B.C. wineries turn to U.S. grapes after devastating 2024 frost

Table of contents:

• Séverine Pinte and the Okanagan frost
• Washington grapes and changing perceptions
• Sophie Jacob and Canadian tourists
• David Eby, Donald Trump and import restrictions
• Balancing survival and consumer trust

Séverine Pinte and the Okanagan frost

In January 2024, a sudden cold snap struck the Okanagan Valley. Temperatures dropped so sharply that grapevines across the region froze. The result was a harvest far below expectations. Without fruit, winemakers had no choice but to seek solutions beyond traditional methods.

• Many vines died after the freeze.
• Harvest numbers were insufficient for commercial wine production.
• Import rules were temporarily relaxed by the provincial government.

Séverine Pinte, executive winemaker for Le Vieux Pin in Oliver and La Stella in Osoyoos, said plainly: “We didn’t have any grapes to make any wine.” In addition to managing her own estates, she also serves as director of the British Columbia Wine Grape Council. From both positions, she is working to clarify what the label “crafted in B.C.” means when the grapes come from abroad.

Washington grapes and changing perceptions

Following the rule change, B.C. vintners quickly turned to American growers. Pinte explained that bottles now carry a “Washington Edition” stamp. She admitted that customers sometimes hesitate at first, but many change their opinion once they taste the product. Despite the imported fruit, the wines are made, aged, and bottled in British Columbia.

This shift occurred against a backdrop of several difficult years. Vineyards had already faced wildfires, smoke, and extreme summer heat. For many producers, importing grapes was the only way to remain in business.

Sophie Jacob and Canadian tourists

Tourism also plays a major role. Visitors to the Okanagan have increased, and many are deliberately choosing Canada over the United States. Quebec tourist Sophie Jacob, for example, rescheduled her trip to avoid crossing south of the 49th parallel. She emphasized that supporting Okanagan wineries is more important than where the grapes originally come from.

Jacob stated that wines crafted locally, even with U.S. fruit, still benefit the Canadian economy. Her comments reflect a broader trend of Canadians boycotting American goods while continuing to spend money on Canadian-made products.

David Eby, Donald Trump and import restrictions

The political climate has also shaped consumer choices. In March 2024, the B.C. government suspended the import of American alcohol altogether. Premier David Eby explained that the move was a direct response to escalating tariffs and threats from U.S. President Donald Trump. Since then, U.S. bottles have nearly disappeared from local shelves.

Ethan Hrasko, manager of a B.C. Liquor Store in Kelowna, confirmed the change. He observed:

1. A 27% drop in demand for American wines.
2. Only a 2–3% decline in B.C. wine sales.
3. A clear rise in customer focus on label details.

Hrasko also reported that some shoppers avoid any wine linked to American products, even when the production process takes place entirely in B.C. For others, supporting local wineries remains the priority, regardless of grape origin.

Balancing survival and consumer trust

The combination of weather disasters, political pressure, and shifting tourism patterns has reshaped the wine industry in British Columbia. Wineries have relied on Washington grapes to stay open, tourists like Jacob are spending more within Canada, and liquor store managers like Hrasko are seeing new buying habits emerge.

While the debate over authenticity continues, the decision to import grapes has helped sustain the Okanagan wine sector through one of its most difficult years.

Quelle: CBC