It was an excellent summer for the three wineries in Kamloops despite the challenges brought on by COVID-19, according to the Executive Director of the Kamloops Wine Trail.
Trish Morelli says it was partly due to targeted marketing campaigns, innovation by winery owners, and a desire for Kamloopsians to support local.
“It was 12 per cent overall across the year from January to August 2019 versus 2020, but when we measure just direct to consumer sales in July and August, we experienced a 61 per cent increase,” she told NL News. “Those are record numbers for us on the Kamloops Wine Trail.”
“We also partnered with Destination BC and our partners here at Tourism Kamloops. Once things open up a little bit and B.C. residents were allowed to travel, it was amazing how many people came to Kamloops wineries.”
Morelli notes while it was a very strange year because of COVID-19, staff at Harpers Trail, Privato, and Monte Creek wineries in Kamloops are all hoping to build off this year’s successes through the winter and into next year.
“We have plans to reinvigorate the online and direct delivery to your home and how to enjoy the taste of Kamloops wines at your homes over the winter,” she said. “That will be a big part of programming and campaigning over the winter.”
“As well, some of the experiences that went over really well in the summer, we’ll sort of kick those up in the spring and start promoting those experiences again for next year.”
Morelli notes Kamloops wineries were fortunate this year, as the industry as a whole continues to feel the effects of the pandemic.
“Across B.C., the numbers were generally good for wine sales but some B.C. wineries didn’t experience the same increase,” she noted.
A survey done by the BC Wine Institute and Leger Marketing found that one in 10 wineries and grape growers were at risk of closing their businesses. Another 58 per cent were reporting a loss in revenue while 55 per cent had reduced access to customers.
“As winery inventories begin to grow with, by all early indications, a great 2020 vintage starting to come in, this trend is worrisome for our industry,” said BC Wine Institute President and CEO Miles Prodan. “It highlights the need for the continued support of the BC wine industry not just from consumers but in sound policies from all levels of government.”
“It’s imperative that we understand the full effects of the pandemic on our industry to ensure we’re successful in the recovery phase.”
Prodan says with the second wave of COVID-19 here and the potential for more restrictions on restaurants and bars, it is important for people to keep supporting the B.C. wine industry and other related businesses.
(Photo via Kamloops Wine Trail)
