Cowichan Valley officials excited about ‘overdue’ recognition of region’s wineries

LADYSMITH (NEWS 1130) — B.C. has another officially recognized wine-producing region, and it’s nowhere near the Okanagan.

The province designated the Cowichan Valley Friday as a new “sub-geographical indication,” which means legal recognition for its grape-growing and winemaking.

Aaron Stone, Chair of the Cowichan Valley Regional District, says this recognition reflects something locals have known for years.

“I think the product speaks for itself first and foremost. If you look at the number of established and the growing number of new wineries in the region that are having good success growing good grapes, I think the recognition was bound to come in time. The wine industry here has been growing, and advocating for some recognition for some time,” he says.

“I think the province saw fit to give that recognition at this time and I know everybody in the Cowichan is excited. It’s something we’ve known for a long time and have been trying to tell everyone else that will hear us, but I think this designation only helps in those efforts.”

Stone says they hope this new designation will draw more tourists to the area of Vancouver Island which is nestled between Victoria and Nanaimo, and provide an economic boost.

“The local wines become features and very popular at local restaurants, and it helps drive a whole sub-sector of an industry here that employs many hundreds — or thousands of people possibly — beyond the core wineries themselves,” Stone says.

“As it grows, of course, we look forward to more employment generated by wine in Cowichan.”

He thinks it may also help with marketing to potential visitors, and shoppers outside of the region who want to try a new made-in-B.C. wine.

“It just brings that extra focus when it comes to marketing, just for the region itself, but also the wines when they go out to market,” he says.

“It’s a great injection into the industry here in Cowichan.”

Cowichan wines and winemakers get their due.
So grape! https://t.co/Nf2urACt05

— Aaron Stone (@solidplans) July 11, 2020

When announcing the designation Friday, Lana Popham, Minister of Agriculture, said the designation means wines from the region will be distinctly labelled so consumers know that 95 per cent of the grapes are from the region.

“Defining geographic zones on wine labels connects consumers with the unique geographic area the grapes are grown and the wine is made in and increases exposure to the region for both wine and tourism businesses,” reads a statement.

Like Stone, she pointed out that the wine business is long-established, and has been growing steadily.

“The Cowichan is home to family-owned and operated wineries and grape growers who have been part of the valley for generations,” she said.

“They take pride in the wines they produce and recognizing their hard work, skills and growing reputation on the B.C. and international stage is overdue. They make great wine in the Cowichan from the grapes grown in the valley, and the designation both respects and promotes that.”