner in rural economic development—introduced the Disaster Recovery and Economic Adjustment Initiative (DREAI). Launched in 2022 with a $5.5 million investment from PacifiCan, this initiative helped businesses and not-for-profits develop the skills and strategies they needed to recover, prepare for future disasters, and stay competitive in the global market. Support included online workshops, subsidized training, and peer mentoring from industry experts.

This initiative brought businesses what they needed when they needed it. For example, by using DREAI’s training subsidy to access a viticulture course at a local college, Osoyoos-based Mythology Vineyard implemented a new pruning technique that improves crop resilience, making their grapevines better equipped to withstand extreme cold weather events. Code Wines, a boutique winery nestled in the picturesque town of Okanagan Falls, also benefited from the program. After working one-on-one with a DREAI consultant, the winery improved its email marketing strategy, leading to a fourfold increase in sales.

DREAI has also supported other businesses across the province to weather tough times, such as family farms in Northern B.C. struggling with severe drought, and small businesses on Vancouver Island’s West Coast affected by major transportation disruptions.

The road to recovery is not always easy, but B.C.’s wineries and other small businesses are proving their resilience. With tailored local support from Community Futures B.C., British Columbian businesses are gaining the tools to adapt, innovate, and thrive in an everchanging world. These investments ensure that B.C.’s small businesses, and the communities they support, remain strong for generations to come.

Credit: Special thanks to Andrew Findlay for the research and excerpts used in/adapted for this story.